Como DESENVOLVER uma MENTALIDADE IMPARÁVEL e CONSTRUIR RIQUEZA? | Guto Galamba

0:00Sarcopenia will be the disease of the

0:01century . Mark my words , pens came to

0:03solve a huge problem that was causing

0:05problems . When people lose weight ,

0:06they're losing it thinking they wanted

0:08to without exercising . This leads to

0:10muscle and bone loss . This causes

0:12sarcopenia . It's going to be a disaster

0:13.

0:14What makes someone transform their life

0:16? What makes someone abandon a habit or

0:18build discipline ? And what separates

0:20the people who evolve from those who

0:22remain stuck in the same place ? Our

0:24guest today has dedicated years to

0:25studying exactly that .

0:26Every problem , he says , is like an

0:29inverted curve . It can never be so

0:31large that it becomes unbearable , nor

0:33can it be so small that it is

0:35completely ignored . Whether it's lack

0:37of money , excess weight , bad

0:39relationships — major influences today ,

0:41literally huge ones , of obesity — he'll

0:43never lose weight . Why ? That's all that

0:45motivates me , the fear of embarrassment

0:47. My goal is to help people have

0:49multiple income streams in the digital

0:51world . Why do I see so many frustrated

0:52entrepreneurs today ? Because they

0:54strive so hard for a return that

0:55doesn't change their lives . There's

0:57something called the " emotionary " that

0:58I created . What do you do ? Do this for

1:0130 days without fail . You just want to

1:02go in and win , bro . Step back two feet

1:04and we play like this . Because it

1:05doesn't matter what I want , what

1:06matters is what I repeat . Emotional

1:07intelligence isn't about becoming

1:09Buddha . It's about telling the right

1:10person to [ __ ] off at the right time ,

1:12for the right reason , in the right way ,

1:13with the right intensity .

1:14Many people know , say they know what

1:17they have to do , and don't do it . Why ?

1:19What do you believe you did differently

1:22that helped you build this kind of

1:24result ?

1:28Today we're going to have a very

1:29special guest who was highly requested

1:32here on the podcast , but first , allow

1:34me to introduce myself . I'm Carolina

1:36Viúes , an entrepreneur of native

1:38digital brands . I'm here with my

1:40podcast partner , Dom Barros . Hey

1:43everyone . I'm excited for today's

1:45episode . Well , there's a guy here that

1:48I really like , right ? I think Brazil

1:52needs more authentic people like him ,

1:56who speak their minds , who truly defend

2:01what they believe in . Because today the

2:05world is trying to think of a word that

2:11isn't a swear word , but we can't say

2:13anything , it's all just whining

2:15everywhere , right ? Everyone's a victim ,

2:18everyone . So I really like his content ,

2:21his attitude , and not to mention he's

2:24an extremely successful guy and will

2:26bring great insights for us .

2:28So , welcome to Guto Galamba on Made

2:30Brasil . Very nice .

2:32I didn't even know I was a student . I

2:33liked it and want to come here more

2:35often . I'll show my wife . Wife , my love

2:38, you have to compliment me like this

2:38every day . I get home , you give me this

2:41speech , okay ? Pleasure to be here ,

2:44everyone . It took a while , but it

2:44worked out . It took a while , but it's

2:45finally here .

2:48And , look , I met Guto Galamba at the

2:51Academy , didn't I ? "

2:54Well , then I opened it and I remembered

2:57you , I think from some video I saw . And

3:01people were talking about victimizing

3:04themselves , saying they were fat

3:06because of genetics , something like

3:09that . And then I opened the jar , I said

3:11: ' Let me mess with it . ' I said : ' Hey ,

3:13Guto , my wife said she can't lose

3:14weight because of genetics . What do you

3:16think ? '

3:17And I immediately got a scolding . I

3:18wasn't doing anything . It's a pleasure ,

3:22Zasto . It's a pleasure to have you here

3:23with us .

3:24Uh , Guto , there's a lot we want to know

3:27, we'd like to briefly summarize your

3:30story . And I want to take this podcast

3:33more towards human behavior , bringing

3:36up success , discipline , habits , but to

3:39warm things up and take it into your

3:42universe . And even a controversy , right

3:45? We recorded a podcast here

3:48with Roberta Carbonari . I don't know .

3:51M's wife . Okay , okay , okay , okay . I

3:52know who he is .

3:53M's wife . And I asked a question about

3:57why people romanticize obesity ,

4:00okay ? " And she was very harsh in her

4:05response , saying the opposite , saying

4:08that , in fact , people romanticize

4:11thinness and that she receives patients

4:13who do everything to achieve that

4:16standard , even when they are already

4:19thin and don't see themselves that way .

4:23What do you think of all this ? That

4:25people romanticize obesity or thinness ?

4:28In fact , there is a romanticization of

4:30the problem , right ? I don't disagree

4:31with her , especially since she spoke

4:33according to the record of reality of

4:34what she experiences in her office . So

4:36much so that her statement , from what

4:38you said , was

4:39based on what I live and experience , I

4:40don't see it that way and that's okay .

4:42That's right .

4:43And every problem is like an inverted

4:46U-shaped curve . Every problem you're

4:50facing . So , whether it's lack of money ,

4:52excess weight , bad relationships , and

4:54every problem , first I need to

4:56contextualize the following : we are

4:58animals , right ? Uh-huh . And we carry

5:00the same genetic load from millions of

5:02years ago . Millions of years ago , I

5:03didn't know what I was going to eat ,

5:04when I was going to eat , or how far I

5:06would have to walk to get there . So my

5:07brain became extremely good at doing

5:09one thing , which is conserving energy .

5:11So that whole " law of least effort "

5:12thing isn't for lazy or

5:13good-for-nothings ; it's a physiological

5:14matter . I'm going to try to conserve

5:16energy all the time . And the brain

5:18always revisits the behaviors we try to

5:20have to see if they'll work out or not .

5:22Because the idea is this : imagine

5:24training , for example . " Oh , I'm going

5:26to train , I'm sedentary , damn it , what

5:27a drag . Oh my God . " and so on . After a

5:30while , the brain does a reboot , it says

5:32: " Wait a minute , even though Dom is

5:34spending energy during training , in the

5:36overall context of the day , he spends

5:38less because he makes better decisions ,

5:40he's less irritable , he's less

5:41impulsive . So , Dom , go train . " That's

5:44why when you reach the point where you

5:45don't train , you say : " Oh my God , I

5:46didn't train today . I feel like crap . "

5:49Because the behavior has already become

5:51part of that identity . When we go back

5:53to your question , the whole problem is

5:55an inverted one . It can never be so

5:58large that it becomes unbearable , nor

6:00can it be so small that it is

6:02completely ignored . So , look at the

6:04major influencers of obesity today ,

6:07literally major ones . You realize they

6:10live in a constant cycle of " I'm trying

6:12, I failed . I'm trying , I failed . He'll

6:16never lose weight . " Why ? By maintaining

6:18this problem in this context , he gained

6:21notoriety , he gained sponsorship , he

6:23gained attention he didn't have before .

6:25If he eliminates the problem from his

6:28life , what's left ? Because this problem

6:30has become part of who he is , it's

6:32become part of his identity . So , when I

6:35tell an obese person that losing weight

6:37is better , it's as if I'm almost

6:39killing him , because I'm saying , " Your

6:41identity is wrong . You shouldn't be

6:43thinking this way , " and he enters a

6:45state of alert , a state of defense .

6:47This is a neuroscientific phenomenon

6:49called cognitive dissonance . It's the

6:51distance between what I say and what I

6:54repeat as behavior . I want to be

6:56healthy , but being fat doesn't matter .

6:59No , of course it doesn't matter . How

7:02much literature do we have to say that

7:04obesity is a comorbidity that brings

7:06countless other diseases , you

7:07understand ? So , every time you try to

7:10counter-argue and that counter-argument

7:12hurts the person's identity , which for

7:15many years they've been repeating : " I

7:17am fat , I am fat , I am fat , I am . " No ,

7:20I am . I

7:21understand . It's

7:21become part of their identity . When you

7:23put forward an argument that will end

7:25that , it's like an attack on the person

7:27.

7:28So , you have to have that clarity . I

7:29have to raise the person's level of

7:31awareness so that they understand this .

7:33And there are three ways to raise the

7:35person's level of awareness :

7:36embarrassment , pain , or fear . I have to

7:39activate one of those triggers within a

7:40story , within a narrative construction ,

7:42so that the person says : " Wait a minute

7:43, man . I'm losing my marriage because

7:45I'm sloppy , overweight . I'm losing jobs

7:48, I'm ashamed to go on stage to give a

7:51lecture or do a sales pitch because I'm

7:53not self-confident , because my

7:56appearance bothers me . " So , when I

7:58raise the level of awareness of the

7:59people ,

7:59they say : " Hey , maybe this guy is right

8:02. " You understand ? So , there's a lack

8:04of understanding that the problem has

8:07become part of the person's identity .

8:09It's the same thing with money . Most

8:12people have reached a revenue ceiling

8:14that they can't surpass . They hit it ,

8:16and something happens that pushes them

8:17back down . They hit it , and something

8:18happens that pushes them back down . I

8:20always ask , what will get worse in your

8:22life if you break that ceiling ?

8:24Something will get worse . And because

8:26of their identity , they don't want it

8:28to get worse . For example , they might

8:29not have the same friends anymore ,

8:31possibly . She won't frequent the same

8:33places , she won't have as much time for

8:35her family anymore , because she'll be

8:36performing and working in another field

8:38that will distance her more and more .

8:40And with that , her identity begins to

8:43be challenged , right ? Because imagine

8:45spending your whole life hearing that

8:47money doesn't buy happiness and what

8:49matters is being happy . Combine the two

8:51now and make money . How do you

8:53understand ? This construct has been

8:56repeated for years for you , like , no ,

8:58wow , a good car is one that takes me

9:00anywhere . I'll never have a lamppost .

9:02Hmm . I'll never make an effort because

9:04the brain says : " Wait a minute , if a

9:05good car takes me anywhere and I have a

9:07Renault KED , why would I waste energy

9:08on a lamppost ? " " I'm not going . But this

9:11thought process isn't Cartesian , it's

9:13not conscious ; it's a jumble of beliefs

9:15and repetitions , because it doesn't

9:17matter what I want , what matters is

9:19what I repeat .

9:21Before continuing this episode , let me

9:23ask you something quick . If you're

9:25watching this episode on YouTube ,

9:27please subscribe to the channel . We

9:30bring to the table very valuable

9:32conversations , strategies from great

9:35Brazilian entrepreneurs , and case

9:37studies in brand building . If this is

9:40important for you to continue evolving ,

9:42subscribe to the channel . The more

9:44subscribers , the more it helps us

9:46continue bringing these big names and

9:48this knowledge that is free , but worth

9:51it as a mentorship for your life and

9:53the lives of other entrepreneurs . And

9:55if you're listening to us on Spotify , I

9:58ask that you rate us , if possible , with

10:00five stars and also don't forget to

10:03click to follow Madeing Brasil on

10:05Spotify . And now let's get back to the

10:07episode . As I see it ,

10:10the environments you put yourself in

10:13and the content and information you

10:15choose to consume are so important

10:17because these beliefs are being formed

10:19in ... " Your head is being pushed

10:21without you even realizing it , and

10:23sometimes it's people who are doing it

10:26without even intending to help you ,

10:30right ? Sometimes it's your father , your

10:32mother , you know ? Some friend , with a

10:35false sense of protection . They

10:37say , " Calm down , it's okay if you can't

10:39do it there , you know ? Like , we love

10:41you the same way , you don't need to ,

10:43you know ? " " Relax and all that . "

10:46Yeah , and that's clear . And I told

10:49Carol , when we moved here , I was

10:51feeling — and of course there are

10:53always exceptions , I don't want to

10:56generalize — but we were living in

10:58Campinas and I felt that it started to

11:01feel small , you know ? That I no longer

11:04had that kind of interaction with

11:06people who really added value and who

11:09sometimes motivated me and served as a

11:11reference . And we arrived here and then

11:15we put ourselves in an environment ,

11:18right ? We're talking about Lázaro , and

11:20training with him , he knows everyone .

