The quarantine continues….

Many of us will have completed two weeks of social isolation today. The news however remains inconclusive, and it’s difficult to say what the right strategy is for moving forwards.

There have been attempts to compare countries through: history, demographic, climate, health infrastructure, economy etc., all in attempt to find the best solution for our reality. These examples are valid — the numbers are analysed by experts in their field who really understand the subject, and having access to real data can help immensely. However, being misinformed or using the information to defend some ideological bias, or for self-interest does not help our country. We also have a new category of ‘pseudo-specialists,’ people who overnight became Virology experts on social networks.

This is a nefarious combination which misinforms and panics the general population.

My understanding is social distancing is necessary to flatten the curve and must be maintained.

However, the economic impact that this will cause needs to be assessed and calculated. Something needs to be done so the economic consequences don’t cause more deaths than the pandemic itself.

Businesses will recover one way or another. If we look back through history, crisis and pandemics walk hand-in-hand with human existence, and this will be no different. However, in Brazil we have people living from one day to the next working hard just to put food on the table at night. For many, two weeks has devasting and dire consequences.

I sincerely hope that the authorities will intervene in this sector.

Perhaps we will have to live in a different reality for a while, but not necessarily worse. Maybe it means taking a few steps back in order to correct the course, which seemed a little off balance anyway.

I imagine that people must be experiencing a lot of difficulties right now, while others are already sick, and there is no doubt that we will lose lives to this pandemic.

Doing the right thing is really the only thing we have left. In fact, shouldn’t it always be like this? If we started to do the right thing, we would wake up from this nightmare surrounded by a much better society.

I can’t wait to go back to the activities I love, to hug and kiss the people I care about, to think about the future, make plans, go after them, but for now we need to focus on what is possible and what is in our control.

In this moment we’re living, I can choose to become better in many ways — I can read more, write more, exercise more, eat better, study more. I can use technology to communicate, or the time to send messages to my friends that I don’t normally have time to see.

This crisis will be marked in history, and you are living it — what will you have to say when all this is over?

Remember, we can’t control the things around us, but we can control how we react to them. There is no better time to apply this Stoic teaching than now. A black swan (which is an unexpected event) happened, but you have no control over it — you can’t do anything you used to do, or planned to do, so what next? You can sit and cry or wake up every day and do the best you can.

The saying that opportunities appear in crises is very common in the financial market, but it is not what really matters right now — you have a huge opportunity to develop as a human being, so take this moment to evolve.

There is general feeling that we are experiencing a catastrophe, but have you ever stopped to think how much worse it could be? The evidence is right there in history. I just finished a book called “The Gulag Archipelago” by Aleksandr Soljenitsyn — it’s a true story of injustice and deprivation during the post-Russian revolution period, (from the Soviet concentration camps). It’s startling to see how far human cruelty can go, but also the extent of human resilience. If you are reading this text you have an internet connection, probably in the comfort of your home, with electricity, food and water in the fridge — we don’t have much to complain about.

Before things get better, they may get worse. Stay present and don’t give up. Stay firm and focused on what can, and should be done.

Continue the quarantine and we will see you when this storm passes

I will be a better person than when I came in, and you?

Big hug

Fabio

E segue a Quarentena…

E segue a quarentena,

 

Muitos de nós completamos hoje 2 semanas de isolamento social, as noticias continuam inconclusivas e é difícil dizer qual estratégia é a correta a se tomar.

 

Países com histórico diferente, com contingente populacional diferente, clima diferente, estrutura de saúde diferente, robustez econômica diferente, são frequentemente comparados na tentativa de se achar o melhor caminho para nossa realidade.

 

É fato que exemplos são válidos e esses analisados por pessoas que realmente entendem do assunto e tem informações aos dados reais podem ajudar.

 

No entanto essas informações utilizadas por pessoas que querem apenas o furo jornalístico, o clique no post ou ainda a defesa de qualquer viés ideológico em nada ajudam nosso país.

 

Temos também nossos novos especialistas, pessoas que de uma hora para outra viraram experts em infectologia nas redes sociais.

 

Essa combinação se torna uma arma nefasta que gera desinformação e pânico na população.

 

Entendo que o isolamento social é necessário e deve ser mantido.

 

Porém o impacto econômico que isso vai causar precisa ser calculado e algo precisa ser feito para que isso não seja mais devastador e produza mais mortes do que a própria pandemia.

 

Os negócios vão de um jeito ou de outro se recuperar, a humanidade já passou por diversas crises e pandemias no passado e com essa não será diferente.

