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José Paulo – Ideal Decision

7 PILLARS OF THE IDEAL BUSINESS

I would like to share with you, who has come this far in the
book, a study about the ideal business, but first I will share a fas-
cinating thought from a great businessman who lived between the
19th and 20th centuries. He said:

“The best business in the world is a well-run oil com-
pany. The second-best business in the world is a badly run
oil company.” - John Davison Rockefeller (1839-1937)

What he meant is that when a company is good, the segment is
good and it has a good margin, it does not matter if it is well or
badly run, because even with a bad management, it is possible to
make money.
So, even before we start talking about the seven pillars of the
ideal business, it is important to stop and analyze if the segment
offers a good margin and room for growth. This analysis is crucial
because the seven pillars I will explain assume that you have a good
business in hand.

1st Pillar – Marketing
A concept in Marketing is the capacity to understand the
market; to take position to attend to it efficiently; to understand
the dynamics of this market, how it works and what it values the
most; and also to create solutions to attend this market with higher
quality than your competitors do.

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