IME Origins: 

Luciana explains how Inspiring Women Entrepreneurs began as a personal celebration and expanded into a global movement, focusing on collaborative female entrepreneurship. 

IME Pillars: 

Highlights the three fundamental pillars: connection, empowerment, and inspiration, guiding IME's activities to support entrepreneurial women. 

Success Stories: 

Luciana shares exciting stories of women who overcame obstacles and achieved success in their ventures, inspiring the audience. 

Movement's Strength: 

Luciana emphasizes the importance of movement - both physical and professional - as a key element for growth and innovation. 

Literary Recommendations: 

Luciana suggests books that shaped her view on entrepreneurship and female leadership, offering valuable insights to the audience. 

Entrepreneurship and Narratives: 

Reflection on how entrepreneurship allows building meaningful personal and community stories, positively impacting society.

Dreamers and doers, this is Podbrand, podcast about design, strategy and innovation.

I am Maurício Medeiros, consultant in strategic design and brand management, mentor and author of the book Brand Tree , Simplifying Branding.

In 2024 we celebrate a remarkable occasion, the 99 years of the Art Deco movement, an aesthetic force that revolutionized design and architecture.

Podbrand, aligned with the principles of innovation and elegance that characterize Art Deco, pays homage to this movement that transcended time, influencing the way we perceive and create beauty, leaving a legacy that continues to inspire contemporary design, reflecting our passion for shapes that combine functionality with a touch of magic, thus shaping the future of design and innovation.

Today's theme is Inspiring Entrepreneur Women, also known as I.M.E. Our guest is Luciana Mitri, she is the idealizer of this project, a collaborative female entrepreneurship action with an impact on the business ecosystem and development of the society in which it is inserted.

It aims to stimulate self-knowledge and creativity in search of solutions to social and economic issues.

The initiative has already impacted 20,000 women and 350 guest speakers in five programs held in Brazil and many others abroad.

Luciana, welcome!

Good morning, Maurício.

Thank you for the invitation.

I'm loving being here with you.

We can discuss this theme, which is so important.

You were talking a little bit about Art Deco and I obviously started making some connections with female entrepreneurship, which we will talk about in a little while.

Excellent.

Luciana, I thank you for accepting the invitation.

It's a pleasure to have you on Podbrand today in this, which is the first episode of 2024.

Getting to the point, in the world of entrepreneurship, each journey begins with a step, often inspired by other people.

How did the search for inspiring women for your own journey result in the creation of I.M.E.?

And if you could still share with us a moment when you realized that this could turn into something bigger.

Look, this year, 2024, Inspiring Women Entrepreneurs is celebrating five years of existence.

Inspiring had no intention of being a movement or even continuing.

It started with a women's program because in my company I had a company that organized courses abroad for large companies, such as Epiranga, Honda, Volkswagen.

And in the year that my company turned 40, my personal life was going through a moment of change.

So I wanted to celebrate the company's 40th anniversary and it was also a very personal matter.

I had never done it, I had never done a program just for women.

And I had become a widow that year.

And it was for me, having become a widow, for me it was a moment of great transformation in my life.

Because I became a widow of my first boyfriend.

I started dating at 14 years old, so we had a story together.

So it was like I was starting to live again.

And then I did an Inspiring precisely to inspire me and for me to understand how women did business.

One thing was to always be together with a masculine figure.

You are from Gaúcho too, right?

Yes.

You know how our culture is in Rio Grande do Sul.

The patriarchy is the most common.

I am the daughter of a very strong farmer, I got married very early, together with my husband.

So that protagonism was always masculine.

And when I started, when I decided to create Inspiring Women Entrepreneurs, it was to make a program for us to analyze how women positioned themselves as protagonists.

I wanted to understand who these women were and how they did it.

Because it has always existed.

And then I want to go back a little bit about the history of our state.

If you pay attention, women were extremely entrepreneurial.

Because the husbands went to the fields, but the women sold, exchanged eggs, sold cheese.

They did business on a daily basis.

And Inspiring started from a single program, which was going to be this celebration of the 40 years.

And it didn't stop there, because one of the things we noticed in this program, where we went to Portugal, it already started.

I've always worked with international programs, so I set up this program in Europe.

And what we observed, as a group of women, is that engagement, that feminine look, it was very powerful.

There's a word I love, which is called power.

There was an incredible power that he found.

And when it was over, the women asked us to continue, to have Inspiring Women Entrepreneurs 2.

And together we decided what the theme was.

This was 2019.

What was the theme that we needed to work a little bit, as entrepreneurs.

And we realized that we wanted to talk about...