 

No entanto temos no Brasil pessoas que trabalham de manhã para colocar comida na mesa a noite e duas semanas já significa o caos.

 

Espero que as autoridades intervenham principalmente nesse setor.

 

Viveremos talvez em um mundo diferente, o que não é necessariamente pior.

 

Talvez alguns passos atrás para pegarmos impulso e corrigirmos o rumo, que parecia um pouco torto mesmo.

 

Imagino que pessoas devam estar passando muitas dificuldades nesse momento enquanto outras já se encontram doentes, e não há dúvidas que perderemos vidas para essa pandemia.

 

Fazer o certo é só o que nos resta. Aliás isso deveria ser sempre assim, se começássemos a fazer o certo acordaríamos desse pesadelo em uma sociedade bem melhor.

 

Não vejo a hora de voltar as atividades que eu amo, abraçar e beijar as pessoas, poder pensar no futuro, traçar planos, ir atrás de realiza-los, mas por hora precisamos nos concentrar no que é possível fazer e no que está em nosso controle.

 

Nesse momento posso me tornar melhor em vários aspectos, posso ler mais, escrever mais, me exercitar mais, me alimentar melhor, estudar mais…

 

Usar as tecnologias para me comunicar, usar o tempo para enviar mensagens a meus amigos que normalmente não tenho tempo de encontrar.

 

Essa crise ficará na história da humanidade e você esta vivendo ela, o que você poderá contar quando tudo isso acabar?

 

Lembre-se que não podemos controlar as coisas ao nosso redor, mas podemos controlar como reagimos a elas. Esse ensinamento estoico não pode ser mais bem aplicado do que agora.

 

Um cisne negro (evento inesperado) aconteceu, você não tem o mínimo controle sobre isso, não pode fazer quase nada do que estava acostumado ou planejava fazer, e ai? Você pode sentar e chorar ou acordar todos os dias para fazer o melhor a seu alcance.

 

O ditado de que nas crises aparecem as oportunidades é muito comum no mercado financeiro, mas não é nele que realmente importa, seu desenvolvimento como ser humano tem agora uma enorme chance, aproveite esse momento para evoluir, essa é a melhor oportunidade.


Temos a sensação de o que estamos vivendo é uma catástrofe mas você já parou para pensar que poderia ser muito pior? e historicamente sempre foi. Acabei de terminar um livro “O arquipélago Gulag” de Aleksandr Soljenitsyn uma história real de injustiças e privações durante o período pós revolução russa,(relatos dos campos de concentração soviéticos) é impressionante onde pode chegar a crueldade humana e da mesma forma sua resiliência, se você esta lendo esse texto está com conexão a internet, provavelmente no conforto de sua casa, com energia elétrica, agua disponível e comida na geladeira, logo não temos muito do que reclamar.

 

Antes de melhorar ainda pode piorar, logo não se anime demais mas também não esmoreça, mantenha -se firme e focado no que pode e deve ser feito.

 

E segue a quarentena…, nos vemos quando essa tormenta passar

 

Eu vou estar melhor que quando entrei e você?

 

Abraço

 

Fabio Gurgel

Stick to your routine and do your best

Difficult times? Remember that old saying, “a smooth sea never made a skilled sailor.”

This is definitely a time to work on improving yourself.

A huge amount of people must be at home thinking they are on vacation from their daily tasks, doing nothing productive. Others will become depressed without social interaction, and some will come out of this crisis better than they were before.

Which group will you be in?

The first important thing to do is establish a routine and make a real commitment to sticking to it.

Wake up early.

Do some exercise! Not sure how? We are posting free training sessions everyday available via Instagram at @alliancesp with my fitness coach Felipe Mariano.

Study. Read for at least an hour a day.

Here are some suggestions if you’re not sure what to read:

Obstacle is the way – Ryan Holiday

Find your why – Simon Sinek

The Black Swan Logic – Nassim Taleb

Take another hour to watch some instructional videos — it could be a series, a documentary, or a Podcast …

Turn off television and social media or at least set a maximum screen time for them.

How about learning something new? I’m going to start cooking! There are a lot of online courses so choose one!

If you are already at home you don’t need to read or watch news about the coronavirus, you are already doing your part. Focus on yourself.

If you’re not staying at home, I suggest you rethink your attitudes and cultivate some empathy. There are many people in risk groups who will suffer severely if we do not contain this pandemic. If empathy is not your strong point, or if you are convinced that this problem is not as serious as it’s portrayed to be, do it for yourself and the economy. The sooner we get out of this the sooner we can get back to our normal activities.

