New Book on Amazon

New Book on Amazon!! Feel Warm Inside: Funny sayings for leaders of all ages.

Feel Warm Inside: Funny Sayings for Serious Leadership is the perfect antidote to traditional books about leaders and leadership! This book is a funny, honest and imaginative view of life and leadership, that will help you on your very serious journey of becoming the leader you were meant to be. Doesn’t matter if you are an experienced leader or if it’s just you and your cat…this book is for you. After all, the true measure of a great leader is not their title, or the location of your office, but their ability to adapt. Good attitude, humor, and the right mindset can help you navigate into the weird, unpredictable and ever-changing world of adulthood…and the workplace.

Feel Warm Inside is a collection of funny, motivational sayings that celebrate the irony of adulthood while at the same time delivering a thought-provoking and often hilarious dose of self-awareness and inspiration for leaders of all ages. You don’t have to be perfect, you just have to be you. You are far better that your Instagram pic.

Cost efficient UX web redesign

Understanding the business

The best way to grow bussines is to improve how users interact with the information, supporting their juourney not only digital but all the way to the experience.MileagePlus is the loyalty program from United Airlines that offers a variety of rewards to its members: from earn miles through travel shopping, dining, through literally everything you can do. Every time they swipe the airline or partner credit card, the members receive a certain amount of miles. And also, they can use those miles for travel, dining, shopping, or receive special benefits.

Understanding users to create a better experience

Earning Premier status is based on qualifying activity during the previous calendar year (January 1 – December 31). Once you qualify for Premier status, the status is valid from the date when you qualified through the end of the following Program year.

There are 5 levels or tiers of membership, from General to the most sophisticated depending on how much miles you have, earned and spent. There were 5 categories, with each one having different requirements, different rewards, different benefits, partners and so many combinations you wouldn’t believe. And every single level has its own rules, visual identity and significance. So the trouble multiplicated by 5. Also, depending on the city, the time and the kind of activity you have, the messages were different. From “Hi (Your Name) Welcome” to an interactive 6 lines of text disclaimer! insane.

Involving everyone in the Team

Qualification requirements for Premier members are complex and translating everything to a mobile app that makes sense. it was a huge challenge and a wonderfully committed team of developers, researchers, business analyst, testers, and visual designers. It took months of work, from research, creating road-maps, analyzing pains and gains, points of touch. And the prototyping, more testing, re-designs, and usability reviews to arrive at the final product.

Creating a team identity.

Creating a team identity beyond language.

Audiences and markets have become globalized and teams have grown to an amazing ecosystem of culturally diverse talents, inspiring brands across the globe with unlimited growth opportunity and fresh perspectives. We have offshore teams with copywriters and designers in London, development & QC in Buenos Aires, software engineers in Chennai and marketing teams in NYC. Maybe your campus in Prague has members from different nationalities.

Inspiring and managing teams is a wonderful challenge, and with team members from different countries and different cultural backgrounds and languages, it requires also a fresh and diverse perspective as their teams itself. Wherever your team is in one office or globally dispersed, they are expected to deliver their best performance, creativity, and unique point of view into the game. So, how do we leverage, support and inspire such a diverse workforce?

Language and cultural differences.

One of the key components of every collaborative relationship is trust, and open communication among team members is key. Language proficiency is a challenge and can undermine trust between its members. Colleagues with different levels of proficiency could be perceived as less communicative or reliable, undermining healthy trust-building in each other’s abilities and skills. It is crucial to find ways to transform these differences, into creative energy. It’s important to explore those differences so we know how to interact and grow as a group.

A way to encourage this understanding of diversity is to create unstructured moments, not necessarily 'a meeting'- where everyone can share their cultural background and expectations about communication and working style. The team gets to learn more about each other by listening, sharing and asking questions and sharing about their backgrounds, even to learn what kind of food they like, or learn a traditional recipe from your home. It's amazing when teams discover that we are not that different after all.

Teams experience a lot of pressure, and members of multi-language teams frequently relieve stress by switching into their native tongue, inadvertently excluding other teammates from their conversations. We need to reverse language barriers and communication anxiety by encouraging open dialogue in teams as a whole, creating a "team identity" equipped with amazing different strengths and unique backgrounds, united in one vision. Like a team of superheroes.

Reducing language gap

The success and strength of every multi-national team reside in one basic -but rather complex- aspect: communicationHow can you measure the degree of language connection among team members? When people come from similar nationalities, the level of 'language distance' is usually low. Even if they come from different backgrounds, people can interact formally and informally, align, and build trust. They arrive at a common understanding of what certain behaviors mean, and they feel close and congenial, which fosters good teamwork.

Coworkers who are geographically separated, or come from different countries and cultures, could experience some kind of language anxiety that could prevent interactions. This originates from the inability to communicate, missing information and/or negative evaluation. This negative dynamics reduce team performance, and especially for creatives, artist, and designers, where creative energy, collaborative expression, and multi-team interaction is vital.

Creating a team identity

In a team, is important that everyone gets enough speaking time, and that everyone knows what they’re working toward. What’s our vision and why we are doing what we do. Bringing everyone around common goals and a unified vision is key. I can not stress this more! as evident it may seem, this is poorly done, and team members spot it quickly when is fake. Is has to be an honest take, not a speech. That's why you need to know the brand, the clients, the team, the story. You need to be the first one to believe it to be able to inspire it. Highlighting the importance of each diverse skill in your team will level up the group dynamics, and also how much value the team is contributing to the success of the service, product or brand. Be open about the unique appreciation for everyone’s input and encourage meta-communication. Each particular story amounts to create a more solid, trustworthy and collaborative team.

