The competence discourse issued by the Colombian Ministry of National Education defines an ontological duty, a set of logics for the education of subjectivity. Some interesting elements result from this analysis. The first level, or denotative level, manages a management or business cultural code. This code is closely related to the second level or connotative level linked to certain values translated, as Saussure says, into an ideology or myth: the myth of rational market in this case. This is the performing work of discourse, that language game that entails the promise of future success and happiness.