COMO FUNCIONA A MENTE EMPREENDEDORA DO TOGURO? | Como Você Fez Isso? #119

Sabor Podcast: The Entrepreneurial Mind of Toguro

Introduction to the Episode

• The episode introduces the Sabor Podcast, emphasizing the importance of dreams and motivation in entrepreneurship.

• Toguro, a prominent figure in viral marketing, is introduced as the guest, discussing how to create ideas that resonate with audiences.

Key Insights on Entrepreneurship

• Toguro emphasizes that successful selling requires understanding what people want; persistence is crucial for overcoming initial challenges.

• He encourages listeners to follow along with the podcast and engage with their content on social media platforms.

Understanding Toguro's Journey

• The host expresses excitement about interviewing Toguro, aiming to explore his entrepreneurial mindset.

• Toguro reflects on how many competitors rely on data and planning while he operates more intuitively without a structured approach.

The Nature of Creativity and Risk

• He discusses his empirical method of trial and error in creating content, highlighting that mistakes are part of the learning process.

• Despite facing setbacks, he continues to iterate until he finds success, illustrating resilience in entrepreneurship.

Background Story of Toguro

• Toguro shares his early experiences in high school where he struggled with authority but had a knack for communication.

• His journey into entrepreneurship began at home with his father's influence as a salesman, instilling an entrepreneurial spirit from a young age.

Early Content Creation

• At 14 years old, Toguro started working with his father and later began creating videos using basic equipment available at the time.

• He highlights how this passion for video creation laid the foundation for his future endeavors in building a personal brand.

The Evolution of Personal Branding and Content Creation

Understanding the Journey to Brand Identity

• The speaker discusses their audience's desires and how it took 15 years for their personal brand to emerge, officially launching in 2017 after the pandemic.

• They mention using recognizable symbols like "ET" from popular culture to create a relatable logo, emphasizing the importance of having a meaningful brand identity.

• The choice of the name "Toguro" is explained as a strategic decision influenced by competition with others named Thiago, showcasing the need for distinctiveness in branding.

Adapting to Social Media Trends

• The speaker reflects on initial reactions when they changed their Facebook name, highlighting skepticism from peers about documenting their fitness journey through video content.

• They describe their early content style as daily vlogs that captured simple moments in life rather than striving for perfection, advocating for authenticity over high production value.

• Emphasizing simplicity, they argue that many professionals hesitate to create content due to misconceptions about quality; instead, they should focus on being genuine and relatable.

Impact of the Pandemic on Content Strategy

• The speaker notes that during the pandemic, their YouTube channel experienced significant growth with millions of views due to increased online engagement.

• They discuss how TikTok's rise shifted viewer preferences towards shorter content formats, forcing creators to adapt quickly or risk losing relevance.

Transitioning into Short-form Content

• As TikTok gained popularity, traditional YouTube creators struggled unless they adapted; this led them to produce more frequent but less polished videos.

• The speaker explains how memes became an effective way to connect with audiences by reflecting shared experiences and humor in everyday life.

Building Community Through Collaboration

• They share insights on creating "Mansão Maromba," a collaborative space where friends could gather and exchange ideas while producing content together.

• This initiative stemmed from personal experiences and understanding market needs within fitness communities; it was also influenced by familial dynamics regarding food consumption among friends.

Transformation of a Brand: From Content House to Influencer Power

Evolution from Content Generation to Brand Building

• The speaker reflects on the transition from being a content house focused solely on generating attention to becoming a brand that produces valuable content.

• There is an acknowledgment of the initial uncertainty regarding how to monetize the attention gained, emphasizing a preference for organic growth over direct monetization strategies.

• The speaker highlights their success in organically monetizing their life without selling courses or engaging in sponsored posts, showcasing the power of authentic content creation.

Initial Product Ventures and Market Insights

• The first product venture was related to supplements, which are commonly associated with fitness influencers; this connection is rooted in personal experience as someone who has been sponsored since youth.

