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“Quem não se comunica, se trumbica”, which means “Who does not communicate, gets ambushed”. I came across this famous phrase on a school visit to the Portuguese Language Museum in São Paulo and I have never forgotten it; it belongs to a great communicator, famous in the 70s and 80s in Brazil. Chacrinha, among other lessons, left us an extremely relevant teaching in the 21st century (more than thirty years after his death): those who don’t communicate well are bound to fail, fall into oblivion and, perhaps worse, be misinterpreted.
I explain. In this era of Industry 5.0, where the digital becomes more relevant and the means of communication become almost infinite, having clarity when exposing ideas and transmitting them efficiently is a differentiating attribute for many companies. No matter your profession, your field of expertise or your education level, communicate in an appropriate way to your audience and see the effects quickly emerge in your business.
I am 30 years old and my background is in the chemical field. But since I was very young I remember enjoying reading and writing texts. A cousin of mine and I used to do theater scenes and called the whole family to watch, as well as our poetry and letters. Later in school, I was always interested in communication: I made the presentations of papers and was the chosen speaker for the final speeches in high school and college. I believe I have a gift, but I also trained a lot to improve these skills.
This practice made me embrace one of the most incredible opportunities I’ve ever had in my life: working closely with our customers, within the Citróleo Group. And more and more, this role shows me that training certain skills can accelerate business and establish longer-lasting relationships. And all this, of course, done in a team that also communicates well with each other, in a constant and objective way.
At a time when we make so much use of remote meetings and callings, transmitting messages clearly is a way to save time and gain practicality. A point that I consider essential is also not to be afraid to ask for help and feedback, which makes us feel safe and mitigates failures.
Overall, I always feel that just as important as what you say is how you say it. And the way chosen to deliver the messages, if done strategically, can be even more interesting than the content itself. That’s why my message is: Who doesn’t communicate, gets ambushed! And if I’m allowed to add something to this powerful legacy, those who don’t communicate well get ambushed all the time.
Rafaella Tomazini Candido
Technical & Marketing Development Coordinator