"Being part of a process of pivoting the business model is, above all, a repositioning of communication and culture. All points needed to be aligned with a new strategic vision of the company, starting with its employees, sales team and customers. It was necessary to go far beyond technology, it was necessary to look at people. It was not just a robot, a new technology, but a human being. Training, developing business and relationships was the greatest value of change that the brand could offer.”