This issue of experiences was very strong, this issue of differentiation, of service.

And we wanted to talk about luxury.

So we left Portugal, six months later, we went to the Emirates, we did a course on luxury, in Sorbonne, Abu Dhabi.

And we went to see how Emirati women undertook.

And it was amazing, because we start to completely change our concepts.

And then we couldn't stop anymore.

In fact, we stopped in 2020, because when we came back from Dubai, we came back in the middle of the pandemic, we came back on the last Emirates flight.

And soon the lockdown began, in Brazil and in the world.

And then we continue today.

We've already done ten international editions, and we've done six national ones.

I didn't update you right, I did the calculation when you were talking.

And this year, 2024, we're going to do four international editions.

We're going to four different countries.

I'm going to let you ask me, because I know you want to know what we do.

I'll wait, otherwise I keep talking.

Certainly, certainly.

The basis of any strong structure are its pillars.

In the case of Inspiring Women Entrepreneurship, these pillars are connection, training and inspiration.

We would like to know how these elements intertwine to strengthen female entrepreneurship and what impacts it has generated.

We use these three pillars, and we started to work on top of these pillars what we wanted with these pillars.

So, in the matter of connection, we noticed that more important than networking, we work on netweaving.

Why is that?

Because networking, you know about it, in the market we have several groups who meet and each one introduces himself in three seconds and says his profession, what he does, his address.

From my point of view, it doesn't bring a deep connection.

So, we work a lot in Inspiring in the netweaver, we have a network of connection, where we really, one helps the other, regardless of that connection, have some link of work with me.

It's not just about work, it's about connecting and inspiring.

So, they are interconnected, both the connection and the training.

And the training, I always joke, man, we are not Sebrae, we are not a university, because we have a lot of good people doing fantastic things and we don't have the pretension to compete with anyone.

So, we work, the training through the experiences.

So, I'm crazy that you invited me to go to Bangkok, ok?

To take the group.

To do an event there.

Exactly, because one thing is you telling me what reality is, another thing is me looking, with my view, with my world map, because I have different life experiences than yours, and I'm going to have a completely different view.

So, when I travel, I usually travel with around 40 women, and it's impressive, because there are 40 different views.

They are women from several companies, who make completely different products, and in this moment that we are there, we are looking in different ways, and this is amazing, because when we finish, we say, you saw this, now you can do it, and we come back completely inspired and wanting to do new things.

So, connecting, training and inspiring, they are part of the creation of new businesses.

If there is no business, at least a completely transformed person comes back as a human being, without any doubt.

The reality and the experience of other people, they are inspiring.

There is always a learning that we can somehow translate to our reality and apply, put into practice.

Expanding a project beyond the borders of the country of origin itself, it brings with it a series of challenges, but also opportunities.

IME has expanded to various parts of the world, you mentioned Dubai.

What were the challenges?

China, India.

Very well.

What were the challenges and opportunities created by adapting the program in different cultures and markets?

And still, what is the programming of IME abroad that is already confirmed for the next few months?

When we leave our routine, our habitat, that daily life, we pack up, choose what goes with you for 10 days, and you arrive in a completely different culture from yours, you arrive...

I don't like this word, but I'll tell you.

We arrive disarmed.

I mean, I'm here ready to receive, I'm not here to bring anything, because I'm going to the other person's house.

I want to learn how to do it.

Only at that moment the experience has already happened.

Because I'm already having a completely different look.

Of course I do a choreography.

I know what I want to have as a base scenario, or as a base plan.

We have a generative theme.

On top of this theme, we work and try to set up these visits, these meetings in that sense.

What we observe is that women have a lot of ease, and that's one of the differences between female and male entrepreneurship, is that men have a lot of ease of adaptation.

They exchange their emotions much easier than men.

Men analyze the business from the point of view really business, how it is organized.

Women already look from an emotional point of view.

So, when we go to another country, we can see the nuances, the details that can make a difference in my business.

I'll give you two examples from our last trip, from Inspirando.

I'll tell you how our trips work.

Basically, we meet in different places in the world.

In the last one, that we call The Experience, it's like our big trip of the year, which is in March, and we also celebrate International Women's Day, we went to Morocco last year.

I'm happy when I go to a place that most people don't know, because it's a different look.

So, we went to Morocco, and I had a very strong entrepreneur from Rio Grande do Sul, who works with...

I think it's Metallurgica, if I'm not mistaken.

She came back and created a platform where she will present business of several women.

So, she set up a platform with the help of Cebrais, where she will only sell products of women, and products that have an interesting history.

But she was inspired by the conversations with the group, and in the group itself, she did a collab with another entrepreneur who makes clothes in India.

