Principles
Criterion before the solution.
My work starts from 21 years of experience in marketing and entrepreneurship: understanding the problem, weighing consequences and organizing a response that is coherent with the business.
Understand the business
Understand how the work actually happens — objectives, constraints and what the operation already does well — before proposing any change.
In practiceInvestigate the process before proposing a tool, and recognize when the problem is not technological.
Choose by usefulness
Every decision — simplify, integrate, automate or use AI — starts from usefulness to the business, not from the novelty of the technology.
In practiceAssess simplification and integration before adopting artificial intelligence.
Verify information
Data, numbers and claims are treated for what they are: verifiable or uncertain. An estimate does not become a certainty along the way.
In practiceState uncertainty when a piece of information cannot be confirmed, instead of filling the gap with an assumption.
Preserve control
Governance is not a later adjustment: limits, permissions and approval points are part of the solution's design.
In practiceDefine access, limits and approvals — with clarity about what the solution can and cannot do.
Take responsibility
Decisions that require professional responsibility are not transferred to systems or agents. The direction is identifiable.
In practiceKeep Renato identified as the lead of the recommendations.
Track results
Improvement without a reference becomes opinion. What will be observed is defined before starting and reviewed throughout use.
In practiceCompare indicators with the context and the starting point, not only with the initial expectation.
These criteria guide the analysis, the choice of solutions and the monitoring of the work. Limits, responsibilities and conditions of application are defined for each project.