11:22Then Paulo Vieira arrives , and Marcos

11:24Paulo arrives , Joel J arrives , and Guto

11:27arrives . That

11:28was the last one he spoke to . You saw

11:30him just saying , " Calm down . " Yuri from

11:33Soldier arrives , Pong arrives , and so

11:37on . And you put yourself in an

11:41environment where having a certain

11:44result is the norm . And then , so you

11:48don't feel uncomfortable , you feel a

11:50need to rise to that level .

11:52Look what you just said . Remember I

11:54talked about the three ? Triggers ?

11:55Uh-huh .

11:55Fear , of , and

11:57embarrassment . You feel embarrassed and

11:59don't perform well in that kind of

12:00environment , man .

12:00Exactly . Exactly . That's all that

12:02drives us , fear of embarrassment .

12:04Exactly . Exactly . And for everything .

12:06For money , for performance , for animals

12:09. Animals . And Guto , going a little

12:12deeper , many people know , say they know

12:16what they have to do and don't do it .

12:21Why ?

12:22It's because there's no real clarity

12:23about what they want . A question I ask

12:25my mentees a lot is : who wants to make

12:27more money ? Everyone .

12:28Me . Everyone , me . That's cool . What is

12:30money for ?

12:31Crickets . Why do you want something

12:33that you don't know what it's for or

12:34you have no idea what it's for ? Your

12:36brain comes and says : " I'm not going to

12:37chase something that you don't know

12:39what you're going to do when you get

12:40there , man . " Or the person says : " Money

12:42is for spending . " Then every time money

12:43comes in , what do they do ?

12:44Spend it .

12:45Often spend it before ...

12:46Look at the belief . Look at the belief .

12:48Brazil .

12:49So if money is for paying bills , every

12:50time money comes in , what do I do ? I

12:51open a new bill . Belief is the

12:54repetition of behavioral patterns . The

12:55words we use are very important , they

12:57have a very strong weight , especially

12:59the ones we use with ourselves . If you

13:01think you're not capable or you think

13:02you are capable , you're right .

13:04It's true . You're

13:05right . There's nowhere to run . A

13:06Ferrari isn't for me . The brain won't

13:08strive to have it . I'm not saying here

13:10that wanting is power , but everyone who

13:12could , one day wanted . Without wanting ,

13:15you'll never be able to . It doesn't

13:18make sense , it doesn't even start the

13:20work . And then it will find ways to

13:22self-sabotage you : food , alcohol , sex ,

13:24cell phone , television . And you pretend

13:26you're productive there . Oh , I don't

13:27have time . 6 hours on the cell phone

13:29without producing anything , just

13:30consuming . How can you be short on time

13:32? You're out of management .

13:33Because very possibly ,

13:35and I work a lot with doctors today ,

13:37right ? And the doctor in his A large

13:39part of them have something called the

13:41" talented tennis player syndrome . " The

13:44doctor , man , he studied a lot . And the

13:45guy who studies hard to get into

13:46medical school — I'm not talking about

13:48those low-quality universities . I'm

13:49talking about the guy who got into a

13:51federal university , the really good guy

13:53, the one who's hard to get into ,

13:54didn't pay , and passed . This guy ,

13:56throughout his childhood and

13:58adolescence , always heard that he was

13:59very intelligent , that he was

14:01incredible , that he would be very

14:02successful . And now there are 60,000

14:04new doctors a year , 12,000 residency

14:06positions , shifts without available

14:08slots . And this guy enters a

14:09contradiction between what he's heard

14:11his whole life , what he believes he is ,

14:13and what he's experiencing . It's an

14:15identity crisis that medicine is going

14:17through today because they were built

14:19within a framework that said medicine

14:21isn't a business , it's a vocation . You

14:24make money , like now .

14:26So we break that belief . Man , medicine

14:29is a business . You can be good , honest ,

14:30fair , and very ... Rich , man .

14:32Why not ? Ah , but rich people are

14:34thieves . There aren't rich thieves ,

14:36there are poor thieves too , man . That's

14:39it , you

14:39understand ? So , people think money

14:41doesn't bring happiness , but it does up

14:43to a certain point .

14:45Uh-huh .

14:45For example , a guy who earns R $ 5,000

14:47and starts earning R $ 25,000 , 20 more ,

14:49he's happier . Why does it increase ? The

14:51amount of security he can offer himself

14:53and his family , which is one of the

14:54things money is for . The possibility of

14:56fulfilling dreams he couldn't before is

14:58another thing money is for . And the

15:00probability of helping more people .

15:02Money is for security , fulfilling

15:03dreams , and helping people . Don't

15:05reverse the order .

15:06Yeah ,

15:07if I reverse the order , I get lost . And

15:08the high brain hasn't learned that yet .

15:10Uh-huh .

15:10So , a guy who earns 25 and starts

15:13earning 75 , he's happier because access

15:15increases . Now a guy who earns 200,000

15:17starts earning 220. It changed . What ?

15:20The security itself , the dreams are the

15:21same , and helping people is what really

15:22matters . 20,000 stopped making a

15:24difference . So what people need to

15:26start realigning is why I see so many

15:27frustrated business owners today ?

15:29Because they strive so hard for a

15:31return that doesn't change their lives .

15:35Stay home with your child , man . Is that

15:37extra lecture going to make a real

15:39difference ? No. Stay home , man . Is that

15:41extra meeting going to bring an ROI

15:43that's worth losing time with your

15:45family ? No. Stay home , man . This

15:48alignment of expectations is

15:49fundamental for people to reduce what

15:51Brazil is currently a champion at ,

15:52which is being the most anxious country

15:54in the world .

15:55Because people are chasing something

15:57that isn't working .

15:59Are you enjoying the conversations here

16:01on our podcast ? Me too . And I believe

16:04that the fastest way for us to grow is

16:06to learn from those who have already

16:09built the results we want to build .

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16:18mapped the pillars . These are crucial

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16:41important for scaling online ,

16:43everything important for taking your

16:45brand to the next level . Want to join

16:48us for the next immersion ? Click the

16:50link , register , and I'll see you there .

16:54But hey , I've

16:56planted a seed of doubt in both of your

16:58minds now . Yeah , yeah , I was like , "

17:00Uh , but you've already clarified and

17:06covered the alternatives , right ? " Why ?

17:11You said it's important to align

17:13expectations . The problem isn't

17:17striving for something that sometimes

17:21won't make an immediate difference . But

17:30first of all , you need to be clear

17:33about who you are , where you want to go

17:36, and why you ... What you want to

17:38achieve is ... well , so that you're

17:44willing to pay the price , to do what ?

17:47Why am I talking about this , right ? I

17:48was even taking advantage of Lázaro's

17:51presence to talk about this again . Many

17:55people say that the other day , while

18:00with friends , I was talking about

18:02billions . I said , they made a million .

18:06And what about B ? How do you get there ?

18:10What can we do , and so on ? But the guys

18:13say , " But Dom B , why , and so on ? " And

18:17many people tell me , " The weekend comes

18:19, Dom , but you're going to work again ,

18:22man , you have to enjoy life , you have

18:24to have fun , and so on . " I say , " Okay ,

18:28but where I want to get to , is there a

18:31higher price that needs to be paid ? "

18:33And then , talking to Lázaro , he

18:35mentioned that he gave a lecture on a

18:37Saturday and people were criticizing

18:39him , saying , " Damn , you're going to

18:41work on Saturday , and so on . " Then he

18:43arrived at this lecture , he was

18:44arriving , guess who was leaving ?

18:46Flávio Augusto . Then he turned to

18:48Flávio and said : " Wow , but on Saturday

18:51, Flávio , you're working . " Flávio had

18:53already given a lecture , a first one ,

18:55he had given a second one and was going

18:57to give a third . And the best or worst

19:01was that it was his birthday , Saturday .

19:04And he was giving three lectures , I

19:06don't know , 300 , 400 , 500 bucks each ,

19:08which doesn't change anything in his

19:10life . But I'll show you one thing , the

19:14type of person who builds the type of

19:16results they have is the type of person

19:19who has the willingness to , for example

19:22, work weekends and holidays and so on .

19:24So , in fact , it's extremely important

19:27to align expectations , to know why

19:29you're doing what you're doing , and for

19:31that not to generate frustration , right

19:34?

19:34Flávio and Lázaro certainly did not

19:36go to give their lectures for the sake

19:38of the money . They'll give a much

19:41bigger royalty . Like , Flávio is inside

19:44a construction site right now , playing

19:45in the MLS with Joel and Caio . The more

19:48well-known he is , the more people join ,

19:49the more members they have , and the

19:50higher their revenue . So , the more I

19:52appear , the better . Lázaro is leaving

19:54physical media for digital very

19:55strongly . The more he appears , the

19:57better .

19:58So , give it to Roy . He's

19:59not going for the 500,000 from the

20:00speaking engagement for those two ,

20:02screw it .

20:03So , the expectations are aligned . True .

20:04Now , a guy whose ROI , half of his

20:06income , comes from speaking engagements

20:08, and he's going to give a talk that

20:10costs 20,000 , that's not going to make

20:12a difference to him this month . Stay

20:14home with your family , man .

20:15Perfect . That's the

20:16alignment , you understand ?

20:17And you believe you can get there ?

20:20Because that's even a conflict , right ?

20:23I always say , I also work a lot and I

20:25love it . But sometimes I pull him aside

20:27, hey , not this weekend , let's do

20:29something . And to him he says : " So you

20:32pull me along because , for me , I love

20:34working every day and building . " And

20:36then reflecting , I see many people

20:39today comparing themselves , frustrated

20:41people who achieve success , but at the

20:46same time it's so fast , you know ? It

20:50seems like the achievements aren't

20:53truly felt . And I see this a lot in our

20:55own lives , and thank God , the truth is

20:57that we are indeed happy . But if I stop

21:00to dig and reflect , I say , look , our

21:02first goal is to have the biggest Black

21:05Friday of our lives , our e-commerce . We

21:08hit it , you know what happens ? Next day

21:11, the game's over ; all again . So , don't

21:14stop to celebrate so much . Just keep

21:16going , keep going , keep going . And we

21:18like this game . Now , do you believe

21:21there's a moment

21:25of " I'm more relaxed " and I'm going to

21:26choose which mountain I'm going to

21:28climb , because it's not about getting

21:29to the top , it's about climbing . I got

21:31to the top , great , what's next ? What's

21:33the next business ? What's the next

21:34business ?

21:35For example , this feeds us , right ?

21:37No , of course not , logically . It's

21:38important to have a reason why . Why is

21:41it that the majority of depressive

21:43cases occur in old age ? Because the

21:44person loses their usefulness , you know

21:45. Uh-huh .

21:46People stop feeling useful . I have to

21:48have a purpose now , a purpose that

21:50consumes me and doesn't frustrate me .

21:52Damn , I worked too much this month , I

21:53missed my son's birthday , I'm feeling

21:55really bad . Something went wrong with

21:56the alignment of expectations , you

21:58understand ?

21:59If you stop to align expectations all

22:01the time , there won't be a problem .

22:03When I lived in Jurerê , when I

22:05proposed to my wife and she moved there

22:07, then João Bernardo , boom , in

22:09Rebeca's belly . The business model I

22:12had was a model that I say was like a

22:14bicycle . If I got sick , I didn't make

22:16money . In 2023 , I was basically selling

22:20low-cost weight-loss products .

22:22Basically that .

22:23The main product was a product called "

22:25belly fat remover . "

22:27And people would come up to me and say ,

22:28" What's it for ? " Then I'd curse , delete

22:31it , and say : " Hi , honey , this is to get

22:33rid of your belly fat . " Man , it was a

22:35low-ticket item for R $ 97 where I

22:37delivered a training plan with video

22:39lessons and a dietary protocol created

22:41by a nutritionist . Uh-huh . That R $

22:4297 brought me R $ 800k monthly from

22:46that item .

22:48So , up until that point , 2013 was my

22:50first online sale . From 2013 onwards , I

22:52only worked digitally , creating

22:54info-products and reinventing myself ,

22:56repositioning myself .

22:57I was generating between 1.5 and 2

22:58million , but I still had to show up

23:00every single day in order to make a

23:01sale . Man , sometimes it's just

23:03impossible . And even if I could handle

23:06it , if I get sick , what happens to my

23:07family ? So , when I decided to move to

23:10São Paulo , I said : " Honey , everyone ,

23:11we have to go because I must shift this

23:13business model to one that does not

23:14depend on me all the time . I need to be

23:16able to record a podcast , hold meetings

23:17, and scale to much bigger businesses ,

23:18so that if I were to pass away , you and

23:20João would be left in a perfectly

23:21secure and stable situation . "

23:22So , that was my goal . But I had to

23:24align expectations with her because she

23:25agreed to marry me and move to Jurerê ,

23:27right ?

