Being discreet. Unlike Amorim’s other Values, this is about a state of Being. We use the verb “to have” in relation to our other values — “to have ambition”, “to have initiative”, “to have pride”, “to have attitude”. But for this value we say “to be discreet”.
We are discreet in the way that we manifest our Ambition, Pride and Initiative. Even when it comes to our Attitude, we are also discreet. It is how we are, the behaviour we want others to adopt. It means that we have ambition, but we are never arrogant. We have initiative, but we help and learn from each other. We are proud, never vain, and have a good attitude. But we are also humble and know that we are always learning ...
All our other Values are linked to energy, expansion, greatness ... To be discreet is to have all of these qualities, but with modesty and restraint. We have ambition, initiative, pride and attitude. But in the end, we are discreet.
This does not mean being effaced, “grey” or irrelevant. No. To be discreet is to be modest, moderate and - why not? - humble. Discretion is a word that we can link to simplicity and even good taste.
And given that it is one of the Values that guides our behaviour, it reveals a lot about us, what we think is right and our belief that discretion should be a core dimension of our character. It is implicit that discretion has been important to get us to where we are today and can take us even further.
Discretion is about having our “feet firmly planted on the ground”. It is what allows us not to be dazzled. It is what makes us remember the “little things”, the details that can make all the difference. It makes us go back to the beginning and never forget the origins of a family-run business, that has been successful for 150 years. Discretion allows us to remain lucid, clear-minded and protects us from becoming intoxicated with success and achievements.
In a business environment where ambition and initiative can always be pre-requisites for success, we have no doubt that being discreet is a distinguishing feature of our Group, recognised by many and possibly one of the secrets of our development and sustainable growth.