And India's clothes are made in a factory only for women, which didn't exist, and this entrepreneur negotiated with the factory owner to hire women, so the clothes are made only for women, with recyclable silk.

So, there's a whole story.

And she's now spreading this platform to several women.

So, it's a real question.

Another one that I think is fantastic is a jewelry designer very famous in Brazil, who makes incredible collections, and she will launch the Moroccan collection in March, because she was inspired by Morocco.

And I want to tell you that I've known her for many years, I know her potential, I follow her, I use her brand, and I've never seen such a beautiful collection, because she has all that essence.

She was inspired, it has nothing to do with Morocco, her jewelry, it's not a copy of what she saw, it's a construction of what she felt.

So, I'm just giving you these two examples, in fact, I'll give you one more, because I love telling stories.

We have several entrepreneurs who, from Inspirando, started giving lectures, telling their story to other women, because the basis of Inspirando is the female protagonist.

And when I say protagonist, it's because I want them to feel responsible for life.

So, Inspirando is not a program that is, look, so-and-so is the owner of Inspirando, we don't have owners, we do everything together, we decide the themes together, we assemble together, we even decide the price together, because we know we have a ceiling, we can spend as much as we want.

So, what can we do within this budget we have?

So, we include, and when we need to increase this budget, it's also decided.

So, it's very interesting, it's a very collaborative program.

I think this is very important.

It's not a lot, it's collaborative.

And what is the schedule for 2024?

So, in 2024 we will have, in March, we are going to India, and this is also a wonderful case, because we went to Morocco in March last year, and we were between two cities.

Two destinations.

Either we would go to Japan, or we would go to India.

So, on the way back, I did a curatorship of what I know was important to them, and I presented a proposal for India, and from Japan, we decided that we would go to India.

So, I set up this part that I told you about, which is the curatorship with the cultural experiences, and I showed the final price of how much it had cost.

Great, great.

Then I said, look, guys, we have a group that has already traveled with Inspirando.

These women, they renew, they go many times.

I said, guys, from Monday to Friday, I'm here to answer all your questions.

On Saturday, I will put this product for sale, because Inspirando has several products for people, if it makes sense, they will choose them.

And on Saturday, I couldn't open for sale the group from India, because on Friday we had 40 registered and 20 on the waiting list, only from the group that has already traveled with Inspirando.

So, we...

And this was in May of last year.

Look, we're going to travel now in May.

One year in advance.

One year in advance.

So, Inspirando is already part of the women's agenda.

They know that in those moments, those meetings, they want to be part of it, they know what the content is, and they schedule themselves within their work.

So, we have this program in March.

There's one before, which will now be in February, which is also already booked, and we're going to do a motorhome trip through Spain.

It's called Ime Pelo Mundo.

It's actually a pilot for us to do next year with several women.

This time, we're only going with one motorhome for us to get out of the hotel thing.

No, we're going to sleep, wake up, research, and we're going to visit entrepreneurs.

It's going to be now, in February, but it's a pilot and we're also going to do a documentary to tell a little bit about the five years of Inspirando.

In March, we have India.

Then we go to the anniversary of Inspirando, which is in June, which started in June 2019.

We're going to Mexico.

I'm going to Mexico next week.

Because in Mexico, we're going to work a lot on the history of Frida Kahlo.

Why Frida Kahlo?

Because there, in the 1950s, long before that, in fact, in the 1950s she's already dead, she was an extremely revolutionary woman, on top of these issues that we think are important, which is the issue of protagonism, which is the challenges, working with the challenges.

I don't know if you know a little bit about Frida's story, but Frida had health problems, spine problems, since forever, and she got over it.

She was self-taught, people said she was surrealistic, but in fact she said she wasn't surrealistic, that in fact she painted what she saw.

As she spent a lot of time in bed, unable to move, and at the end of her life she still had her legs amputated, she did self-portraits.

Frida is the one who has the monocilia, that everyone knows.

So she created a whole new movement on top of her own story, but not with victimism, but like, I can do something new.

In this intremear, she had a case of torrid love for Diego, and there she also talks about how for her the meaning was important, regardless of what a society imposed at the time.

So we're going to tell a little bit of Frida's story, we're not going to do the coast of Mexico, which everyone says, when they say Mexico, people think of the coast, we're going to do the opposite.

We go to cities that are not very visited, we go to São Miguel de Alende, we're going to do the colonial Mexico, to understand a little more of this essence of where Frida was inspired, which is a way for us to understand where I can get my inspirations from, that I don't need to go to a super busy place, I can get my inspirations from exactly where I am.