23:28Wow . Yeah .

23:29And then , man , she went straight from

23:31her parents ' house to my house . For a

23:33woman , that's an absurd change . To

23:35another state and pregnant , man . She's

23:39amazing , really amazing . She's

23:40incredibly

23:41resilient . And I said , " We need to go

23:44to São Paulo . " She said , " I'm not

23:45going . " Then I said , " We're screwed . "

23:48Then a phrase came out of my mouth , I

23:50even joke about it , but it's true . I

23:52have no idea where it came from or why

23:53I said , " Give me 10 years and I'll

23:55retire three generations of the family .

23:57"

23:57Wow .

23:58Where am I going to retire three

23:59generations ? Three generations , right ?

24:01Three children . No , when I said that , I

24:03said , " Take it back , you're screwed . "

24:05Then she said , " 10 years is too much . "

24:08I said , " No , I ... " I said , " Okay ,

24:10Rebeca , give me 5 years now . 3 years of

24:13craziness . Will you be able to handle

24:14it at home ? " She said , " I will . " Every

24:16day she forgets she said that , and

24:19every day I have to remind her about

24:21our expectations .

24:22And then ? It's true . Come on , there are

24:25three more years left , man . Only one

24:27year has passed , there are two more of

24:28craziness , and it's going to get even

24:30crazier . We have to be able to handle

24:31it so that later we can more

24:34intelligently know where to spend our

24:36energy , you understand ?

24:38How do you train your mind for this

24:40self-performance , for this consistency

24:43all the time ?

24:44There's something called metacognition ,

24:45right ? In neuroscience , it's nothing

24:47more than thinking about what I'm

24:48thinking while I'm thinking . For

24:50example , you're in traffic , a bad

24:52thought comes ,

24:54you don't control it , but you do

24:55control it , you're going to pay

24:56attention . Oops , why am I thinking

24:57about this ? What's happening here ? From

24:59the moment I put myself in the present ,

25:01brother , it's over . The solution is in

25:02my hand , look . I don't want to think

25:04about it now . I'll see later . I'll see

25:06later . I'm not going to think about it

25:07because it doesn't matter what I want .

25:08What matters is what I repeat . I don't

25:10want to think about it . I'm not going

25:11to think about it now . I say a prayer ,

25:13oh God , take this thing out of my head

25:14now because it doesn't make sense to

25:16get irritated with this . There was a

25:18time when Rebeca was complaining a lot

25:20about everything , anything , and I

25:22complained that she was complaining

25:24twice as much .

25:25Then I said : " How do I make my wife

25:26stop complaining ? " I'm going to stop

25:27complaining . Whatever she complains

25:29about , I'll be fine and do it , and

25:30screw my brother and parents .

25:33Then I loved Guto here , look . It's

25:35already done . It's possible

25:36since what I want doesn't matter ; what

25:38matters is I repeat . I can talk , but

25:40even then I couldn't solve it . Because

25:43sometimes she wants to fight ,

25:45right ? Sometimes ,

25:45sometimes she gets upset . Then , then

25:47you say : " No , honey , no , it's okay . "

25:48That's just how she is , look .

25:49But how can it be okay ? How so ?

25:52When a woman comes to me with a problem

25:53, 99 % of the time she just wants to talk

25:55to herself , she doesn't want you to

25:56solve it , brother . So , when Rebeca

25:58comes to me , I say : " Is it to listen or

26:00to solve ? " She listens , and I listen ,

26:02okay ? Because while she's talking , I'm

26:05already solving . I don't want her to

26:07solve it , I just want to talk . I said :

26:09" Ah , I understand . " So , nowadays she

26:11just comes and says , look , it's just to

26:12listen , okay ? Don't try to solve it .

26:13And then she says : " Me ,

26:15okay , okay , it's settled . It's us . And

26:16everything's fine . But it's always like

26:18that , there's never a day when things

26:19don't go wrong . We went out to dinner

26:21yesterday , which was supposed to be a

26:22romantic dinner , things got heated at

26:24the restaurant , but we got home , kisses

26:25, kisses on the mouth and everything

26:27was fine , brother .

26:28It's like a company , man . Things get

26:29heated with a partner , then we're

26:30together , brother . Let's go because the

26:32goal of this difficult conversation is

26:33to avoid a tragic end .

26:35Yeah , you

26:36understand ?

26:36So , this alignment of expectations is a

26:38conversation with yourself every day ,

26:40every moment . It's praying and watching

26:4124 hours a day , man .

26:42Praying and watching all

26:43the time . But it's not praying and

26:44watching others , it's yourself , man .

26:45Great .

26:46Why am I being impulsive about this ?

26:48Why do I want this ? Like , the other day

26:50we were talking , and she ate dessert at

26:52home after lunch , then she went to get

26:54another one and said : " No , I want the

26:56taste of the first one , I'm not going

26:57to eat it . " " Then I said , ' Damn ,

27:00sensational . ' She thought about what

27:02she was thinking while she was thinking

27:03. Why do I want the second piece ? To

27:05feel the same pleasure as the first ?

27:06I'm not going to feel it . So this is a

27:08compulsive moment of mine that I'm

27:09trying to numb myself to . I'm not going

27:11to eat . When I bring myself to the

27:12present , there's no impulsiveness , no

27:14reactivity , you understand ? It's easier

27:17to make decisions .

27:18Yeah . Now is the time when you might

27:20curse me . Holy [ __ ] . Let's

27:23go . Did

27:24you know that ? I didn't even see it , I

27:26didn't even see the script . I wrote

27:29Pong's script , she wrote hers . I didn't

27:32even see the opposite . It's

27:33not in the script . Yeah , you know why ?

27:35Let's go . Uh , do you think it's easier ?

27:41Let's set

27:41the expectation . My answer will be

27:46equivalent to your question ,

27:48is everything alright ?

27:48So , it's not about me not getting

27:50irritated , it's about you being

27:51prepared for what you're going to hear

27:52back .

27:53Yes . See how I aligned it ? Whose fault

27:55is it now ? If it goes wrong . " It's her .

27:56It

27:56solves your problem .

27:57No , prepared . You know why ? Because my

27:59question has an intention . Even if she

28:02might be wrong in her way of thinking

28:06or acting , it has my intention to

28:09change and help other women change . So ,

28:13your level of response can be direct .

28:17Is it easier for men than it is for

28:20women to be so direct in relation to

28:23their own feelings , their behaviors ,

28:27and their personal alignments ? Because

28:30at home I often feel that I am a

28:32disciplined person , especially in

28:34relation to my work and my achievements

28:36, being very much directed by the

28:38results that I reach . Now , when I get

28:41into negative thoughts , it takes me

28:44longer to get out , I stay there longer

28:48than the gift itself . And many times it

28:50says : " Hey , emotional energy . " But then

28:53I say : " What emotional intelligence ?

28:56What emotional intelligence now , as if

28:58I want to stay there a little while and

29:01then manage to get out and go back to

29:04my plans . " " And then thinking , wow ,

29:06men being even more rational , even more

29:09direct , and you having , wow , so many

29:11patients , so many people who have

29:13passed through your hands , is it easier

29:16for men or is it not related to that ?

29:18Yes , it's easier both because of

29:19masculine energy , which is an energy of

29:21solving problems and not caring so much

29:23about certain things , women are much

29:24more emotional , more sensitive , they

29:26are about care , about love , and also

29:28because of hormonal variations during

29:29the month , right ? Hmm .

29:30You have something called the menstrual

29:33cycle that you see as a demon and

29:35that's okay . Yes , it's yours .

29:38One thing that happens is that we still

29:41have to manage to control the demons ,

29:43and

29:43the part where you have to pray and

29:45watch over yourself the most is when

29:47you are being internally influenced by

29:49something you don't control , that's

29:50when you need control the most .

29:52Great .

29:52It's tough . Want a tip ?

29:54Yes . There's

29:55something called an ' emotionary ' that I

29:56created , I give it to some mentees .

29:57What do you do ? You divide your day

29:59into three stages : morning , afternoon ,

30:00and ... " Night . Do this for 30 days

30:02without fail .

30:03Every day , at the end of a period , you

30:05write and describe what feeling

30:07predominated at that moment . For

30:09example , today at noon here now you

30:11will write : " Ah , the predominant

30:13feeling was anxiety " and describe what

30:15you felt . " Look , I felt palpitations , I

30:17felt irritated , and I described it . Go

30:19to the next day , get to the afternoon ,

30:21write down and describe what feeling

30:23predominated . At night , same thing . If

30:26you do this for 30 days , you'll have a

30:28mental map of your emotions . You'll

30:30realize that you get anxious on the

30:31same day , at the same time , every time .

30:33Ouch !

30:33So what do you do ? What environment am

30:35I in that's triggering this ? Oh , every

30:38time I meet with this person and have

30:39this meeting , it triggers this . I'm not

30:41going to avoid having meetings with

30:42this person . If I'm always happy

30:44Wednesday nights , what have I been

30:45doing on Wednesdays during the day ? I'm

30:47going to amplify this and move it to

30:49other days . And then you'll have better

30:51emotional intelligence for what ? If I

30:53know I have to do this , I can't give it

30:55up , but it's going to trigger something

30:57bad in me , I'll shield myself and be

30:58prepared . Then it's easier to control .

31:00It's all about rationality , because if

31:02I let emotionality take over , I ... " I

31:04become a reactive person ,

31:05and you control everything the world

31:06throws at you .

31:08No ,

31:08but of everything you control , is

31:10everything controlled ?

31:13Of everything that is , it's

31:15clearly not . That's the problem . I

31:17don't control everything , but

31:18everything that's in my control isn't

31:20controlled either . It's screwed . That's

31:22the problem . Forget what you don't

31:24control .

31:25I don't focus on the meeting and the

31:26person I dislike . If I have to be there

31:28, I shield myself . That's it . That's in

31:31my control . So that's emotional

31:33intelligence . I tell Rose , my partner ,

31:35that emotional intelligence isn't about

31:36becoming Buddha .

31:37It's about telling the right person to

31:40[ __ ] off , at the right time , for the

31:42right reason , in the right way , with

31:44the right intensity . [ __ ] . That's

31:46emotional intelligence . I only

31:47apologize for something after I've

31:49passed . If I've passed , I wasn't

31:51emotionally intelligent . So , I have to

31:53be proportional to what's happening .

31:55You know something I do a lot with

31:57people who want to partner with me ?

31:58Hmm . I frustrate them with a small

32:00thing before the contract . Depending on

32:03how ... She reacted to something small ,

32:04imagine with millions on the table .

32:06True .

32:07Intentionally frustrate her

32:09and see the scale of her reaction . " Oh ,

32:13brother , you're really pissed off over

32:14something that's really bad . "

32:16If it's like this at

32:17this size , just imagine when you put in

32:19real money . I'm out . I don't want that

32:21problem for myself . So that's something

32:22I do today .

32:23I have an advisor today who only looks

32:25at new businesses . The guy is in a

32:26meeting now to close a healthtech deal

32:27for us , for the group .

32:29Why ? Because I'm not going to put all

32:30my energy into it . It doesn't make

32:31sense , because not everything will

32:32close ,

32:33so it has to go through a filter . So we

32:35already have that today to be more

32:36relaxed .

32:37I learned , I started learning about

32:39emotional intelligence when I started

32:41studying Tony Robbins a lot , and at the

32:44time I was in multilevel marketing with

32:46Caio . So we listened to a lot of audios

32:50from a guy called Jim Rone , and in a

32:53way he said this , right ? It's not what

32:55happens , it's what you do in relation

32:57to what happens , not the direction .

32:58Sails dictate the wind's flow . And I

33:01started studying about that , and also

33:04about being present to be less reactive

33:07, you know ? Uh , I had a big problem

33:11within my family , which was my father ,

33:14you know , who , with good intentions and

33:17wanting to protect me , uh , he

33:19discharged a very heavy and very

33:21negative energy on me . For example , I

33:25was going to get ready for a meeting in

33:27São Paulo , I lived in Campinas at the

33:28time when I was still living with him .

