Santiago Ávila launches book 'Tontocracia' and critiques modern management

Santiago Ávila, born in 1954 in Barcelona, is a veteran executive, consultant and humanist. He holds a doctorate in economics and an MBA from IESE Business School, and has spent more than 35 years in senior roles, including 22 years as CEO of companies such as Eulen, Securitas and Grupo Falcon.

He has recently published a book titled "Tontocracia" (Vergara) in which he uses a Socratic style to question current management practices, warning against “talent management” as posturing and calling for deeper personal development. His social‑media videos, which have amassed millions of views, illustrate his advice, such as the quote “Si el tonto tropieza en la piedra, el idiota se abraza a ella.” He argues that leadership failures stem from a lack of maturity and self‑awareness.