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Alicia Zurita, Founder and CEO of LUBETS


Alicai Zurita is the founder and CEO of LUBETS


Firstly, can you give us a little bit of background about your business journey?

Since I was very young I have been an entrepreneur, it was very clear to me that my life would be working on my own company. My environment was entrepreneurial and creative and I guess I also have that gene.


What role has self-belief played in your journey as a business leader? How has it influenced your decision-making and overall success?

Self-belief is fundamental, you cannot always be at the same level of self-belief but being a strong, confident, calm and resilient person, with a very defined path and still being flexible to pivot if necessary is what distinguishes the business leaders. I also think that a little foolishness is needed. All that mix is what has allowed me to be where I am, working with an incredible team of professionals.


Can you share a specific moment or challenge in your journey where your self-belief was tested? How did you overcome it and what did you learn from that experience?

I think that women are very practical and rarely embark on something that we do not believe in faithfully. In my case, I have added the variable of courage and that has worked for me all my life until I found myself starting from scratch with two children that I took care of 100% by myself and with many stable job opportunities. I made the most difficult decision of my life but I got around it well because of the confidence I had in Lubets and in myself. From this I learned that you can always do it, it is not easy but with a lot of organization and work and above all prioritizing everything that is important, you can get where you want, you don't have to limit yourself.


How do you cultivate and maintain a mindset of self-belief amidst the inevitable ups and downs of life?

I love this question because it's something I practice every day. Adversities don´tt disappear, you simply have to accept the situations, not resign yourself, but accept them and from there take one of the two paths you can take: take it well or badly. I always decide that I win in any situation, by this I mean that in the face of any adversity I must learn something and take it as a challenge, be creative. Every up and down is an opportunity to learn.


Are there any specific strategies or practices you follow to boost your self-confidence when facing uncertainties or setbacks in your business?

Always have a peaceful mind. Don't let myself be controlled by negative thoughts. If I can't see a solution, I give myself time because I will find it. Being calm in the face of any situation is the greatest power I have acquired in my life, that makes everything work. In this way I can manage with confidence and I contribute to the team finding better solutions to problems.


How do you handle self-doubt or negative self-talk that may arise as a business leader? Do you have any specific techniques for reframing negative thoughts?

I analyze all possible options and make decisions. If I have doubts, I go to committees of experts that I have created for each department or in the general strategy area. I do not work or live with negative thoughts, they are of no use, everything must be constructive. It is something that I have learned and internalized and when faced with problems I use solutions, not dramas.


What advice would you give to aspiring entrepreneurs who struggle with self-belief? How can they start building a stronger sense of confidence and belief in themselves?

Without a doubt, you have to work and take care of yourself, it is something important because if you are not strong and have confidence in yourself, and I do not mean to be absolute, of course you always have doubts but these are good, they make you evolve, I mean resilience, that everything is learning and that everything happens, the good and the bad and not getting involved in either of these two aspects. In the end it is being a little stoic. My advice is to surround yourself with people who are going through or have gone through the same thing, who have the same difficulties, see what solutions they work with, this contributes to your strength because, among other things, you don't feel like you're doing it wrong, but that you have to go through it.


Have you ever encountered external skepticism or negativity regarding your business ideas or decisions? How do you stay grounded in your self-belief despite external influences?

Yes of course, constantly, and I have always listened a lot but it is true that Lubets is the consequence of my career and I feel very confidence of the brand. Even so, our organization is very horizontal and democratic. We have to be very aligned when we decide on strategies, this does not mean that we take forever in decisions, we are quick but we do have implanted that each one defend their ideas and expose their criteria.


Are there any books, podcasts, or people you'd recommend checking out for anyone who wants to change to a more self-confident and belief-rich mindset?

I have a lot of them, I love to read and learn, I don't have a tv at home and that always makes you feel much peaceful (that's the first thing I recommend hahaha) I'm a big fan of Eckhart Tolle, Gary V and Joe Dispenza. Buddhism, outside of dogma, provides many incredible concepts that applied to professional and personal life give you another vision of situations.


Finally, what are some practical tips or exercises you can recommend for entrepreneurs to strengthen their self-belief and mindset on a regular basis?

Have flexibility and not be rigid in emotions, situations or thoughts. Do not have a negative internal dialogue. Focus on what you are doing and feel passion (this can be learned) because everything will cost less. A peaceful mind will bring positivity.


Thanks so much for sharing your knowledge with us here! Where should people follow you to find out more about your work?




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