É possível transformar marcas sem transformar pessoas? Por Luiza Helena Trajano e Regina Nogueira

And there, and there, our guest must be coming in, inside Luiza. Hello, good morning, good morning. Okay, Regina, I need to tell you something: I didn't even sleep last night, oh my God.

And no, you don't have to have a commitment. No, we suffer a lot. What joy! Look, a gift, an honor, a privilege. Very good. I imagine, Regina Santo Traseira, we've known each other for so long. I admire you, your work, you work so much for the women of Brazil. So it's a pleasure to be here with you. Thank you very much. It's been six years of Women of Brazil. Women of Brazil will be 7 years now. You've been six years. How did you get in, Regina? My sister-in-law and Gabriela Balgate, Gabi. Which one is your sister-in-law? Gabi, my friend of over 20 years, she's beautiful, that Gabi. I love her so much. I've repeated all the stages of dating, marriage, and now she's doing great, thank God. She deserves it. But what about your sister-in-law? I'm a sister-in-law that marks the mass. She told me the first time, Gabi and that, meeting a bunch of friends, and then you can't get out of it because it's such a good thing. And I reconnected with clients, found friends. Very good. And you, who are always a great inspiration from Luiza, I think that at this moment now, I'm so eager to learn, understanding with great humility, understanding the moment. I think I understand what I do, because first I do, then I understand what I did. And then I think it ends up being a good exchange, because I also put myself out there, in the desire to learn from everyone. So I think it was a good exchange in such a difficult time when people are lost, right? As I also am from time to time. I put myself on the same level as everyone else. But I know I have an important role. Your activism is impressive, because at the moment the world stopped, you didn't stop. On the contrary, you accelerated. And I started to joke: she's going to bring this quarantine, she's going to do how many days of quarantine? How many days, Roberta? 90 already, right? I haven't even seen the days go by. Yes, despite not seeing my friends in Franca, I'm only by phone. And she was more, it was March 17th, no, but we started the same day, March 20th, April, May, and it's going to be 90 days now. 90 days, right? So that's interesting, incredible. And I think it was a moment to reconnect internally and review the role of each one. I don't even see the day go by, because today I sat here, no, I came down earlier because I have to see some things, but I start at 7:30, 8:00 and go until 10, 9 at night. Yesterday I finished a call at almost 9 at night, and then I go eat something. It's funny, you don't work so much with your arms, so it yields a lot. You don't walk, but your head moves, with a cell phone or computer. Normally, the slabs have when it's on Instagram, it's on the cell phone or computer. And yesterday I did what you do besides board meetings that I have, committee meetings. I know that, it stays two, three in the morning, yesterday's board, you know that. So it's for God's sake when night comes. Something I loved was calling everyone, I only call a little list that I have to call here, that's one thing and that's it. I can't handle calling because it's very tiring. The head is, everyone is feeling this. These days Denise was talking, so it's your whole day. There's a study that says one hour of virtual corresponds to two hours of the normal world, of in-person. Look, we're going to treat it. 136 people are here. Wonderful, thank you very much to everyone who is joining. And Luiza, a great pleasure, a huge honor, a gratitude for what you have been doing, for having launched the Women of Brazil group, which is a great differential in our lives. And if it weren't for the Women of Brazil group, maybe I wouldn't be here with you now. I even believe that, despite that, I made a pact with God and with myself. I don't, of course I enter Instagram bags or sites that have a lot of people, but I didn't look. I entered the Saara in Rio de Janeiro, I entered the Embu fair, I entered the interior of Rondônia, because otherwise you stay in a simple kitchen, otherwise you stay selecting, that's not cool. I'm a person like that, so I entered everything. That's why I have a lot of requests, because I'm entering things that I think I have to. Roberta analyzes even if it has reason to be, and we don't look at how many followers there are, we don't look at anything. Impressive. And we look at what really matters. I don't even know how many followers you have. So we're entering now. I agree that maybe you had a longer queue here, because the day I spoke with you, I said, Roberta, I know Regina is in the queue, but she is Women of Brazil. Roberta, find a way to put her closer. No, she won't attend, but there's a queue for July already. I'm going to take July to see if I can see my grandchildren, I don't know yet. I was working until July 11th, and then I said I have to take time off too, even if I don't go, I have to defocus a bit. She is still very focused only on that, only on that. Even more so, the result suddenly brings a lot of results, but suddenly I don't do good for myself or for everyone, because when you start thinking that you can't take a vacation, that you're the only one who has to look, I don't know what, I hate feeling like that. So I already find a way to get out, you know? So let's go. Now, you, I know you must be up all night with questions for me to ask. So let's go. I watched more than 10 of your lives to be connected with you, and in each live I laughed a lot, with some tears of yours when you tell your cases. And this love of yours is absolutely incredible, because for me, she doesn't survive without it. So I'm very happy about that. It brings the lightness you talk so much about. So I work with people's transformations, with reinvention, for nine years after 20 years of corporate career. And the Ibravin Institute is for this work of human development. But if there is someone who reinvents themselves, and I can say because I've lived with you for six years, it's every day, every minute transforming people, transforming culture, transforming feminine power. That person is you, right? You are not just Luiza, you are a magician. So I wanted to ask you: what is this magic of yours to transform people, to transform brands, how you transform not only Magazine Luiza but the Women of Brazil group, and I live inside it. What is this magic today?