33:31And then he would start , " Did you see

33:34how many robberies are happening in

33:36São Paulo ? Did you see ? The guys , the

33:39young people who were killed there , I

33:41don't know why , and you know when it

33:44rains there , these days it floods

33:45everywhere and all that . And this time

33:48of day , look , is the worst time for

33:50rain , right ? And you should have gone

33:52in the morning to be able to come back

33:53during the day , because if you come

33:55back at night , and something happens ,

33:56it's much worse . You don't know what ,

33:58man . " I left feeling kind of deflated ,

34:01you know ? Well , for a long time I let

34:04it affect me . But as soon as I began

34:07studying , becoming more aware of it and

34:09staying present , I realized that I did

34:11not have any control . I was like , damn ,

34:14my father , I don't know , at the time 56

34:16, 60 years old , you haven't changed ,

34:17I'm going to change him now , right ? So

34:21when he would start to speak , I would

34:24watch him and think that he wants to

34:26help you , that he believes he is

34:28actually being of help and that he is

34:31well-intentioned . And he would talk

34:34like that and I would say , well , I

34:38changed , I became more present and

34:41intentionally didn't let what he was

34:45saying affect me . And then it became

34:49much clearer , right ? And I managed to

34:52bring that into my daily life , being

34:55present , right ? To listen sometimes or

34:58be in a situation ... But , and you said ,

35:02in the car : oh , no , not now . No , no , no

35:05, I'm not going to think about that now

35:06. No , no , I'm not going to let it

35:08affect me now , I'm not . So , like that ,

35:10It's very much about being present ,

35:12about thinking about what you're

35:14thinking , right , to know if , because

35:16everything starts with thought , right ?

35:19But it shouldn't happen overnight

35:21either , it needs practice , right ?

35:23Because it works like this : our minds

35:25have two things that are extremely

35:27important , reality and truth . Which do

35:29you think is more important ?

35:30Truth ? I think that real reality or

35:34truth , that truth , there are two things

35:37, reality and truth . Which is more

35:40important ? It

35:42doesn't depend on the interpretation ,

35:43because , so , what is the final reality

35:45or truth ? I think it's reality , right ?

35:47Because everyone has their own truth

35:48too , right ? Yeah . So I think I'll go

35:50along those lines too .

35:52Reality is the fact .

35:53Uh-huh . Your father threw those words

35:55at you .

35:56The truth you told about the fact is

35:58more important , because it's what you

35:59repeat to yourself ,

36:00okay ? Want to see something really cool

36:02? Have you ever talked to your father

36:04about what he was like with his father ?

36:06Uh ,

36:07most likely . Either he didn't have a

36:09paternal presence or He didn't give a

36:10damn about him .

36:11So he gave you everything he didn't

36:12have , man . Exactly .

36:13See how [ __ ] up it is to know that .

36:14Uh-huh . Uh-huh .

36:15You understand ?

36:16I thought about reflecting on that

36:18several times . Man , he had no reference

36:20point . How big of a deal for you to ask

36:22a question like that , because what

36:23you're going to hear , brother , every

36:25father will pass on trauma to his son ,

36:27but what he went through was 10 times

36:28worse , brother .

36:30Cool . If you understand that , you say : "

36:31Damn , man , you're just helping me . "

36:33Cool . Cool . Man , when I decided to go

36:36digital , my father , my son ,

36:38pay into social security , get a pension

36:40, because that was the security

36:41reference he had , man .

36:43But at the same time , intelligently , I

36:44said : " Man , does my father have the

36:45life I want to have at his age ? " " It

36:47doesn't have it . So I'm not going to

36:48follow that advice .

36:49But my father is a very spiritual guy .

36:51When I want spiritual advice , I ask my

36:52father , perfect . End of story . Perfect .

36:54It's very simple . It's not easy , but

36:56it's simple . Because if it were easy ,

36:58it would be a sacrifice . It wasn't a

37:00sacrifice . Exactly .

37:01When I was , when I joined the

37:02multi-level marketing company at Monavi

37:04, I started working with Caio , uh , I

37:06was earning R $ 3,000 a month at IBM ,

37:08very young , at the beginning of my

37:10career . And in multi-level marketing I

37:12started to accelerate , always very

37:13ambitious too . Within a few months I

37:15was making R $ 5,000 a month , which was

37:18almost double what I was earning . Like ,

37:20it doubled my standard of living . I'm

37:21rich .

37:22Wow ! Uh , so what did I do ? I quit my

37:26job at IBM , I dropped out of college .

37:29Uh , my father came to talk , he said : "

37:32No , uh , is it three , is it five that

37:35you're earning ? " " Well , I had a Peugeot

37:38206 , a feline at the time . He said , '

37:42I'll give you a Mercedes . ' ' Not a car

37:45you like ? ' ' I'll give you a Mercedes

37:48and I'll give you 20,000 a month to

37:50pass a civil service exam . '

37:56I said , ' I don't want that , because

38:00what I want is much bigger than that . '

38:03I accepted right away . '

38:06But

38:07how old were you then ? ' '

38:08I was 20. ' ' No , no , no , no , no . ' But I

38:12was 23 years old .

38:16Tempting , you know ? Too tempting . Too

38:19tempting . Well , and since I didn't

38:21accept , he didn't speak to me for a

38:23year . Then he bit off . But in his mind ,

38:28you know , he was doing his best . He had

38:31a very difficult life , so he had a very

38:34high value for security , he didn't have

38:36a father , right ? So , thank God what

38:39made the difference for me was studying

38:41. That's

38:41great , right ?

38:43Now I know that knowledge is power ,

38:45right ? " Because look here at this table

38:48, and for the people listening too , my

38:49head is right here . Only reality , truth

38:52. Reality , truth . I swear there's

38:54always a better story to tell . But

38:56there's a danger in that .

38:58Usually , people tell themselves truths

39:00that keep them stagnant , without

39:02evolving . The truth has to be for

39:04prospering .

39:05Want to see an example of that ? The

39:06first example you mentioned about the

39:07romanticization of obesity .

39:09Words have a very strong power . Yes or

39:11no ?

39:11Yes .

39:11When I say the word obese , what exactly

39:13is it that comes to your mind with that

39:15? Oh , suffering , weight ,

39:18weight , weight , it's

39:20pain , rejection .

39:21Let's change the words .

39:23I have a free body .

39:25Huh , look how light it feels . Want to

39:29see another one ? Want to see an even

39:30heavier one ? When I say the word

39:32prostitute , what comes to mind ?

39:34Exploitation , it's

39:36exploitation ,

39:36lack of dignity , humiliation , change

39:39the name , adult content creator . It's

39:41almost like being a businesswoman .

39:44So she tells herself a truth that

39:46hinders her life . Look , I have to tell

39:49myself , I have to be very mature and

39:50very intelligent to tell myself truths

39:52that will make me a better person .

39:54Cool . Nobody's

39:55here in this world just to be happy ,

39:56man . You're here to be a better person .

39:59If you can be happy , incredible . It's

40:03about being a better person , man . Cool .

40:05What are the things I've been doing

40:06that make me a better person ? That's

40:09the goal in life , man .

40:11Excellent . Can I delve a little into

40:13the market ?

40:14Sure ,

40:14sure . Guto , I'd like to take advantage

40:16of your knowledge too . It's a lot .

40:17At some point I just want to ask him

40:19how he's going to retire the

40:21generations .

40:22Ah , then send it and then I'll enter

40:23the market .

40:24I got curious because I want to too .

40:28Within what you can open , I don't know

40:29if there's anything . No problem . When I

40:31moved here , I still didn't have three

40:34generations .

40:35Three generations . It was her

40:37remembering that there were three .

40:39Uh , when I moved here , I was still with

40:41the same business model . So , in July of

40:44last year , July , July of last year , I

40:47went to Rose , my partner , and said : "

40:50Brother , that's it , it's over . I'm not

40:53even happy to be talking about this ,

40:55having to show up to talk about this

40:57[ __ ] business . Yeah , it makes a lot

40:58of money , it does , but it's not working

41:00. Because I can deliver much more and

41:02this business model is going to screw

41:03me over . " Then he said , " Okay , so it's

41:05all about going in , brother , with both

41:07feet on the ground , and that's how we

41:09play . " We had just returned from a trip

41:11, and I was hired by a pharmaceutical

41:13company to go to Dubai to give a

41:14lecture to doctors . I had been giving

41:16lectures to doctors for a long time

41:18about positioning , emotional

41:19intelligence , the importance of

41:20positioning oneself , these things that

41:22I apply and that's my core business .

41:24It's how I make money .

41:26Great . So I can teach this . And then I

41:28was going to this lecture , and when I

41:30was going to the lecture in Dubai , one

41:31of the days I called : " Roser , you have

41:32to come along , " and he ... He said , "

41:34Tomorrow I'll do it . " He said , " Why did

41:35I do it ? Because I already gave a

41:36lecture to a pharmaceutical company . "

41:37This guy never does anything after the

41:39event . So I did something in Dubai , bro

41:41. And he bought into the crazy idea ,

41:43because he knows I'm crazy , but I have

41:45a vision that , bro , it's going to be

41:47good .

41:47Great .

41:47Trust me .

41:48He bought a ticket , went . He got there ,

41:50I went to the owner of the

41:51pharmaceutical company the day before

41:52the pitch . What's the pitch tomorrow ?

41:53He said , there isn't one . Damn , having

41:55a barbecue in São Paulo , right ?

41:56Brought 30 million here . Why ? Let me do

41:58it . What are you going to deliver ?

42:00Roser already has a very old mastermind

42:03base

42:03in digital marketing . He's the biggest

42:06launcher in Brazil .

42:07Uh-huh .

42:07He launched more than 120 people , has

42:09already made more than R $ 1 billion in

42:10digital launches ,

42:11right ? Creation of info-products . Wend

42:12Carvalho , Maira Card , he's just Tamaira

42:14to this day .

42:14Anyway . And we formed this partnership .

42:18When he got there and the guy did it ,

42:19there's no pitch , I did it , I'll do the

42:20pitch . What are you going to deliver ?

42:21I'm going to deliver the mastermind .

42:22It's a year with me , the doctor , to

42:24create his infoproduct , have an extra

42:26source of income , and create an

42:27assertive positioning for what he wants

42:29, how he wants to position himself . He

42:31did it , great , but 50 % is mine , because

42:32the leader is mine . I did it fairly ,

42:33more than fairly . And we set everything

42:36up . Then we went to the Dubai Mall , to

42:39take a walk . Then I went into Bancliff ,

42:41I really wanted this bracelet . So I

42:42went in , put it on my arm . Then I said :

42:44" Hey brother , do you think the pitch

42:46tomorrow will be good ? " He said : " I'm

42:48definitely going to buy a bracelet

42:49today . "

42:50And he bought another one . Isn't it

42:51certain ?

42:52Yes . Is it certain or not ? If it's

42:54certain , do it . Man , I'm definitely

42:56going to do that . Put a payment slip

42:57first . Oh , no , wait , it's not like that

42:59. So , it's not certain anymore . Courage

43:01is one of the principles we work with .

43:03Courage is this : knowing that it will

43:05work out , it will . This isn't counting

43:07your chickens before they hatch . Yeah ,

43:09if it goes wrong , I can pay , I can . I'm

43:11being courageous , not reckless . It's

43:13not about going into debt to buy it , no

43:15, I can pay , everything's fine .

43:16But I'm going to pay with that money , I

43:18already have half of it in my pocket .

43:20And we went there and did the 30 - minute

43:22pitch , they bought a ticket for 150,000

43:24. Brother , that's an absurd conversion

43:27for someone , because the audience was

43:28cold , they didn't know who we were ,

43:30they went to Dubai to drink cachaça ,

43:31there wasn't even a lecture , we did a

43:33pitch , and people bought tickets . When

43:35they came back , they said : " Brother ,

43:37medicine is dying in the sense that

43:39we're training a lot of people in

43:41Brazil and they're poorly qualified . " I

43:44don't want to teach doctors how to be

43:45doctors , far from it . I want to teach

43:47them how to make more people aware of

43:49how good a doctor they are . That's

43:50where I excel . Assertive positioning

43:53and creating information products .

43:55And then when we came back , during the

43:57Trump era and all that , and there was

43:58still " Make America Great Again , " right

44:00? Uh-huh .