• ABE TV is mentioned as a significant milestone, being one of the largest bodybuilding channels that pioneered athlete sponsorship and brand representation within the fitness community.

• Brazil's position as a leading market for supplement-related media is emphasized, contrasting it with American athletes who may be less inclined to engage publicly.

Community Dynamics and Lessons Learned

• The speaker describes the interconnectedness of the fitness community, likening it to other cultural phenomena like funk music and football, highlighting its vibrant ecosystem.

• Reflecting on lessons learned from entrepreneurship, persistence emerges as a key theme; staying committed despite skepticism from others is crucial for success.

Innovation in Energy Drinks and Market Trends

• The discussion shifts towards energy drinks; recognizing societal issues linked with caffeine consumption led to innovative product development aimed at addressing these concerns.

• Emphasis is placed on creativity and persistence as essential traits for overcoming challenges in business ventures.

Influencer Marketing: Shifting Paradigms

• The conversation touches upon how founders are now seen as primary influencers for their brands rather than relying solely on external influencers.

• A cautionary note about not allowing influencers to overshadow brand identity is shared; many companies have suffered when key figures left after building their audience around them.

Engaging Target Audiences Effectively

• There's an assertion that effective marketing hinges on having quality products; genuine consumer engagement can lead individuals to become unintentional brand advocates.

• The challenge of reaching affluent demographics (e.g., children from wealthy families), who have access to various entertainment options, underscores the need for strategic marketing approaches.

Understanding the Challenges of Influencer Marketing

The Current Landscape of Content Creation

• The speaker describes their chaotic and empirical approach to content creation, highlighting a successful outreach from young children to peripheral audiences.

• They express uncertainty about whether this current trend is at its peak or if it will continue evolving, emphasizing the rapid changes in audience engagement.

Engaging Generation Z

• The speaker notes that Generation Z is highly demanding and has access to vast amounts of information through technology, making it crucial for content creators to produce high-quality material.

• They stress the importance of valuing individual audience members over sheer numbers, indicating that personal connections can lead to stronger word-of-mouth promotion than digital advertising.

Bridging Digital and Physical Realities

• A significant challenge mentioned is transitioning influence from online platforms to real-life recognition; many influencers struggle with being recognized outside their digital personas.

• The speaker reflects on balancing their roles as an influencer and a businessman, noting that sometimes their public persona complicates serious business discussions.

Navigating Personal Ambitions and Business Realities

• They discuss how their influencer status can hinder professional interactions with established businesses, where they are often judged by superficial metrics rather than deeper capabilities.

• Despite these challenges, they emphasize independence from sponsorship deals, focusing instead on building a brand that resonates with audiences.

Mental Health in Content Creation

• The speaker highlights the mental health struggles faced by content creators post-pandemic, navigating between anxiety and depression while maintaining motivation.

• They reference philosophical insights about purpose and ambition as essential for sustaining daily motivation amidst challenges in the industry.

Overcoming Financial Hurdles

• One major challenge discussed was enduring months without revenue during critical phases of business development; perseverance was key during this time.

• The speaker recounts a pivotal moment when financial resources dwindled significantly but chose to remain committed to their vision despite potential failure.

Competition Among Influencers

• They reflect on the competitive nature of social media where relationships can be transactional; every influencer seeks attention at the expense of others' opportunities.

• This competitive environment fosters distrust among peers in the industry, leading them to view each other more as rivals than collaborators.

Personal Journey and Family Dynamics

Reflections on Family Relationships

• The speaker shares a personal story about the lack of emotional support during difficult times, highlighting that no one checked in on him after significant life events.

• He reflects on his close relationship with his mother, emphasizing their dependency on each other and how it shaped his identity as he struggled to leave home at 27.

• The speaker discusses the absence of a father figure in his life, noting that his relationship with his father was strictly professional until recent years when they became friends.

• He acknowledges past resentment towards his father but now views him as a mentor who instilled entrepreneurial values that helped him avoid mediocrity.

