Content as a Business Asset Forum at FGV

Closing the week with a summary worth sharing.

Two days in the Great Hall of Fundação Getulio Vargas, at the Content as a Business Asset Forum, part of the Encounters with the Future series. Thirteen panels, 50 panelists, from food to financial services. A lot of exchange, a lot of contacts and a lot of vision of the future.

Unfortunately I can't cover all of them here. I picked two panels that speak directly to what I do: automotive and agribusiness.

I lived automotive from the inside for almost two decades, in an operation that reached 10,000 cars a month. The panel discussed how to turn a technical attribute into desire and sales. It's a pain I know well: the spec sheet doesn't sell on its own. What sells is someone who can translate the technical into something the customer feels.

In agribusiness, the conversation went further. It started with content and ended up at succession, with a clear complaint: the succession process lacks organization.

It makes sense. In many agribusiness companies, the most valuable content isn't in any channel. It's in the founder's head: the relationship with the buyer, the reading of each harvest, the reason behind each decision. If that isn't organized and passed on, it doesn't reach the next generation. And then the loser isn't marketing, it's the company.

Two different sectors, the same lesson: content only becomes an asset when it leaves someone's head and starts belonging to the company.

Produtora Brasileira will publish the full panels on its channels. They're all worth following.

Thank you to Pedro Saad, PhD and the whole Produtora Brasileira team for the curation and the care, and to Alumni FGV EAESP for hosting.

And to the 50 panelists, for the generosity of the exchange.

Day 3: Katia Souza, Andréia Fukuda de Freitas, Alaercio Nicoletti Junior, KATRIN HUBBE, Rutembergue Fonseca, Laís Motin, Fábio Alves, Jose Manuel Silva, Mariana L., Andrea Lie Iwamizu, Maria Fernanda Marques, Roberta Dovtartas Landucci, Jackson Cruz, Alex Ricardo Martins, Filipe Xavier, Carla Sales, Gustavo Gusmão, Mauricio Landi, Karina Meyer, Carlos Rivelle, Jéssica Galassi, Chrys Mano, Natália Jacques, Michelle Wendling, Caio Coelho, Michael Bruno Oliveira de Lima, Higor Franco and Gustavo Segre.

Day 4: Daniel Hazan, Vanusa Rockembach, Rebecca Guimarães, Bruno Ribeiro, Carolina Brandão, Gabriel Saul, Thiago Wanderley, Bruna Pires, Michele Schifino, Luciano Viana, Valeria Rossi, Silmar Barrios, Regina Barbara, Zenaide de Abreu Guerra, Elton Frederick, Denise Ribeiro Oliveira, Pedro Henrique Canellas, Anna Cristina Almeida, Fernando Solano, Sandra Lima, Ivo Kanashiro and Eric Pinatti.