Dreamers and doers, welcome to Podbrand, a podcast about design, strategy and innovation.

I am Maurício Medeiros, consultant in strategic design, mentor and author of the book Arvore da Marca, Simplifying Branding.

This year is especially significant, as we celebrate the 99th anniversary of the Art Deco movement, a movement that transforms architecture and design, incorporating innovation and elegance that still inspire our vision of beauty.

In today's episode, we will explore the fascinating world of coaching, a practice that provides tools for individuals not only to achieve their goals, but also to maximize their potential.

We have the pleasure of welcoming Ana Forte, a specialist in coaching, born in Portugal and living in Iceland.

Ana combines her expertise as a unique perspective, helping her clients navigate complexities, both personal and professional, with an empathic approach.

Ana, welcome!

Thank you, Maurício.

I am deeply grateful for this opportunity to be embracing the world, including honoring my ancestors, because I am the granddaughter of a Brazilian, and therefore, as I have lived in several countries, with deep humility and gratitude, I welcome you, because I think it is absolutely extraordinary what you are doing here, not only what you have done professionally, but also in this incredible diffusion of creating an increasingly conscious, therefore more capable and freer community.

And it is extraordinary to be here in your universe.

Deep gratitude.

I thank you, Ana, thank you very much for your words of consideration.

The Podbrand is a voluntary project with the aim of contributing with the experience that I lived up to this moment in my life, seeking intelligent and highly impactful people for all people, just like you today, our special guest.

Thank you very much.

Entering the subject, the coach often has a slightly confusing perception of his definition.

In some cases, the concept of coaching is mixed with mentoring, which are different processes.

In some moments, even with therapy, which has a totally different approach and has another goal, even within the field of psychology itself.

So, how do you define the coaching process and what are the main differences between these approaches, also of mentoring and therapy, compared to coaching?

First of all, thank you very much for this opportunity, including because it was part of my process.

It has always been clear to me that I am very focused on the protocols.

I have always been a person who studies a lot.

I know that people sometimes wonder why I have so much expertise, because in addition to knowledge, I had to put them into practice.

I was invited by life, by the universe, by what you believe, in several countries and in completely different projects.

So, thank you for this opportunity.

And I will try to use a language as clear and simple as possible.

Because we are going to speak to millions of people and this will go around the world.

And it is very important, sometimes, to make those small links.

Well, really, coaching, often, even for professionals, there is a tendency to get involved in the challenging process of their coaching.

In other words, the coach is a guide, a trainer, as he is exactly designated at the root of his word.

He has a being up front, who already has a training, who is already developing an activity, or who is already in a personal process of some situation, or starting a relationship, or starting a new synergy.

And suddenly he realizes that there is an entry there, that his result does not manifest itself until he visualizes it.

In other words, as he even dreamed.

Therefore, the coach is equipped with a set of tools to support that process and that process alone.

And, Maurício, many times we are talking about very simple situations.

For those who know and like football, for example, a few years ago, Portugal, for example, was the European Championship with one goal and with one player.

And he only trained that for years and had several anchors, that is, to reinforce himself.

His goal was to score, so much so that later, never again, his career was the same and even went to other teams.

He left, but it was at that moment.

Therefore, coaching is a process that focuses on a result and a goal.

It can and should be continuous, but that depends on the divine ambition of each person, on the project, on the purpose of life, on the vision they have.

If that person wants to continue, for example, I can prepare only for this episode of yours and then realize that I would like to do this more often.

So, for me to prepare for this episode, I will have to have a certain type of tools and techniques that you supported very well and guided to give an incredible security.

This is it, it is important to do this, it is important to do that.

For those who do not have that ability, you can get here and give your best.

This does not mean that there are no interferences, but it is, deep down, results or results.

Therefore, the coach, the coach, so to speak, does not have to have experience in a certain type of area, such as audiovisual or, for example, football.

He will work with techniques that he has to accelerate.

That is why, in many companies that I gave training, I was considered a high-performance coach.

Why?

The multinational companies where I work want an immediate result, that is, that the response time is very short.

So, we are developing, working to enhance human beings that have, despite an expertise, we are talking about people with a high profitability, they still have several scenarios.

But the goal is how we get from A to B or from A to Z in the shortest possible time and with more success.

And of course, there are several techniques.

I thank you, I'm just going here, I don't know if I have the opportunity to make a small differentiation with my theory and with therapy, because the coach should, in his truth, in his credibility, realize that there is a challenge, some emotional imbalance, it is not up to him to accompany this situation.

As you said very well, they should go to a psychotherapist, to a psychologist, to another professional, to a therapist, to be able to work on the emotional cause that will block that result.

That is, we are not going to look for the emotional cause as a coach.

The therapist, that I am also a therapist, that is, because later in my life I realized that I had to have another vision, but that is my reality, so the person can be only a coach and only a therapist.

So, pass that challenge to the therapist who will support his patient.

It already has another dynamic.

And in mentoring, it is completely different.

In mentoring, there is already a transfer of knowledge.

A man like you, who is an expert in this area, has everything to teach me or someone else.

It is a transfer of knowledge.

Saying, Ana is already a director.

Ana, it is important to do this and this and this, because this will arouse this emotion in the brain, it will arouse that there, it will have this impact there.

In other words, it is a transfer of knowledge, of skills and skills.

Of course, it is life that moved me, it is exactly the mentoring.

Only in each project, I present myself with one of these dynamics.

And so, it is essential for the professional, whatever the area, to be vigilant, so as not to skip, because today, the information is so widespread.

If everyone wants to work, even because our mission here is to develop, the person learns and then there is an urgency to pass all that knowledge on to the other.

Well, not the coach, the coach works with that focus, that result and with that person in front of him.

He is the one who has all the answers, including in the coaching, it is a more silent process.

It is an open question process, to awaken and understand what is the way, which is not a highway that he is doing, and how to see it from the GPS that that being has, and how to get further.

I don't know if it was clear.

It was very clear, Eto.

It was very clear and precise.

The coach is a process that stimulates, as you said, the flow of skills and potential skills in the coach, which is the client.

And psychology deals with issues much more related to the psychological and emotional aspect, especially in the past.

Often he doesn't even have the notion of what he has.

Because normally in coaching, what happens?

We have that result and we block there.

And then there is another type of process, which is when we already have that result and we intend to reach another goal.

Therefore, not everything has to do with limitation, with self-limitation.

We are all limited beings.

We are not comparing ourselves.

And then the results are not what we want.

Therefore, it is essential to understand what the goal is.

And many times the person says, but I'm so afraid to do that.

And where is the greatest fear is where the greatest talent is.

For various reasons.

And here we would go to various areas.

Either because it happened in childhood, some situation, or because we can go to the biological part as well.

Because there is an imbalance and many times the person is more tired, has less energy, because there is even a lack of vitamins and minerals.

And therefore the person feels without that ability to develop.

That is, the rope is already discouraged for life.

Therefore, we are a complex.

And therefore it is extraordinary to realize when we say, ah, fantastic, it's there, I have this fear and now I overcame it.

And then we work in another dimension.

In a dimension of accelerating, of further enhancing.

Therefore, if you have some fear, many times, believe that it is in that fear that your shine resides.

Interesting.