Our businesses are all at risk and we need to pay attention.

There is a very real chance that after this crisis things will be quite different, and the possibility that some small businesses will not survive this moment so helping each other is critical at this point.

I’m doing everything in my power to help our community.

We are promoting online classes through instagram with our teachers around the world, twice a day in Brazil and twice a day in the USA — classes are open to everyone and you can find out the schedule through the Association Instagram @alliancejjassociation.

We will relaunch “LIVE OFF JIU JITSU” starting on Monday at cost price, so that all academies can understand how to manage their business and prevent these unforeseen events. (I recommend reading, “The logic of the Black Swan”).

Our online methodology course will also be available with a large discount.

I believe we can come out of this situation much better if we focus on improving all the aspects we can. Remember that in crises there are always great opportunities, so be prepared.

Don’t be remorseful, don’t be sad, don’t be demotivated, don’t feel like the victim!

The situation is the same for everyone and the strongest will come out better — be one of them!

If I can help you in any way or if you have any ideas that I can help with, please let me know.

I am convinced that our Jiu Jitsu communities will come out of this together, more united and more willing to show our value to society.

Strong hug

Fabio Gurgel

Fique firme na sua rotina e faça ela ser a melhor possível

Fique firme na sua rotina e faça ela ser a melhor possível

 

 

Tempos difíceis, pois é lembra do ditado, não se faz marinheiro bom em mar calmo?

Essa é definitivamente uma hora de se tornar melhor.

 

Uma quantidade enorme de pessoas deve estar em casa pensando que estão de férias dos seus afazeres cotidianos e literalmente não fazendo nada de produtivo.

 

Outros já estão ou ficarão depressivos sem o convívio social.

 

e alguns sairão dessa crise melhores do que entraram.

 

Em qual grupo você vai estar?

 

A primeira coisa que precisamos fazer é definir nossa rotina e ter compromisso real com ela.

 

Levante-se cedo da cama.

 

Faça seu exercício! não sabe como? Estamos disponibilizando através do Instagram da @alliancesp treinos diários e gratuitos com meu preparador físico Felipe Mariano.

Estude, tire pelo menos 1 hora para leitura.

 

Faço aqui algumas sugestões caso você não esteja muito certo do que ler:

 

Obstáculo é o caminho – Ryan Holiday (link da Amazon)

Comece pelo porquê – Simon Sinek (link da Amazon)

Logica do Cisne Negro – Nassim Taleb ( link da Amazon)

 

Tire outra hora para assistir algum vídeo instrutivo, pode ser uma série, um documentário, um Podcast…

 

Saia de televisão e de redes sociais ou pelo menos defina um tempo máximo para elas.

 

Que tal aprender algo novo? Eu vou começar a cozinhar! Tem um monte de cursos online, escolha um!

 

Se você já está em casa não precisa ficar lendo ou assistindo notícias sobre o corona vírus, você já esta fazendo sua parte. Concentre-se em você.

 

Se você não está ainda, sugiro que você repense suas atitudes e tenha empatia pelas pessoas mais vulneráveis que podem vir a ter sérios problemas se não contivermos essa pandemia.

 

Se empatia não é seu forte ou se você está convencido de que esse problema não é tão grave quanto está sendo divulgado, faça por você e pela economia. Quanto mais rápido sairmos disso mais cedo poderemos voltar as nossas atividades.

 

Nossos negócios estão todos em risco e precisamos ligar o modo de sobrevivência.

 

A chance que depois dessa crise tudo seja muito diferente existe, e é até provável, talvez muitos negócios não estejam funcionando quando isso tudo voltar ao normal.

 

Ajudar-nos uns aos outros é fundamental nesse momento.

 

Tenho pensado em todas as ações que estão em meu alcance para ajudar nossa comunidade.

 

Estamos promovendo aulas online através do instagram com nossos professores ao redor do mundo, 2 vezes por dia no Brasil e 2 vezes por dia nos EUA, as aulas são abertas a todos e você pode saber a agenda através do Instagram da Associação @alliancejjassociation.

 

 

Vamos relançar o VIVER DE JIU JITSU a partir de segunda feira no valor de custo, pra que todas as academias possam entender como gerenciar seu negócio e se prevenir contra estes imprevistos. (reforço aqui a leitura de “A lógica do Cisne Negro”).

