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José Paulo – Ideal Decision José Paulo – Ideal Decision

is crucial to know who are the ones following you. A guideline I First, you have to make a thorough research on the market
bring with me is: I like making friends at work, but not to work you intent to act on, about cases of success, if there is room for
with friends, because when I establish a friendship in the work pla- growth in the market and if you are financially ready to face the
ce, in favor of a common objective it is a sign I am a well related challenges until your company reaches the break-even point. In
leader. another words, it means to keep your company up until it pays it-
self. Another important point is to analyze how long after reaching
Most of the times, when you bring a friend from your social cir-
cle into the work ecosystem, automatically you bring the kinship the financial break-even your company will repay all you invested.
and the usual treatment from outside into the company, which can You must be sure you dominate and understand the field you
cause problems for frustration or for not meeting the expectations, have chosen, and I emphasize again that what you like, most of
for example. the times, is not what will succeed, that is why studying the field is
vital. Do what needs to be done, not what you like. We are talking
An excellent friend may not be a good coworker and that can
hurt results and especially the friendship. about entrepreneurship and not recreation.
After you analyze the above-mentioned points, you must pay
I have changed the boards of the companies I preside many
times, and I still do it because this is needed to extract the best in double the attention to costs, profit margin, lean operation, de-
each one and place them in the right positions to develop a good mand, if what you plan is scalable and for how long. Any imbalan-
job. And when you have a good relationship and “professional” ce in one of these factors can take you to failure.
friendship, a good leader can do this easily because everyone un- To make it clearer, I am used to say that the cashflow is the lung
derstands that the purpose is the result. of the company, and I compare the expenses to a hemorrhage, but
do you know what that means? It means the income is the air that
If there is some advice I can give you is to analyze people in
whom you will invest your time well, check their fruits. And do keeps you alive, but there is no use in having an income if the ex-
you know why that is? Simply because you may be wasting your penses grow with time. Expenses are like a hemorrhage that slowly
time, your energy and even your money by investing in someone kills your company because most of them are imperceptible and
who does not want to have results. And time is life! silent, when you realize it, there is no coming back.
It is necessary to have balance in everything, it is certainly im-
Without a good team you cannot have good results. What mo-
ves a business are the positive cycles of results, without people of possible to do everything with excellence, so prefer to do a few
good fruits this is not going to happen. things with high quality than precariously doing many.
When you realize you are having good results, a new cycle of
Besides people, it is important that you understand that posi-
tive results are not connected to what we like to do, but to what good things will start as well, such as: better people will come arou-
needs to be done. In my cycle of failures and adversities I learned nd you, many opportunities will appear and it will keep everything
that some factors are paramount for successful results. working in harmony.

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