Luiza, what impresses me is your look at people, your look at the collective. Because everyone knows you wouldn't need to be doing a series of things you're doing, and we see how strong your life purpose is. But what catches my attention a lot is that you do this and still undertake, you make things happen. It's magic, because you could now just be a small entrepreneur, right?

Oh no, for God's sake, we are launching something like this participating in our meeting this week of July, and Luiza launching the Women of Brazil group in the world. This is incredible. Several people are asking here how to be part of the group. Is this live, Luiza, it's instant on YouTube at this moment. We are on YouTube, on my other Instagram, and operational and big, and on Facebook. That's cool. And on YouTube there is a QR code that people can put in front and they go directly to the Women of Brazil website. That's cool. First thing I want to say: it doesn't cost anything, it doesn't cost anything. You, the others, speak more, Regina. Luiza here, I'll do it. People, it's enough for you, every woman for us, we have a committee, a unit of neighborhoods. It's enough for you to want to stop this durability for a period. It was great for democracy and to unite for Brazil. Only a society, the others say Luiza, candidates don't work, people. Only a group, only a strong group will determine Brazil, the civil society group. And we have been doing this for 6 and a half years, well done, working in retail. And when we do a colt like Regina does, when we give emotional support, when we see a school, when we take on the health of an emergency room of a school that is attacked, and when we, for three years, Regina has already heard a thousand things: SUS is the best health system that exists. Now we need to implement public policies for management, because health is one of the pillars for social inequality. Everyone has the right to health, vegetation, dance, and employment. These four things we have to fight for as a group, as a civil society. So that's why we need to have 100,000 women. Yesterday I found a person more entrepreneurial than me, Betânia, to organize the group. Then they said there would be two thousand women, two million women. I said, people, you are much more wisdom of God. They have a goal that the committee called, they got two million women like ours. You are much, you beat me, you think much bigger than me, this group. And they are firm. Now imagine us with 100,000 women and with men supporting, how we are going to achieve something for the good of Brazil, in a dialogue with Brazil, with proposals. It's no use fighting without a proposal.

After 20 years in the corporate world, I left the corporate world to pursue my life purpose, which is the transformation of people. And that's why I've been developing this work, reinventing myself, studying. I just finished a... and you. I am Women of Brazil, there is also Magazine Luiza, and I want to share with you a wonderful story. I don't know if everyone remembers that Luiza took a fall with the torch there in Franca, and she once again made lemonade out of lemons. Several memes came out about her because she fell, etc. But she launched a campaign that is... I saw it was from America, eat here, Regina, I want to give. It was she who launched it, I won't, I won't. And suddenly she launches a campaign: Luiza fell, okay, but now prices have fallen. In a diverse situation like this, how do you undertake, Luiza?

Luiza, I wanted to ask you: you transform brands, you transform people. Is it possible to transform brands without transforming people? Because how do you see far, you already know if something will happen, will work or not. Is that possible?

