June 20, 2022

What makes a Business Transformation? | Bernardo Nunes Director Transformation @Chapman Freeborn| E9


Bernardo truly believes in technology and data-driven decisions, to drive efficiency and business transformation. He has strong expertise in the supply chain that allowed him to really understand, experience, and master the different moving pieces needed to run a successful business.

A mindset rooted in entrepreneurship with the customer always at the center, Bernardo shares how to build a transparent and efficient business leveraging the power of analytics.


Topics:

00:00:00 Intro
01:00:37 Digital transformation in regulated industries?
01:05:24 How to find your transformation north star?
01:10:36 How do you create value in B2B2C?
01:13:45 Entrepreneurship mindset in B2B?
01:20:30 The Value of transparency in business?


Bernardo:

https://www.linkedin.com/in/bfnunes/



Follow me on Linkedin: https://www.linkedin.com/in/marcolanzi/
or subscribe on https://www.marcolanzi.com/

Transcript

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01:00:27,708 --> 01:00:32,666
Welcome, everyone to LeMLVP. Where are today with Bernardo 
Nunes, he is the

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Head of Analytic for Chapman Freeborn, if you want to 
introduce

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01:00:38,666 --> 01:00:41,583
Hi, Marco, how are you doing today? Oh, well,

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01:00:41,666 --> 01:00:42,666
good,

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thank you very much. Um, thank you very much for the 
opportunity to to

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01:00:46,541 --> 01:00:47,500
participate

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01:00:48,541 --> 01:00:53,583
in Um in your recently created podcast. So I'm now ahead of 
analytics in

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01:00:53,666 --> 01:00:58,958
Chapman Freeborne. This is a a passion I have for many years
 to to embrace

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01:00:59,166 --> 01:01:04,791
the the digital. Um roles in A in a big company. Um. 
Actually, My my first

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01:01:05,083 --> 01:01:11,000
background is, Uh, is finance, This is my degree. All my 
life I spend in a

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supply chain and logistics, transportation, road freights, 
seafreight, Uh,

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01:01:17,250 --> 01:01:22,708
recently air freight, and now I'm trying to transform Um a 
little bit, Um,

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the a freight industry, Um, through the through the digital 
opportunities

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01:01:27,583 --> 01:01:29,083
that we all, Um, we all face.

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Oh no, that that aesome. I see a lot of experience in the 
supply chain, which

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is really like a critical topic. Especially if you look 
about ecommercial on

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the transformation business. Like a lot of companies are 
working into that

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space is not an easy one to to take and transform. So I 
think one of the things

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will be really interesting to know is when you look in like 
regulated industry,

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01:01:55,375 --> 01:01:59,791
like the aviation one. Like how do you tackle the digital 
transformation in

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01:01:59,791 --> 01:02:00,416
there?

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01:02:01,333 --> 01:02:06,208
Um. Actually, there is. there is a huge opportunity, Um, 
specifically

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01:02:06,375 --> 01:02:11,750
because it's such a regulated industry For so many years, 
Um. There weren't

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so so many challenges in the in the past, maybe in the 
passenger area, Um.

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01:02:18,000 --> 01:02:23,250
the development has been faster, but in the cargo area what 
we find is that

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Uh, only since maybe four five, six years ago things has 
really started to

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01:02:29,333 --> 01:02:34,458
to change because everything was so regulated and so 
standardized that there

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01:02:34,625 --> 01:02:38,375
was no real uh. Need to to be so much, um,

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01:02:39,416 --> 01:02:44,708
uh, faster to to invest so much in the time to market, and 
Um. today, the

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01:02:44,875 --> 01:02:48,958
freight forwarders, and all the all the agents in this Uh. 
in this industry

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they demand more and more and more. so the old way of 
working became rarely,

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01:02:54,875 --> 01:02:59,416
not, uh, Not useful. So this was together with a covet, 
because many

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organizations they speed up the the transformation process 
due to the to the

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01:03:05,083 --> 01:03:10,125
critical situation that we we faced with Uh with covet, And 
this was a a

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driver for the for the industry. There are

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in numerous opportunities to to to to transform to optimize.
 Um.