44:01I said , " Ah , I joined MPI , the brand

44:03wasn't registered . " So I took " Make

44:05Brazil Healthy Again , " brother . Make

44:08Brazil healthy again . That's our

44:09umbrella brand today . So today we have

44:11the GH group , which is a holding

44:12company , we have an incredible vertical

44:14, more than three operations ,

44:15everything in the health niche is there

44:17. So today I have a pharmaceutical

44:19company for injectable compounded

44:20medications , I have a medical clinic

44:22here in Alphaville , we're signing the

44:24contract on Monday for 136 dental

44:26clinics . So that's how I'm retiring

44:29three generations , moving away from

44:30whatever performance comes up every day

44:32to create a vertical where I'm a

44:34partner , a minority shareholder in

44:35several businesses . And what is my

44:37objective ? To accelerate people's

44:39businesses .

44:39So , someone comes to me and says , " Look

44:41, I have this scheme with the

44:42pharmaceutical company , for example ,

44:44they started from scratch with us , they

44:45began operations in October of last

44:47year . "

44:48And we asked the partner , " Okay ? What's

44:49your goal ? " " No , we want to bill 20

44:51million in six months . " " That's great .

44:54If we surpass that , you each have 10 % of

44:57the pharmacy , we hit 50 million . " Great

45:01.

45:02The pharmacy is worth 1.5 billion . I've

45:06already made 1000 times what I was

45:08making , man . 100 times , you

45:10know ? That was my first year . So

45:12everything under business and health ,

45:14we're going to grab a piece of it .

45:16That's our goal today . Great . So people

45:18are starting to see me not just as the

45:20weight-loss guy anymore , so much so

45:21that in question boxes and podcasts ,

45:23they don't even care anymore , like , "

45:24How do I perform well ? How do I make

45:26money ? How can I not be so anxious to

45:28perform better ? "

45:30So , that's Guto for today , you

45:31understand ?

45:32Great . That's

45:32it . And what do you

45:34want to ask ? Can you later tell me

45:36your stance towards whom ? I don't think

45:38it's even possible to say if it's

45:40important to take a stand because it's

45:41a fact . Now , what is your stance

45:43towards those who want to take a stand ?

45:46Well , the stance comes from what I

45:48stand for . What I stand for isn't for

45:50my firm , it's for my person .

45:53So , to make it easier , what I stand for

45:55, I have to be willing to lose money ,

45:57lose friends , distance myself from

46:00family , and make enemies to defend .

46:02That's my stance . So , if you take a

46:05moment to look at my oratory and my

46:06rhetoric within Instagram , you will see

46:08that I defend a total of five things :

46:09Uh-huh .

46:09God , justice , wisdom , courage , and

46:12self-control . From the moment I defend

46:16that , everyone who doesn't defend that ,

46:18enemy , I attack and screw them . And

46:21then I start creating my tribe of

46:22people who defend what I defend and

46:24attack whoever I attack . But I don't

46:25attack the person , I attack the cause

46:27they defend , which is contradictory to

46:29mine .

46:29But within that , I have to have a

46:31narrative line , which is where people

46:33fail , breaking the status quo , breaking

46:35what is expected . So my narrative line

46:38has to remember that Instagram , any

46:39social network , TikTok , it's

46:41audiovisual . Uh-huh . So , when someone

46:43comes to learning English , it's very

46:45difficult , damn it . No , brother , your

46:47face , my brother , learning English for

46:50me , holy [ __ ] , is very difficult . Now

46:53that's become difficult . The oratory

46:55line is me externalizing what I'm

46:57actually feeling . And then people say :

47:00" Ah , but then I'll be a character , yes ,

47:02at some moments yes , but not a lying

47:04character , a character who will do the

47:07only thing a communicative process was

47:09made to do . " It generates an emotion ,

47:11man . Very good .

47:13Communication is meant for this : to

47:15generate emotion in others . What

47:17emotion do I want to generate ? Fear of

47:19embarrassment . I activated the trigger ,

47:21now it shows the routine for him to go

47:22out and buy my product . Yeah , yeah ,

47:25it's simple ,

47:26right ? And then you stop to think , have

47:27you ever watched a movie that moved you

47:29?

47:29Yes .

47:29You know it was a lie , right ? And the

47:31emotion was real . It's the same thing ,

47:33man . It's the same thing . What emotion

47:36do I want to generate with my

47:37communication style ? I want to inspire .

47:39I have to be inspired , man . I want to

47:42evoke pain , I speak more softly , I

47:44offer comfort to that person . Look , I

47:46understand you . Yeah , that's the

47:48narrative style . Now , this is practice .

47:50In 2023 alone , I did 279 live streams ,

47:53man . I've given over 1000 talks already

47:55, man .

47:56Great .

47:57How can I be bad at speaking now ?

47:59People will say I won't give talks as I

48:01am bad . Then it will continue to be bad

48:02. Never refuse a stage in your life .

48:07That's the first foundation . In

48:08psychology , we call this emotional

48:10repertoire , which is my ability to deal

48:13with uncomfortable situations . How do I

48:15train this ? Intentionally put yourself

48:17in an uncomfortable situation . You're

48:19shy , go to the bakery and talk to the

48:21three people at the front of the line .

48:23Good morning , how are you ? How are you

48:24doing ? Where are you from ? That's how

48:25you break through shyness . Uh-huh .

48:27Oh , I'm shy . Then , just keep going ,

48:28don't complain . I can't do anything

48:30about it . And man , I experienced this

48:32when we started in multi-level

48:33marketing ,

48:34I loved it .

48:36My biggest challenge , man , I was

48:38incredibly shy , introverted , with zero

48:41communication , sales , or relationship

48:44skills , but I was hardworking , right ?

48:48So I managed to build the first results

48:50there , and in multi-level marketing we

48:52had all those meetings , you know , every

48:54week we called people , presented the

48:55project , and then whoever was doing

48:57well was called to give a testimonial ,

48:59to serve as social proof and so on .

49:02Well , and I started to stand out back

49:04then , making around R $ 5,000 a month ,

49:05because of the speed of growth ,

49:13not because of the R $ 5,000 itself .

49:15And then a guy who worked with us , with

49:17Caio , was called Fernão Butstone . I

49:20don't know if you had the opportunity

49:21to meet him , he did , he had great

49:23results in that market with us too . And

49:25then one day he went to Campinas to do

49:27an event , and the event was packed . And

49:31there , at that event , and whenever

49:36there was this kind of meeting where I

49:38knew they might call me to the stage to

49:41give a testimonial , I would leave the

49:43room , go to the bathroom , pretend I was

49:46on the phone , and so on , all to avoid

49:48being called . And that day the meeting

49:51was so good , you know ? I was so focused

49:53that I didn't even think about it . And

49:56then Fernão arrived at the moment to

49:58ask for testimonials from the audience ,

50:00and he asked . And then , he announced me

50:04on stage , right ? He said , " Hey , and now

50:07we're going to acknowledge a guy who's

50:09having great results here with you all ,

50:10Dom Barros . " And then the crowd started

50:12clapping , and I said , " Oh my God , we're

50:13screwed , screwed , screwed . "

50:14And you , too , pounding away , searching

50:15for the gift : " My God , what now , man ? I

50:18know I went up on stage , and that was

50:24the biggest , literally fear of my life ,

50:29man . You know ? It was . And then I got

50:32on stage , he gave me the microphone .

50:34From then on , I don't even remember

50:35things properly . I just remember that I

50:38started saying my name and stuff , and

50:41my mouth started to get dry , and my leg

50:43started to tremble , my hand too , and my

50:45voice trembling , and I was thinking : "

50:47Damn , everyone can see that I'm

50:49trembling and that I can't speak . " And

50:51my mouth started to get so dry that I

50:53was talking , my turn to learn here ,

50:55look , in the genitalia , man .

50:56Is there a video of that ? Man , there

50:58isn't .

50:58Guys , put the video here . Yes , there is

51:00, guys . House , search on YouTube . There

51:02must be , man ,

51:03bro . Like , terrifying , man . Terrifying .

51:07Then I know I finished , I got off the

51:09stage , I said : " " Damn it , man , I'm never

51:11going through that again . " I looked for

51:13Cadu .

51:15Yeah .

51:16Who was also at a higher level there .

51:19And he was the one who organized the

51:20whole thing . I said , " Cadu , put me on

51:26stage , whenever you can , good , because

51:32I need it . " And in fact , the moral of

51:36the story is , you only grow outside

51:38your comfort zone , right ? You only grow

51:40by challenging yourself . " The thing

51:42is , the term ' comfort zone ' is actually

51:44misused ; what's really called a ' safety

51:47zone , '

51:48okay ?

51:48Remember that the brain is very good at

51:50conserving energy ?

51:50Yeah . It's also very good at keeping

51:52you safe . Everything is a risk of death

51:53to it .

51:54Because if I carry the same genetic

51:55makeup , if I go behind that bush I've

51:56never been behind , there could be a

51:58lion there , brother . So it activates

51:59the mydala and says , ' Oh , this is an

52:00absurd danger . ' In contrast , the

52:02identity that Dom created . He's a shy

52:05boy , he's a quiet boy , he's a boy who ,

52:06look , how quietly he sits here at the

52:08adults ' table . So , I'm loved when I'm

52:10quiet . So , brother , I'm shy . Uh-huh .

52:12I'm

52:13shy . Go up on stage . It's your identity

52:15being confronted . It's a real fear .

52:17Uh-huh . But then you have to ask

52:19yourself , is this a real fear or a

52:20triggered fear ?

52:21Wow , is

52:22there a real risk of things going very

52:23wrong here , of me dying , man ? " No , it

52:25doesn't . Oh , how I bring myself to the

52:27present and relieve anxiety . And then I

52:29go . It's about thinking about what I'm

52:30thinking while I'm thinking .

52:31But that's all the time , brother .

52:33Exactly .

52:34It's all the time .

52:35And what really holds me back , you know

52:38, talking about stage presence and

52:40public speaking , you know , public

52:43communication , is the fear of judgment ,

52:46right ? And then I remember that I

52:48created a mantra , you know , that I kept

52:50repeating to myself every time I was

52:52going to go on stage : I'm going to give

52:55my best and screw what others think .

52:57I'm going to give my best and screw

52:58what others think . I'm going to give my

53:00best and screw what others think , to

53:02detach myself from that worry

53:05about how I was going to appear to

53:06others , right ?

53:07Great . Another thing you could have

53:09done and can do from today is : " What is

53:11my objective when giving the

53:13presentation ? " and stay objective . So ,

53:16my objective is to give my best . That's

53:19it .

53:19So , I'm going to give my best . And you

53:21know what I do ? Look at this really

53:23important statistic . Brazil is the most

53:25anxious country in the world and the

53:26most depressed in the Americas . That's

53:27very powerful . So , I'm giving a lecture

53:30. Karen's there , right ?

53:32Karina . Karina's

53:33there at the lecture with a serious

53:34face .

53:36What truth do I tell myself , man ? My

53:38lecture is a mess . It's screwed , man .

53:41Karina must be having a really bad day .

53:42I'm going to pull her into my energy .

53:44So , what's your name ? Karina , man . So ,

53:46tell me ? That's it , brother . The truth

53:48I tell myself is different .

53:49Great . Great .

53:49The truth I tell myself isn't that I'm

53:50a piece of [ __ ] , it's that the people

53:51are a piece of [ __ ] .

53:52I have to pull them into my emotional

53:54state . Then I bring them to me .

53:55When I see the guy laughing who was so

53:57serious , everything's alright .

53:58Because it's not against you , brother .

54:00He's feeling bad . People are feeling

54:02bad these days . So I have to speak in a

54:04way that brings her to an emotional

54:06state that will make sense to her , you

54:07know ?

54:08Very good .

54:09Oh Guto , it was worth the wait , you

54:11know ?

54:11Okay .

54:13Wow , it really was worth it . Here , look

54:15. With no other [ person ] this happened ,

54:18not at all . Oh ,

54:21uh , Guto speaking , you can , you

54:24can .

54:26Uh , I love the business part , right ?

54:30Although this part about emotional

54:32intelligence and all that , you

54:35have everything to do with it and I

54:37think it's perhaps one of my greatest

54:39qualities , because for a long time I

54:42was reading about multilevel marketing ,

54:44man . I only knew how to sell , I didn't

54:46know anything about business , etc. So ,

54:48when I started to become an

54:49entrepreneur , fortunately I found good

54:50partners who accelerated my learning

54:52curve , my results . But speaking of

54:55business models , right ? Uh , if I can go

54:59back there ,

54:59yes . So , you came from the digital

55:02world , which was very dependent on you ,

55:05always promoting yourself and showing

55:07up , and so on , and you moved more to a

55:10model where you create structures ,

55:12business models that depend little or

55:14not at all on you eventually . Today ,

55:19looking at what you're creating with

55:22this holding company , with these

55:24companies in the healthcare sector , how

55:27are you seeing it , within your thesis ?

