I am #VULNERABLE

What if vulnerability were the key to reinventing our business models? This question may seem surprising in a world where performance is often measured by well-established financial metrics. Yet, some companies are showing that it’s possible to see things differently, by broadening our vision of success and value.

One such company that inspires me is Advens, a French leader in cybersecurity that is redefining the rules by aligning profitability, human engagement, and societal impact.

Advens recently renamed the IMOCA yachts of Thomas Ruyant and Sam Goodchild VULNERABLE. In a universe that often revolves around strength and raw performance, this choice stands out. But it also invites reflection: what if recognizing our vulnerabilities was precisely the way to strengthen ourselves?

At sea, as in business, vulnerability is not a weakness. It is what allows us to question ourselves, to learn, to build authentic relationships, and, ultimately, to demonstrate greater resilience. This message, carried by Advens through its skippers, goes beyond sailing to challenge what we truly value in our organizations.

What fascinates me about Advens is how they embody this vision across their entire entrepreneurial approach. They have adopted a unique model in their sector: 100% employee ownership, where every employee is a stakeholder in the value created. They support initiatives like Entourage, which fights social exclusion, and Team for the Planet, which funds practical solutions to climate change. They also prove that performance and sustainability can coexist, as evidenced by their partnership with TR Racing, which blends innovation and responsibility in competitive sailing.

These initiatives lead to a broader question: what guiding principles do we use today to steer our companies? Too often, we limit ourselves to numbers. They are useful, of course: they translate operational efficiency, financial health, or the ability to generate profit. But by focusing solely on numbers, don’t we risk overlooking what truly creates value?

The value of a company is not solely measured by quarterly results or profit margins. It also includes intangible yet essential elements:

• Human capital, with engaged and fulfilled employees who make a difference in every interaction.
• Customer relationships, built on trust and loyalty, which are far more sustainable growth levers than simple margin gains.
• The capacity to innovate, which is indispensable to remain competitive in a constantly evolving world.
• Environmental and societal impact, which is becoming a crucial criterion for investors, consumers, and talent alike.

Advens demonstrates that these elements can coexist with strong economic performance. By choosing to redistribute 100% of the value to their employees, supporting responsible initiatives, and delivering a powerful message through their IMOCA yachts, they are redefining what the role of a company can be in our society.

I am convinced that the organizations that will succeed tomorrow are those that manage to broaden their horizons by aligning profitability, impact, and human engagement. Those that are willing to question their success metrics and recognize their vulnerabilities to move forward.

And you? What do you think? What metrics do you use to guide your organizations? Are you ready to redefine your guiding principles? I look forward to reading your thoughts.