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The one thing I. I. I find challenging now is that everybody
 talks about

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this transformation in the airline industry, But you need to
 find a purpose

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01:03:28,708 --> 01:03:32,875
and the purpose has to be always the customers. We cannot do
 just uh

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transformation projects just because it's uh, this sexy at 
the moment to to

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do these things. We must find the company purpose, and 
before starting these

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01:03:43,166 --> 01:03:47,750
projects we need to assess how ready the company itself it 
is for this

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01:03:48,000 --> 01:03:52,791
transformation. Um. The things I face more often in in in 
the experience

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I've um. I've had is that Um. some of the organizations they
 are Um, still

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quite conservative and our role as as digital um. 
transformers, If I may

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say, the the word Um is to to show the value of of what we 
are planning to

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01:04:13,083 --> 01:04:18,375
what we are planning to do. Um. Normally, the approach I 
take is to build a

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very quick prototype of what we can do. Of course, it will 
fail a lot

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because it's of course a a a prototype.

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Yeahp, curiosity or something,

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01:04:28,291 --> 01:04:32,958
Yeah, but you don't go with your empty hands and with your 
magical ideas,

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01:04:33,083 --> 01:04:38,000
you show immediately something for here, A Chapman. One 
months after we

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01:04:38,041 --> 01:04:45,333
arrived, the new, the new analytic team, we had already a 
prototype of of

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01:04:45,416 --> 01:04:51,833
our dashboards and everybody was more receptive to to to 
embrace this change

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01:04:52,458 --> 01:04:56,541
due to the fact that they could see something something 
real. Something that

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01:04:56,791 --> 01:04:59,833
they see the value for the business on a daily basis.

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01:05:01,166 --> 01:05:05,375
completely agree with you. I think the moment you have 
something to to show and

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01:05:05,458 --> 01:05:08,833
something to touch, you really change the perspective or of 
the senior

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01:05:09,000 --> 01:05:14,041
leadership to be able to really have that push that really 
can make the change

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01:05:14,333 --> 01:05:17,958
happen. But I think one point that you touch base on. it's 
really

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a really key one is. like you said, we don't need to 
transform for just per se,

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we need to transform into something. So if you look in 
transforming into

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something, I think it's really true because everyone is 
saying digital, all of

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the space is just transform

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when you're changing and you're looking for an objective, 
Like to something

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new. I think Like data are probably the let's say, the key

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North Star to follow and understand where to go. How do you 
identify early on?

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Uh, which is the direction and where the target to go? Is 
that coming from

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data? In your experience? Is that coming more from a vision 
coming from the

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leadership? A mix of the two. How do you juggle these two 
aspects?

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When when you are, when you're lucky enough

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to be challenged by your top management, things become much 
easier. you

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know, because that is a clear direction on what the company 
wants to wants

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to follow,

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but to get there the

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the most relevant thing. I think it's the the opportunity 
that we have with

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the Dta to join multiple sources of data so that we don't 
look only insight,

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Because many projects we do Kp I for our past, which we 
tackle our our

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Syles. We, we track our customers, but we forget to 
integrate other sources

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of of Um of knowledge, Um markets, uh, market knowledge, Um,
 market

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performance, market growth, because I might be growing ten 
percent in my

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business, but if the market is growing fifty,

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I'm not doing a great job. So this is this is that. The 
additional challenge

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is to integrate multiple sources of data so that you can 
compare yourself

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with the market with your peers with your competitors and 
see how really

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well you are doing or not and not just looking inside your 
your

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organization.

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Makes a lot of sense of think. That's a really keypo. 
Because especially if you

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01:07:21,708 --> 01:07:24,125
are changing your business somehow,

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01:07:25,458 --> 01:07:29,375
just relying on your old Kpi. Is it reallyly valuable? Maybe

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01:07:30,416 --> 01:07:34,250
maybe you arere tracking something different. or maybe your 
old Kpiys are not

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01:07:34,333 --> 01:07:39,208
the good cappy eyes anymore. So I think this is a really 
good point. How you?