This expression, very interesting.

Even as a curiosity for people who are not close to the subject.

The etymology of the word coach goes back to a Hungarian term, koši, referring to a carriage in the city of Koši, which symbolizes the transport of people from a current state to a desired state.

Hence the origin of coach, which as a synonym we could say guide, instructor, trainer.

I think it has an army, a fundamental role for people.

And the coach, in a way, more focused on the business environment, it happened in a second moment.

It seems to me that the coach started in the sports area.

With more visibility.

Exactly.

And there is a book that deals very well with the theme, including the methodology, which is called The Inner Game.

In fact, it's The Inner Game Tennis.

It's a reference.

Exactly.

And what is the importance of training and certification for coaches in the guarantee of effective practices of coaching?

We know that there are some associations, including international ones in the area, that promote not only certification, but also a professional ethics code.

The International Coach Federation, ICF, is a good example, perhaps, of this qualification, let's say, and authenticates some professionals.

But not exclusively, there are several others, and I believe that in Europe there must be a specific one.

Could you comment a little on the qualification of the coach?

Of course.

We also have this one here.

As you can imagine, Maurício, many years ago, even when I started, there were not even all the international organizations that were growing, because they were transferring all that American dynamic, which was more of an American practice, to the rest of the world.

And the concept and the context of the various American states is completely different from the rest of the world.

So, there had to be an adaptation.

And then there is a challenge that has to do with the legislation.

Curiously, I can give examples.

In Portugal, there has been a lot of attempts to bring the legislation, and I remember that in 2010, already in the United Kingdom, there had to be a Civil Responsibility Insurance, not only as a therapist and as a coach, despite having to pay quotas to be able to exercise the activity, to be admitted within the English reality, because I was there, as well as within the institutions of coaches or therapeutics or others that I was joining.

And I consider that it is essential, we are already going to the training part, which is such a system.

It is essential that we are connected, connected with the large families in the area of our expertise.

First, to understand our moment of evolution, it is not just a matter of belonging, it is our moment to understand and to aggregate more and more knowledge.

There is no other way, there must always be knowledge, always an increasingly modernized update, because today we have reached nanotechnology, and it is essential to understand this nano concept in each of the areas of life.

How is this certification?

I am for certification, and in all my cases, they often say, but there are people who take the course in 3 or 5 days.

Well, none of my training was less than 3 years of areas.

And why?

First, because I really like to deepen knowledge, and this is just my example.

This does not mean that I do not already have previous knowledge, but I really like to make that path of mastery, which is to acquire this knowledge and test it, and test it in various countries, in various areas, in various generations, in various races, with different behaviors, from the desert to the interior of Africa, to multinational companies that work with immediate reaction, with immediate action and result.

What does this mean?

Certification is important as long as it is not just for the concept, or because if I am certified, for example, if I am certified by several international entities, I have a greater openness.

Because there is one thing, Maris, the market will select, the level of awareness of each client will select.

Now, what is fundamental, training is.

Why?

Because many times, and I'm going to play a little bit here, because in some countries they talk about this, which is the Google University.

As I said, I am still from the time that I had to go to several libraries to get it, there had to be such dislocation, such physical input to go to several libraries, not only in Portugal, but in the United Kingdom and in other countries, to go and acquire a book.

And today, when I say acquire that knowledge, have that physical contact.

Today, we have the privilege of having everything in our hands.

Inclusively, as we talked about a little while ago, today, artificial intelligence will look for the best of your content, for example, to transform you into your best avatar.

Now, if the content is not correct, or if it is not updated, and that's why, let's understand, a book that was created in the context of 500 years ago, may have a vision, may have a vision that applies to today, but it was conceived at that moment.

Therefore, there will have to be an adaptation.

And now it depends on who is reading it, right?

We have, as we usually say, scales in music, or several octaves in knowledge, it depends on the way you are reading.

Now, if I'm going to work, be it with the human wound, be it with the human psyche, be it with the human training, wouldn't it be fantastic for us to acquire the best knowledge to know how to deal with the greatest challenges of all?

Because every being is a different being when we are in contact or in an online situation nowadays, or in a one-to-one, physically.

Wouldn't it be extraordinary if we had acquired this expertise and had trained a lot to be able to help each other in the best way?

At the moment, it's not another person, it's helping each other.

The more tools I have, and it's said a lot, as you know, nowadays to be happy you have to have financial freedom, financial freedom in several areas, with a passive income.

Now, emotional financial freedom is not extraordinary.

I put myself in a position, let's use some words here, some concepts, ground zero, putting ourselves in that zero space, knowing what we have there and what tools we can empower that person with.

Even because I invite all professionals in all areas to a little exercise.

Every day we have situations that we completely dominate, but at the same time I usually say that the radar is very esoteric.

It's the natural process.

Everything is happening at this moment and in a completely fast way.

I remember, 50 years ago, I brought my father to say that he wrote Nardoz.

However, at the age of 14, he was on television.

Well, and he was fascinated, at the age of 14, to see the man on the moon.

For those who believe, of course.

For those who don't believe.

So, if we have in the family, like me, an extraordinary visionary person, because it opens us up, it allows us to put ourselves in a different zone.

It's not a zone of comfort or discomfort, that would be another conversation.

But in a different space, because the others who are next to you are not seeing the same thing.

And that's why it causes a lot of suffering in people, and a set of unresolved emotions, because I'm feeling, realizing, seeing, and having an objective that most people don't see or understand.

So, isn't it extraordinary that we have a certification?

That's the starting point.

It's not the point of arrival, Maurício.

That's the starting point, because daily, what we do with that content, with that information, is a skill of ours.

It's a responsibility of ours.

So, that's just the beginning.

That's why it's extraordinary, and I also know who doesn't have a focus on that certification.

And I'll give you an example.

I have, I'm even considered in several areas, and even in more than one country, the most certified person in a certain area.

And that's the public.

They ask me if I have any of my certificates, even the ones I had as a law degree, because I took a law course, in addition to other postgraduates and master's degrees, if any of those certificates, someone who knows me, ever saw me stuck on the wall.

And it wasn't for lack of self-esteem or anything else.

Because, first of all, I was always changing and traveling, but that's an internal process.

Now, I think it's extraordinary, when we arrive at a certain place, and we see a wall full of certificates.

Perfect.

Now, it doesn't stop, for example, in my case, being recognized in several areas, as the most certified person.

For example, last weekend, I was in a training, which I've done several times, including with that person's mentor, in a group, there were 20,000 people, locally, besides those who were online.

Why?

For several reasons.

So, it's not a cause and effect.

I'm going to have that certificate, to show that I'm someone, or that my knowledge is capable.

Even because there are people who have absolutely extraordinary training, but then they have an inability to manifest, to create, in several different areas.

And many times, others judge, what's going on there?

Why is that person, trained here, trained there, unable to get there?

And then, for example, the importance of the coach, to understand what's going on there, to lead the person, to identify the situation, what is it that is blocking, or if there is another situation.

So, certification, yes, always.

Now, this can often be understood as a belonging, that is, belonging to a family, as a social recognition.

The other issue is, we need knowledge, to have the last breath.

And what do we do with that?

Because many times we do, but...

Look, I'll give you an example, of when it was COVID.