Certainly.

Which is beautiful, right?

In June, then, we have the celebration of the five years of Inspiring here, because it will be in Mexico, and then we will have, in August, an event, a meeting, a journey in Brazil, where Portuguese-speaking women will be invited, so there are nine countries, it will be in Bahia, on Praia do Forte, and we will bring entrepreneurs from other countries who speak Portuguese, Portuguese-speaking, because when you start, when you open the borders, the best thing is for you to be able to communicate.

So, we will communicate with our sister languages, and there is a lot of cool things.

And why also with them?

Because we have a program, which will be in September, it's the third edition, it was already done in Milan, it was already done in Paris, and this year it will be done in London, which is a program called Cool Ranking, which, in fact, Cool Ranking means that it is a trend hunter, right?

So, we will always, this program, makes us look a little bit for the next five, ten years.

We, in Loco, do this research.

And, at the end of the year, we came back to my Rio Grande do Sul, I'm a Gaúcha, we came back to my Rio Grande do Sul to do, on November 19th, which is the International Day of Feminine Entrepreneurship, a big meeting at Missões, which, again, is a connection between culture, between the history of very protagonistic women, although not very widespread, which is Rio Grande do Sul.

So, we're going to do the Inspirando of Mercosul.

So, we invited the countries of Mercosul.

So, all the Inspirando programs, they are international.

Only two of them will take place in Brazil.

It's an intense agenda in 2024, right?

Evolution is a constant in the business world, perhaps a prerequisite for successful entrepreneurship.

How has Inspirando Mulheres Empreendedoras evolved since its conception?

And how do you see the program adapting to changes in society, in the economy in the coming years, taking into account that you mentioned about co-hunting, which is the professional who assesses behavior and social, and builds future scenarios?

How will Inspirando Mulheres Empreendedoras evolve in the coming years, considering this scenario?

We observe, for example, through co-hunting, co-hunting is like a research base for Inspirando itself, right?

Through co-hunting, we are seeing the importance of sustainability, the importance of communities that are very strong, of exchanges.

So, from this co-hunting program, we are also deciding the next destinations that we meet and see what we want to see.

The world, for example, has looked a lot at the South Hemisphere, in terms of creativity, reuse of materials.

So, we are also doing this within Inspirando.

The other issue, which is the financial issue, because Inspirando is a movement that needs...

It has a budget that needs to be taken care of, right?

We realized, for example, that when programs are made in Brazil, they are programs that...

We have a lot of difficulty implementing this program, financially speaking, because it falls into a common trap, which is this post-pandemic moment, where we have a lot of digital speakers, and a lot of immersion, and a lot of stage entrepreneurs, as I say, who are teaching entrepreneurs without ever having a business in their lives, right?

But then we start to enter a competition, right?

So, I...

In the last one, Inspirando Nacional, which was in Santa Catarina, we had this discussion within Inspirando, where we realized that Inspirando Nacional has a lot of difficulty being put up, because we agree, we need sponsorship, we need people to be present, and it agrees with a group that has different offers from ours, right?

And I'm a person...

I, particularly, have some difficulty with lectures, because I like the experience.

So, we decided that Inspirando, on its basis, is international.

So, that's why both of the 24 programs that will happen in Brazil are not national.

I'll give you a concrete example of what I'm telling you.

I told you that India was a program where we registered all 40 participants in May 2023.

If I tell you, we're in January now, if I tell you that we'll have an Inspirando Women Entrepreneurs, in Rio Grande do Sul, in February, you'll let it sign up in February, and, probably, on the day of the program, or in the week of the program, there will be something that you'll have to solve and you'll say, no, I'm going to the next one.

So, this is a basic question.

When access is very easy, you don't prioritize.

Now, to go to India, you'll take 24 hours to get there, you have to have an organization, both to leave the company, you'll have more days out of the company, you'll have to make a higher financial investment.

So, one of the adaptations of Inspirando is, if I want women to be whole, really whole in this research, I have to take them out of the house.

This is already a differential of Inspirando.

Interesting that you mentioned the value of experience.

A few years ago, I was a shoe designer and I had my shoe brand of Dressing Shoes, shoes for special occasions.

And given this nature, the jump had a very relevant aesthetic representation in my collections.

At the time, I was invited on several occasions to talk about the process of building that aesthetic expression and how I built it, how was my view on it.

Because my study was directly focused on behavior and the perceptions of women.

So, this content, this lecture at the time, I called it the aesthetics of power, which was precisely the way I studied, elaborated and built a collection enhancing what this woman already had, often not expressed.

But this really triggered a very interesting reaction.