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But this can come. This can come in different, Uh, in 
different ways. you

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know, I give you an example. One of the organizations I 
worked in the in the

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01:07:47,083 --> 01:07:53,333
past when I arrived I saw the it was in supply chains, So 
the the the

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service level, it was ninety eight or ninety seven percent, 
Meaning that

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everything that we were asked to deliver ninety seven, 
ninety eight percent

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we were doing on time and said Mm. This is strange because 
this is much

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01:08:08,125 --> 01:08:12,875
higher than the than the than the industry. So the thing 
that I found is

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that we were not considering the request from the customer 
only what the

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01:08:18,208 --> 01:08:23,083
organization was requesting to the three p ▁l to the 
transportation company

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was being measured, and of course doing that very well, But 
for me that can

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be important, but most important is to be customer centric, 
is to see the

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01:08:33,250 --> 01:08:38,125
data to see the performance from the customer perspective, 
Because this is

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what will make me succeed or just be, you know, Um, happy 
with myself, but

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01:08:43,750 --> 01:08:47,083
not really performing in A in a in a in a high. Level,

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01:08:47,583 --> 01:08:48,583
No

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hundred percent on that, not even niney eight hundred 
twenty.

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▁ultly. If you look into transformation, probably if I hear 
what you' saying is

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01:09:00,416 --> 01:09:04,208
getting like a broader perspective of what's the direction 
and ▁ultimately, who

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01:09:04,250 --> 01:09:08,333
is your customer that serving and how well you are serving 
your customer is

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01:09:08,500 --> 01:09:13,375
really what you need to look into improving and 
transformingcause. Otherwise,

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if you keep on relying on your Kpi, but maybe are not 
tracking the proper, the

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01:09:19,291 --> 01:09:23,291
proper customer perception of what's going, an experience of
 what's going on in

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01:09:23,375 --> 01:09:26,208
the business, then what are you transforming into

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01:09:27,000 --> 01:09:28,000
Yeah, and

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01:09:29,166 --> 01:09:33,833
this, this can be more challenging than what we think, 
because if we take

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01:09:34,041 --> 01:09:40,458
for example, the the airline business, who would you say are
 our customers

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01:09:41,708 --> 01:09:42,708
That's a really good one.

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01:09:42,708 --> 01:09:45,666
the fight, the freight forwarders everyone will answer the 
freight

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forwarders, but I don't agree with that, because the freight
 forwarders by

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01:09:50,458 --> 01:09:54,791
themselves, they don't have cargo. They have the shipers, 
These are my real

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01:09:55,083 --> 01:10:00,541
customers, or I may even call them my consumers. They are 
the ones who

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01:10:00,708 --> 01:10:07,333
consume my service, so I cannot stop my analysis in my 
freight forwards. If

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01:10:07,416 --> 01:10:12,875
I may, I have to extend them to my to my shipers, and 
understand if they are

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happy or not. we need to establish this relation

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01:10:18,125 --> 01:10:23,083
between the one that is really providing the the service and
 the one that is

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paying for it,

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01:10:25,875 --> 01:10:27,708
Okay, so if I hear what you're saying,

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01:10:28,833 --> 01:10:32,125
even if you're looking into to be like you guys are doing 
when you're just

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01:10:32,250 --> 01:10:37,708
doing like one part of the overall antine, you should maybe 
have a higher step

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or a stepback to understand how your impacts impact the end 
and really

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01:10:42,916 --> 01:10:46,916
understand if I look at my final customer, but might be the 
customer of my

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customer. How am I impacting him

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01:10:50,583 --> 01:10:52,750
into that area? I think this is something that

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absolutely,

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is really is really greater. We see it in.

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We sit in the retail business, thinking the bit to be there 
are probably even

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01:11:00,916 --> 01:11:02,041
more a of

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01:11:03,166 --> 01:11:09,625
unexploited potential To really understand how a consumer 
interacts overall

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01:11:09,958 --> 01:11:14,833
with something which is a bit to be company, but probably 
never never going to

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be heard of it, Because you are something in between. But 
are you providing a

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01:11:20,208 --> 01:11:23,458
real value for the final customer Is ▁ultimately, would then
 make you a

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successful company or not.

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01:11:25,916 --> 01:11:30,625
absolutely absolutely we. we focus a lot on on vertical 
markets, because

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sometimes the the freight forward

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they are the same, but they are serving really different

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01:11:40,000 --> 01:11:43,916
needs from different customers. And if you want to be 
centric, if you want

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to become really relevant, you have to show them what is the
 value you'

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creating specifically for them. And this can be measured.