Before that, I felt I had to go to Iceland.

And, in addition to other tools I have, I ended up having these things.

But how do you go alone now, again, to Iceland, from scratch?

It was wonderful!

Soon after, it was COVID.

That is, I had an island, four times bigger than Portugal, where people are very pragmatic, where I bought rules, where, three months ago, everything was open.

We could only take the whale, or swim.

And the water is a little cold, just for those who did rebarding like me.

But the point is, it was or it wasn't, people say, but you knew.

That would be another conversation.

The point is that we are often guided by a certain type of moment.

And then, of course, we also have to make choices if we continue or not.

And how do we want it?

And it's no wonder that I'm in one of the countries that is once again considered the third happiest country in the world, when it's only three months of summer, and the rest is dark.

And why is that?

So, if you want to be at that frequency, then you have to take the step.

Many times it's challenging.

People may think like this, because it's not easy to start, to start in the UK, to start in Iceland, to start in Cape Verde.

We have to adapt.

And one of the characteristics that I have is not to lose my identity, but to be Romanian in Rome.

That is, I soon learned Icelandic, I know the culture, I know how it works.

Why?

Because I work in Iceland, I've always worked with Icelanders and also with multinationals from around the world.

Even because Iceland is a hub.

And curiously, this is what I'm telling you, but this is my conviction, this is my perception, that you can evolve.

Because life, the universe, whatever you want, always invites me to test.

Everything I've learned, I'm tested.

And I'm tested in this dimension.

That's why I end up having an expertise and move on to mentoring in various areas, from oil, aviation, tourism and other things.

Why?

Because I'm tested.

But that's me.

The important thing is for everyone to understand where they want to go.

And you often ask me, but when you were little, was that where you wanted to go?

No.

No.

But then, many times, life has plans for us, doesn't it?

And when we understand what the purpose of life is and our mission in various areas, everything happens in a completely different way.

Therefore, knowledge, always.

Certificate, yes.

But then, Maurício, as you know, we have to be the ones who have that self-availability to understand how we're going to deal with that reality now.

And for me, that's freedom.

Freedom is not being alone or traveling around the country or just being in one place.

Self-freedom is how do I deal with this feeling of inner peace, using simpler words here, feeling of inner peace.

I feel that if I left today, if I moved today, if I died today, I would have done everything I wanted to do.

It's not what I had to do, it's what I would like to do.

When I lie on my pillow, that's what happens.

Because when you get in, we have many challenges in listening to us, because we're going to hear things that we usually don't like.

And it's looking at that and understanding, studying a little more.

So, certification, yes.

And then realizing what is the best method for us.

There's always evolution.

What was 10 years ago is not now either.

Including, as you know as well as I do, nowadays we're talking in the new language of PNL, we're talking about new coaching, because everything has to have an evolution.

We have to give an answer to what's happening today.

And the answer is our own answer.

How do I fit into this?

How do I manage, when I'm overwhelmed by so many movements?

Because, suddenly, now they're already...

In artificial intelligence, they're already employees, who are attending in various segments.

How am I going to deal with this?

And the other day, we were talking about it, because it's a dilemma that comes up a lot to me, in the security of businessmen and people, and service providers.

And we were talking, and I talked to you a little bit about it, which is, very well, the content will be translated into more than a hundred languages.

But now, here's the thing.

Imagine the areas.

You're a specialist, for example, in digital marketing, among other areas.

So, wouldn't it be extraordinary if I work with translators, so that they can connect with this new reality, and can correct, for example, your digital marketing content?

To be what?

To be the best in your area, instead of being just a sum of the best algorithm of those concepts and prejudices that you said yourself?

So, imagine, a translator himself, instead of being scared by this reality, let me see.

Okay, I'm a specialist in what?

Personal development, in the holistic part, in digital marketing, in politics.

So, maybe I can learn a little more about artificial intelligence, and offer these services, because this is already a reality.

It's not even the present, it's already the past.

For example, it's a re-signification of this very reality.

And the other day, a lady looked at me, I was in a training, she was teaching, and said, we always see the new as an obstacle, or when I say that, the majority of people.

That's why we have to have these professionals.

So, it's like this, it's inevitable.

So, let's learn the rules of this new language.

Let's learn and understand how can I position myself.

Even for a personal contact, isn't it?

Even imagine, people say, but I'm not in a company.

No, but you can receive a message, and think it's your father, it's your mother, or you can think it's a colleague at work, or you can think it's your bank manager, and a fraud happens.

So, imagine, how can we give this information to people, and give them that freedom?

That's why I always believe, and I will always continue to study, until the last breath I have, and then I will bring my conclusions, of course.

And I'm looking for lines, there are several lines, aren't there?

And so, there are some that I'm developing more, there are others less, then there are others that I take back, with any professional in their area.

Certainly, the process of updating is constant, isn't it?

Considering this dynamic of recent years, especially with the advent of the Internet, the digital connection, including remote services, what are the skills and skills that you consider fundamental for a coach to develop and guarantee high performance in sessions for his clients?

Exactly.

Look, I believe it depends on what result you want to achieve.

And I can tell you, I'll give you two examples that I experienced.

I went, for example, and today it's public, at BP, I was responsible for the custom service of several services in Latin America, and we're talking about Mexico, Trinidad and Tobago, Brazil, and others, okay?

And the support was in India, and I was in England.

Well, for me to have an answer, right?

Imagine, I had to go to the other side of the world.

I had to understand what the mindset was to be able to get results, to be able to solve the challenges that were put to me by the clients.

So, if I'm an operator, I have to understand what is asked of me.

If I'm a manager, if I'm a manager, I have to understand what I need.

It depends on what you need.

The question, for me, is that, normally, we get confused, especially when we are run over by new realities.

Do you understand?

We go back to the state of fear, which is such incapacitation.

We believe, there's a synapse here, a synaptic movement that says, no, no, no, no, that's saying that you can't do that.

The person thinks, I can't learn more languages, I can't solve this, I can't answer or click in X seconds.

So, the technique depends on what it is, and it's very precise.

Before, there are many practices in coaching, but the question is that, for my perception, and as you know, I work with several countries, daily, not only in one project that I have, but in several projects, I have to meet the mindset, that is, the way of thinking, the configuration of our computer, in different ways.

People can still be positioned at the same frequency, that is, they have the same goal, they work in the same situation, but they have different personal and life paths, and they are placed in different processes.

And I'll give an example that has nothing, for you to understand better, so as not to make this too theoretical, that has nothing to do with a professional result.

I have a project in which I invite people to talk about their projects and their positive and global impact, and this is an extraordinary doctor who started to develop, also many years ago, the holistic integrative vision, but she works in a hospital context, that is, she can work in a hospital context with both.

Curiously, she is Brazilian and curiously knows where she is in Israel.

And a few months ago, at that moment, I prepare the conversation, as Marcelo does, but Marcelo is much more of a doctor, I'm not here to compare, but I'm recognizing him.

I prepare and she didn't say a single word.

And I said, how wonderful, what a wonderful smile, how is everything?

She said, only one thing can happen, I'm inside a bunker.

And so, five minutes ago, there was a bombing, and so you can hear some noise here.

In an energy, in a total availability, in a situation where I would not contribute financially at all.