 

Nosso curso de metodologia online também estará disponível com um grande desconto.

 

Acredito que esse tempo pode nos fazer melhor se nos concentrarmos em melhorar em todos os aspectos que pudermos, lembrem-se nas crises sempre aparecem grandes oportunidades, esteja preparado caso uma passe perto de você.

 

Não se lamente, não esmoreça, não se vitimize!

 

A situação é igual para todos e os mais fortes sairão melhor dessa, seja um deles!

 

Se eu puder ajuda-lo de alguma forma ou se você tiver alguma ideia que eu possa ajudar me avise por favor.

 

Tenho convicção que o jiu jitsu vai sair dessa junto, mais unido e com mais vontade de mostrar nosso valor para toda a sociedade.

 

Forte abraço

 

Fabio Gurgel

10 questions Back to Back with Beto Altenhofen — A Perspective on Digital Marketing

Fabio: Hi guys, welcome to one more episode of 10 questions Back to Back. I have a really special guest here, Beto Altenhofen. It’s a huge pleasure to have him here and I’ll explain a little of his story so you can understand the context of why he’s such an important guest and how this can help you. We’re going to talk about marketing. Beto is perhaps one of the best known copywriters in Brazil, he’s helped many companies make money, and Empiricus has more than 300,000 monthly subscriptions. He’s a hugely important person within digital marketing, and Beto was my teacher on that journey, someone who helped me a lot. Beto is also a black belt in Jiu Jitsu so he really understands our market. He owns his own academy as well, so we’ll talk about all of that today.

Beto: It’s a huge honour to be here. When I received your invite, I didn’t think I deserved it. I saw all your other podcasts with really important guests, so it’s a huge honour to be here.

Fabio: I wanted to ask you the following. As I mentioned in the introduction, you’re one of the business partners of Empiricus, a company that has more than 300,000 subscribers. It’s absurd. My question to you is: what exactly is your role in the company today?

Beto: I like to define Empiricus as a business of ‘ideas.’ We sell content, so in some respects we are within the financial sector but we sell content rather than products. My education was in economics, I was a financial analyst. Within the company someone needed to do the marketing and we were a company of only 5 people, so out of necessity I started to learn how to do it and I really enjoyed it. I think today people confuse Empiricus as a company that generates financial content rather than a company that creates and launches big ideas within the world of digital marketing

Fabio: You launched a product last year I think which was the first copywriting course in Brazil.

Beto: I don’t think it was the first, maybe the second….

Fabio: Anyway, I remember I was in the first group and the course was nothing to do with sales. It was completely focused on marketing.

Beto: When you think of digital marketing there are two big questions. One, is the volume of people you access. You (Fabio) do this really well, but it can be whatever you chose to focus on. With the example of a Jiu Jitsu academy, you want to bring people into your academy, so you need to reach people and know how to ‘group’ your audiences and generate content on social media for each kind of profile of person. Then there is the part linked to the message you want to share and the ideas, which mean a person moves from ‘clicking’ a button to becoming an actual visitor of your academy.

Fabio: This was the thing that really got me fascinated with digital marketing. It was exactly that question, ‘what makes someone click on that button.’ It’s like a trigger. You have to find that mental trigger. You talk about this a lot at Empiricus, that your strategy is linked to the “Fear” or “Greed” factor, like we also see in the financial markets. Where did this idea come from? and what is its impact.

Beto: This is an interesting idea for all kinds of businesses, including Jiu Jitsu academies. As an economist my background was in human behaviour. I studied this for a long time, and I really believe that people buy using “emotion.” So in general, of course there are exceptions, but as a general rule people buy based on emotion. In second place, it’s logic, which is the justification that a person needs that thing.

Fabio: The way a man thinks!

Beto: Fear and greed are very clear emotions. Fear that you will lose money, and greed, where you want more money so you can improve your life, but we can bring that to any situation. For example, within the health sector, people are afraid to lose their health or to have a poor quality of life, or to feel pain, or get older. On the other side is greed. People want a better body, to be healthier, to hone a 6-pack stomach, or to lose weight but independently of fear and greed I think everything goes back to emotion. People act out of emotion. So I think with a business focused on academies, whether that’s Jiu Jitsu, sport etc there are a series of emotions you could explore in order to have a greater impact of potential customers. For example, you want to promote a kids class in your academy. You can try with logic: e.g  ‘Does your child need to do more physical activity?’ using the logic that it makes sense to take up a sport, but what about using emotion. Parents are the decision makers so it needs to resonate with them.