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A shippper, that is shipping fruit or perishables, has one 
type of needs, a

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01:11:59,916 --> 01:12:03,916
shiper that is dealing with horses, which is something that 
we do, has a

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01:12:04,125 --> 01:12:05,125
totally different need

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Definitely,

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and the same Kp ies. The same Kp ice cannot be used for for 
for for managing

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this business. Of course, if we look at sales, money is 
money,

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more. Twenty percent of money is more, twenty percent of 
money everywhere,

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but we need to go deeper. We need to be meaningful and 
provide the

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01:12:24,625 --> 01:12:28,958
organisation with the proper insights that each type of 
business

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is is requiring about the technology

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about the process about developing.

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If you hire someone, he will be a competent person and he 
will do whatever

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you ask. Technically,

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the thing here is to listen to the to the business, listen 
to the market,

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listen to the consumers, to see if what you are doing is 
real. Really

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01:12:57,083 --> 01:13:00,208
meaningful for that for that purpose.

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01:13:00,666 --> 01:13:05,083
nothing. Listening to the customers, really, as you are 
pointing out,

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01:13:05,291 --> 01:13:08,750
identifying who is your real customer at the end who is 
really

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Absolutely

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01:13:09,583 --> 01:13:15,083
benefiting from your services. Maybe one, two or even three 
layers down from

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what you're doing, I think that is really great. and

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01:13:20,250 --> 01:13:22,916
when we' chatting like we were talking about

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01:13:24,583 --> 01:13:28,833
you talking about entrepreneurial entrepreneurial mindset, 
How do you actually

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01:13:29,375 --> 01:13:34,916
apply data into a to environment where you're not in touch 
with the final

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01:13:35,291 --> 01:13:39,541
customer, You'll want to listen to what. actually, the final
 customer to three

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01:13:39,791 --> 01:13:45,958
levels down is actually needing. How do you combine that to 
then serve them and

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01:13:46,041 --> 01:13:48,500
really become a better company, or or a better service?

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01:13:49,916 --> 01:13:50,916
so there is

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01:13:52,000 --> 01:13:56,041
a premate sentence that will listen a lot of times that you 
have to think

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01:13:56,291 --> 01:14:00,000
out of the box and you have to go out of your industry,

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01:14:01,166 --> 01:14:02,958
Because if you look just for your industry,

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01:14:04,041 --> 01:14:08,708
most probably you will be doing more or less the same. So 
you have to go

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01:14:08,875 --> 01:14:14,875
out. Look at other industries. How are they approaching the 
challenges that

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01:14:15,750 --> 01:14:16,750
that they have?

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01:14:17,583 --> 01:14:24,958
How are they competing to be better, and some ideas they may
 be brought to

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01:14:25,083 --> 01:14:29,166
the to the airline business or any other Uh, or any other 
business? Because

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01:14:29,458 --> 01:14:30,458
Um,

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01:14:31,750 --> 01:14:36,208
everything is running through the same principles. You need 
to be relevant.

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01:14:36,458 --> 01:14:41,583
You need to be a gile. You don't need to look for the 
perfect and last

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01:14:41,833 --> 01:14:46,791
▁ultimate solution. You need to provide something and be 
agile and learn on

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01:14:46,958 --> 01:14:51,666
Um. on the way. For example, we have created in the past in 
another

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01:14:51,916 --> 01:14:56,791
organization that I worked. A door to door service, 
combining the

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01:14:58,791 --> 01:15:02,875
the, the, the motorcycle, Uh, deliveries that are in the 
market that the

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01:15:02,958 --> 01:15:07,500
common platforms, together with flight services. This, this 
is something

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01:15:07,750 --> 01:15:14,041
that you can say, but this guy is uh, what is and the the 
product Um, The

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01:15:14,125 --> 01:15:19,333
product worked and it was successful because we created a a 
additional value

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01:15:20,041 --> 01:15:24,458
on the speed. If you need to do something fast, you just 
pick the pick, the

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01:15:24,625 --> 01:15:30,125
phone. You ask for a for a, a pickup you deliver in the 
cargo terminal and

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01:15:30,291 --> 01:15:34,458
it will fly in the same day for the destination, and at that
 destination you

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01:15:34,541 --> 01:15:36,458
have the same uh, the same setup.