So, she wasn't even selling her services, because she works in a hospital in Israel, so it's not like sometimes I have someone who will sell a book, or will explain a dynamic to sell a service.

And I thought that, and I said, my God.

In other words, I came and said, so it means that I am aligned.

Because a person who does not transform that, I said, oh my God, so how is it?

I was even grateful, she said, oh look, it was very curious today.

We are very well protected, that was a while ago.

And curiously, I was seeing that I was late, because as there was a bombing, we had to go to other bunkers.

In other words, everything was prepared, we had to go to the bunkers, and I was seeing that I was coming here late.

And it was just a conversation.

So, see the degree of consciousness, feel the degree of consciousness of this woman.

And it was extraordinary, if all the people who touch our soul, our body, who touch our services, who attend us anywhere, or even an avatar, had this dynamic.

So, everything this lady touches and creates, I believe, well, everything can change.

And I believe that it has a completely different genesis.

In other words, not even a bombing was an obstacle to come.

Oh, I'm here, the challenge, here, there, internet.

No.

So, this explains that, of course, later, in the end, we talked about how she could, including, enhance another result.

And it is absolutely extraordinary, because, if you notice, many times, we human beings, we can do the most challenging things, the most extraordinary.

And then, the situations, the simplest, the most simplified actions, are very embarrassing.

And so, it's wonderful, I think it's incredible, I think it's the magic of life.

Because the only mission we have here, besides experiencing love, is emotion, and it's this development, isn't it?

It's this, us being able to overcome ourselves, but each time in a lighter way, and more wonderful.

And I asked her, and why don't you get out of there?

Because you're at war.

As I was in Iceland, completely protected during COVID, and I had to work the internal guilt, of not having caught COVID, of not seeing anyone traveling, worried about my friends, and my family, who was on the other side of the world.

She said, my mission now is here.

And as long as I feel safe, and that I can develop my activity, to be able to support, many times, we are within this dynamic, extraordinary, but involved, in a very aggressive, and uncomfortable environment.

As long as I feel that it's here, very well.

If not, I'll go to Portugal, or to Iceland, or somewhere else.

This requires a lot of courage, to go, balancing, our consciousness, with our fragilities, and understand when it's the time to catch up, which is another situation, that the human being has, many challenges.

There are people who already come very trained, already come with that chip, already come, super trained, but believe me, for those who work on many projects, and in many situations, it's not a matter of starting over, it's, now I have to reorient myself.

And then, if you are very focused, if you want to study a lot about that area, if you want to be well informed, if you want to be on that line, to attract those people, because as you know, most of you, it's already a, it's information that is very popular, if we want, to keep ourselves at that level of knowledge, or to feel expanded, we have to be around people who challenge us, in a positive way, who stimulate us, and therefore, we must be surrounded by those people, who don't, in a toxic way, who cancel us, but also, in a smooth way, when I say smooth, it's conscious, that we, and then, and now, how would we do this?

And how, and therefore, it's absolutely extraordinary for us, in this moment, to be able to position ourselves.

That's why, Mauricio, going back to the question, we're navigating here, the question is, that I would like to awaken people's consciousness, to realize that a professional, has to be constantly evolving, to realize exactly, if what's happening there, is a frequency of, cancellation, or self-protection, because, so much is capable, so much is, and this is a very interesting thing, that I give this example, many years ago, when I learned, it has the same line, it's in the same vibration, the violator and the violator, and therefore, we have to understand exactly, where we are, to be able to, to respect, and then, to be able to accept that situation, and then, transcend and resignify.

That's why, I would like to thank you, for this opportunity, to let me, to share this message, that, in a word, make a link, because we really need, we have so much technical training, so many tools today, that are given to us, for free, even because Martin Digital, said, oh, we can do this, we can do this, we can do this, Martin Digital, said, oh, come and learn this, come and do this, come and do that.

But the integration of all that, I believe, is the big challenge, right now.

And we are human beings, and we need this integration, increasingly, in a more conscious way.

And that's why, I always invite, these updates, to be part of these, big communities, even if the person, already has a project, there is no competition, none.

I invite you, to connect, with these, with other communities, that have the same goals, and have the same goals, and the same focus, to be able to remember, to relearn, to calm down, to soften, to remember a technique, because it is extraordinary, at least in my view.

But I really want people to be happy, Maurício, to do what has a purpose in life, but that's me.

It's like you mentioned, the balance of our consciousness.

I'm an enthusiast of knowledge, and I love to learn.

How nice it is, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, to have the opportunity, The main obstacle to performance is the mind of the individual.

He identifies two selves.

Self 1, which is critical and dominated by the ego.

And Self 2, which is the true self and has natural abilities.

And the main goal of the inner game or coach is to minimize the interference caused by Self 1.

The ego, the personal criticism, allowing Self 2 to operate with its full capacity.

Which is a concept to revolutionize not only in sport, which was the case of the authorship of his book, but applying the techniques to free the human potential without the barriers of self-judgment.

It is an area, a spectacular territory.

I am fascinated by all this.

Incredible.

Even because, if we go back to our childhood, to those memories where we didn't have any record, and we're not talking about the relationship in which all the environments that surround you, you're not capable of doing, or you're not good at it.

Those children's games that we had, and many people don't remember, exactly because of those blockades, those games that we had, they are a reference.

That is, even if the person doesn't look for other tools and techniques, what would I like to do?

Or the dynamic that I sometimes have.

If I were to move on now, if I were to die now, what would I like to do?

What a legacy.

We know that from one week to the next, no one remembers us.

And if one day Mr. Google closes all this, no one remembers.

Only people who have crossed paths with us, the connections of the soul, remember.

So, what is important?

This thing of recognition, it's fantastic.

We say, Ronaldo, Pelé, Messi, these generations, but in a few years no one will know, because they didn't have it, they didn't vibrate, they didn't cry, it didn't have that biological and expansive expression in the body.

So, people who are able to live and die.

So, what would I really like?

It's no longer my footprint, it's no longer my legacy.

My legacy is, how do people remember me?

For a smile, for a person available at that moment.

They remember, for example, I hear you speak and it reminds me of Ana.

Ana, the lawyer, Ana, the coach, in that business context you have.

But then there is this Ana, who I want to thank for allowing me to do this, to bring a simpler, more welcoming language, to reach those people, to wake them up.

On the technical side, it will already exist, and it depends on the clients who come.

And I want to thank you, that's why I love it, I love studying and being with mentors and that protocol.

And for many years, I didn't leave that rigid protocol, because I couldn't introduce myself to what worked.

But then in life I will say, so what now, Ana, how does this work?

So, it's extraordinary, so remember, when you were very young, or if this were to end now, what would you like to do?

And do it.

And if you still need support, ask for quality support.

And that's why it's essential to have an Ana, to have a community like that, for the person to be stimulated, for the person to be lifted, for the dopamine to be activated.

And so, remember, that from 20 to 20 minutes, even being, even being in depression, there are many times when the basis is a biological degradation.

It's important to understand what's missing there.

Our body is an extraordinary machine.

And so, to have a matrix that self-regenerates.

So, from 20 to 20 minutes, let's get up, let's move the body, let's put on a song that stimulates us, attention to the words, to the thoughts, and you will see how small steps make the change, and then ask for support from a professional.