And I had incredible experiences in collection releases, in boutiques all over Brazil, some even abroad.

And some women bought a sandal, for example, and at the time I used the Swarovski crystals, which was a sponsor of my collection, so to speak.

And there was an occasion when the woman said, look Maurício, I have a sandal that I bought, I don't know, two years ago, and I never wore this sandal because the occasion still didn't deserve that experience or that feeling that it brings me.

So, the value of the experience is not necessarily the use or practice of something, but the feeling it brings you, what projects in you some emotion, some reaction, some thought, especially positive.

It's just that it's important to have given this example of the sandal, because as soon as I started to undertake alone, as soon as I became a widow, one of the things that caught my attention was that when I went to a meeting that I had to impose myself in a way that I hadn't done yet, the first thing I did was choose the shoe.

I chose the clothes by the shoe, because I had to wear a very high heel, and look, I'm a very tall woman, I'm 1.75 meters.

So, 1.75 meters plus about 10 centimeters of heel, I already got to 1.85 meters, I already imposed a certain...

Certainly.

Look, let me explain, the business here is going to be a little more difficult.

And that was a way I had to also feel safe.

And the shoe transported me, brought me this experience, which is the experience of power, I think.

These things of saying, look, I'm here, I'm here being really the protagonist of my story, and let's see how we can solve this.

So I realized that the more challenging part of my meeting is the high heel.

And today it's amazing, because this also brought me inspiration, this whole journey.

And I think it's also the pandemic, I think the pandemic has changed a lot in this matter of comfort, of being comfortable.

I think it's been five years since I've worn a high heel.

This experience of yours is an expression of the aesthetics of power.

It's where...

We're not talking about functionality, but of... a word, a term that has been used for a few years, which is the question of empowerment, but anyway, it's nothing more than expressing the value or that power, you mentioned power at the beginning, that elevates us.

Then comes Aristotle, that the great power of the human is to explore, to encourage his own virtues.

When we realize this, it's because we're bringing our virtues to the fore, right?

Behind...

You said two words that I just wanted to make a comment with you.

When I told you about some... that I'm changing, I love changing words, I said I change the network for netweaving, and I also change the empowerment a lot, I don't use this word empowerment, I change it for protagonism, because for me empowerment has to do with power over someone, and I try not to have that.

And another thing I say a lot, which is the question of success.

I see people greeting each other and saying, look, success there, success, success.

It's the obligation of success, isn't it, Maurício?

And if you asked me ten years ago what success was, for sure, for me, success, I was talking about money, about financial matters.

To be successful was to acquire goods, right?

Today I still want to acquire, but my success is about people.

I want to acquire more and more relationships, more and more learn from people, I want to hear them more and more.

I want to change my mind more and more.

So I think before success, for me it was being firm.

Today it's not being firm.

Today what I want is to change my mind.

I think that's wonderful, which is the question of plasticity, of action, of the brain, of relationships.

We've talked a lot about neurobusiness in Inspirando.

This is also an evolution of Inspirando.

We've talked a lot about it, about how we face this whole change in the world and how we are preparing to be able to sail through the changes.

I think this is very important.

Sorry to interrupt you in the middle of your speech.

No problem.

Success is directly related to the purpose that each one has.

When it is exclusively aimed at material goods, it is very likely that the purpose is not yet clear to that person.

Which is not uncommon, because it is a great difficulty to identify, in fact, what is the purpose of life.

These are the great questions of humanity.

Where did I come from?

Where am I going?

Why am I here?

In my book, Árvore da Marca, which deals with the construction of branding, it also proposes branding, the identification of personal branding, which is the construction of a, perhaps, a clear reading of what the purpose of life is, the mission and your vision.

I consider the mission as point A, the starting point, the vision as point B, the arrival point.

And when you have this clear purpose, success is conditioned to that purpose.

My purpose of life, which is even in my book, is to have a prosperous and harmonious life in search of knowledge and meaning.

So, everything that is related to the meaning of things, of life, of relationships, and everything that is related to knowledge, and then the merit of the podbrand, is perhaps one of the best means that I found to learn from a diversity of people, of intelligences, like your case.

And share your learning.

Certainly.

It impacts a lot of people.

Do you know that sharing, this sharing goes through an idea of purpose that I have?

And, for me, purpose is what I'm going to give to others, what I'm going to deliver, the best of me.

So, I think that when you talk about knowledge and that you share, because when we finish listening to your podcast, we're wondering about a lot of things.

So, sharing knowledge and sharing the story, this is fundamental, right?

You're not acquiring a curriculum, but you're sharing knowledge.