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01:15:37,166 --> 01:15:41,375
Okay, So me, let me hear if I understand correctly this 
example. what, for

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01:15:41,541 --> 01:15:45,958
example you say Like a We leverage to to innovating there 
like door to door

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01:15:46,208 --> 01:15:50,583
service Was I order a motorbike. There is one need to 
deliver me a motorbike,

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01:15:50,833 --> 01:15:54,750
and actually you guys combined the coordinated supply chain 
to fly the

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01:15:54,750 --> 01:15:55,666
motorbike to me,

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01:15:55,666 --> 01:15:59,666
You know that they. they pick up by motorcycle. You know 
this guys. that,

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01:15:59,750 --> 01:16:02,958
uh, I don't want to say the names. I know I' I don't know if
 I'm supposed to

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01:16:02,958 --> 01:16:03,541
say

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01:16:03,541 --> 01:16:04,000
Like

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the the organizational names like a glovo or U. ba, or this 
kind

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01:16:07,916 --> 01:16:11,666
of of people they pick up absolutely, absolutely,

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01:16:11,666 --> 01:16:12,125
Like the taxi, the pa, the moto in Paris, That you, you get 
to the airport and

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01:16:12,250 --> 01:16:13,791
they pinck you and drive you there.

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01:16:13,791 --> 01:16:17,833
absolutely, absolutely absolutely. So we combine and you and
 you sell it

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01:16:18,541 --> 01:16:23,666
This. This is something, uh, disruptive, or in other 
situation you don't

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01:16:23,833 --> 01:16:29,583
find a capacity and you see your customer that has that is 
very big, and

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01:16:29,666 --> 01:16:34,791
that has a big operation and normally you are selling air 
freight, but

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01:16:35,000 --> 01:16:39,666
because you are not truly global organisation and this 
customer of yours is

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01:16:39,916 --> 01:16:42,458
really global, you buy space from them

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01:16:43,583 --> 01:16:44,583
You,

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01:16:44,583 --> 01:16:47,833
and you fix up you fixed problem to another customer by 
buying from your

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01:16:48,000 --> 01:16:49,166
customer. This is something

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01:16:50,791 --> 01:16:54,708
that can be that can be tricky. You know you are buying and 
selling to the

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01:16:54,791 --> 01:16:58,791
same guy, but it works. you know. So this is what I say. You
 have to think

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01:16:58,958 --> 01:17:02,791
out of the box and then you have to make it available

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01:17:03,833 --> 01:17:08,125
in a seamless way. You don't need to make it very complex. 
One of the things

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01:17:08,375 --> 01:17:11,750
we transformed was the way with it. pricing.

228
01:17:13,583 --> 01:17:18,375
Historically in the airlines to calculate price is very 
complex. Why

229
01:17:19,500 --> 01:17:23,583
you know, it only makes it more difficult, So you have to 
make it easy. You

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have to make it dynamic

231
01:17:26,291 --> 01:17:28,625
so that you do the business faster.

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Your your added value cannot be that. I'm the only one who 
knows how to

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01:17:33,666 --> 01:17:38,000
calculate the price. No, this is not that it valuelid. This 
is just making

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01:17:38,291 --> 01:17:40,625
it some. somehow complicated,

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01:17:41,000 --> 01:17:42,666
okay, Okay, So when you're saying, for example,

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01:17:44,041 --> 01:17:47,708
say copying and transferring actually knowledge and value to
 the Aline

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01:17:47,708 --> 01:17:48,708
businesses

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01:17:49,375 --> 01:17:54,250
simplifation, like calculation of prices, I just can imagine
 when that will is

239
01:17:55,166 --> 01:18:00,333
rotating forever and spinning forever to to get some to get 
some data. So, in

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01:18:00,500 --> 01:18:04,750
this case what you are saying is like example, could be 
simplifying the

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01:18:04,750 --> 01:18:05,375
business,

242
01:18:05,708 --> 01:18:06,708
Maybe be

243
01:18:06,708 --> 01:18:07,375
absolutely

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01:18:07,375 --> 01:18:11,291
called mimicking what other business already did. Al went 
through in in the

245
01:18:11,708 --> 01:18:15,375
evolution, or like replicating real services, like

246
01:18:16,500 --> 01:18:19,708
buying, buying and selling from the same customers. is 
something that.

