to undertake because we undertake by
it is logical that there is no answer
right for this type of questioning
but it’s important that we have
awareness of our responses to
me
to undertake is a revolutionary act
I’m a training engineer but I’m not
I’m necessarily an engineer
vocation
I worked the first 15 years of my
professional life in industry
aeronautics the opportunity to work
certainly in the two main schools
in this sector
I worked in Varig in the second half of
80s and worked in embraer
during the 1990s to you who are
few younger on average than I
work at varig
at that time meant more or less
something like working on google
say
varig may have been the first
great truly global company of the
our market the aircraft was flying
exclusivity to practically all
main markets are the offices of
vacancy was a practically embassy of the
Brazil who answered for services
several
embraer in the 1990s already exported
commercial aircraft and defense aircraft
In all world
was the dream of any young engineer
in these two large corporations is
the ideal place perhaps to make a
career for some reason at times
several
I quit I quit these companies
at the time did not understand very well but
Maybe I had actually heard a
restlessness a voice in a message
previous
I did not want a career I did not want
a career maybe I would do some
different thing maybe even wanted
will test my limits and then I
I take out of the market
aeronautical time play as in
aviation an empty space
empty space is a space that
People need to conquer a place where
the only certainty is the insect agents
will overcome the terror of uncertainty
realize that this is also a space
of freedom
This for me to arrest is also a
liberating act
only to undertake within our
culture that rejects the absolutely
failure is one more element in this
context we are afraid of failing to
agreement to fail the fear of failure makes
with which some entrepreneurs come in
online border transpose the barrier of
ethics of morality and even what is legal
It’s a fear of failure to do this.
me in the first venture I did
as a franchisee of a brand
I literally fucked up
I was in garopaba in the summer of 99
when william bonner in the national newspaper
conveyed the disastrous news
the real had suffered a
max-valuation of 100%
At that moment I looked at my wife.
which is here serious of our second
daughter who is also here said
I already had no other solution
actually working with failure is
very difficult we have is a
rejection and ends up doing
Anything so I lived this drama.
for some time but at the same time
I realized that it was necessary to face
face failure
at the same time I realized that I was
injury management
making and acquiring features
that maybe and certainly
positive things in the future.
for example in new businesses
I finally realized that he failed
end up creating a lot of resilience
bigger
and that’s how it happened and then I
I noticed something basic in this process
to go wrong and wrong to
people actually have a lot of trouble
to live with him
recent research by deloite
researching 23 thousand professionals
different markets saw that 82 percent
of these professionals has neither in the question
of stress in the main job
element for them the question of
stress at work is a fear of making mistakes
we grow up hearing that wrong is
but certainly many of you
live Monday to Friday morning
at night in spaces where err is
absolutely inhumane and in some way
creates stress and oppression in the
of the time we went to see that it was
very difficult to create a condition where
one person only meets all the
qualities needed to develop
any activity to build a
business
No one can gather all the
skills skills and attitudes
necessary for this
so we walk a view that
really we are incomplete beings
That’s why we made a mistake so we ‘re
there is another thing that people
need to fight in the attitude of
there is a culture that the
people live a western culture
the superhero entrepreneur of self-made
huh
in fact this super entrepreneur
Hero, I do not know where he is.
I would make a quick reflection on you
think now
in the greatest achievement of your life
can be a professional achievement can
be an achievement in the sport that you
practiced practice can be an achievement
in their training
any achievement
I ask, were you alone?
I guarantee not there conquest
there is no great individual achievement
nobody can do anything
expressive alone really does not
There is a superhero in this story.
comics to why in the world
modern there is more comic in the then
People have to understand that
to undertake is also an act
collective bargaining is essentially an act
collective
We’ll pick up those first few minutes.