Fabio: For example, your child is suffering bullying at school

Beto: Imagine you’re at work, and you don’t know what’s happening to your child. He could be a target of bullying and doesn’t know how to defend himself. There’s also the side of sport that improves confidence and discipline, so in a certain form the beauty of marketing is be able to touch people’s emotions. I think this is set in stone, and you can apply it to anything.

Fabio: I always question things a lot, but I notice people feel uncomfortable to do certain marketing actions. They think it’s something derogatory. But I think of it like this: if those professional that are really good don’t do it, this opens space for those that don’t contribute anything positive to do it, because that guy will use the tools available today, and will then become the most well known in that area. So in a way, you’re to blame for not doing any marketing in the area you work in. In our case which is Jiu Jitsu it was my main motivator, I really felt I needed to do it. Before, there was this idea that you don’t need to do marketing — if you’re good people will know about you but there are so many terrible people that become better known with this mentality.

Beto: Social media enabled this, so everyone can have an online presence.

Fabio: Everyone.

Beto: Everyone uses the same space. Before  for example, a news channel would look for you, for “Fabio Gurgel. “ It would be something selective, but today, this doesn’t happen. Everyone can post a photo. Everyone has the same space to promote themselves. This is the greatest danger. Another issue which I think is interesting…I was within the world of Jiu Jitsu as a practitioner first, and a few years later it became my business, but there was something I noticed with Jiu Jitsu which I think is maybe more to do with the Brazilian culture. Our company has business partners outside of Brazil and we see a difference. In the USA, people don’t see “selling” as something derogatory. People don’t think you’re the devil if you sell something. People don’t see you has having a bad character because you’re a capitalist. Businesses are sustained by money. At least in my head, people in the USA understand this. Another thing… I would prefer to pay for a service, because usually price is associated with quality. If you want to buy an old VW Beetle it will be one price, a BMW will be another price. Why? Because of the quality. When you pay, you become the ‘creditor’ of that business, and not the ‘debtor.’ Without paying, the exchange is simply one of favours, so when you pay for something, you can hold someone responsible for the quality of that thing. I saw a lot of this in Jiu Jitsu where the black belt doesn’t need to pay for training etc. I think we still have this culture a little bit embedded…. where it’s seen to be ‘ugly’ to sell….

 

 


	

Coronavirus update — things have changed

As a continuation of the e-mail sent last week, we continue to monitor the evolution of the Coronavirus pandemic on a daily basis. Last Friday, the health department and the state government of São Paulo announced the gradual closure of schools in the public network starting from today, a significant measure compared to just a few days ago.

With that in mind, we understand Alliance must act responsibly to try to control the spread of the virus and for this reason we decided to close our schools for a period of 15 days from today. We can look at the problem from two different points of view:

Firstly, that 80% will only have a mild or even asymptomatic flu, that only 5% will need hospital beds, that we are not part of this risk group, and so on and so forth.

Secondly, that the crisis is very serious and that we will face the same problem seen in Italy with hundreds of deaths and a total collapse of the health system. We will probably find the truth somewhere in the middle, however at the moment we must act with empathy and compassion. Thinking that our actions can prevent deaths makes our actions a moral obligation.

Thinking about the health of our students, their families and our society as a whole is the right thing to do at this moment. I received a text now that I think illustrates it well and wanted to share this with you.

“Many years ago, a student asked the anthropologist Margaret Mead what she considered to be the first sign of civilization in a culture. The student expected Mead to talk about hooks, clay pots or whetstones. But she didn’t.  Mead said the first sign of civilization in an ancient culture was a femur (thigh bone) that had healed from a break. Mead explained that in the animal kingdom, if you break your leg, you die. You can’t run from danger, go to the river to drink water or hunt for food — injured animals or humans become fresh meat for predators. No animal survives a broken leg long enough for the bone to heal. A broken femur that healed is evidence that someone cared for the injured, treated the wound, took the person to safety and cared for them until they recovered. Helping someone through difficulty is where civilization begins,” said Mead.

We are at our best when we serve others — this is empathy my friends.

Think of others and do what is right.

Alliance will provide free access to its video portal “Alliance eu sou” where we will upload techniques from our teachers and athletes daily.

You will receive the link today via your email or through Alliance’s instagram account @alliancejjassociation

I hope that the entire Jiu Jitsu community will set an example of high standards of humanity and care in this very difficult time.

A big hug,

 

Fabio Gurgel