Certainly.

This is success for me.

The purpose of the podbrand is exactly my personal life mission, which is to help people reach their best version.

The episode that ended in 2023, was amazing, with Maria Alice Medina, one of the creators with Roberto Medina's ex-husband, from the biggest music festival on the planet, Rock in Rio.

And her story is amazing, right?

From the conception of Rock in Rio, how was all this process, her importance alongside Roberto Medina at the time, the strength she brought, often behind the scenes, but which was decisive for this project to come out, but above all, about her later life.

She even has a book, which is From Rock to Compostela.

She is a consultant for Caminho de Santiago, she has already participated 14 times on several different routes, Caminho de Santiago de Compostela, and she brings this experience in such a beautiful way, so I recommend everyone who watches, it is a life experience, entrepreneurship, and a lesson, really, a wonderful life.

So...

You know that Roberta, their daughter, she was with us in Portugal, we did a... a great ceremony, an international celebration of female entrepreneurship in 2021...

22.

We did it in Portugal, and Roberta came to participate with us, she was one of our speakers, we also had women from Portuguese-speaking countries, and she came to represent Brazil, she lives in Lisbon today, and we did this event in Lisbon, and Roberta is a charm, because she tells all this history that is part of Brazil's history, and today rock'n'roll is also part of our history, our cultural trajectory, and the way she tells it is very cool, very interesting.

The Medina family is a family that is part of the history of our country, of the recent history of our country, and another claim of Inspirando, and I think we need to build the history, and not just hear about it.

So, from the moment you do it, you build it, you get inspired, you connect, you're building a new moment.

So, I'm aware that Inspirando, in the last five years, has been part of the history of many entrepreneurs, who are together, and many others who don't have the possibility of going to meetings for a number of reasons, but who follow us through social media, and who are also doing this construction together.

So, when we talk about history, it's not just about the past, but about our present, our recent past, among them the Medina family, an extremely important family for Brazil.

Certainly.

Roberto, it seems to me, is the current president of Rock in Rio, Brazil and Europe.

She's amazing.

Let me introduce you to her.

Very well.

Behind each great project, there are stories of success that move us, inspire us.

Could you tell us about a case of success that moved you particularly, where someone who has participated in the IMEI events, in turn, caused a significant impact business-wise, and also in the community he was inserted?

Look, we've heard many amazing cases, and I really like that.

In one of the inspiring ones that we did, which was in Portugal, I don't know if you've heard about the Borel factory, the name of the factory.

No.

It's a wool factory.

So, what did this entrepreneur do?

In the interior of Portugal, the parents had a land, they lived in a small town, the children went to the city, and the city was over.

They were the only ones left.

And then she came back to this city, reactivated an old factory, trained the grandchildren of the old ones, and put this factory to work, and we talked about the design, you can check it later.

Today they make clothing, decoration, wool design, and she has many awards.

And she brought it back, it's like she re-populated a small town from her entrepreneurship.

So she brought families together, grandchildren, children, and everyone is entrepreneurs together.

So, for me, this was something that really moved me.

I see, for example, in Rio Grande do Sul, we already did an Inspiring Women in Missions, which was in 2022, we did in Missions, and I did for a personal moment.

My father was very sick, he was already saying goodbye to us around here, and I also wanted to be closer, and I stayed for the whole month, dividing myself between organizing the Inspiring, and I stayed with him in the hospital, and it was so interesting, because after this Inspiring, many of the women who participated also went because they knew me in my childhood, you know, that thing, we're going to meet Luciana.

They still didn't have a perception about what I was taking in terms of knowledge.

And, coincidentally, yesterday, a great friend of mine, who was in the first Inspiring, said, listen, when is the next one?

And I said, this year we're going to have one more, but this time it's international.

She said, you have no idea how much Inspiring inspired women from the whole region to create their own movements, to meet, to debate, and then she said, we're even with several cities, it's like they're mini-inspiring, because people started to realize the importance that we stop, talk, have the themes, decide some things, it's almost a formation of public policies without the chancellorship of being public.

But it's a public policy, right?

Because when we decide together that first we need to look inside, and then be able to be whole in our business, in our family, it's a public policy.

The impact that this generates is very great, right?

It reverberates through business, through job creation, through market economy, anyway, it generates.

And also the effect it generates in families, positively.

I was going to tell you about it, we even have a common friend, Arry Fokin, who was once a speaker of Inspirando, where he brought to us the importance of family businesses.

Because you know that the vast majority of female businesses go through this family bias.

Many times they start as a second business, or it's to complement the family income, right?

Women don't always start to enter as men, which is what I told you, right?

