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in our Knowledge Society, it is
urgent to reconsider this approach.
Machines are operated by robots,
and information is the general
commodity. Now, more than ever
before, the warning made by
financial companies is true: past
performance is no guarantee of
future results. Nothing renders a
personmore obsolete than the
certainty that past learning is the
key to knowing all the answers. In
this context, the older may know
the right questions to ask, in order
to contribute to today’s society.
Maturity may be the word that
best conveys the needs of our
time, and the one virtue that may
enable anybody to pick and
choose, no matter what his age is.
The last day
ALEXANDREMATHIAS
MARCODALPOZZO
pagE 54
This is a tale about the last day in
the job of the CEO of a large
global corporation. It is a tale of
the fears that overcome him, with
his sudden loss of power. In a
candid dialogue, José Carlos
Benvenuti speaks about his doubts
and anxieties. This powerful men
among the powerful shows all his
humanity when confronted with
the harsh reality of the last day.
Creating real value for
clients. Threeproven
valuemethods.
NEILRACKHAM
JOHNDEVINCENTIS
pagE 74
Sales forces are still in the primary
stages of a big transformation to
come. The professionals of
persuasive selling – the well –
known “order-takers”, a model of
success in the past, are now
doomed to extinction, unless they
become more strategic. Strategy –
formerly an exclusive feature of
“marketers” now is a success
factor permeating all corporate
areas, and specially sales to
suppliers and purchasing to
clients. The article shows how to
manage the strategies of customer
segmentation and not only to
incorporate value, but to
effectively evolve to the stage of
creating it.
Honest ads
J. ROBERTOWHITAKER PENTEADO
BEATRIZPENTEADO
pagE 88
Advertising is frequentlycriticised for its
assumed–but unproved–dishonesty.
Although it isguiltyof frequent
exaggerationand somedistortions– in
itsearlydays. But contemporary
adpeopleknow thathonesty is thebest
policywhen it comes toeffective
advertising strategies.
The editor of
Revista da ESPM
decided to ask 30 Brazilian
advertising professionals what
were their choices for the most
“honest” ads and campaigns they
could remember.The results were
quite interesting, and sometimes
intriguing and downright
surprising.
Some classic campaigns were
mentioned, such as Avis n
0
2,
Volkswagen, Natura cosmetics.
BomBril scouring pads and
Valisère underwear. But some
came from deep searching: Skippy
Peanut Butter, Ohrbach´s, Ponto
Frio stores, Kolynos toothpaste and
Cilion eyelashes’ enhancer.