Aspirations and Legacy

• The speaker outlines current dreams, including becoming a well-known influencer and achieving financial independence while expressing gratitude for being where he is today.

• He emphasizes the importance of being a good father and aims to pass down knowledge to his son, aspiring to build a lasting legacy through "Mansão Maromba."

Challenges in Business Growth

Market Competition Insights

• The speaker discusses the competitive landscape in São Paulo and Rio de Janeiro, identifying these markets as challenging due to numerous beverage options available to consumers.

• He notes that success in these major cities could lead to broader recognition across Brazil and potentially worldwide.

Viral Marketing Strategies

• The speaker reflects on recognizing potential viral content early, sharing an anecdote about observing social media engagement around "Sabor Energético."

• He explains that while there isn't a definitive formula for virality, certain empirical indicators can help gauge audience reactions effectively.

Authenticity in Influencer Marketing

Building Genuine Connections

• The speaker believes storytelling is crucial for converting audience engagement into revenue by integrating products into relatable narratives.

• He stresses the importance of authenticity over illusion in influencer marketing; genuine connections foster trust and long-term success.

How to Transform Your Audience into Revenue

The Importance of Authenticity in Sales

• Authenticity is crucial for converting an audience into revenue. Pushing products that the audience does not want leads to failure.

• Many influencers who gained popularity quickly often fade away, as they fail to maintain genuine connections with their audience.

• Trust is hard to rebuild once lost; if a seller fails to deliver on promises, customers are unlikely to return.

Understanding Market Dynamics

• Selling requires understanding what the audience truly wants; misalignment can lead to poor sales outcomes.

• Founders and executives may struggle to connect with younger audiences due to generational gaps in understanding market needs.

Challenges in Large Corporations

• Large companies often face delays in decision-making processes, which can hinder their ability to respond quickly to market trends.

• Companies like Anheuser-Busch (AB InBev) and Ford may miss opportunities because they cannot adapt swiftly enough compared to smaller competitors.

Personal Experiences in Sales

• The speaker shares personal anecdotes about initial struggles in sales, emphasizing the importance of persistence and learning from rejection.

• Building relationships over time can turn initial skepticism into business opportunities, highlighting the value of follow-up.

Product Development Insights

• Innovation stems from identifying gaps in the market; understanding customer needs leads to successful product development.

• Testing products with potential customers is essential for refining offerings and ensuring quality before launch.

Navigating Competition

• Assessing competition is vital when launching a new product; knowing your rivals helps strategize effectively against them.

Product Creation and Market Strategy

The Role of the Creator in Product Development

• The speaker emphasizes that all products are personally created by them, highlighting a hands-on approach to product development. They assert that no product is launched without their approval.

• A market analysis is conducted to understand product placement, indicating a strategic approach to ensure visibility in stores, especially for new products.

Understanding Market Dynamics

• The speaker discusses the importance of convincing retailers about product placement, using Coca-Cola as an example of a well-known brand that doesn't need prime shelf space.

• New products require visibility and marketing efforts; if funds are limited, creative strategies must be employed to enhance product presence.

Branding and Rebranding Insights

• A conversation about rebranding highlights the significance of recognizable symbols (like ET) that convey humility and ambition.

• The metaphor of pirates represents ambition and exploration in business; successful entrepreneurs should embody this adventurous spirit.

Launching New Products: Key Considerations

• For new brands, understanding the market landscape and competition is crucial before launching a product. This includes assessing how long it might take to become a market leader.

• Identifying niche markets with less competition can lead to successful launches; innovation is key when introducing unique products.

Persistence and Passion in Business

• To succeed, one must be passionate about their product—being its biggest fan—and remain persistent despite challenges.

• The speaker reflects on their experience with online sales versus physical retail, emphasizing expertise over financial motivation for success.

Challenges of Brand Imitation

• Concerns about brand imitation highlight the difficulties faced by growing businesses; protecting one's brand from counterfeiters is essential for maintaining integrity in the market.