55:30You think , okay , healthcare market ,

55:35business model , what do you understand

55:38as a good opportunity and where will

55:41you delve deeper to build the result

55:44you want to build ? Do you want me to

55:46understand ? I remember

55:49a few years ago , and it even connects

55:51to the restaurant business we were

55:52talking about earlier , the reason why

55:54it makes sense for you to have it ,

55:55even though you didn't understand the

55:56whole thing , you could talk about it ,

55:58you couldn't . That's fine . You could . I

55:59remember there was a party in

56:00Balneário Camboriú at one point . I

56:02was invited to go to this party one day

56:04, I was single , everything was fine .

56:06Damn , it was a place , a five-story

56:08structure right on the beach , absurd .

56:11But I looked at it , and this place

56:14never balances out , never . So , who are

56:17the owners ? Oh , it was five rich kids

56:19and stuff , they did it to pick up

56:20people , they don't care about anything ,

56:22man . Look at the marketplace they made .

56:25Their parents owned construction

56:26companies . During parties , they'd see

56:30who was spending the most , call them to

56:32a meeting , and sell them land , man .

56:34Wow ,

56:36great move . Great move .

56:37Screw

56:38it if it's a loss , I'll do it here ,

56:40look . There are two ways I can increase

56:42my margin . Either I make more money or

56:44I spend less .

56:45The ideal world is both . I earn more

56:46and spend less all the time . Okay ? I

56:48increased it both ways . What's

56:51the most expensive currency in the

56:52world today ? It's attention ,

56:53attention .

56:54A CAC , depending on the niche today , a

56:57doctor's CAC is R $ 220 , man . A lead ,

56:59which is the customer acquisition cost .

57:01It's very expensive . Uh-huh .

57:02To bring this guy to me .

57:04Uh-huh .

57:04We realized that education is an

57:07acquisition channel with a positive CAC

57:09. The events I do don't generate profit

57:12, but I bring qualified people in and

57:14give them a pitch . My R ( revenue ) goes

57:16through the roof . So everything I do

57:19today is based on education . We are

57:21taking over this dental clinic

57:23franchising business now ; the first

57:25thing is the education branch .

57:27How to teach people to have a better

57:29positioning for their clinics , how to

57:30make the dentist more visible , how to

57:32increase the client's LTV ( lifetime

57:34value ) , how to create a recurring

57:36product .

57:36So I'm going to teach them . From the

57:37moment I teach them , I sell another

57:39franchise .

57:40Great . You

57:41understand ? So what I see today is the

57:43education arm . It doesn't matter how

57:45much you make , you have to teach

57:46something to someone so they can have a

57:47business there . I own a clinic in

57:49Alfavilha here . You're invited to go

57:51there for treatment too .

57:53Dr. Lucas Luquete , who is our partner

57:55there , came in as a mentee . Within the

57:57mentorship , the business was done .

57:59That's what happens . So , man , my

58:02pediatrician , Dr. João Bernardo , four

58:04kids , working like crazy from Sunday to

58:07Sunday , with that " I'm just like that ,

58:09that's my life " syndrome . The more I

58:12work and the more I sacrifice , the

58:13better doctor I am . I said , " Dani , go

58:16to the event . " Oh , but I don't have the

58:18money to buy one . I'm inviting you to

58:19the event , you know , to buy one . I gave

58:21him hell , a real row . She did , I have

58:23no way to pay . If we're going to figure

58:26out how to pay now . Show me your

58:27consultations , how much they cost . She

58:29did , you're my client . I did , but I

58:30have no idea how much it costs . I just

58:32pay , it's my son , man .

58:33My wife only sends the payment at the

58:34end of the month . It's this much this

58:36month , boom , and that's it . Uh-huh .

58:37And then she said , " Oh , it's this much .

58:39" I said , " And the waiting list is six

58:40months . " I did , " Triple it , I'm going

58:42to lose a lot of clients . " I did , "

58:43Triple it . " Then you have to trust . If

58:45you've seen this far , you have to trust

58:46me . Uh-huh . It

58:47tripled , she didn't lose a single

58:48client .

58:48Great .

58:49We created a digital arm for her . She

58:51has a product called " Strong Immunity , "

58:53where she shows mothers how to keep

58:54their children from getting sick .

58:56Everything a mother wants , man . She's

58:58been with us for 4 months , she's made R

59:00$ 500,000 digitally .

59:01Hmm . That's great . Awesome , you

59:03get it ?

59:03Uh-huh .

59:04The possibility of me having a very

59:05large business with this woman is

59:07enormous .

59:08Great . I've already got her digital

59:09product , and Roser and I are going to

59:11do the strategic launch now , because

59:12we're good at that .

59:13In other words , 50 % of the revenue will

59:14now be mine .

59:16And for her , it's sensational . Uh-huh .

59:18Because it gets even bigger . Look at me

59:20mentioning her here

59:21completely . You can't

59:22understand the game in this reality .

59:24Now I mention everyone . No , I feel

59:26who's performing , brother .

59:28Because everyone received the same

59:29content . You're not performing . Why ?

59:31What belief is limiting you there ? You

59:32have to break through that , you have to

59:34perform , otherwise you're screwed .

59:35That's

59:35how we're doing it . So the education

59:37arm serves to lower the CAC for us .

59:40Sometimes the event starts to lose a

59:42little money and that's okay ,

59:44because that's where I do it , Roy .

59:46Cool .

59:46Yeah , that's our game today . So , going

59:48to TikTok Shop now , we're about to

59:50close a deal with Luía Soares , the

59:51biggest , the woman who sells the most

59:52on TikTok Shop in Brazil . Uh-huh . The

59:54first thing we're going to do , in the

59:56education arm , we're going to create a

59:58tribe of people who will sell as well

1:00:00as she does .

1:00:03Endless business ,

1:00:04you know ? Who was here last week was I

1:00:08and Hurley , who are founding partners

1:00:12of OS Fit .

1:00:15Suplemento Fit is the biggest TikTok

1:00:17case in Brazil today . That's where the

1:00:21little melon comes from ; Japinha made

1:00:22little profit . I'll Pix you , brother ,

1:00:24you must be broke .

1:00:27Well , his strategy was to create a

1:00:31course , a course to teach people how to

1:00:37be creators , more or less what you're

1:00:39doing . Then , he would teach them and

1:00:42promote his product . The moral of the

1:00:45story is , because he's making money ,

1:00:47he's making money . He's aiming for $

1:00:50500 million in revenue this year . Every

1:00:55day , this army of creators he created

1:00:59generates 3,000 new pieces of content

1:01:03on TikTok daily , plus 1,000 live

1:01:06streams a

1:01:07day , right ? So , it's a hell of a

1:01:12business . And , by the way , to get back

1:01:14to him , a guy called me the other day

1:01:17to talk about mentorship , but he was

1:01:19still using a multi-level marketing

1:01:21model , right ? And when I was discussing

1:01:24it with him , I said , " Man , I don't know

1:01:26if that's how you're doing it , that

1:01:28model is kind of old . " Nowadays , for

1:01:32those who want extra income , you can do

1:01:34a lot of things , for example , create

1:01:35videos ,

1:01:36right ? No , so it's the new way to earn

1:01:40extra income , right ? And looking at

1:01:47what we're seeing in the market today ,

1:01:49the strength of TikTok abroad versus

1:01:52the attraction it's gaining here , it's

1:01:55really going to be a hell of an

1:01:57opportunity to play this game .

1:01:59But everything that's happening today ,

1:02:00the way it comes , goes away quickly ,

1:02:02okay ? You have to understand that .

1:02:03Exactly . We've

1:02:05had creators for a long time . It

1:02:06plummeted .

1:02:08That's true .

1:02:08It's come back now because the platform

1:02:10helps to sell a lot . The Instagram

1:02:11platform doesn't help to sell much .

1:02:13Yeah .

1:02:13And TikTok didn't have that before

1:02:14either . That's it , it

1:02:15opened the live shop . Great . Soon it

1:02:18will be another way to deliver . What do

1:02:20we do when we talk about digital

1:02:22marketing ? We deliver the five funnels

1:02:24that sell the most .

1:02:25Hmm .

1:02:25So you have to have a load , it's a long

1:02:27tail . It's business creation , man .

1:02:29Uh-huh . Because a guy who runs TikTok

1:02:31Shop today , he lives off of that .

1:02:33Uh-huh .

1:02:34If he gets sick , what does he do ? "

1:02:35Yeah , there won't be any income .

1:02:37My goal is to help the person have

1:02:39multiple income streams within the

1:02:41digital world . So I have a low-ticket

1:02:43funnel . Low-ticket isn't a product for

1:02:45poor people , it's a product for people

1:02:46who don't know me , it's for a cold

1:02:47audience . I'm not going to pay R $

1:02:48150,000 , I've never even seen you in my

1:02:50life . Uh-huh .

1:02:51But I'll pay R $ 97 to find out if this

1:02:52is really good or not .

1:02:54Oh , I already know you , I captured the

1:02:55lead , I'll go after this lead now . This

1:02:57one performed well , let's keep going .

1:02:59Moving on from the low-ticket funnel , I

1:03:00have a funnel called VSL , haven't you

1:03:01heard of it ? A video sales funnel for a

1:03:04cold audience too . What's

1:03:05the biggest obstacle in a sales funnel ?

1:03:07It converts very well , 15 to 20 % . A

1:03:09good or well-structured video . It

1:03:12depends on money being put in there .

1:03:14So if I have a client , damn , I don't

1:03:16have a budget , I create a low-ticket

1:03:18funnel to generate income from paid VSL

1:03:20traffic , I give them that structure .

1:03:22Damn , that made a lot of sense . " Oh ,

1:03:24how tangible the L TIG ( Low Ticket )

1:03:25becomes . How much traffic do you want

1:03:26to generate ? 50,000 . I have to bill

1:03:2750,000 with low-ticket items .

1:03:29I always have to have an account to pay

1:03:31for the funnel I'm creating . But we're

1:03:33at the level today where I say : " Damn ,

1:03:34I'm going to change my watch , I'm going

1:03:35to create a funnel here . I don't use

1:03:37what I have , I create a new one to buy

1:03:39what I want . " Man ,

1:03:40it's a different game we're playing now

1:03:42. So , the guys sell a low-ticket item ,

1:03:44they come to a VSL ( Virtual Service

1:03:45List ) , they come to a secret room . The

1:03:46secret room was created by Roser , he's

1:03:48the one who created this mechanism .

1:03:50What is that ? It's an event , but online

1:03:52.

1:03:52Yeah , we made the C ( Cost per Available

1:03:53) what ? The C ( Cost per Available )

1:03:54comes out positive , man . There's

1:03:55already RO ( Return on Investment ) from

1:03:57the ticket purchase and inside the 3

1:04:00hours of dense content and a pit for a

1:04:02deal above R $ 2,000 , R $ 3,000 . I sold

1:04:05to a large number of people . After that

1:04:07, I have mentoring , I have paid

1:04:09launches ,

1:04:10where I do that fundraising , CPL , I go

1:04:12to a live stream on YouTube , I stay

1:04:14there for two or three days , I do a

1:04:16pitch , and I have events . When we

1:04:19create this channel , then the person

1:04:22has a very large client lifetime . They

1:04:25started in Low Tiger , they came to VSL ,

1:04:26secret , they come here until they end

1:04:28up at my event . We have clients who

1:04:30started at the event . Why ? Because they

1:04:32have very good oratory skills , but at

1:04:33the same time that they are performing

1:04:34at the event , they are creating

1:04:35low-ticket content . BSL is their little

1:04:37room .

1:04:37Perfect .

1:04:38And then they have here , look , several

1:04:39fronts to understand where I put my

1:04:41energy now . You will put energy into

1:04:43what each one serves . The low-ticket

1:04:45content , the key activity for them is

1:04:47to generate cash for VSL . VSL

1:04:49performance generates cash to do an

1:04:52event . The secret room is me training

1:04:55live . What I'm going to do at the event

1:04:56. What is an event ? If not the secret

1:04:58room . " You charge admission for people

1:04:59to be there to listen to me and for me

1:05:00to give a presentation . It's the same

1:05:01thing , man . The only difference is that

1:05:03it's online .

