Professor Dr. Dado Schneider is an eclectic and experienced speaker, postgraduate in Marketing at the Federal University of Rio Grande do Sul (UFRGS), Master and PhD in Communication at Pontifícia Universidade Católica (PUC/RS). For the past thirty years, he has taught at some of the best educational institutions in Brazil and Portugal, such as UFRGS, PUC/RS, ESPM, HSM Educação and Universidade Fernando Pessoa.
In the first twenty years of his successful career, which began in 1979, he worked in some of best advertising agencies (MPM, Ogilvy, DM9, Escala, etc.). For the following ten years, he was a marketing executive at Claro, whose trademark he created. In addition to that, he worked as a Sales Communication Consultant for distinguished Brazilian and multinational companies.
Since 2009, Professor Dr. Dado Schneider has become one of the most renowned and sought-after speakers in Brazil, thanks to his innovative character: he is the creator of the Changing Talk, using a revolutionary language to catch the audience’s attention, as well as having tens of thousands of followers on social media. He was also the author of “The world has changed … Right in my turn!“, a book all composed by posts and tweets, with innovative and current language. The site Buzzfeed considered Dr. Dado Schneider as one of the “must-see speakers” at the Campus Party Brazil 8, which took place in February, 2015.
The Changing Talk is an idea I had at the turn of the century. As a teacher and lecturer at that time, I found it increasingly difficult to catch the audience’s attention, as their level of dispersion went up. While presenting my ideas, I was dynamic and creative, which pleased the audience; however, as almost no one wrote down what I was talking about, almost no one was able to remember anything the next day. It was that uneasiness which made me develop new techniques and platforms. My Changing Talk, which is so successful today, is the result of many attempts I have made over the past ten years to reduce dispersion and attract the most attention. And as I have already noticed, what lies in the minds the next day is much more than a simple traditional presentation, be it a lesson or a lecture. Mixing a loud, modern soundtrack with a sequence of smart, fun, colloquial sentences makes everyone pay much more attention. The songs are chosen among top hits, without losing sight of the themes to be explored. This is the case of Lady Gaga’s “Poker Face“, which is used when I talk about dissimulation and falseness, so in vogue today … This technique allows any subject to be included, which gives me enough flexibility to change the theme, and keep the impact at the same time.
In order to address different target audiences and themes, this lecture has already been adapted:
– to talk about behavior in a broader sense and address the changes in our era
– as “The Changing Consumer. The Changing Talk. “, to focus on marketing
– as “The Changing Sales. The Changing Talk.”, to target sales teams
However, The Changing Talk is constantly being renewed; more sophisticated scenography and choreography resources have been included. Demand for in-company presentations can be met, since soundtrack can be customized according to the each client’s specific briefing.
- We are not in an Era of Changes, but CHANGE IS OUR ERA
- Today, TO CHANGE does not necessarily mean enjoying what is happening
- In the 21st century TO CHANGE is to understand what is happening in order to ACCEPT what exists
- Some time ago, the differences were related to AGE; today, they are related to MINDSET.
- More than ever, the world belongs to the makers – the ones who make it happen
- In a time of a lot of chat (and beautiful presentations), DOING is the most important part
- It is necessary to have initiative, but the most important is to have “enditive”, or TO DELIVER
- What the new generations need most to learn is to persevere in order to finish.
- Exercising authority today is much more difficult than in the recent past
- Formerly, authority was constituted and exercised through fear – today, authority must be gained
- The modern leader does not order: they share their power, connecting and forming
- We no longer live in an era of leadership through coercion. Leadership must be put into practice through ADHERENCE.
- Today, since customer dissatisfaction is increasing, TO SELL means TO SATISFY
- Customers are better informed about what they want to buy than many of the sellers they meet
- Customers want to be ADVISED; therefore, the seller must be a purchase advisor
- Today, the secret of good sales is to have sellers who are SOURCES OF INFORMATION.
- Brazilian clerks present low average profile for many reasons: schooling, salary, etc
- Today, to work is to enjoy what it is being done; the professional who likes to attend and to serve, does it well and stands out
- Today, the most important DIFFERENTIAL of a good professional is to attend well and satisfy all the clients
- It does not matter if your client is internal or external: it’s a DUTY to attend and serve well.
- In the 21st century, there is no more space for departmental fiefdoms or egocentrism
- The strongest organizations today are the ones whose diverse areas are well-integrated
- To work cooperatively is the ESSENCE of modern and more productive work
- The proactive professional cooperates (maturity is not a matter of age; it is a matter of mindset).
- The essence of the 21st century is TEAMWORK; individualism is out
- To share information and experiences enriches daily work
- The more the coworkers become “the source of information”, the more the team grows – and all together
- New leaders (of any age) share their knowledge with the ones who they lead
- Innovation is not that big idea kept in the drawer; it is a good idea put into practice
- To innovate is not just to think in a different way – it is also to let people act that way
- Critical thinking is the biggest villain of innovation: we must avoid “murderous phrases”
- The key to innovate is TO DECONDITIONATE; nobody who is conditioned is able to create
- There has never been such a need to learn and to recycle – in all generations
- There has never been a younger generation with so much content to teach the elders
- There have never been so many sources of information, training and knowledge – AND FOR FREE
- Today, anything can be learned; there are no more excuses for ignorance
- Motivation is not something that comes “from the outside”, like shouting or singing: this is collective fun
- Motivation is something that comes from within: motivation is something that “moves” your depths
- In a complex era like the one we live in, only the self-motivated ones can overcome their obstacles
- It is not any kind of leader who can motivate a team; only a leader who understands PEOPLE can do so.