Branding and Market Challenges

The Impact of Counterfeit Products

• The speaker discusses the challenges faced by brands, particularly in the clothing market, where counterfeit products can be sold at significantly lower prices, undermining original brands.

• Emphasizes the need for brand owners to be savvy and aware of market dynamics, indicating that naivety can lead to business failure.

Collaboration Strategies

• The conversation shifts to collaboration within the fitness industry, questioning how to evaluate potential partnerships effectively.

• Highlights a common mistake of sponsoring athletes already established in the niche; suggests that collaborating with individuals outside one's niche can yield better results.

Expanding Audience Reach

• Discusses past collaborations with various artists (e.g., sertanejo and funk musicians), aiming to reach audiences beyond traditional fitness enthusiasts.

• Stresses the importance of diversifying audience engagement through strategic partnerships with influencers from different sectors.

Staying Relevant in a Fast-Paced Market

• The speaker shares their approach to staying updated on trends by actively engaging with social media platforms and monitoring competitors.

• Mentions using Twitter as a tool for gauging current discussions and trends, emphasizing its role as a real-time feedback mechanism.

The Value of Process and Transformation

Overcoming Challenges

• Reflecting on personal struggles, the speaker emphasizes valuing the journey from adversity to success as an essential part of entrepreneurship.

• Discusses how overcoming difficulties enhances appreciation for achievements, suggesting that challenges are integral to personal growth.

Motivation Through Goals

• Encourages setting ambitious goals (e.g., wanting a helicopter), framing them as motivators that drive one through challenging processes.

Celebrating Progress

• Advocates for recognizing milestones along the entrepreneurial journey; each setback is seen as an opportunity for learning and growth.

Political Aspirations and Tourism in Brazil

Vision for Brazilian Tourism

• The speaker expresses a strong desire to become the Minister of Tourism, emphasizing the importance of promoting Brazil's unique offerings to the world.

• They highlight the need for better marketing strategies to attract international tourists, reflecting on their extensive travel experiences across 15 countries.

• The speaker believes that Brazil's rich culture, cuisine, and natural beauty are unmatched globally, particularly mentioning destinations like Fortaleza and Lençóis Maranhenses.

Carnival and Content Creation

• Discussing content generation around Carnival, the speaker stresses that storytelling should be continuous rather than seasonal.

• They suggest involving energy drink industry professionals to explore innovative flavors and concepts for new products related to tourism.

Product Launch Insights

• A new product is introduced: a non-caffeinated beverage designed for mixing with other drinks, aimed at being family-friendly without stimulating effects.

• The product is positioned as a refreshing alternative during Carnival celebrations, highlighting its unique selling points.

Maintaining Relevance in Influencer Culture

Expectations vs. Reality

• The speaker discusses managing expectations in their career trajectory, noting that high expectations often stem from low initial performance levels.

• They reflect on their gradual rise over 17 years in the internet space, contrasting it with sudden fame which can lead to greater falls.

Challenges of Sustained Success

• Emphasizing that success is temporary ("success is rented"), they argue that ongoing effort is necessary to maintain relevance in a fast-paced environment.

• The conversation touches on mental health challenges faced by influencers due to pressure and anxiety associated with maintaining public interest.

Personal Routine for Mental Health

• The speaker shares their daily routine which includes consistent physical training as a means of maintaining mental stability amidst pressures.

Personal Growth and Spirituality

Transformation Through Environment

• The speaker discusses the importance of surrounding oneself with positive influences, highlighting a shift from isolation to building connections with supportive people.

• They reflect on their experiences in new environments, emphasizing how these settings can either uplift or diminish one's spirit.

• Acknowledging their past as "the king" in one environment, they now find themselves adapting to a space where they feel less significant but are motivated to grow.

Understanding God and Existence

• The speaker shares a personal interpretation of God as an embodiment of nature rather than confined to religious definitions, suggesting that everyone is part of a greater whole.

• They express existential fears about life after death, questioning the purpose behind material success when faced with societal issues like poverty.