1:05:03But you teach that to them , right ? To

1:05:05your students and mentees . Now , for you

1:05:08, for them to get to your master's

1:05:10program , for example , is it the event

1:05:13or

1:05:13is it the secret room ? For example ,

1:05:15tomorrow and this Sunday we have a

1:05:16mastermind program for doctors ,

1:05:18called MED Master Plan . What's the

1:05:19objective ? They'll leave with a sales

1:05:21funnel ready to transform their

1:05:23knowledge into an infoproduct . That's

1:05:25the promise .

1:05:26This funnel can generate up to R $

1:05:27150,000 more per month for them . Up to

1:05:29that .

1:05:30Because I can't promise they'll apply

1:05:32all the funnels . They'll learn them all

1:05:34, but they'll leave with a plan to

1:05:35apply one . So we're putting 150 doctors

1:05:38there tomorrow , and there's a

1:05:39presentation for the mastermind , where

1:05:40the person stays with us for a year and

1:05:42with our team . "

1:05:43So , he has access to all the cloud code

1:05:45skills we have . So the guy comes in

1:05:47today , writes , puts the skill tool

1:05:49there and writes : " Ah , I'm a

1:05:51dermatologist , I want to create an

1:05:53ebook . " He leaves with the landing page

1:05:56ready , man .

1:05:58But before that , we do a whole

1:05:59behavioral analysis of him to define

1:06:01what his oratory will be like , what

1:06:03branding will be used ,

1:06:05because they don't understand that they

1:06:06are a brand , man .

1:06:07Hmm .

1:06:07He is a brand . Uh-huh . Who

1:06:09will we pick a fight with today ?

1:06:11The guys , my God , damn . So , I have to

1:06:14start using analogies to bring the

1:06:16doctor to this reality . It's very

1:06:17difficult , because they are very rigid .

1:06:19I joke that doctors are so good at

1:06:21being doctors that they become

1:06:22oblivious to any other subject , because

1:06:23if they mess up , someone dies , damn .

1:06:25That's right . That's right . But he has

1:06:27to understand that if he's just a

1:06:29doctor , if he's not well-positioned and

1:06:30isn't a good manager , he's screwed .

1:06:32He'll go bankrupt , man . Okay .

1:06:33It's going to break , man .

1:06:34And is your masterclass more for

1:06:36doctors or do you target other types of

1:06:37audiences ?

1:06:38No , what's the idea ? We have several

1:06:39educational branches . I have an

1:06:40educational branch for any area of

1:06:42health ,

1:06:42okay ?

1:06:43I have an educational branch just for

1:06:44doctors . Then I study the market . Why ?

1:06:47Doctors don't mix .

1:06:48Yeah . Oh , it's an event for everyone .

1:06:50Oh , then it's not for me . And he's

1:06:51right , his knowledge is very unique . If

1:06:54you want to sit down and talk about

1:06:55nutrition with another nutritionist ,

1:06:57you can exchange ideas now , but about

1:06:58cardiac surgery . Damn , it's very unique

1:07:01. So the event has to be specific to

1:07:03them .

1:07:04Okay . Because from a marketing

1:07:05perspective , that makes sense . And when

1:07:07I say that at the event , we say : " Hey ,

1:07:08that's true , if it were for everyone , I

1:07:09wouldn't have come myself . Only the

1:07:11desperate ones go , and they're not the

1:07:12kind of leaders I want . " I understand .

1:07:13So , I have an event for all areas of

1:07:15health , I have an event just for

1:07:16doctors , I have an event just for

1:07:18digital marketing . And one of our open

1:07:20digital marketing clients was Carlos

1:07:22Bale , who is very well known for doing

1:07:24house flipping . He buys , renovates , and

1:07:26resells ,

1:07:27which is very well known in the United

1:07:28States . We recently opened Real Academy

1:07:30, Real Club for marketers .

1:07:34Oh , cool .

1:07:35So , man , it's like this : what's my idea

1:07:37? Doctors are starting to earn a lot ,

1:07:39let's invest here , you know ? But since

1:07:43it's not my core business , Roser and

1:07:45Bale run it ,

1:07:46I show up once in a while to give a

1:07:48lecture , to bring in more people ,

1:07:49but I don't talk about it because it

1:07:50doesn't make sense .

1:07:51If I start talking about it on my

1:07:53Instagram , I'll say : " Oh , everything's

1:07:54selling , you're lost . " My business is

1:07:56health . Health matters are my concern ,

1:07:58and I speak out .

1:08:00Yes , but then , as they earn more money ,

1:08:01they get into other businesses . But you

1:08:03speak about health and attract the lead

1:08:04for the holding's verticalization .

1:08:06We're currently proposing three health

1:08:08checks to enter the field of telehealth

1:08:10and the sale of physical products , like

1:08:12a large online clinic ,

1:08:13okay ? We

1:08:14were on vacation in Portugal with my

1:08:16father , a Portuguese guy , my brother ,

1:08:17please listen to me for 10 minutes . I

1:08:20said , " Damn , okay , let's go . " So I sat

1:08:21down , talked to the guy , and we're

1:08:23making good progress with his business .

1:08:25And another RFTG , we had a conversation

1:08:27yesterday with a doctor from Niterói

1:08:28who launched an online clinic . I said ,

1:08:30" Wow , we can do something good here . "

1:08:32Now , about telehealth , because people

1:08:34do that today , it exists , but you go in

1:08:36and say , " I need a doctor from São

1:08:37Paulo , " like , my husband is feeling

1:08:39unwell , and I'm from another place .

1:08:41Then you go in , you have to adapt to

1:08:43the doctor's schedule . This one is

1:08:45different ; in 5 minutes a popup opens

1:08:46and the doctor is online with you live .

1:08:49Great . That's a

1:08:50great idea ,

1:08:50huh ? That's a

1:08:51great goal !

1:08:52Hey Guto , and now bringing it to

1:08:53physical products , which is very much

1:08:55part of our market , right ? We work with

1:08:57private label brands and have several

1:09:00mentees within this private label

1:09:02segment , and many in the supplement

1:09:04industry . How do you see the supplement

1:09:07market today , the weight loss market

1:09:11for physical products , versus this

1:09:13increased use and even popularization ,

1:09:17due to price , of weight loss pens ?

1:09:20Well , the pens came to solve a big

1:09:21problem that was causing a lot of

1:09:23trouble . People were dying because of

1:09:25excess weight . That's a fact .

1:09:26Uh-huh .

1:09:27But pens , like any product , serve two

1:09:29purposes . They solve one problem and

1:09:31automatically create another . There's

1:09:33no escaping it . Every product does that

1:09:35. Okay ? The pen solves weight loss or

1:09:38obesity . What does it create ? When

1:09:40people lose weight , they're losing the

1:09:42weight they wanted without training ,

1:09:43and without training as hard as they

1:09:45could . This leads to muscle loss and

1:09:47bone loss . This leads to sarcopenia .

1:09:49It's going to be the disease of the

1:09:50century . You can write this down .

1:09:52Sarcopenia . What's the link between

1:09:55sarcopenia , decreased muscle mass in

1:09:56the lower limbs , mainly , and

1:09:58Alzheimer's disease ?

1:09:59Look , this

1:09:59will end badly , I warn . Come back later

1:10:02, most people won't even remember why

1:10:04it was canceled , oh my God .

1:10:07And that's it , you understand ? So this

1:10:08is going to be a mess . What's the idea ?

1:10:11We have to create products today that

1:10:12address this , because it's already

1:10:14causing problems . If someone takes a

1:10:16pen and loses 20 kg , why would they

1:10:17train ? They weren't training anyway ,

1:10:19you understand ? Few people actually go

1:10:21to the gym . Uh-huh . Regarding physical

1:10:23products , we're in talks now to get a

1:10:24personal trainer in the form of oral

1:10:26compounded medications .

1:10:28Uh-huh .

1:10:28And then I can compound whatever I want

1:10:31, bro .

1:10:32And TikTok Shop better watch out .

1:10:34Japinha , I'm coming , you know ?

1:10:37You understand ? So , this is the future .

1:10:39It's

1:10:39the future , you know ? And things are

1:10:41becoming more and more accessible .

1:10:42Uh-huh . So I'm in talks with Light

1:10:44Label right now to create a product

1:10:46with three stages , like , I'll start

1:10:47taking a weight-loss pen , I'm taking it

1:10:49, I'll do the weaning phase , what do I

1:10:51have to use during that time to avoid

1:10:53losing as much muscle mass as I'm

1:10:55experiencing ?

1:10:56And then , would

1:10:56you prefer a compounded product to a

1:10:59supplement line , which would also

1:11:02facilitate mass production ? No , it is

1:11:05not a preference . The proposals that

1:11:07came up were these two , both compounded

1:11:09and the other .

1:11:10They compete and don't compete with

1:11:12each other at the same time , because

1:11:13with the compounded product I'll make

1:11:15very specific things . I'll make a

1:11:16neurotropic , something for performance ,

1:11:19something to sleep better with natural

1:11:21things , you know ? It

1:11:22doesn't scale , right ? It

1:11:24doesn't depend . If I have an absurd

1:11:26number of creators talking about it , it

1:11:28works and I can compound whatever I

1:11:29want .

1:11:29And they have the doctors .

1:11:30Because oral compounded drugs differ

1:11:32from injectable ones . I can have stock .

1:11:34Hmm . You

1:11:35get it ?

1:11:36I can have stock . Injectable compounded

1:11:38products I can't . You send it , the

1:11:39doctor sends a prescription to the

1:11:41pharmacy , they prepare it for the

1:11:42doctor , it's quarantined for 20 days ,

1:11:44and I send it to the doctor's clinic .

1:11:45So it's not like , I want to buy some

1:11:47tizatide here , it's not sold ,

1:11:50but even the production cost must be

1:11:52more expensive , anyway , just so you

1:11:54know . Yes , we're working with all

1:11:56possibilities , but if I get 30 % of a

1:11:57pharmacy , brother , I don't want to know

1:11:59about White Label to scale up , man .

1:12:01I own the pharmacy , man . Yeah .

1:12:03Different game .

1:12:04Now , if I only get in to do my own

1:12:05thing , then I'll only do white label .

1:12:06Cool , awesome .

1:12:07But I don't see myself having a

1:12:09creatine protein line like Guto's . I

1:12:11see things very specific ,

1:12:12you know ?

1:12:13Performance , better sleep , calming the

1:12:15nerves ; how can I reduce my anxiety

1:12:16using this right here ?

1:12:17Cool .

1:12:18I think that's more my line . Cool . Fair

1:12:20enough .

1:12:21But one thing , I was just going to talk

1:12:23about a thesis , uh , within what you

1:12:25said , because we have a brand that has

1:12:27a very large weight-loss audience , and

1:12:29it's a brand that the market is

1:12:31watching , and we have some apprehension

1:12:33regarding the current products ,

1:12:34precisely because they are weight-loss

1:12:36products . But the issue isn't the

1:12:38product , right ? Hearing you , I

1:12:40reflected ; it is the audience in there .

1:12:42It's just a matter of changing

1:12:44the narrative , what they will need . I

1:12:46suggested earlier , first , we have to

1:12:49address the pens and the side effects ,

1:12:51and second , expand the line , where we

1:12:54bring not only the product that helps

1:12:56with weight loss , but also the product

1:12:59that provides vitamin and mineral

1:13:01replenishment to compensate . I wouldn't

1:13:04attack the pens , I would embrace it .

1:13:06Why ? It's like the taxman attacking

1:13:07Uber , it'll just cause trouble and

1:13:09nothing will come of it , because , my

1:13:10brother , it's a fact , it's over . And

1:13:12it'll be like the iPhone , a different

1:13:14launch every year , man . Forget it .

1:13:16Great . Mano

1:13:17Jaro is the world's best-selling drug ,

1:13:19even more so than cancer drugs . Forget

1:13:22it . Tizepatide's hype fell off , but not

1:13:24tizepatide's , retratulide's , because

1:13:26Paraguay doesn't have patent laws , and

1:13:28it broke the hype of a launch that

1:13:30could have had success , but there's

1:13:32already bioglutide , which targets four

1:13:33hormonal axes , and it's crazy .

1:13:35So , the trend is for this to increase

1:13:37and become faster and faster , you know ?