Because many times it's such beliefs, oh, I don't have money, I don't have the ability, I don't have an agenda.

And if you put yourself exactly in your position that I can, and visualize what's happening, you will see that such miracles of life, the magic of life happens, and you jump from the 600th position to the first, and that person appears in your life that comes to give you an opportunity, you just have to be prepared for that opportunity with all your inner truth.

It's no more than that, the inner truth.

Because we only manifest outside what we have inside.

So, if we have that inner truth, we're going to attract extraordinary people with the ability to understand where we are and our potential.

At least, I believe in that.

Well, how do you measure the success of a coaching process?

What are the metrics or indicators that are most effective to measure the performance of your clients, your coaches?

Maurício, infinite gratitude for asking me this question for a reason.

We have to see two contexts here, and since I have that experience, I would like to share it with you.

There are many methods and many metrics, but it depends.

If you work individually, you can add various techniques and various metrics.

And, including, through what is happening to you.

Because, as you said very well, in football, you have to have different results, because they prepare for a certain type of moment and time, for specific dates, for example.

While other activities will be different.

And I'm going to resume the question here.

Then, you have communities and international organizations in this area, as in other areas, that have specific metrics and directives.

And, therefore, it depends on the context of each organization where you are.

And it's very curious.

And I'm going to talk about a situation that happened, because, as I've been doing this for many years, I had already verified this in 2010, in the United Kingdom, when I had another training in coaching.

That is, it was realized that these international organizations had such a community, empowered even more, and gave extraordinary results.

Because they could do it, the coaches were more supported.

Because it was a very new profession, in which people learned the techniques and metrics, and many times, suddenly, the result was not what was verified.

That is, in nine sessions, or in six sessions, that person A arrived, but B could not achieve his result.

And what did this bring?

It brought a lot of dissatisfaction to the professional, and it was being that he did not have that expertise that he already had, for example, in the United States, already in the last 30 years, in several areas, results, with Martin very associated, the disclosure of various results.

And what happens?

In Europe, and, for example, in Africa, in others, what happened?

The coaches themselves had challenges in sharing their achievements.

That is, they did not even say that they were being supported by a coach.

Because that had a programming of incapacity.

Notice everything.

So we had the coaches with super-studied metrics, everything tested, and working individually or in a process, and then you had the coaches who really had such a challenge in sharing the success.

Now, if you do not share, the person can only understand if, even there, and it may not be public, you would not be able to achieve that action.

So, I often run away from this issue of metrics because of this experience I have.

I continue to be individual, although I collaborate with many, and I am certified and aggregated with many institutions, but I do not want to, at all, when I say I do not want to, I believe that, and therefore I do not integrate, because some stay there and do not leave those metrics, those measurements, so to speak, and those practices that really have to be those nine sessions and go back to work again, and it has to be for 12 months, and some do not.

Believe me, it also depends on the self-availability and the state, therefore, the state in which you arrive at that process.

If it does not depend only on the training, the skills, all the tools, and as you can see today, the coaches will work and learn several techniques, they are always learning several techniques, even to be able to understand how they can get there and apply that metric better, because all the metrics say, no, the goal, Mauricio can say like this, Ana, I have this challenge and I have this event, I will receive an Oscar in the next, we are in May, are not we?

We will receive an Oscar, in a year I will receive an Oscar in Los Angeles, and I would really like to do, in addition to the presentation, a little dance, I'm here inventing, I do not even know if Mauricio likes to dance, and when he gets my Oscar, I do not know how to dance, I do not like to dance, and when I am, but I think the dynamic is more important, and when I am in front of all those people, I will have to do something that is not anemic, how do I do it?

We have to understand if it is really important to dance, or if the question is to be in front of people, but the question is, he will receive an Oscar, he does not know, because he is now creating a dynamic that will be presented, therefore, it can be a goal that is not achieved, and the person has a year to work on that, has a year until Mauricio's work is recognized, but he is already preparing to get there and receive the Oscar, and more than that, he is already preparing to do the work with that training so that he is nominated and receives the Oscar, but he has already visualized himself.

Now, Mauricio can also have an event and a situation for next week, how do we do it?

As coaches, let's say, because there are 9 sessions, let's say no, how are we going to deal with that?

This is a question that I put here.

Coach, how is it if you have that protocol, have those sessions that are nominated, each session is nominated for an area that we have to work on?

I have open questions, closed questions, but how does the person do it?

Ah, but next week it won't happen.

Is that our answer, just as a coach?

Because I have a set of sessions here, and that has nominations and has techniques and exercises, because there are exercises, there are exercises to be done, there are mental reprogrammings to be done.

So, how do we deal with these times of our own clients?

So, the coach himself will have to make his own metrics to be able to get to the foot of his coach and say what is happening there at that moment and what is the goal.

I can't say it's in Ana Margarida Forte, or I can't, no, I shouldn't say that he's going to get this there.

The person has already done it.

Because if the person comes to us to say, I would like to manifest this, I say, then, I say it in a different way, I manifest this, this is already a reality in my life.

So, if the person has already identified in the coaching what he intends to do, write a book, release a book, I still can't, I can't deal with the blank page of paper, or with the white screen of the computer, or with the laptop, I've even tried to do it with artificial intelligence, but then I don't feel it, the blood running.

Imagine, whatever the situation, how, if there is a comma, to get out of the exercises and that dynamic, how are we going to deal with it?

So, there is always an adaptation.

So, I wouldn't like to be labeled, because there are metrics that are internationally defined, but I wouldn't like to, because my goal here, Maurício, I felt this before we were both here, my goal is to open the conscience, open what?

They want, it's completely defined.

If there is one thing that is defined in coaching, it is the practices, the exercises and the metrics.

In the rest of the activities, they are more challenging.

And so, I only invite you to understand who is ahead and how you can deal with it.

How are you going to manage your own process in that situation?

Maybe I didn't answer what you wanted, but I think this, in my perspective and in my experience, is fundamental, because it has brought a lot of frustration to the coach and to the coachee, many times, because I still haven't managed it, I still haven't done it, I still haven't manifested it.

It's all right.

There is a moment.

The moment is extraordinary.

When your preparation manifests itself, always repeating, repeating, repeating, and then that manifestation, that preparation, will find an opportunity.

Oh, but I wanted it to be 10 years ago.

It will be 50 years from now.

But if you continue in that preparation, it is the so-called luck.

Preparation finds opportunity.

So, we have that moment, that mendahá, which is wonderful, and we deserve to feel it.

Just to contextualize for people, why is the word performance so attached to the coach?

It is not uncommon to talk about high performance coaching.

The word performance derives from the Latin performare, which is composed of the prefix per- and by the verb formare.

Formare meaning to form or create.

And in that context, the prefix per- always means an intensification of the verb's meaning.

For example, to give, to forgive.

To follow, to pursue.

To form, to perform.

And then the context of per-, which intensifies the meaning of formare, the verb formare, indicating the idea of ​​completeness, or fulfillment to the end.

Thus, performance conveys the notion of completely, or to carry out in a complete and efficient way, what was objectified.

And that's where the coach will actually work.

From clear, defined premises, specific, measurable goals.

