In the sequence of lectures involving important Brazilian entrepeneurs, Carlos Alberto Júlio , chairman of HSM Brazil, came to the International School to talk to High School students. This visit was one more activity of the subject called "Entrepeneurship and Life Project", implanted by the school and which has been very successful.
Júlio, speaking to an attentive and interested public, demonstrated his discourse abilities, which make him noted as one of the most required and valued lecturers in Brazil. He gives about 100 lectures each year and generates competition in the post graduate course of the Global Marketing at ESPM ,where he teaches . He is also a Professor at USP and FGV, besides being the writer of several books.
Talking to young people who are about to go through the difficult phase of vestibular and choice of a profession, he said it is"cruel" for a "child" between 15 and 17 years of age to have to decide what he will be when he grows up. "It is cruel, but there is no alternative", he said. Afterwards, he exemplified the question of vocation using his two children as example.
The oldest one, Thiago, decided what he wanted to do while he was still going to high school .He made his decision when he got in touch with a hospital's environment visiting his grandfather who was in ICU and decided to be a medical doctor. He finished Medical School three years ago. “He said that when he entered the ICU he felt like it was his environment and felt at ease. Only a crazy person can feel at ease inside an ICU (laughs).But this is what we call vocation", reminded Júlio.
His younger son, Junior, "did not know what to do in life", and the moment of choosing was approaching. "I didn´t require that he do anything ; if he wanted to do ballet, he should do it, but at the Bolshoy. What you must have as your target is to be a champion. I am talking in professional terms. If you want to go to a preparatory course after high school, and spend one year there, it won´t make the slightest difference in your eighty years of life. What makes a big difference, if you do not know what you want, is going to a good school.
According to Júlio, a good school is important because it guarantees the possibility of intellectual development , of acquiring the taste for reading,of creating a critical sense, of knowing how to differ good from evil, useful qualities for any job. Mainly, it helps to create a good relationship net, networking, an important factor in the job market nowadays. “Presently, two thirds of jobs in the executive field are defined by means of recommendation.Only someone who has a good relationship with you will recommend you,” he exemplifies.
In due time: Junior found his way and is nowadays responsible for online marketing of Tecnisa, a real estate company.Being a young man with innovative ideas, he created a way to sell apartments on the Internet, which now represents 30% of the company´s earnings. This shows us how the new generation has a great entrepeneurial potential, which is improved by the capacity to use existing digital tools.
Secret of Success
Júlio said that the question that is constantly repeate at ESPM is "what is the secret of success?" “I answer : I have no idea. In reality what he wants to know is the secret to my success, the shortcut. There is no shortcut. Success nowadays is what I call focus. A professional with discipline, dedication, a generalist who knows a lot about a lot. Not the one who knows a little about a lot. Those who are average are mediocre. The word mediocre comes from being average (medium).Are you mediocre? No, you have to be excellent, above the average. Those who know a little about everything, end up knowing nothing of nothing. Who is the generalist that the market wants? It is the one who knows a lot about a lot , and treats subjects with depth. I am writing a book called “Cadę o Bolo do meu Chantilly?'' ("Where is the cake of my Whipped Cream?").Do you know why I am writing it? Because that is what I see in the market today. There are many shallow people in the market, who have trouble in interviews, in speaking , etc.
In order to show the importance of focus, discipline and organization to obtain success, Júlio used the example of the ex-basketballl player Oscar Schimidt. “The other day I watched Oscar at Hebe´s Tv program and she asked him if it was true that he was in the Guinness as the man who had scored more baskets.He confirmed and said `I don´t know if I was the guy who scored more baskets, but I am the one who made more shots towards the basket’. He had a contract with clubs that he couldn´t leave the court before having completed one thousand shots.Do you know what this means? When the training period was over, everyone went home and he stayed there three more hours, shooting until he had completed the mark.”
Júlio also mentioned the relative importance of getting A´s (100) in all tests and subjects, because, according to him, students who sit on the back rows generate jobs for those sitting in front. “It has been proved in statistics, B (75) students are more entrepeneurial than A (100) students. Generally the "brains" do research and teaching which are important. However, the B (7.5) student is the one who does more business, generates more jobs, develops new ideas. He talked more, was good at chatting, is more flexible, which are also qualities. The 'vestibular' (entrance examination for universities in Brazil) analyses you by means of Physics, Chemistry, etc., but in society no one will ask you the Formula of Bhaskara. The market will ask you things based on your consistency”, he said.
The need to adapt to changes was another aspect he called attention to during his lecture. Talking about his own experience , the entrepeneur demonstrated how he had to review his knowledge in a space of five years in order to deal with totally different subjects. “I got my 2001 agenda and compared it to 2005. In 2001, I was taking care of moving my office, event calendar, new advertisement agency... Only four years later, the themes were podcasting, Management TV, web casting, blogs, geoprocessing... I looked at that and thought how that was possible. Everything had changed. And it was the same guy, in the same profession and in the same company. I had learned in Harvard, Cambridge how to make anological decisions and all of a sudden I had to take decisions in a digital world. That is the importance of a new professional all the time, the need to update your knowledge constantly.” For Julio, change is an escalator which is going down and on which you want to go up. “What is the only way to go up? Running. Being faster than the it is. And what is the escalator? It´s the market. And when the changes in the market are bigger than the changes the person can make inside, he will go down the escalator, unrelentingly. And the market determines the speed of the escalator , not you,” he completes.
At the end of the lecture, Julio remembered a visit made to a great entrepeneur and friend, Peter Druck, “maybe the father of classic administration”. He used this example in order to show how it is possible to make changes in seconds, even if you are over 90 years of age and acclaimed in your profession.
“I went to visit him and was impressed with how simple his house was and even more with Doris, his wife, who prepared a dinner which included entrée, main course and dessert,opened two liters of wine, all without a single maid. We talked about all you can imagine with a depth which left me in awe. When it was time to go I asked him: How can you know,in such depth, about so many different subjects? He answered: It is very easy: when I was twenty something, I made the following decision. I would get a topic which was unrelated to my field of work, and dedicate myself to study it every five years. Today I am 92 and there are 15 or 16 subjects that I know a little more about. I was astonished with his vision.I thanked him and said I would do that. When I got to my car, I remember as if it were today, he called me and said: Do you know what? I was thinking here, about the time when I chose an article or topic each five years , there was no Intenet, there were no bookstores like the ones today. It takes longer to search for the content than to learn it. So , if I were you, I would choose two topics every three years. Wow, a person who is 92 and can change his concepts in a question of seconds is fascinating.”
Carlos Alberto Júlio´s Teachings:
“And in the profession that you choose, have passion, love , involvement. And from now on , this will be more and more valued.”
“Try to be useful not only to you, your family, your pocket, your bank account , but also to society. When you notice how valuable you are to society being a different person, one who creates new products and services, in order to help people live better, then you know you are on the right path.I love to be useful and wish you learn this tip.”
“The good companies will want to work with the best. This is the company´s aim, being able to get a job in these companies is yours. How? With passion for what you do, with bright eyes, going to a good school, being truly interested in what you are doing . Everyone who is dedicated gets there.”
“The person asking the questions in an interview dominates it, not the one who answers them. Do not let the interview corner you. I never hire someone who can´t 'sell' himself.. ”