The second relevant point is about the \u201cperpetuity<\/strong>\u201dThat should be one of the main objectives of an organization: to grow and endure, to leave legacies and rewrite the rules of the game. To make a commitment to emerge better.<\/p>\n Then came the idea of the \u201ccollective<\/strong>\u201d"We understand more than ever the power of genuinely connecting with our teams, partners, clients, suppliers, and audience. It is through these connections that we multiply our purposes and make them resonate, with impact and reach. Here, the ecosystem vision became evident and reinforced.".<\/p>\n Finally, we arrive at \u201cevolution<\/strong>\u201d"Brands that make a difference have set aside the exponential mindset to adopt an evolutionary modus operandi. Evolving as an organization means combining all the points mentioned above with consistency to grow and improve in iterative cycles, without a finish line; a continuous process.".<\/p>\n With that in mind, let's look at the key lessons for transforming waste into value:<\/p>\n Simon Sinek's idea served as a fundamental inspiration for our vision of value creation, which is about staying relevant. The infinite game has an evolutionary mindset at its core and puts quarterly target closings, or the idea that competition is our biggest problem, in its proper place. When organizations are focused on the short term, the focus is on winning the game, but it doesn't guarantee ways to remain relevant and strong.<\/p>\n In a year where all goals and budgets fell apart, we forced ourselves to adopt iterative management, learning each week how we could respond to the context. It was the great test of antifragility, a time to rely on strong team relationships, to understand that, in the new game, we didn't have all the answers, nor anyone or anything that could take us out of the game. The rules have never been so flexible, and we had to respond to specific contexts. The goal was to remain relevant and act in alignment with our purpose: how can we put our greatest talent at the service of the world? Some companies did this very well. As Ana Fontes showed, the Rede Mulher Empreendedora (Women Entrepreneur Network) had record fundraising; in the live stream with Ricardo Dias, we saw that Ambev proved itself a company with social impact and had its brand as one of the most remembered in the context of the year. <\/p>\n Would you believe someone if they told you that the world is much better today than it was before? We become so trapped by our cognitive biases and a pessimistic worldview that we fail to look at the facts and data that show we have truly evolved a great deal as humanity. Of course, there is still much to be done, for example, to ensure real diversity and inclusion in the workplace, to solve environmental issues plaguing the world, and to reduce economic inequality. But we are advancing by leaps and bounds. Looking at these advances makes us more optimistic and gives us more energy to continue evolving. It's worth checking out the book Factfulness and changing your perspective on world issues.<\/p>\n To understand and build evolution, we need to base ourselves on facts and data. This way, we can better measure achievements, find unexpected answers, and know where we really need to push harder. Even in this atypical year, we cannot lose sight of the fact that the world is evolving. In our conversation with Viviane Martins, we saw a shift in the perception of value: from financial results to a broader and more systemic construction. ESG<\/strong> It has never had as much strength and relevance as it does now. With Fiamma Zarife, we discuss social issues that go beyond the internet and reach the world. And that, despite the challenges, social media has been fundamental this year in strengthening ties both between people and between organizations and their audience.<\/p>\n In Brazil, we face many challenges. And it's crucial that we acknowledge our problems in order to solve them. But, at the same time, we have a great deal of value here that can propel and accelerate our progress. When we build common ground on what we are proud of, we can also build consensus among our detractors as a country. Many important topics have come to the forefront this year, such as inequality, education, and health.<\/p>\n During TIP Insights meetings, we asked the audience what attributes of the "Brazil brand" people value most. We received dozens of responses. Words like creativity, diversity, affection, culture, optimism, and innovation stand out, but the variety of attributes associated with Brazil is immense.<\/p>\n <\/center><\/p>\n These were inspiring conversations, full of lessons learned and thought-provoking questions, and I'd like to take this opportunity to thank everyone who joined us live. For those who missed it, you can check it out on [website\/platform name]. our YouTube channel<\/a><\/strong> All the talks. And, to continue the conversation, we will soon launch an interactive exercise where you can assess how your organization is generating value within the Branding Waves framework. With this action, we share our methodology and our vision that Branding is more than just a brand strategy \u2013 it's about generating and managing value with an impact on the ecosystem, driven by a purpose.<\/p>\n It was with a very clear purpose, for example, that the couple U\u014dur \u014cahin and \u00d6zlem T\u00fcreci, elected by Financial Times<\/a><\/strong> As personalities of the year, they developed the COVID-19 vaccine in less than a year. Of Turkish origin, together they founded the company BioNTech, which today is worth more than Deutsche Bank. They spent years developing research for a cure for cancer and, faced with the challenges of 2020, pivoted the organization to produce a vaccine for COVID-19. The couple and their collaborators \u2013 who come from all over the world \u2013 make BioNTech an example of evolution and courage. Pfizer provided the necessary muscle for testing, production, and distribution, but the key piece was BioNTech's vision of innovation with purpose, with cultural alignment and the agility of a startup.<\/p>\n Yes, as I said before, we faced many challenges this year. But we still have a future ahead of us, and it's up to us to transform it into the best it can be. After all, the game is endless. And the sooner we learn to transform waste into value, the more we will evolve our organizations, bringing relevance to people and the world. After all, we carry the flag of optimism! And that's what we wish for everyone who has been with us in this new generation of value. As the doctor and businessman says... U?ur ?ahin<\/a><\/strong>, "Nothing good happens unless you make it happen.".<\/p>\n A essa altura, acredito que h\u00e1 um sentimento compartilhado que, apesar dos desafios, todos aprendemos bastante e tiramos li\u00e7\u00f5es valiosas de 2020. Da minha parte, quero aqui abordar alguns pontos que nos fizeram evoluir enquanto neg\u00f3cio, colocando em pr\u00e1tica o nosso prop\u00f3sito, de trazer mais valor para nossos clientes, para pessoas e para o mundo. […]<\/p>\n","protected":false},"author":2,"featured_media":8539,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,117],"tags":[],"class_list":["post-8534","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artigos","category-tip-insights"],"_links":{"self":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts\/8534","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/comments?post=8534"}],"version-history":[{"count":1,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts\/8534\/revisions"}],"predecessor-version":[{"id":14836,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts\/8534\/revisions\/14836"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/media\/8539"}],"wp:attachment":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/media?parent=8534"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/categories?post=8534"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/tags?post=8534"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}The game is endless.<\/h3>\n
Data is the best antidote to fear.<\/h3>\n
We have to recognize our value.<\/h3>\n
![\"\"](\"http:\/\/anacouto.com.br\/wp-content\/uploads\/2020\/12\/tip-menti.jpg\")
<\/p>\n******<\/h3>\n
An optimistic 2021!<\/h3>","protected":false},"excerpt":{"rendered":"