Bringing everyone around a unified vision is key. Its has to be an honest take, not a speech. That's why you need to know the brand, the clients, the team, the story. You need to be the first one to believe it to be able to inspire it.

Break down your common goal into actionable steps and outline each individual’s role and responsibilities. This reduces the chance of misunderstandings and lets everyone know that their contribution matters. Clarity of each team member’s contribution also makes it easier to address team performance as a whole. It sets expectations for what needs to be done, by who and when.

Building a team identity also entails finding common things between team members. Make space in your working day to promote team interactions, to get to appreciate each other team members. Perhaps there are teammates who share the same taste in movies, music or TV shows. Some may bond over hobbies or share information about their families, etc. Personal connections within the team make it easier to work together, trust and have a solid team identity.

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To be continued…



ResearchThe evolution of technology within the retail and e-commerce space has already changed how consumers perceive and connect with their brands. Their expectations are higher as their brand promise of reliability. Diversity, ethical commitment, and innovation are the DNA of any influential communication and vital to create a narrative that engages the diverse needs of consumers, from distribution channels to geographic zones. Captivating a multiscreen generation of consumers is a great challenge. The first step in this adventure is to understand that digital is more than format, it’s a lifestyle experience.


Storytelling goes beyond language, screens or platforms. It is something personal, a compelling mix of different experiences from both audience and brand content. We should inspire our audiences to be the hero. Technology has enabled new ways of extending and hosting the narrative and a different vision to understanding and implementing it. Technology enables a way to capitalize on consumer needs, share your commitment and focus to different audiences that otherwise would be impossible to reach. Segmentation is a tricky word, and without the proper reading can get you stuck, particularly in multifaceted markets like Latin America. Many companies experience shortly lived growth because of this.A digital strategy is far more challenging than posting videos, regular updates or pictures on social platforms. It’s an all-across brand collaboration to build a sensory experience and the proper narrative to drive the right story.


This is fundamental to any serious online strategy. Personalization and behavioral targeting are the next 2 big things that will give you the conversion lift you are looking for, and your visitors feel like that your page speaks their language, and I’m not talking about English to Portuguese. I’m referring to content that appeals to your brand target or demo. Could be in German or Spanish, but I need to comply with the created expectation. Many brands ‘re-use’ the same content on their every platform. With very little customization, content developers can adjust and adapt their content for each platform. Is understanding that content is a way to expand your brand universe to reach new and familiar places with innovation and creativity, where your customers are, anytime, anywhere.


Communication and research are essential for innovation and also choosing the right message to the right platform. We live in the multi-platform age, where real-time experience and technology and how you share it is just as important as the message. The number and types of tools available to consume information grow and change every day. It’s like standing in a beautiful podium with no listeners. In order to share your perfectly crafted narrative with your constituency, you must be aware of how they consume information about you. In other words, a change of perspective on delivery.


The migration from traditional to digital communications still has hundreds of billions of dollars on the table. This isn’t just a shift from TV ads to web banner ads; it’s a shift in what constitutes marketing beyond old-school advertising tactics. The digital vehicles in which marketing operates are still being invented and shaped. Even major players such as Facebook and Twitter are still experimenting with their offerings to marketers on which their businesses are based. Buyer behavior patterns are changing in both B2B and B2C, evolving mobile interactions for instance. The only constant changes, but your message should remain constant in every touchpoint.


One of the main reasons why people talk about things and spread word of mouth, no matter if is at home or online, is to display the traits that they want others to see in them. People share and comment on where the content strikes a chord in their hearts, causing an intimate connection. Is also guiding your customers to find a voice and understanding about how your brand can bring an unexpected solution or a long-awaited reward to a personal need.
Paco Rabanne gets that, and to support the release of their latest fragrance Invictus they pit seven athletes from across the globe undertaking a series of athletic challenges for a noble cause, all screened on the Invictus online channel.


An Image is better than a thousand words. Yes, that true, but the image has to convey a story, a message. Beauty is not the message per se; the message is the beauty. With the right visual narrative, we evoke aspirational emotions that connect with our brand. Do a visual brainstorming with your team members and see what comes up. All your creative assets, photos, video, 3D, and infographics are core to your brand story. The key is to be more influential than promotional. One of the most pinned brands on Pinterest is “Chanel” with an average of 2400 pins of Chanel products per day. This is nothing short of amazing since Chanel does not own a Pinterest account, customers have embraced the advocacy to the brand.


Many brands still market their products by explaining what they do, leaving out the “why they exist”. I believe that more effective communication always stands in your own legacy experience. Define your values, communicate what your brand stands for, be honest and genuine, and the market will honor you. Your reason, your method and what you do. Let me share Apple’s core declaration:

“Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly.  We just happen to make great computers.”



Soon, talking about online and offline will be like talking about the benefits of your left vs. right legs. Both are integral to the other. Don’t be afraid of taking the in-store experience online, and the online experience in-store. The combination can be amazing. While working in Quadramma created several digital experiences to support this. We partner with Starbucks to create their first mobile experience in LatAm that was really a huge hit: customers could share a personalized holiday message to friend and acquaintances decorating their favorite seasonal drinks. Or Jazmin Chebar with an in-store app with exclusive content. Once customers were in the stores, they took pictures, share content, watch live streams, and use in-store iPads.


A ton of gold is too heavy. Same goes for websites that look incredible but had poor functionality, navigation is not intuitive, it's content-saturated and have connectivity issues. Find the balance between visually stunning, easy to use, and highly functional. Less is always is more. Combine the style of your brand with a great UX interface and user will keep coming for more.