And from there, work on the performance of the coach, the per-formare, the amplification, the intensification of the form that is being sought.

What is the typical duration of a coaching process and how often should the sessions take place to maximize the results?

I want to thank you once again for this question and I will give you another example for those coaches who are listening to us, or those people who want to be coaches, or those who are looking for a coaching service.

Why?

I will give you an example.

I have done several works as a coach of high performance, and when we talk about high performance, as you said very well, it has to do with immediate results.

One of them, for example, was in a real estate training.

And people can think like that, so the goal was to sell houses.

This was a few years ago.

No, the goal was not to sell houses.

The goal was, inclusively, not only the acceptance of customers, but also the maintenance of those customers, even after they had already made contracts.

So, the training, there was a coaching that was monthly with meetings, that is, to be alerted and with practice training, but there was a very intense action for five days, every day we did exercises.

And it is very curious that at the end of the second day, 90% already had that practice, because there are people who are more synesthetic and others are not, but we have to do it.

And as they were in a context of training, of sitting room, I said to the company, with the profile I have here, we have to take a walk here.

And curiously, we did a practice, which is supposed to be done in a room context, and we went to do an experiential practice.

The result on the third day was completely the opposite.

Why?

Because the human being has to do it, right?

And one thing is to do it in a room context, but when we talk about real estate, they go from one side to the other, okay?

So, we often, when we present our protocol to a company or to an individual person about their process, the result they want, we have to have the ability to understand first, some call it a diagnosis, it depends, we have to understand what is there, what are the objectives, what is the timing that the person has, and have the courage to adapt their dynamics to what is being asked.

Because, as I say, high performance, we have one day, two days, three days, and many times they are specific situations.

I will give you another example.

Another example of stopping in a company that is all over the world, that works only with high performance engineers, that work with technology, and that had to stop to have a high performance of the brain.

It is logical, even pop-ups with e-mails, for them to breathe, for them to meditate, it would not work, there had to be a cut, that is, there was a stop, there was a dynamic, but even so, there were people from Korea, Japan, the United States, Brazil, several that have a different dynamic, although they work with high performance.

In other words, people who already have metrics in their work, scheduled stops, have changes to the colors, there is a diet, there is a completely different environment in which people are as if they were inside a game, as if they were working inside a game, they are present in all the brands they like, all the things they like, so they are the biggest customers of that product.

And now, as a coach, how are you going to decide if this company is already at that level, ok?

Are there going to be the 9 sessions or the 6 sessions and so on?

So, we have to, I'll say it again, personalize, but this is my orientation.

Ana Margarida Forte, one thing is that you can present the dynamic that is institutionalized, but then, when we have completely different customers, the question is, are you sure of the result of the metric that will work?

Are you sure of the technique you're going to use?

Do you know who's ahead of you?

So, it's important to understand who's ahead of you.

Because if we have a company at this level, that already does this, that already studies, works on the mind, to have an even higher performance, what are you going to add?

What is your service?

For example, in my case, it's them knowing that I, as they say in practice, delivery, that I always add more service.

Why is my performance going to increase?

Because all of them, all the coaches, or in all the doctors, all the professors, have a technique and a tool that is already studied.

So, what is your added value, your extra mile?

What's going to make a change, if, on top of that, there's already a conscious company that already knows how it has to work?

Another case, COVID, fantastic.

All those who work with technology are quieter, more reserved, they'd love to be at home working.

Home office, wonderful.

They started to realize what the physical and emotional impact was, because they spend the whole day and don't work more, because they spend more time sitting.

How are we going to work on that?

Companies already know how they do it.

So, how are we going to get more results?

What's the dynamic?

What do I need to do?

So, what I can share is, yes, there are sessions, you can live one year, you can live two years, but companies have a follow-up, that is, they have a program for everyone, which is always working every year in a different way and according to the evolution.

Just like a person, a person can be for several years, not in an emotional dependence, but in a high performance, in the acceleration of what are already their skills and their talents.

So, it depends on your choice.

If you really want to stay in the next month, it doesn't work that easily, because we have to plan, that is, at least for 21 days, our schedule is proven that 21 days is not enough, it has to be 90, and even so, we have to plan an exact mathematical routine so that the cell can regenerate, so that the habit can be rooted, and for some people an hour is enough, for others it takes 90 days.

So, Mauricio, I keep saying, we can do nine sessions and then cycle, and do one-hour sessions, but that's what's already programmed, that's what's already defined.

I believe that results generate results, an action generates action.

And so, my method is a little different, for the most part, although it is certified and proven, but the point is, I'm in the world, I was able to live in several countries with myself, so, what I can do, others can also do.

When I say that, it's not going to live in several countries, it's never moving house, it's never doing a certain kind of thing, it's that everyone can overcome themselves.

Now, I need to understand the rhythm, the time, and so, I believe in the divine potential, I believe in the training, I believe in neuroscience signals, in all programming techniques, I believe that everyone has, even if they don't have any knowledge, I can understand what the potential is that is there, not only because of the experience I have, but when the person comes to me.

And if the person comes to me with a request from 1 to 10, I tell him, so, what is your availability to do this?

It's just 1.

Fantastic.

So, let's work on this, just at level 1, which is extraordinary, which is level 10 for her.

But I understand, later, in the second session, and now imagine, Mauricio, what if she suddenly tells me, Ana, I want to interrupt, but I can't, I'm going to interrupt, I'm going to stop, because I can't do it anymore.

How do you do it?

But you have to go to the 9 sessions, I have to do this.

How are you going to support that process in that person?

So, my process is not frustration, my process is another, it's activating, activating, activating, activating, activating, and more and more.

So, I have a very detailed process, very personalized, for each person.

And I can say that there are people who, in 2, 3 months, were able to overcome themselves.

That's why I went to learn other techniques, and I went to work on other situations, because it was also important, how we can't pass on knowledge.

We are there, the focus is only, for example, the X. X, what do you have inside you?

X, what are your talents, your skills?

Has it happened?

Is the exercise done?

And I like to push even more, and therefore, and that's why I've had clients from various areas, because I really believe that we have incredible potential, and therefore, science has already studied, now it's already said that it's not 95% that it's 90%, I mean, we don't use the brain, not even the brain, nor our metaphysical capacity, in a way, not even minimal.

And therefore, I believe in that.

So, what I can tell you is, if the person is scheduled to be, I'm going to take a sabbatical year, to work every week, or do a coaching session to achieve this, fantastic.

The person is the one who should measure, and then the coach should understand, and say, look, very well, so our agreement is this, it must be negotiated.

Respecting the other part.

Look, the program is this, we work on this in this first session, this in the second, and believe me, Mauricio, I don't believe in these sessions, for example, personal, one-to-one, where the person is there, ready to do it every day.

There is a time of biological, neural integration that we need.

And therefore, less than once a week, only if it's a very specific case or a situation.

We have to prepare this athlete who has an injury, we have to prepare this person for the presentation of the master's degree, we have to prepare, and it's for the next week.

Are we going to leave the person, or are we going to prepare them?

Of course, the process is not going to be so smooth, but you have to be attentive, understand what we have in front of us.

Yes, it's a dynamic process, and for each person, according to their pretensions, their goals, so it's very personalized, each case is a case.

Very well, we are now starting PingaFogo.