247
01:18:21,708 --> 01:18:25,458
In say, in some of the industries, the logistic is something
 probably quite

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01:18:25,458 --> 01:18:26,083
quite new.

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01:18:26,083 --> 01:18:26,500
absolutely.

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01:18:27,666 --> 01:18:32,875
And and additionally there are things that you need to be 
transparent. you

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01:18:32,875 --> 01:18:33,708
know it, it.

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01:18:35,000 --> 01:18:40,291
The. The. The business of secrecy is it's over. Everyone 
knows everything to

253
01:18:40,375 --> 01:18:42,958
day, so you need to give the

254
01:18:44,125 --> 01:18:48,958
the the access to what you sell to your customers. This is 
why we have

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01:18:49,083 --> 01:18:54,125
implemented a couple of digital platforms that the customers
 can come and

256
01:18:54,208 --> 01:18:58,875
book directly, and they see the prices, they see the 
available capacity.

257
01:18:59,166 --> 01:19:04,875
they see the products we sell. This comes with a very high 
responsibility,

258
01:19:05,500 --> 01:19:10,958
because we implemented api, and Um, an automatic way to 
connect to our

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01:19:11,083 --> 01:19:16,041
systems. So you really have to have your homework well done.
 In terms of the

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01:19:16,125 --> 01:19:21,166
data that you make available in these systems is not just 
the implementation

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01:19:21,583 --> 01:19:27,583
is how ready you are to embrace this transformation, your 
organization, and

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01:19:27,583 --> 01:19:28,541
then when you start

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01:19:29,666 --> 01:19:35,166
how you keep the pace to all the changes that will occur is 
your is, your

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01:19:35,333 --> 01:19:40,958
organization is your team ready. Do they understand the 
value of having this

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01:19:42,208 --> 01:19:47,833
open digital door to to the market? How do you balance this 
with your

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01:19:48,000 --> 01:19:52,791
traditional customers? How you make them understand that 
they can also

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01:19:53,000 --> 01:19:57,333
benefit from this? These are all challenges that. before 
starting a project

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01:19:58,000 --> 01:20:01,416
you need to think about how you are going to address them.

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01:20:02,333 --> 01:20:06,125
No, I think that's super true, and I think the point on 
transparency.

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01:20:06,333 --> 01:20:09,791
▁ultimately, if your customer comes to you and understand 
how your business

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01:20:10,125 --> 01:20:13,875
work, the understand also was the value you're giving to 
them. because like

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01:20:13,958 --> 01:20:15,083
hey, I'm paying you to

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01:20:16,500 --> 01:20:20,125
me from me to be. provide me these kind of services and I 
know what you are

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01:20:20,250 --> 01:20:24,208
doing, And if people understand the business, usually they 
are also willing to

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01:20:24,250 --> 01:20:30,666
pay for it superior service. Uh, different features or like 
different services,

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01:20:30,916 --> 01:20:35,708
like the ho you were mentioning, which I think is really 
really true. So, now

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01:20:35,958 --> 01:20:40,125
that there's really a lot of great stuff, I think the the 
question will be how

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01:20:40,250 --> 01:20:44,500
do you achieve those. Do you have some example like where 
you guys are Chei,

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01:20:44,500 --> 01:20:45,375
Those

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01:20:45,375 --> 01:20:46,291
Um,

281
01:20:47,333 --> 01:20:49,583
I. I. I, I'm not uh. I'm not in a position

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01:20:49,958 --> 01:20:50,958
to sha chist.

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01:20:50,958 --> 01:20:56,208
to to to say names to share absolutely, but when you work um
 in in the basis

284
01:20:56,458 --> 01:21:02,458
of of of being a secret what you have, because everyone is 
in the market to

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01:21:02,541 --> 01:21:03,833
make money and

286
01:21:03,833 --> 01:21:04,416
Usually,

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01:21:04,416 --> 01:21:07,166
we accept this. You know, we accept this, so

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01:21:08,458 --> 01:21:14,708
we cannot, You know, live, uh uh, based on the on on how we 
did in the past,

289
01:21:14,958 --> 01:21:19,750
based on loyalty, because I know I have to keep this 
customer loyal, so I.

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01:21:19,916 --> 01:21:24,625
I. I give them a more, uh, uh, a little bit more rebate, so 
we keeps loyal.