1:13:40Just like the problems . Exactly . So ,

1:13:42what would I do ? I would think about

1:13:43what we need to create , because the

1:13:45problems are going to happen . How do I

1:13:46anticipate this problem ? Uh-huh .

1:13:48So I wouldn't just write , " Look , it

1:13:49already has an effect , look , it's going

1:13:51to have side effects , but I know you're

1:13:52going to take it anyway . Take this to

1:13:53relieve the symptoms . " I would go with

1:13:56that narrative line , because the guy

1:13:58isn't going to stop taking it , man .

1:13:59I like it . It

1:14:00says cigarettes kill , and the guy

1:14:02smokes . But he'll stop eating blended

1:14:05tomatoes because he'll get sarcoptic

1:14:06man . No , I train . He's mistaken , man .

1:14:08It's true .

1:14:09No , and the result he has is so far

1:14:11above average , compared to what he's

1:14:13already achieved , it's

1:14:14absurd , absurd , absurd . There's no way

1:14:17to beat that . Embrace it ,

1:14:19embrace it , and create products that

1:14:21add to the problem , you know ? Cool .

1:14:23Like a nutritionist . Ah , I'm against

1:14:24pens that say , " Shut up , bro . " Go on a

1:14:26GLP1 diet , you'll make a lot more money

1:14:28and everything will be fine . Cool . You

1:14:30know , there was even that fat guy the

1:14:32other day , the obesity advocate , and he

1:14:35made a video saying he was dying , " I'm

1:14:37dying , I can't breathe properly , " and

1:14:39so on . Damn , man , why don't you get

1:14:42bariatric surgery or take Monjaro ? No ,

1:14:44because I want to lose weight the hard

1:14:45way . The problem is that utility cannot

1:14:49be so great that it becomes unbearable ,

1:14:50nor can it be so small that it ends up

1:14:52being completely ignored . If he has

1:14:53bariatric surgery and loses weight ,

1:14:54what stress will he face ? You have to

1:14:56understand that . So , you have to work

1:14:58with the consumer's mindset . What is

1:14:59the consumer like today ? Anxious ,

1:15:00depressed , they want everything

1:15:02yesterday , fast . The speed of

1:15:04information is absurd . How do I sell

1:15:06what they want , but deliver what they

1:15:08need ? That's what a digital brand is

1:15:09all about . I sell what they want , but

1:15:11deliver what they need . For example ,

1:15:12when giving a lecture to a doctor , I

1:15:14say , look , there's a phrase I use a lot

1:15:15in the company , which is : " Those who

1:15:16know what they want only get what they

1:15:17need . " If you don't know what you're

1:15:19going to do at this event today , it's

1:15:20good to decide what you want . More

1:15:21patients for the clinic , creating an

1:15:23infoproduct , being a speaker , being

1:15:25recognized as the best in your field .

1:15:27What do you want ? Write it down now .

1:15:29Then they write it down ; there , now you

1:15:30know what you want . Everything we say

1:15:32will be to feed that desire . " That's

1:15:34where I let the guy down , damn , now I

1:15:35know what I came here to do . And more

1:15:37attentive too , right ?

1:15:38Much more , because everything he picks

1:15:40up , he writes down for what he wants .

1:15:41Look , I want to become a speaker , so

1:15:43I'm going to observe how Guto speaks ,

1:15:44what his presentations are like . I'm

1:15:46going to observe the oratory part , what

1:15:48I have to do .

1:15:49I want to increase patients at the

1:15:50clinic . We had a student , man , he makes

1:15:52a hell of a lot of money , but he

1:15:53doesn't know the basics of management .

1:15:55I said , ' Brother , let's go , numbers .

1:15:56How much do you want to make per month ?

1:15:57' He said 500,000 . That's great , how

1:15:59many procedures do you have to do ?

1:16:01Plastic surgery , what's the average

1:16:03ticket price for your surgery ? He said ,

1:16:05' Ah , it varies a lot . ' That's why I

1:16:06asked about the average ticket price .

1:16:08But he doesn't know .

1:16:10He doesn't know . Ah , 50,000 . Okay . To

1:16:13make 500,000 selling 50,000 , how many

1:16:16sales do you have to make ? Uh-huh . "

1:16:1910. Isn't that right ?

1:16:20Uh-huh .

1:16:21To make 10 sales , how many

1:16:21consultations do you have to do ? Every

1:16:24consultation that turns into a sale .

1:16:25Uh-huh . To do so many consultations ,

1:16:26how many people do you have to talk to ?

1:16:29Damn , that's a lot . It's the minimum

1:16:31you have to do with a CNPJ ( Brazilian

1:16:32business registration number ) , man . I

1:16:33talk to 100 people , sell to 20 , out of

1:16:36those 20 , 10 convert to surgery , man .

1:16:39And next month another 100 different

1:16:40ones , or I go after the ones who didn't

1:16:42close for a consultation , to tell them

1:16:44they need to close and so on . And

1:16:46that's it , man . Sales follow-up . Great .

1:16:48When we deliver clearer KPIs and OKRs

1:16:50to the doctor , then he does , now I'm

1:16:52seeing money . And a hook we had , which

1:16:55was the main promise for us , that

1:16:56converted a lot , was that sometimes we

1:16:58think doctors are rich , doctors are

1:17:00broke , brother . It's someone else who

1:17:01has money , man . These guys are really

1:17:03broke .

1:17:04So , the Mastercard costs , I don't know ,

1:17:06R $ 100,000 . For example , the

1:17:08installment is 10,000 , 10 out of 10 ,

1:17:10the guy doesn't have it .

1:17:12What do I do ? You create a product to

1:17:15pay your installment . It's 10,000 . I

1:17:16make my product , so do it like this .

1:17:19Now I see the point . Every time I put a

1:17:21bill for the infoproduct to pay , it

1:17:23becomes more tangible for the brain to

1:17:24pursue . You're not going to get rich

1:17:26with Lotiga , you're not going to get

1:17:27rich with VCL , you're going to get rich

1:17:29with a business . And that business has

1:17:31to be digital , otherwise you're screwed

1:17:33.

1:17:33Very good . Question from the house .

1:17:37Question from the house . What is this ?

1:17:39Another mess , right ? You are ... No , no ,

1:17:40no . Stop , stop , just stop . To close , we

1:17:43... we bring ... we already have a motto ,

1:17:46right , for Made in Brazil , which is to

1:17:49bring the stories of ordinary people

1:17:52who built extraordinary results , right ?

1:17:55And then the final question is

1:17:58basically what are you , right ? Of

1:18:01course , many people have the ambition

1:18:04to grow , to build great results , to ,

1:18:06who knows , leave their family secure

1:18:09and retire the next generation .

1:18:11Three , three . No , I haven't heard many

1:18:13people say that yet , but I

1:18:15liked it .

1:18:16I didn't even hear myself properly . Uh ,

1:18:19now the fact is that , unfortunately , 99

1:18:23% don't succeed , right ? Uh , what do you

1:18:27believe you have that's different , what

1:18:31did you do differently , what

1:18:34characteristic , what skill , uh , do you

1:18:38believe helped you build above-average

1:18:41results ? To be absolutely sure of what

1:18:46I don't want . It

1:18:49starts there . What I want is very vague

1:18:52. Sometimes I don't even access it .

1:18:54Uh-huh .

1:18:54What is it that I don't want ? How do I

1:18:57not want to be seen ? What kind of

1:18:59person do I not want to be ? An example

1:19:02I give , right ? When we think about

1:19:03money , for example . Uh-huh . And I talk

1:19:05a lot in my mentoring sessions , this :

1:19:07set a number you start making every

1:19:09month , and you'll say , " Damn , I'm

1:19:11getting there , man . This is what I

1:19:13wanted . "

1:19:13Uh-huh .

1:19:14Then , just from that , we already see

1:19:15the person's belief in deserving it .

1:19:17Some people set 10,000 , man . You could

1:19:20have set any number , you set 10,000 ,

1:19:22damn , your sense of deserving is

1:19:24incredibly low , okay ? But anyway .

1:19:26Uh-huh .

1:19:26Then the guy sets 200,000 , for example .

1:19:28I say , " Okay , give me adjectives ,

1:19:30characteristics of a person who makes

1:19:31200,000 every month . " Tell me . Uh ,

1:19:34disciplined , something disciplined .

1:19:36Disciplined , obsessed .

1:19:38Obsessed . An adjective for a person who

1:19:41makes 200,000 every month . Tell me an

1:19:43objective . An adjective for them .

1:19:45Persistent , connected , courageous . And

1:19:49then I say , " Okay , whoever identifies

1:19:50with this , start writing , people start

1:19:51writing . Because there's a list this

1:19:53big . Write next to it now , put an X

1:19:55next to what you're not . " Become that

1:19:58person , man . It's not about what I want

1:20:01, it's about who I am and having the

1:20:03maturity to handle that responsibility .

1:20:05Perfect .

1:20:06It's like this , I say this a lot , then

1:20:08they realize . Do you believe in God ?

1:20:09I believe . That's it .

1:20:10Great . God is a good father , right ?

1:20:12And I say , who has a young child here ?

1:20:15How old is your child , João ? If you

1:20:17come home today and João says , " Dad ,

1:20:18give me the car keys so I can go to the

1:20:19bakery , are you going to give them to

1:20:21him ? " Of course not . Do you hate João ?

1:20:23Him : " No , you didn't want to have João

1:20:24? No , João was an accident . He doesn't

1:20:26know how to drive a car . It's going to

1:20:27be a mess . If João doesn't have the

1:20:29maturity to handle the responsibility

1:20:30of driving a car to the bakery , right ?

1:20:32Right . And you , as a good father ,

1:20:33aren't going to give him the

1:20:34responsibility , are you ? That's what he

1:20:35did . It's you asking God for money .

1:20:38You're not yet the person who has the

1:20:40maturity to handle the responsibility

1:20:41of generating that revenue . And you

1:20:43wrote down the adjectives you need to

1:20:45have . Be that person . Exactly .

1:20:47Then the guy comes to his senses and

1:20:48says : " Damn , and discipline is one

1:20:50thing , it's not just for work , man .

1:20:51It's for training , it's for being in

1:20:52shape . "

1:20:53Uh-huh .

1:20:53Self-control isn't just about whether

1:20:56I'm going to buy something or not . It's

1:20:58the self-control of getting home , your

1:20:59wife giving you a scolding out of

1:21:00nowhere and saying : " Calm down , man ,

1:21:01what happened ? Let's talk . "

1:21:03Self-control in everything , not just in

1:21:05business . It's impossible to separate

1:21:07personal life from professional , right ?

1:21:13The CNPJ ( Brazilian business

1:21:13registration number ) is a reflection of

1:21:13the C in your CPF ( Brazilian individual

1:21:14taxpayer registration number ) .

1:21:15Perfect . A reflection , that's all .

1:21:17Awesome . Guto , thank you for the level

1:21:20of dedication and contribution . I hope

1:21:23this episode reaches that level because

1:21:25it truly transforms minds and lives in

1:21:27many , many people . Share it a lot . I'll

1:21:30leave your social media links in the

1:21:32description . And what's the name of

1:21:34your clinic here ?

1:21:35Mitos . Mitos Health Center . Get out of

1:21:37here . I'll speak now .

1:21:38Oh ,

1:21:39our dear guest from Madeim Brasil ,

1:21:43Minimal Club . Simple solutions . Yes ,

1:21:47man . Wow , dude . It's supposed to open

1:21:50right away . You can open it right

1:21:51away , right , dude ? This " open right

1:21:52away " thing , man . Nonsense .

1:21:53You can open it too . I like opening

1:21:55presents right away . Yeah . Do you think

1:21:57the P ( presumably referring to a

1:21:57specific product or service ) would work

1:21:58for you or not ?

1:21:58I think so , dude . Man , you called me

1:22:00classy , dude . A common person and

1:22:03classy . That's how

1:22:05I was treated here . And you even say ,

1:22:06thank you for your dedication . Does

1:22:08that even exist , dude ?

1:22:10No. And they even said , " Look , it's

1:22:11cold , isn't it , guys ? " They said , "

1:22:13Let's take off our jackets , both of us ,

1:22:15to show that we trained . " Is there a

1:22:17recording of that ? I didn't say that .

1:22:18Did you say that ,

1:22:19man ? Let's see . I think the podcast

1:22:21will open with that phrase . I think so .

1:22:23I was already recording . What a mess .