I told you to consider the first
this story of the empty space that is
a space not only the panic of terror
but it is an area of freedom to add
It is this view that
absolutely human is part of a
process
a process that has in its base
learning and join this with a
collective action
surely we are projected as
entrepreneur to the atmosphere that are
innovative
almost 20 years ago I decided that
I undertake in the digital universe
the digital environment was chosen not
it was by chance the digital environment is a
environment democratic environment is
an absolutely universal environment is
an environment
the transformer the digital environment is
This is perhaps the
society that the Castells speaks is
a pillar of this whole discussion of
net modernity of times
of the trunk is actually the
digital environment is basically the state
all this new discussion about the
contemporary thinking
when I decided together with my
partners set up an agency in the
digital
We decided to work hard on the
counterculture of propaganda and
Communication
in a few years the enterprise that the
people have gained a very
big bigger than we
thought became a reference
within digital communication as the sea
in 2010 was acquired by a large
communication group actually
the third largest communication group in
world
I might in my naivety thought
that all these elements are not what
bring my vision this is one way
to engage one of my partners will
transform this culture of a great
international communication group
I really wanted to look from the inside
whale and who knows how to turn whale
but once again I was wrong
It’s very difficult to talk about
transformation of culture
organizational and when we saw more
than a difficulty of transforming
that large organization that had
acquired much earlier by the
otherwise we would go through a
process of transformation of our
culture and to be deeply
transformed by that greater culture
that we had acquired at the beginning or
our agency
she was a very picture of what we
we were but then she became
plus a business unit of some
thousands of agencies scattered
world and that actually carried a
absolutely personal relationship with
all and with all processes and without
realize though
very interesting values and very
respectful dehumanize go all
relationship
Then I made another decision in
remembering that my decisions in
varig on the beach
I resigned from the company’s agency.
which I myself had created
I decided that I wanted to rescue some
important values in my relationship
with this vision of undertaking
I really wanted to be able to look at a
pregnant woman and project on her
a complete woman completes a mother if
forming in being very happy with this
without having to do the math and think
how much it will cost maternity leave
I also wanted to never need to
in my life
I asked for a father of a few children.
weeks
pass the entire holiday to the agency only
because competition is important
in fact I went again to undertake the
trying to rescue my vision is my
purpose to undertake and seek
personal purpose you want to
find I started to find my
when I quit varig when
I resigned at embraer
when I failed the first deal
When I resigned from the
agency that I had built
maybe my personal purpose is
really build innovative projects
a collective and human vision
But I like to think that more than
personal purpose, it is important that
people know what our object is
social as any of the companies that
people create a build every company has
a social contract
this social contract is a concession
society to deliver
to society more than she can
we and the first paragraph of this
object of this social contract has the
social object
the social object maybe you do not
they realized they could be called
glass of anything else but in the
truth is not the tasks functions of the
company makes any intervention of a
society has a significant impact on
if this company hires people
and pays wages if you pay taxes and
contracts or develops produces
this has a social impact.
my social object object
Maybe it’s what I’m doing here with
you try to re-signify the act of
to undertake
when we built our
agency there almost 18 19 years ago a
people had three important things
a vision and a great value for
collective voice a very great respect
by the initiative the possibility of
represent individual talents well
and an appreciation of vision
entrepreneur does not care who
was the first value when we
we were guiding the company was
believe in people and knowledge
of people as well
several professionals who went through
our agency
I am no longer the master several
professional steps that went through
there they built their companies if they
have become entrepreneurs and today
very successful
many of them in this market
Communication
I really like to see that I
maybe build a school there
undertake entrepreneurs within the
digital communication than a digital
the service provider is
differentiated in this environment
digital communication I’ve never had
any problem of an entrepreneur or
from a person who went from being a
collaborator we get to ask me
resignation saying that undertaking in the
somehow maybe the name is
come back and straighten out by reminding
times of several beaches
is that the undertaking was fundamental to
those people who had this attitude
entrepreneur
after I left the function said
ouda agency yesterday plus six deals
different all of them with this vision and
with entrepreneurs who understand this
vision is innovative collective and human
today there are 6 businesses that work
almost as an ecosystem of innovation
some synergy points in the area of
communication but focused on design
content media adaptations service
generally speaking if I fail and
in these six ventures no longer one
As I said patience, right?
it went wrong but if you happen to have
Success in everything is fine, maybe I
can really reaignify for me
this vision of undertaking
perhaps now a multiplied form
probably at that moment if everything
works
This is going to be a liberating act.
it will be a collective act and it will certainly
be a human act probably for me
a revolution I hope that for me and
for all of us
thank you
[Applause]
”
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