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José Paulo – Ideal Decision José Paulo – Ideal Decision
customer about the payment. They asked me to wait, hours went diately decided to help people to sell more, in an innovative way.
by and I was not attended, I was sure the employee had warned the So, I stood up, and with renewed energy and a heart full of joy
owner that I was there and what was my objective. I defined a mission: to help the largest number of people and com-
He did not show up; without a solution, I walked out of the panies to promote their products and quality to the world.
company, sat down at the square Praça Oito de Dezembro in Gua- You who read this book have to understand, never say “I will
rulhos, thinking about how to act and what to do next. I was start over from square one”, if you are starting over you have to
hungry and I only had 35 cents, which was enough for me to buy analyze where you went wrong and correct the path, you are no
a sfiha in an Arab fast food restaurant only a few feet away from longer in square one.
the square, but it was the longest walk of my life.
But I did not know how to sell myself, or how to sell my busi-
If I went in, I would not have enough to pay for the meal and ness. I could not see that, figuratively speaking again, being on top
the service fee, it would be absurd to walk in and ask the waiter to of a sloping, humid and slippery roof, trying to oversee something
serve me one sfiha.
nice in the horizon only made closer to falling. So, on June 14th,
At the same time I saw the drive-thru, I went to the attendant 2003 I decided to help people to sell their ideas, their projects and
and asked her to sell me a sfiha, but she contested saying that only products and take people away from an ecosystem of low value.
people in cars could buy there, not people on foot. I insisted and As I told you in the last chapter, I had some challenges selling
she sold it to me, and, as simple as it may seem, for me it was em- online. Those challenges made me study a lot about the digital
barrassing, not out of pride, but because that day was a tragic one. market. I started over by commercially promoting businesses onli-
I needed a quiet place to think and across the street from the ne, not just my own, but other people’s as well, who had become
restaurant was the Primavera Cemetery. It may seem weird, but my clients. Online traffic and conversion that once were an obsta-
I entered there, sat down, thought about my situation and even cle, became a steppingstone for mutual success.
before I could blame the circumstances, something inside me said: I started the company DSW, a digital solutions company that
“Look around you and see: how many buried dreams, how many became the largest one in Latin America in supporting business-
stories can no longer be written or continued. This is the richest men to sell more and leveraging their companies. My decision to
place there is, but all the wealth here was taken with these people help people changed not only my destiny but the destiny of thou-
and this wealth is not about fortunes and assets. You are alive, he- sands of partners and clients.
althy and still have much to build”.
A golden hint for you who seek success: decide to change other
In that moment I remembered the episode, that you, the reader, people’s lives through yours, but to do so, have your results and
have already read in the beginning of this book, of when I worked the certainty you will not induce others to make a mistake.
at the factory and noticed the salesman, one of the professionals
most valued by the company board. I felt it in my heart and imme-
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