These are three quick questions that I ask all the guests.

What are the virtues of a successful entrepreneur?

Maurício, I believe in self-truth, I believe in self-capacitation, and I believe in resilience.

And that brings wisdom.

I believe in these three virtues, because we end up being able to measure ourselves, and then know if we measure what we need, and then I believe in resilience, and resilience is what is at the end of the year, or the end of two, or the end of 20, or the end of 30, it doesn't matter the result, it's you keep doing it, keep doing it, and the more we train, the more we practice, let's go back to sport, you're going to be excellent at what you're doing.

So I believe in these three dynamics, it could have been more, but at least these.

I strongly believe in that.

What differentiates dreamers from doers?

Look, in my perspective, and I thank you for that, all doers have to be dreamers, but not all dreamers are doers.

And so I realized that I was very dreamy, but I learned to be very doer, I already brought that with me.

But then it's a very interesting dynamic that I invite everyone, even if you do a lot, that you manifest a lot, there comes a time when you say, how am I going to dream even more if I already have everything, if I've already overcome everything?

So then the dream starts to generate another dynamic, instead of being a smooth, unreachable thing, a brick that promotes the moment, how can we do it now if I've already dreamed everything?

So when we're older, we already have some experience here, how am I going to dream again, Maurício?

That's where the dynamic is.

So if there's a challenge, it's no longer a dream.

The dream is sweet, it's cheerful, even if it's unreachable in that first phase, it's extraordinary, it's important to dream every day.

And awake.

And the last one, what is design?

Look, design, in addition to a wonderful technique, which is human design, design, for me, is a divine blessing.

It's extraordinary to realize that we receive these tools in all areas to be able to create magic.

Look at the magic of color, the magic of this show, because we have to have structures, we have to design paths, we have to design relationships, we have to design communication, we have to design words.

I was fascinated by writing, by the old books, how those monks, for example, I remember vividly the name of Rosa Galeira, I was a teenager, and I imagined, I didn't even read the book, how they calligraphed the drawing.

Design is a divine manifestation, it's a manifestation of your self-power, of your unique mark, of your digital impression, which is only yours.

I think it's wonderful.

A life without design doesn't make sense.

Of course, design is often seen as a form of selling, but we all sell ourselves in relationships, there's an exchange, selling is an exchange, it's a synergy, it's an exchange of love, it's an exchange of identity, it's an exchange of connection.

So, without design, life wouldn't have so much flavor.

Well, we now enter one of our most researched sections on our website, which is the reading indication.

Which books have impacted your career that you can recommend to us?

Look, Maurício, I really appreciate you telling me this and inviting me to talk about it, because I have a list here, we could be here for two hours talking about books.

Since I was very young, as I was very shy, I was born in a house that had walls full of books.

My father always made me believe, and as I was very shy, the book was my universe, and it was my best friend.

I was able to read books and have the same book, in addition to other collections, in which I always saw different stories.

I was able to feel that in different ways.

So, I think the book is absolutely extraordinary, Maurício.

And it's one of the things that I've been asked to write for many years, including, they've already changed the publisher and they still ask me.

I've already collaborated on several books, but to get there, I always read everything, all the isms, everything.

When I was young, I remember once having read a book about tridental meditation.

I was six years old and I went to read it.

And I thought it was magic, because it was what I felt.

Philosophy.

People came to school and studied philosophy.

I loved to understand each one's thought, how they built that thought.

So, it's very challenging for me.

Then, about metaphysics, about quantum mechanics, about neuroscience, about design, about communication, about everything, because I'm a bookworm.

I love to read.

So, I need that universe.

I really like to read on the tablet, but I love being on paper.

So, I believe I'm still one of those who need to have that human relationship with the book.

I think it's extraordinary to be there, ear to ear with that author.

And the word is a weapon, as it can be a blessing.

So, I've always had that notion.

And it helped me think.

And at all times, for me, and I invite all people who, when they're happier or sadder, to read a book, to write a few words for one day to be a book, a message to others.

As you can imagine, I have many books.

I have two areas.

I have an area where people say, but what's the pleasure?

The pleasure is technical books.

And technical books, from coaching, from theories, that is, of human development.

All books related to science, to physics.

And so, I have here...

Everything gave me pleasure.

About body language, I was just remembering, of several books, for example, in Brazil, Cristina Cairo is well known for her body language.

Cristina Cairo's Body Language.

But I already, in 2010, had all my consultations before that.

When I said 2010, no.

No, when I started thinking, no, no.

After all, in 96, 95, Luiz Borrou was already, beyond the wounds of the soul, I already read Body Language.

Why?

Because when I had family losses, in which I had access to the most advanced practices from several countries, and people got lost in it, I started to realize, behind a disease, there was an emotion.

And so, since I was seven years old, that I had the notion, I even had a...

My paternal grandfather passed away on my birthday.

I imagine, on the day I celebrate, it's because he realized, but how am I so special?

Or how did he stay connected?

And they all have different situations.

And suddenly, out of 40 people, I only have one.

So, I had to study very well the human psyche, the human mind, how it was programmed, the emotions, study.

I even have the privilege of being invited to many integrative medicine conferences.

Because, really, I'm not a doctor.

They say I'm a soul doctor, I'm not a doctor.

But I need to study, and I need to transfer this word.

So, I would recommend, all of us, as human beings who are here, and as CAUTUS, not to transfer to your...

Practice, but for yourself.

To be able to understand what CAUTUS is behind, in that human language.

For example, today, I'm doing, on purpose, several gestures, even to be analyzed.

Normally, those who know me, know that I don't speak with my hands.

But today, I'm doing it.

The posture, the human language of the body, will transfer a subliminal message.

In fact, there are techniques to understand, in photographs or in relationships, to affirm exactly how things are.

So, Cristina, CAUTUS, the language of the body.

Liza, I'm going to...

For example, a while ago, I was talking with Maurício about this.

I graduated with Tony Robbins, and I go to many events.

Especially, this weekend, I was connected with the event in Spain.

I had 20,000 people, only in person.

He said he already did 9 Tony Robbins, and, by chance, I'm in a retreat.

And there was a time when they asked me, exactly, to write a book in this dynamic.

That I had had a personal situation, like Tony Robbins, in the shoulder, in the arm.

I had had it in the foot and in the leg.

And, being a high competition athlete, having done sports and ballet for three years, how was I going to apply all the situations?

Because they said I wouldn't walk again, and I do.

And I said, no, I'm not going to write, because Tony Robbins has already written this, beyond all, as you can imagine, everything there.

The vital force.

But this is, in fact, an extraordinary manual, because it talks about everything, including techniques that are still... like ozonotherapy and other techniques that are very natural.

And I have here another one that I would like to show, which is another extraordinary book, because, curiously, it's Portuguese.

It's Maria Gurjão Henriques, as you can see, I'm giving authors from several countries.

Maria Gurjão Henriques, who had a project called Ama.

And I also have, but many years ago, and we didn't know at the time, we were the two therapists at the time.

Only my name has love in the singular and plural.

Ana Margarida Azevedo, Ama.

And then I have the first nickname of my maternal side, which is Ana Margarida Azevedo Moura.

So I have love in the singular and plural.

