No knowledge is wasted.

I try to know a little about everything, for fun and sometimes even as a way to rest, from politics and history to geography, science, physics and math. That boundless curiosity led me to advertising and then to the world of product, where working on products from such different realities broadened the way I see life and companies. Moving from São Paulo to Buenos Aires was part of that same path, and it's the same curiosity that now makes me want to do an MBA in China.

I grew up in a poor neighborhood of São Paulo listening to my grandparents tell stories from their childhood, often sad ones. They never really traveled for leisure or had money to spare, and still they were curious people who had lived through a lot and always had stories to tell. I think that's where my intense curiosity comes from, not leaving questions unanswered and wanting to understand why things are the way they are when something intrigues me, whatever the subject.

That interest led me to study advertising at ESPM, where I found my place in planning, until I realized that what kept me there was breaking problems into pieces, more than advertising itself, and that's what made me trade planning for product. As a designer, helping other companies digitize their processes, I came to value process, because a service pays off more when it's well documented and many different people can follow the same path without anything becoming a bottleneck. That's where Atlas comes from, taking that idea into how we build products with AI.

This site is a way to document my process and the ideas that come up along the way, hoping they can be fuel for someone going through something similar or who can take these lessons into another context. Having access to other people's repertoire was an essential part of what brought me here, it helped me build my own narrative and it still helps me go after what I want to achieve, so writing here is my way of giving back, to whoever it may serve.

I like betting early on what I believe in and I don't mind taking risks, and my bet right now is doing an MBA in China. I'm still figuring out how to make it happen, so if you've done one, know someone who has or know something I might not, send me a message, I'd love to talk and learn from you.