• The discussion touches on Jesus' teachings about relinquishing wealth for spiritual fulfillment, urging listeners to seek deeper understanding beyond mere existence.

Self-Awareness and Reflection

• The speaker emphasizes the necessity of self-reflection and understanding one's purpose in life, challenging listeners to consider why they exist and what legacy they wish to leave behind.

• They critique those who live passively without introspection, suggesting that true awareness often comes late in life when it's almost too late for change.

Adaptation and Survival

• A question from the audience prompts a reflection on personal evolution; the speaker attributes their growth to adaptability within changing environments.

• They assert that survival requires adaptation; those who do not evolve will struggle while those who do can thrive amidst competition.

Solitude and Independence

• Sharing insights from their upbringing as an only child, the speaker explains how solitude has shaped their independence and resilience.

• They discuss the value of self-sufficiency over reliance on others for happiness, framing relationships as secondary rather than essential for fulfillment.

• Reflecting on parental influence, they acknowledge how strict upbringing fostered discipline and ultimately contributed to their current success.

Discussion on Alcohol Consumption and Fitness

Introduction to the Topic

• The speaker expresses admiration for Toguro, noting a long-standing following since his early days in the fitness community.

• A health professional raises concerns about Toguro's venture into selling alcoholic products, questioning how this aligns with promoting a healthy lifestyle.

Balancing Health and Lifestyle Choices

• The speaker reflects on societal issues related to alcohol and other vices, emphasizing the importance of addressing mental health challenges like depression and anxiety alongside physical fitness.

• There is a discussion about the evolution of perceptions regarding health; being fit is no longer associated solely with strict diets or social isolation.

Moderation vs. Excess

• The conversation highlights the need for balance in life, suggesting that enjoying occasional indulgences (like alcohol) can coexist with a healthy lifestyle.

• Toguro emphasizes that moderation is key; one can enjoy social activities without compromising their fitness goals.

Importance of Hydration and Exercise

• The speaker stresses hydration as essential for health, advocating for water consumption as a remedy for various ailments.

• Regular exercise is deemed crucial, but excess in any form—whether it be drinking or working out—can lead to negative consequences.

Creating Viral Content

• Towards the end of the discussion, there’s an exploration of what makes content viral on social media platforms.

• The idea presented revolves around universal themes such as family and happiness that resonate widely with audiences.

Understanding Memes and Communication

• The concept of memes is discussed as cultural touchpoints that everyone can relate to; they often encapsulate shared experiences or sentiments.

• It’s noted that while some topics may appeal broadly (like sports), others may not connect universally, highlighting the importance of relatable content.

Life Priorities and Personal Growth

The Importance of Personal Well-being

• The speaker emphasizes the significance of prioritizing personal well-being, stating that emotional, physical, and financial health should come before family.

• Acknowledges that being mentally and financially stable is crucial for effective parenting; one cannot support their family if they are struggling themselves.

• Highlights the need to communicate about these three pillars—emotional health, physical health, and financial stability—as they resonate with current societal concerns.

Dreaming Big and Setting Goals

• The speaker encourages a mindset of dreaming big, suggesting that those who do not aspire to achieve or learn are in the wrong environment.

• Introduces a metaphorical concept of "three doors" representing different life approaches: being a dreamer, having goals, and wanting to be remembered.

Overcoming Challenges for Legacy

• Discusses the necessity of overcoming significant challenges to leave a lasting legacy; those who stop trying will not be remembered.

• Uses an anecdote about Alexander the Great to illustrate that one must confront giants (challenges) to achieve greatness.

Reflection on Life's Purpose

• Reflects on what one would want written on their gravestone as a measure of success in life; emphasizes living fully rather than merely existing.

• Shares inspiration from philosopher Mario Sergio Cortella regarding life after death and striving for eternal significance beyond earthly existence.

Escaping Automatic Living

• Warns against living on autopilot where years can pass without meaningful achievements; stresses the importance of presence in daily life.

• Critiques excessive smartphone use as detrimental to productivity and personal growth; urges listeners to reflect on how they spend their time.