And if you were a brand, Luiza, what brand would you be? This is a question I ask my clients.

So saying that, you are telling us that you have been building your brand. So this way of being yours. Now I discovered that you studied at a school of nuns, and that when you got home, your mother said: stop fighting with these nuns, stop fighting for social justice. So a very questioning example.

Did you ever feel fear in this trajectory? Because I see in my sessions that fear paralyzes. And you, seeing all this, your whole family moving, and everything you felt responsible for, how do you deal with fear? That's one question. And another question I want to ask you is: within all this look of yours, how can we develop our best, our best professional side, joining these hands?

Look, there are several incredible messages because we are talking here a lot about your human side. Everyone already knows your competence, your power, your entrepreneurship, your strength, your passion for Brazil. But I think the most incredible thing is to perceive your human side. But you always talk about tomorrow, the mind goes to undertaking and making it happen. Because our head, Regina, was very separate. I fought a lot to see us here. I am professional here, I am the person. I am one thing only. People meet me in the company, and I never left that thing: put on the professional cap, and here you can't say your son is sick. No, I was. So I am one thing only. I am a woman of Brazil. If you live with me in the company, if you live here in my house, in my dam house, I am one thing only. I don't need to change roles. It wasn't easy for me, a woman, to arrive in São Paulo. To this day, I am the only president of the company I helped set up, and to see in the midst of men. But I don't transit in the male area, I transit in the female area. I am feminine. I don't want to have his role, far from it. So they don't feel threatened because I said: look, this is feminine, people. I think it's very cute. And I say: it's very masculine, it's for... and yesterday I don't give. So we can consider as a tip for everyone who is listening, as an entrepreneur and as a physical person too, that the most important thing of all this, as a tip for us to be better professionals, is to do this exercise of putting yourself in the other's place, changing places, so that you wake up in peace, you know? Your spiritual, you fight to evolve. These petty things, currently I am very irritated when people call me because of petty things, you know? I even have patience because I know that people are going up to a point, because everything in life near this moment that the guys called petty, people, the world is on fire, people are starving, and then I'm discussing relationships, face to face, how it is, how it isn't. For me, that's very petty. I respect, I have patience up to a point, then I can't handle it alone. It's very petty for me. We have to have a spiritual evolution of our role at this moment. It is to save people and the world. This virus came to give us some message. So right. And I don't enter alone. People who are leaders, I think you left the game of pettiness. And people who do pettiness need to evolve spiritually. If you are fighting with someone, go there and apologize, and that's it, people. Because it's very small compared to thinking about the macro. And then what do you put? Think about the macro. If people start to think about what, when you think about the macro, then I put a macro. I will even go to the good of it. There is a Women of Brazil in the world. Ready.

Luiza, that's great. And I wanted, along with that, to ask a question that appeared here: what is your vision for social impact businesses?

We still have five minutes, and I wanted to ask a question: since you are a brand and you don't know, if you were a brand, what brand would you be? But you are here learning, partnership Luiza. I love you, Luiza. But describe yourself: what story do you want your grandchildren to tell about you, for us to end?

Luiza, we have 355 people still, people are still coming in. We will leave the live, and I will later make a condensed version of it on my Instagram, on my YouTube. You also put it. I don't even know, my team improves. I thought it was really cool, the essence of your brand we talked about here, because everyone already knows you are powerful, the financial market knows you and your son. My son, I am really passionate about your son. A kiss to him, tell him I'm sending a kiss. Thank you. He was very happy for us to do this live. But the most important thing for me, which is my work, is to help people reconnect with their essence. And you gave a lesson on human essence, talked about spirituality, social impact, that companies that don't have a social pact will not survive, and those who don't have the ability to put themselves in the other's place, but in the other's world, within what the other was created for, with their deficiencies, putting yourself in the other's world, taking our world, it's easy. Now putting yourself in the other's world, understanding their moment, that is empathy. That is what empathy is. It's difficult, that's it, Regina. Thank you, I love you, wonderful. I was only sad that you didn't sleep. Please sleep. It's not for that reason that I will sleep.