291
01:21:24,791 --> 01:21:29,583
No, we need to be relevant. I need to be unique. You know, 
one time I had a

292
01:21:29,833 --> 01:21:36,291
um, uh, a discussion with Uh, with a guy that was the the 
manager of A of a

293
01:21:36,375 --> 01:21:42,208
famous Um comic, uh group and I said, how how do you manage 
this? Uh, this

294
01:21:42,458 --> 01:21:46,875
All these egos. How? how how do you? how do you tackle this?
 You know, and

295
01:21:47,333 --> 01:21:52,875
because they were all men, he said, I must be the most nice 
girl in the in

296
01:21:52,958 --> 01:21:57,250
the ball. while I'm the nasiest. they will pay attention to 
me and in

297
01:21:57,416 --> 01:22:02,000
business is the same. We need to be relevant. We cannot say 
no. you need to

298
01:22:02,041 --> 01:22:08,375
be loyal. Now I need to challenge myself every day. to be 
relevant, relevant

299
01:22:08,875 --> 01:22:13,416
means to be more flexible, to be more available to know more
 about my

300
01:22:13,583 --> 01:22:19,583
customer, um business, so that even before he asks me for 
something I know

301
01:22:19,750 --> 01:22:24,958
he needs if you are a big, a big cha that has a lot of 
shops, that is, Uh,

302
01:22:25,000 --> 01:22:31,000
shipping things in boxes. I must worry how I treat your 
boxes. How do I

303
01:22:31,333 --> 01:22:36,875
measure on a digital way if I'm you know, throwing away the 
boxes or

304
01:22:37,250 --> 01:22:42,375
handling them with care? I have the I o T devices that I can
 put in the

305
01:22:42,375 --> 01:22:47,500
boxes and I can prove transparently to my customer. This now
 I handle

306
01:22:48,875 --> 01:22:52,041
a hundred percent of your boxes in a good way,

307
01:22:52,750 --> 01:22:53,750
Yeah,

308
01:22:53,750 --> 01:22:58,041
but I don't send him a report. I give him access for him to 
to check this by

309
01:22:58,041 --> 01:22:58,916
himself

310
01:22:58,916 --> 01:22:59,541
that'sper powerful.

311
01:22:59,541 --> 01:23:03,500
in the middle of the night. whatever, And this is how you 
build the trust in

312
01:23:03,500 --> 01:23:08,041
the transparency. Tomorrow you tell him I need to increase 
your prices and

313
01:23:08,166 --> 01:23:09,166
he will believe you

314
01:23:10,041 --> 01:23:14,208
Nope. I think this is really great and thanks a lot for the 
example Because I

315
01:23:14,333 --> 01:23:19,541
think it really helps too to contextualize. So I's been like
 a like, really

316
01:23:19,791 --> 01:23:23,375
great and thanks a lot for all the sharing. Bernardo think 
we are almost up at

317
01:23:23,958 --> 01:23:29,791
almost up at time. I'll definitely love to to get this 
conversation then ongo,

318
01:23:30,125 --> 01:23:31,958
maybe in another episode together

319
01:23:32,000 --> 01:23:33,000
absolutely.

320
01:23:33,000 --> 01:23:36,583
with you, and when we get the question also from the 
listener, maybe we

321
01:23:37,000 --> 01:23:39,791
understand like what they what they want to know more. But I
 think the point

322
01:23:39,833 --> 01:23:40,833
you touch on like

323
01:23:40,833 --> 01:23:45,250
It's it's my pleasure to to be available to to answer, and 
to to provide any

324
01:23:45,500 --> 01:23:50,041
guidance to whoever needs any type of support. My pleasure,

325
01:23:50,041 --> 01:23:53,625
okay, So thanks a lotcause. I think with all your 
transparencies an example you

326
01:23:53,791 --> 01:23:57,458
really give like real first stand, Like what what you think 
a great business

327
01:23:57,791 --> 01:24:01,958
should be, and a hundred percent with you on that, so I 
thank you again and

328
01:24:02,208 --> 01:24:05,625
Hopell, I'll speak you soon, so thank

329
01:24:05,625 --> 01:24:06,333
for sure,

330
01:24:06,333 --> 01:24:08,041
everyone and I'll see you on the next episode.

331
01:24:08,500 --> 01:24:09,500
Thank you very much.