So, one of the projects I had, Despertar da Alma, or the Ama project, has to do exactly with the therapeutic process.

And I had the privilege of working with Maria Gurjão as a renaissance therapist in the Ama Dela space in Portugal.

And, curiously, I come back here to honor my ancestors, because my father was born in Brazil.

My family emigrated with the emperor, and so I have this connection with Brazil, as I have with the rest of the world.

And Maria Gurjão does an incredible job.

We studied astrology, and I had the privilege of taking a course in her space.

It's called Despertar da Consciência com as Constelações Sistémicas.

It's an extraordinary book.

In Brazil, this theme of the systemic constellations is very developed.

It's applied in all areas.

And Maria has done a great job, not only in the history of Portugal and Brazil, but she does an incredible job in Portugal, as in Brazil.

And this is a bestseller in Portugal.

And now, when she's there, she told me that she was afraid to give me a book, but I already have it.

And so, it's very curious.

For those who don't know what systemic constellations are, I advise you to go there, because people often confuse esotericism with the holistic side, with the integrating view of the being.

And then, I have here to refer to the first woman in Portugal who had an astrology school, one of my other tools, which was Maria Flávia Monserrat, who wrote several books and who saw the application of this mathematics of the sky, how it interfered.

And she has an incredible book.

She's not here with us, but she was the one who told me, no, you're right, go there.

And so, I took several courses, I'm still studying, for over 30 years.

The book is called Alchemy.

Now, of course, I'll have to talk about Eckhart Tolle.

All of them.

Of Chopra.

All the ones you wanted.

I participated in two books at that time, which I recommend, which is about evolution and regression, by Vera Luz.

I recommend all of Vera Luz's books.

And the other is, therefore, the superior self.

Because Mauricio was talking about it a little while ago.

What is the superior self?

What is our purpose in life?

What did we come here to do?

And how did we come here to do it?

And a book expands.

It expands consciousness, it expands knowledge.

And we don't go back.

Our brain that is studying doesn't become the same again.

Even if I'm reading the same book for the past 10 years, I'm going to find another story, another dynamic, completely different.

It's not just me saying it, science studies it, and the results are there.

Gratitude, Mauricio.

I don't know if you want more.

You could give more.

But...

No, it's great.

You could give more.

It's a message for those who watch us.

To facilitate everyone's access, we make available the links of these books directly in the description.

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

We have gathered a curatorship with more than 300 books recommended by our guests.

Be sure to check it out.

And the link is also there in the description.

Ana, I still have the question from our guest from the previous week.

This is a tradition that we have at Podbrand that connects all our guests in a special way.

Luciana Lobo, who is the idealizer of the Zen Cancer Institute, who also has a presence in Portugal, asked this question without knowing that you would be our next guest.

Her question is, what moves you?

This provokes a great emotion.

She didn't know, and I know Luciana.

She is absolutely wonderful.

And as you can imagine, one of the shares I made recently was exactly...

Although my whole family was very quiet, on the one hand, very calm, they all went through cancer.

So, the emotional impact is very big, we already understand that today.

I was studying, and so I became a specialist.

And as you can imagine, from Luciana, this question came up.

In other words, what moves me first was the pain and the urgency to heal others.

Today, what moves me is a wonderful urgency to bring here and now a smile, a total fulfillment of all people, a purpose much greater than me, a purpose, a mission in which I am completely invisible.

And that, for me, is perfectly calm, to be able to connect people, emotions and feelings, to bring awareness to people, so that they can feel this vibration of love, so that they can feel these moments of happiness, so that they can feel that they are blessed, so that they can live in this passage, whether it's an hour, whether it's 30, 40, 120 years, even if they work on their longevity, so that they can understand that they deserve to live the best experience.

And this need to be the best version of oneself sometimes brings embarrassment and brings a lot of effort, because the body begins in a natural process, another moment of being, there is a spring and then there is a fall, and that's why I tell you, it's just love and this lightness and this consciousness that moves me.

And that's why I deeply appreciate this moment, Maurício.

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

Michaela, which for me is simpler and sometimes more challenging to answer.

What is your purpose in life now?

Very well, introspective question, it deserves a lot of reflection.

Well, dear Ana Forte, thank you very much, it was an immense joy to have you with us today.

Your profound erudition, knowledgeable of a series of contents related to all this territory of the soul, let's say, not only of the coach.

I thank you very much, certainly people will leave this episode with their improved version, just like me.

Thank you very much, from the bottom of my heart.

Maurício, I want to thank you deeply.

Maurício came into my life with a magical hand and I was so happy, I want to thank you.

I want to hug you, because you are on the other side of the world, in a country that I really enjoyed visiting, that I really like to learn, it has already been realized, in Loco, and I want to thank you.

Your professionalism, your availability, your coherence, your listening, your knowledge, that's why I felt I had to bring a simpler language, because it's extraordinary to listen to you.

I follow you on social media, so when I receive an invitation, I say, ah, I already followed you.

So, I follow you, it was a resonance, I follow you on social media.

And really, your work is detailed, it's an incredible detail and exemplary.

So, I want to thank you deeply.

I want to wish to all the listeners, viewers, and all those who can take the podbrand further, more and more, these contents will, I'm sure, because you always bring extraordinary people, and that's why I feel deeply grateful and honored, because I didn't even feel at that level, it's not for lack of knowledge, or recognition, or training, but it has to do exactly with the recognition that I see and that I want to give you.

The contents are extraordinary, the guests are extraordinary, and I deeply appreciate your dedication to that, because we both have a very similar mission, made in different ways, although people may think it's the same, but this vision of creating a more conscious and better community, and bringing that support, bringing knowledge, bringing freedom, training, this is an extraordinary way of love, and therefore I want to thank you for everything you've done, because this is a lot of work.

The production, creating the content, sending the questions, studying, Maurício does an incredible job, studying the guest, then editing, people don't have the notion, and as I'm the daughter of a director, I spent hours, and hours, and days, on the set.

Editing takes a lot of time, when we want to value the other, and therefore if our look is a look of magic, of value, and of truth, we always want to enhance the other.

I want to thank you immensely, Maurício, because somehow, you have an energy that today made me remember a very special person in my life, and it's a person like you, a person of service, a person of greater competence, and a person that has a very serene and extraordinary way of giving the best to others.

So, gratitude for all your projects, deep gratitude, and thank you so much for giving me, in the end, all this time, but it's just a frame in your life.

And I'm sure I'll still see you receive an award later.

I have no doubt.

I am delighted with your words, it's an incentive that inspires me to continue doing what I like, to learn and bring knowledge to people.

Thank you very much.

You are now part of this community, as you called it, and dreamers and doers who have a beautiful goal of helping people reach their best version.

Thank you very much, Ana Forte, see you soon.

Look, this smile now is from a dream, and now I'm already dreaming other things.

So, gratitude and see you soon.

Gratitude to all.

Thank you very much, Maurício.

If you liked what I saw today and want to continue exploring ideas that transform, don't forget to subscribe to our channel.

Invite someone you know to join us on this journey.

Share this episode and help spread the inspiration of what Ana Forte brought us today.

I invite you to visit our website, podbrand.design, where you will find all the previous episodes and get to know better our authentic purpose.

See you in the next episode, here at Podbrand, the design podcast.