It takes longer to decide, because it goes through emotion, it starts to study more, it takes longer to feel ready to open your business.

But I read a recent research, I wanted to tell you this, I'm changing the subject, right?

A recent research that says that one of the great encouragers of women is the partner himself.

Look how interesting.

First, I didn't have this perception.

And if we were to talk, it may be that this data would not come to us.

And I found this very important.

Looking at the new generations, and I'll give you an example, for example, my son, who just got married, I see him and his wife talking about entrepreneurship, about business, and it's not the same thing.

And this is very cool, which didn't happen with my husband.

My conversation with my husband was like this, in the beginning.

Look, whoever earns more has the right to choose where to go.

Because we had different professions, and I ended up following him, because he was from the financial market, we moved a lot from the city, and I followed this decision.

Whoever earns more, I doubt that today my son and my daughter-in-law made this decision.

They go together.

This is really a construction thing.

Construction, this results in entrepreneurship.

It's amazing.

Well, we'll stay here for the rest of the day, right, Maurício?

This is a topic that we fall in love with, because one thing leads to another.

And one thing I wanted to tell you, which is what motivates me the most in entrepreneurship, is the following.

It has two basic characteristics.

Either I'm entrepreneuring because I want to, or I'm entrepreneuring because I need to.

And in these two possibilities, I can do charming jobs.

Which is different, for example, from being an executive.

Because when you're an executive, you enter a business that already exists, that already has...

For the better you are, as a professional, you always have a driving line.

When you're an entrepreneur, you have the possibility of creating from scratch.

So, for me, creativity is a very important thing.

It's very stimulating.

Let's start now, Luciana, with three questions that I ask all the guests and that stimulates what we have most introspective in relation to these themes.

First, what are the virtues of a successful entrepreneur?

I think it's curiosity.

Curiosity.

For me, if you're not curious, you're not going anywhere.

Because the entrepreneur will always want to solve something.

Or something in his life or in the lives of others.

He has to be curious.

He will seek this knowledge.

Because when you're an entrepreneur, you're creating something.

If you're not curious, you don't bring anything new.

What differentiates dreamers from doers?

A movement.

Totally.

Because one thing is you think.

I can think, study, set up a business plan, do a wonderful job.

The other thing is you go there and do, and evaluate, and go back, redo.

Not that you don't need this whole part of preparation.

You need it.

But there are people who never get there.

There are those eternal students, that guy who has an incredible knowledge, but he can't put it into practice.

Because he doesn't make the move.

So I think to enter, you have to make the move.

And the last one, what is design?

It's a wonderful thing.

It's a construction.

When you have this creativity, and you combine it with your creativity, and you draw something new.

Because the new only exists because behind this new, there was a person who made a different design, who thought there were different ways to look at the world, to walk around the world, to live this life.

Not everything is ready.

There's still a lot for us to build.

Certainly.

We are now, Luciana, in one of the most appreciated sessions, which is the reading indication.

Which books have impacted your career?

Many, many.

But look, I even separated, I brought it here because I knew you were going to ask me that.

Excellent.

I think my essence is in this book of our great friend Ferreirinha, who is a guy who can talk about the experience.

He talks about the taste that never goes back.

It's by Carlos Ferreirinha, which is a great name.

I don't think Ferreirinha talks about luxury.

I think he talks about the experience, the design.

I think Ferreirinha is a great designer.

And Ferreirinha, when he says that the taste never goes back, it's because when you expand, you can't go back to your original size.

Yesterday I was listening to a podcast, if I'm not mistaken, his name is Rodrigo Ubner.

It was a podcast with Pedro Bial, and he gives an explanation about resilience, because being resilient is being able to go back to the original state.

And then he gives the example of a car spring.

Ferreirinha tells us the opposite of that.

Ferreirinha doesn't talk about resilience, he talks about plasticity.

He talks about what we can do to be different.

The book, each page, is for you to do paintings around the house and read every day.

I think it's amazing, I think it's unmissable.

The biography of the abyss, I haven't read it yet.

This book, who gave it to me was my son, now at Christmas, my son lives in Dubai, and we talk a lot about political issues, because he lives in the Emirates, and he has a completely different political view from our political view.

So we talk a lot about that, and here he talks a lot about polarization.

When we talk about politics, about polarization, because it seems that when we talk about politics, we have to choose a football team.

Either I'm this or I'm that.

And politics is not that.

Politics is the art of bringing more people to compact your ideas.

It's learning new ideas.

This is my point of view.

So I think it's a really cool book, it's called The Biography of the Abyss, and it's by Felipe Nunes and Thomas Traumann.

