When you walk through the streets of Patzún, you can feel the vibrancy of this place in every corner. It is impossible to escape this liveliness and not to take pleasure in it..
Colours shine from painted houses and markets, laughter mingles with the sounds of everyday life, and in the air is the warm, enticing scent of fresh tortillas – a cornerstone of this culture. At the roadside or in small tiendas, women stand before their comales. Their hands dance in a familiar rhythm as they shape the soft corn dough into round, even tortillas. This gentle, almost musical clapping of hands is omnipresent. It draws you into the world of the people here and speaks a language of its own: the language of tradition, connection, and patience.
Here in Patzún, where I am spending a few days, it feels as if maize is life itself. The Maya believed, as told in the Popol Vuh, that humans were created from maize. Thus, the art of tortilla-making here is also something like a sacred act, and I feel in this "small" activity a reverence for the earth and the wisdom of the ancestors. Every tortilla that emerges from these skilled hands is a quiet expression of gratitude and humility – a bridge between the past and the present.
If you stroll through the streets of Patzún at lunchtime, as I am at the moment, you can hear the clapping of hands. It's part of everyday life, a sound that fills the place and reminds people that when everything is lacking, food is there, like a calm constant in an often hectic world. .
Women, and only women, stand at the comales, the large griddles that glow over open flames. Men are not seen here making tortillas – it is an art carried by women, a passing down of skill and responsibility through generations.
The tortillas are sold here in groups of three – one portion for the morning, one for the afternoon, and one for the evening. This division is not only practical; it is likely an everyday connection to the rhythms of nature that run through the people of Patzún. It is this small beat that structures the day, turning the clapping of hands into a lively ritual.
Before the women even begin shaping the tortillas, they engage in the process of nixtamalisation: the corn is cooked and ground, a procedure that has been practised in Mesoamerica for centuries. This not only enhances the nutritional value of the corn, but also gives the dough a distinctive texture and its characteristic flavour. It is an art that requires time and dedication – each tortilla carries within it the patience and knowledge of its maker.
The culture of these women lives in their movements, in every tortilla they shape. They have learned from their mothers and grandmothers, and now they pass it on to their daughters. Thus, not only does the recipe remain alive, but a whole culture, an identity that makes these women proud and strong.
For the women in Patzún, making tortillas is of course part of everyday life, but not only that – it is a way of life, a ritual that brings stability and joy to the community. The people who stop here come not just for the food. They come because they find a piece of security here, an encounter with the simplicity and warmth of life. It is also a place where everyone is welcome, where the differences between rich and poor blur, and only being together matters.
In our modern world, which is often characterised by hustle and a pursuit of profit, the women in Patzún remind me that true beauty and strength often lie in simple things. As strange as it may sound at the moment, it is in the tortillas. The tortillas here are more than just food – they are symbols of unity, home, and a deep connection to the earth.
What do tortillas actually have to do with strategy and business?
For me, and somehow the entrepreneur, former management consultant, or simply the "little smart aleck" comes through, I find many parallels here to what I now increasingly call the "Maria Concept".
Just as the daily clapping of hands and the scent of freshly baked tortillas in Patzún connect people, I see a few parallels to what I am beginning to call the "Maria Concept." For every company, and even though rational managers will likely have to get used to this language and way of thinking just as I have, I see here how valuable simplicity, closeness, and community are. The concept is built on the same fundamental pillars as the lives of the women in Patzún: authenticity, tradition, and connectedness. Both tortilla-making and the "Maria Concept" show us that true strength does not lie in excess, but in a mindful focus on what is essential. The following steps will describe how to help these values also apply to, or especially for, companies..
- Start with a clear, simple ideaJust as tortilla-making – a simple, powerful ritual – shapes daily life, so too should business be based on a clear, impactful idea. Maria has taken a simple dietary supplement and turned its consumption into a meeting point and ritual. Her customers come not just for the product, but for the meaning behind it. This way, you avoid complexity and offer a clear added value.
- Create a place of belonging In Patzún, the women have created a place with their tortillas that radiates warmth and familiarity. Such a place can also be created in business – whether physical or virtual – where customers feel welcome. A small café or an online community that feels like a second home can generate the same sense of community that brings people together and builds loyalty.
- Avoid expensive advertising, focus on authenticity
The women in Patzún do not advertise – they let their actions and the quality of their work speak for themselves. This is exactly how the "Maria Concept" should work: through authentic, personal relationships. Instead of elaborate marketing strategies, word of mouth is the goal here. Your story, your passion, what drives you – all of this should be at the centre of attention. - Build relationships, not just customer numbers
Just like the women in Patzún, who lovingly make their tortillas for their neighbours, the "Maria Concept" is also about people, not numbers. Personal relationships, built through names, conversations, and shared experiences, create a deep bond that extends far beyond the first purchase. - Pay attention to the needs of the community
The women in Patzún have a deep understanding of the eating habits of their community, and thus the "Maria Concept" in a business is built on a genuine understanding of customer needs. Listen to your target audience, adapt your offerings to local conditions, and ensure that you positively impact the lives of your customers. - Don't sell at any price
The clapping of hands in Patzún, which expresses community and connection, is not a business that prioritises profit – it is a task that honours the dignity and value of their culture. Thus, the "Maria Concept" also represents an offering that is respected and has a fair price. Quality has its value, and this should be reflected in the price. - Invest in the next generation
Just as the knowledge of tortilla-making is passed down from mother to daughter, a modern business should also be focused on passing knowledge and values to the next generation. Students, pupils, or other interested parties benefit from a perspective that places sustainability and community at its core. - Be patient and consistent
The women of Patzún work daily with patience and dedication on their tortillas, and the "Maria Concept" relies on the same consistency. It takes time to build a brand based on trust and community, but this patience is rewarded in the long run. The continuity that the "Maria Concept" embodies creates the foundation for a long-term and stable customer relationship.
Even in developed regions like Germany, where everyday life is often hectic and anonymous, the "Maria Concept" offers a gentle, alternative way of thinking. In industrialised countries, where many seek authenticity and genuine community, companies can create a place with a warm and personal philosophy that goes beyond mere product experience. This creates a space where people come together and experience a sense of belonging, a bit like the clapping of hands in Patzún – familiar, inviting, and full of life.
