Jesús Argumedo: How to turn diversity into a strategic asset

Jesús Argumedo was the first person with visual impairment in Spain to earn a PhD in Audiovisual Communication, Advertising, and Public Relations—an achievement both personal and collective. His doctoral thesis explored corporate diversity as an intangible asset within IBEX 35 companies. Recently, he has recently returned to the forefront by becoming the first student with this disability to complete an Executive MBA at Esade. 

Jesús has been passionate about business and marketing since childhood. His memory still holds images of shapes and colors—as well as logos and advertisements—absorbed before losing his sight at the age of six due to congenital glaucoma. Rather than shying away from an industry as intrinsically visual as advertising, he persevered and built a promising career. 

Companies that view diversity as a business opportunity stand out from the rest

"My mother kept taking me to the movies, describing animated films to me… All of that helped me interact with other kids and the world around me," Jesús recalls. "What I have always considered most important, both at Esade and in life, is to be one more." Today, he works as a global diversity specialist at Acciona, and after completing his EMBA at Esade, he is more determined than ever to become a senior executive. 

Diversity as a competitive advantage

Jesús’ academic and professional work demonstrates that diversity is more than just an ethical imperative—it is also a competitive advantage. Organizations that integrate inclusion into their corporate strategy generate greater economic, reputational, and communicative value. "Companies that see beyond regulatory frameworks and understand diversity as a business opportunity are the ones that truly stand out," he asserts. 

The opportunity is for products and services to resonate with and engage a wide range of profiles and social groups. "Business is about creating economic synergies, a responsible capitalism where everyone is included," he explains. Corporate strategy should not only acknowledge diversity but also turn it into a key driver of innovation and sustainable growth. 

"However, organizations with a paternalistic approach will soon lose connection with their audience," Jesús warns. Communication with so-called minority groups should be natural—just as it is with other stakeholders—with the added nuance that certain actions must be tailored to the specific characteristics of those communities. 

Setback or opportunity?

In response to the apparent rollback of diversity, equity, and inclusion (DEI) policies in the corporate world, Jesús rejects pessimism. "Everything in life has its cycles—sometimes we’re riding the wave, and other times we’re in the valley. Each organization experiences it differently," he reflects. Rather than viewing it as a setback, he prefers to see it as a "reassessment of the landscape." 

"Those who can interpret what’s happening and identify trends and opportunities in what others might call a regression will make a difference," he suggests. But regardless of where DEI policies head, "it’s crucial to remember that talent, customers, and the value of your company can come from any demographic profile—as long as you know how to connect, engage as a company, and demonstrate coherence, credibility, and trust in what you say and do."

Training in inclusive leadership

For an organization to successfully turn diversity into part of its intangible capital, it must go beyond implementing isolated diversity programs. It requires a mindset that permeates the corporate culture, making it essential for leaders to adopt an inclusive mentality that allows them to manage heterogeneous teams effectively. 

"An institution that fosters diversity doesn’t just develop leaders with strong financial or managerial skills—it also cultivates empathy, interpersonal abilities, and a comprehensive vision of talent." This is how Jesús describes the learning model he encountered at Esade: an environment where inclusion happened naturally and effectively—one that, in his view, all companies should replicate in their structures. 

If you experience in the classroom that talent can come from anyone, you will remain more open to it in the future

Jesús does not consider himself an activist, but with his professional experience and the feedback from his classmates, he hopes that, beyond the personal level, his presence in the classroom has served as an example of an inclusive vision for everyone—students, faculty, and Esade staff. "It’s a way to contribute to a shift in consciousness toward more inclusive academic and corporate environments. If you’ve experienced in the classroom that talent can come from anyone, you’ll remain more open to it in the future," he asserts. 

One of his key professors and Associate Dean of the EMBA, Xavier Ferràs, agrees. Having Jesús in the program, he says, was "a valuable exercise in adapting teaching materials and methodologies, particularly in assessments and accessibility to content." Moreover, the experience underscored that inclusion is not merely about accessibility but also "an opportunity to innovate in education, reinforce values of collaboration and empathy, and prepare all members of the academic community for a world where equity and diversity are fundamental pillars." 

After completing the Executive MBA at Esade, Jesús is ever more confident and determined to hold senior leadership roles and manage teams with an inclusive approach. "Everything is aligning for it to happen," he says. His goal is to continue championing the value of diversity in the corporate world and to prove that being inclusive is not just an ethical matter—it is an essential strategy and a business opportunity.