I highly recommend this book.

And this one, too, was given to me, was sent to me by my son after we had a very serious conversation at the end of the year about sedentarism, about mental health.

I'm 56 years old, I'm in love with everything in my mind, but I'm not in love with my body.

So if you ask me if I want to walk, if I want to read, obviously I want to read, so I'm sedentary.

And I'm a poster girl.

Tomorrow I'm going, tomorrow I'm going.

So this is connected to mental health.

Then he sent me the book by Drauzio Varela, which started 50 years ago.

So, Maurício, maybe after I read this book I'll do a marathon.

I don't know if I'll get there, but if you tell me it's a marathon, like he told me, that in November there's a marathon in Valencia, I'll learn how to run, which is to go to Valencia and meet him.

It's not the race itself, but anyway, he told me that this book by Drauzio is a very passionate book.

So I recommend this book.

And a few more that later I can send you a list, which I think is always interesting, which is the same thing when we watch series on TV, which I also don't have much patience for series, but I love biographical movies.

I keep thinking it's a matter of design.

How didn't I think of that before?

Look, you can do it this way, you can do it differently.

And that's it, I love to read.

I'm a reader, I tell more.

Very well.

And to make it easier for everyone to access, we make available the links of these books directly in the description.

In addition, I invite you to explore our book section on the podbrand.design website.

There, we gathered a crowd with more than 250 books recommended by our guests.

Be sure to check it out.

The link is also there in the description.

I now have the question from my previous guest, which is Maria Alice Medina, who is an author and philanthropist, and who was on the podbrand in the last edition of 2023.

And she formulated this question, Luciana, without having any idea that you would be our next guest.

And I tell you that I was very surprised by her question.

The question is, why did you agree to talk to Mauricio on the podbrand?

I accepted because I'm a kamikaze.

I'm that person who, when he's afraid of something, accepts the challenge.

And I was very afraid to participate in this podcast of yours, because I think you're a sensational guy.

Because you have something that you pay a lot of attention to your guests, and you take that essence of the guy there and give a bigger nuance.

And I say, man, I won't be able to talk to this guy.

I'm going to cancel this podcast.

And then I kept thinking, no.

Let's go.

If it's scary, we go with fear.

So I loved coming here.

I would stay one day talking to you, really.

Because I think when we can exchange and get over the fears, really.

I was very excited to talk to you for the admiration I have.

See, Medina?

I'm here, strong and strong.

I survived.

I am survived.

I am survived.

Thank you very much, Luciana.

It's an honor to have you on the podbrand.

You are certainly up to all our guests.

And if you could ask a single question to our next guest, what would it be?

I'm going to hope that the next guest is a man.

Because I want to know the following.

When you think about entrepreneurship, when we talk about entrepreneurs, do you think of a man or a woman?

Interesting.

Interesting.

The question is inspiring.

It deserves reflection.

I want to hear the answer.

Very well.

I want to hear this answer.

Ok, Luciana.

I am extremely happy to have accepted the invitation, to have brought all this experience of your project, which is wonderful, inspiring women entrepreneurs, building and empowering women to the market economy, to the creation of new business and gathering this expertise of all, not only in Brazil, but also abroad.

Thank you very much.

I am very happy to be here today, from the bottom of my heart.

I hope you say that you are waiting for me in Bangkok.

I am an offer.

I don't know Bangkok.

Lamma.

It is a beautiful opportunity to carry out a project there, bringing Southeast Asia to the center.

Bangkok is really the hub of creativity and innovation of Southeast Asia, which are six countries.

Obviously Singapore has all the prominence.

I did my postgraduate there, even.

But Bangkok has a property that is unique.

It is not only the Thai language that is spoken only in Thailand.

The behavior and the way people relate to each other is unique in the world.

I have traveled a lot and we are contemporaries.

In fact, it is an inexhaustible experience.

I wait there.

Who knows?

Inspired by March 2025, we will not visit you.

Excellent.

Thank you very much.

See you soon.

See you soon.

Thank you for the invitation.

This episode took us on an inspiring journey, highlighting how entrepreneurship not only shapes business, but also transforms lives, communities.

Luciana and her work at IME is a powerful testimony of the impact we can achieve when we support and train women entrepreneurs.

Thank you for sharing your experiences and insights.

I hope everyone has the same joy of having listened to Luciana as I do.

I invite everyone to access the podbrand.design website.

If you liked this episode, share it with your network so that more people can be inspired by the story and work of Inspiring Women Entrepreneurs.

Don't forget to subscribe to our channel.

See you in the next episode here on the podbrand, the design podcast.

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