Transcription
Many people first create the product, then decide how they will sell it. Then, they might even discover that it's not sellable, or perhaps discover that it sells very little. The problem is, they are already in love with the product. The worst mistake is for someone to fall in love with the product. Don't fall in love with the product; fall in love with the way of selling the product. Then the product is a detail. Because if you have gold, you have a lot of gold here. Our talk, talk more, say it again, and say more of what you said. So, fall in love with the way of selling the product, with the strategy, with the ingenuity to sell the product, understand? And how will this structure be, the model for attracting people, for training people? Wow, the career plan, how will I do it? How will I have a sales team selling, an active team, an active team, a passive team, inside sales? How will I have a team of independent consultants? How will I sell B2B? How will I sell in retail? How will I sell in e-commerce? How will I sell with influencers? Distinct sales channels, multichannel sales. Ah, then I start to get the product. Caio, at the time of creating the product, and I will adapt the product to the way of selling. Gosh, if I make the product this way, will the sales argument be better or worse? Ah, no, you will worsen the sales argument. So, wait a minute, let's change the product a little so I can give more sales argument. What is the storytelling of this product? Man, this storytelling is amazing. So let's go with this storytelling, let's mold the product to the storytelling. So I will think about the sale, about the storytelling of the purpose. Then the product will be molded according to what you see will bring you more success in sales, and therefore, will bring you more scale, which will therefore bring you more results, which will therefore bring you more equity. People don't do this. First, they think about the product. Ah, I'm passionate. Like someone asked me a question about the little boxes, I ended up not answering. Man, I saw that you love picanha, you love meat. How about setting up, how about you having a cattle ranch? People think it's like this, man. Ah, I love meat, I love guitar, I love music. You asked why I don't do business with music. Several times, because I will apply my effort and have less results. I have an effort versus result matrix. So I will apply my time to what will generate more results. People confuse business with hobby. Hobby is when you spend money to do something you enjoy. Business is when you invest your money to have more financial return. So don't mix hobby with business, understand? How many people have opened a business based on their hobbies? Ah, many people think that if you do what you love, you will never have to work again. Have you seen that phrase on the internet, brother? The guy looks, don't do it, don't work to work less, for God's sake. Work to have more results. You will lose the hobby and the work. You will lose the hobby and the work. You will have to take the guitars and sell everything to pay the debt. Man, don't mix things up, understand? Go, go, business is business, hobby is hobby. Guitar is a hobby, not a business. Now, education was a field I liked because it has high margins. Publishing, I liked even more, even higher margins, less tax, addressable market, addressable market. So you keep putting it, the addressable market, sales channels. This second one, what is the tax structure? Tax structure. So all of this forms your business. Then how will you scale this business? Will you scale with franchising? Will you scale with your own branches? Will you have only operators? Will you have representatives? And, well, there are many ways to scale this business. And then, you know what happens, Caio? You scale, then you put another point, branding. What is the function of branding? How do you explain branding? Branding is the perception of value that creates desire. I would define it as an intrinsic perception of value that creates desire and predisposition in the person to buy your product. A product without branding, you will have a cost per lead of x. A product with strong branding will have a cost per lead of x over 4. I recently saw that a product from a brand with branding is like a son of a good family. Exactly. And then what happens? Why does a high-quality bag made of leather, sold in the beautiful Serra Gaúcha, cost R$50, R$100, and why does a Chanel cost R$50,000 and have a waiting list? Because, obviously, people don't buy bags, sometimes they buy self-esteem, sometimes they buy acceptance, sometimes they buy a statement. How do I translate this to... not just a statement, a statement, a positioning. Positioning. You understand? They buy networking, a community. The guy buys a Ferrari, part of a community, and in this community, he networks, he does business. So he's not just buying a car. Besides that, he has branding, he has positioning. Because if the guy has a Ferrari, this guy, wow, he made it. He made it in life. It's a statement, you understand? So why does someone pay R$400,000 for the 450 model? I posted on my Instagram the other day, R$444,000 for a model from Rafa Nadal, from Richard Mille. Why does someone pay that? Ah, is it just because the watch is beautiful? Is the material worth that? Branding is the perception of value. It's the perception of value. And where do you learn mental models? Mental model is something that is a pain you have that you don't know you have, and you only know you have it when you see that you have it, and when you see that you have it, you never unsee it. So you need to increase your reference. You need to talk to people, be in a group, you need to be mentored by someone who is disruptive, who makes you think. Because what happens, Caio? Brazil has many good entrepreneurs, entrepreneurs who have built much more than I have, have more wealth than I do, people I admire more than myself. You know, I admire more wonderful people, but they are people who don't have the mission, perhaps, that I have, to try to take this complicated thing and simplify it for people. You like it, right? I like doing this. Your username on Instagram is value generation. Generation of value. I like this because I like the strong idea that I will speak, speak. I can't say these things live, okay? But I will say this. I like the idea of freeing slaves. You know, there's an American abolitionist who has a phrase like this: "I freed 1,000 slaves, I didn't free 1,000 more because they didn't know they were slaves." I like the idea of breaking patterns, of showing people that they can do more. I remember when I was selling watches at 18 years old, and for a month, I earned what my father and mother together earned. My parents were public servants. I had the desire to tell everyone, man, why don't people do this? Why doesn't everyone sell watches? Everyone doesn't sell watches because, why does one guy leave here at 5 in the morning, take a 2-hour train, and go to downtown Rio, work there for 10 hours a day, then take another 2 hours back to arrive and earn a minimum wage? Why does she do that, man? I'm selling a watch. Anyone could do this. What I'm doing, anyone could do. Why don't they do it? So this desire to tell people, I've always had it. So this desire to show people that they can do more than they can, that they can think differently than they were catechized to think, is something I have. I have this desire. This perhaps makes the difference between me and other entrepreneurs, whom I find much more incredible, much more interesting, who have even achieved much greater things than I have. But it's perhaps a matter of life mission, right? I like doing this, I feel good, I feel useful doing this. What is the homework you give to this person? Unfollow all the internet gurus. What is an internet guru? It's the guy who speaks well but has never achieved anything in life. Ah, but I like him, he's nice. Adopt a reference and focus on that reference. That is, choose someone, a man, a woman, someone who has achieved something that you haven't, and who pulls you out of your comfort zone and makes you think, and makes you reflect on life. I don't say to be pleasant, I don't say to be nice. I even say things that bother many people. Telling an entrepreneur that he is an employee of his own company bothers the entrepreneur who is an employee of his own company. And eventually, an employee who thinks I'm demeaning the employee's position or calling his profit a tip, or calling his profit a tip. In reality, I say it to bother him, because if I don't bother him, he will continue in his mediocrity for the rest of his life. There, he's bothered again, understand? So I'm not here to please, I'm here to bother. I will bother to pull people out of that damned zone called the comfort zone. Then there are people at home listening to us, and the guy's brain is already frying.