[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:08.31,0:00:09.42,Default,,0000,0000,0000,,Good afternoon.
Dialogue: 0,0:00:09.85,0:00:12.34,Default,,0000,0000,0000,,Just to be different,\NI've brought along my stool.
Dialogue: 0,0:00:12.34,0:00:14.14,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:00:16.05,0:00:20.81,Default,,0000,0000,0000,,To begin with, I'd like to give\Na brief introduction.
Dialogue: 0,0:00:21.63,0:00:24.84,Default,,0000,0000,0000,,I've been approached many times,\Nto talk a little
Dialogue: 0,0:00:24.84,0:00:28.97,Default,,0000,0000,0000,,about the succession process\Nin a family company,
Dialogue: 0,0:00:28.97,0:00:30.78,Default,,0000,0000,0000,,like the one I manage.
Dialogue: 0,0:00:30.78,0:00:34.32,Default,,0000,0000,0000,,This question has been made to me\Nwith enormous frequency,
Dialogue: 0,0:00:34.32,0:00:36.64,Default,,0000,0000,0000,,and I intend to talk a little about this.
Dialogue: 0,0:00:36.64,0:00:38.93,Default,,0000,0000,0000,,Time is short, but I’ll try my best.
Dialogue: 0,0:00:39.55,0:00:45.94,Default,,0000,0000,0000,,For this, I’ll need to quickly\Ngo through the company’s history
Dialogue: 0,0:00:45.94,0:00:48.29,Default,,0000,0000,0000,,to help you understand a little.
Dialogue: 0,0:00:48.29,0:00:50.01,Default,,0000,0000,0000,,I hope I'll manage it.
Dialogue: 0,0:00:50.01,0:00:52.49,Default,,0000,0000,0000,,Everything starts in 1938
Dialogue: 0,0:00:52.49,0:00:56.40,Default,,0000,0000,0000,,when my parents fled from Nazi Germany.
Dialogue: 0,0:00:56.87,0:01:01.28,Default,,0000,0000,0000,,They had to leave in a hurry,\Nat the last minute,
Dialogue: 0,0:01:01.28,0:01:05.34,Default,,0000,0000,0000,,a little before\Nthe "Night of Broken Glass."
Dialogue: 0,0:01:05.34,0:01:09.46,Default,,0000,0000,0000,,They managed to board a ship,\Nwhich I don't think was a choice,
Dialogue: 0,0:01:09.46,0:01:12.57,Default,,0000,0000,0000,,it was more like, "Get on,\Nand see later where it's going."
Dialogue: 0,0:01:13.02,0:01:18.95,Default,,0000,0000,0000,,They managed to board this ship\Nthat was going to Buenos Aires.
Dialogue: 0,0:01:19.20,0:01:24.68,Default,,0000,0000,0000,,This ship made a stopover in Recife,\Nto fuel, and they were able to get off.
Dialogue: 0,0:01:25.75,0:01:30.34,Default,,0000,0000,0000,,And then the first thing happened\Nthat blew my mother's mind especially,
Dialogue: 0,0:01:30.34,0:01:36.38,Default,,0000,0000,0000,,because after 15 days of seeing\Nblue sky and water on both sides,
Dialogue: 0,0:01:36.38,0:01:41.71,Default,,0000,0000,0000,,they got off in Recife - you may know it,\Nthe docks are at the old center -
Dialogue: 0,0:01:41.71,0:01:46.83,Default,,0000,0000,0000,,and they noticed that every other door
Dialogue: 0,0:01:46.83,0:01:48.59,Default,,0000,0000,0000,,had a Star of David.
Dialogue: 0,0:01:48.59,0:01:52.23,Default,,0000,0000,0000,,The Star of David is nothing less\Nthan the symbol of Judaism.
Dialogue: 0,0:01:52.92,0:01:55.65,Default,,0000,0000,0000,,My mother almost freaked out, and thought,
Dialogue: 0,0:01:55.65,0:01:58.82,Default,,0000,0000,0000,,"This is this country I want to live in,"\Nbecause in Germany,
Dialogue: 0,0:01:58.82,0:02:02.25,Default,,0000,0000,0000,,the door of their house \Nwas painted with a swastika,
Dialogue: 0,0:02:02.25,0:02:04.90,Default,,0000,0000,0000,,to identify them as Jews.
Dialogue: 0,0:02:06.31,0:02:12.35,Default,,0000,0000,0000,,And there she was, her head spinning,\Nalmost unable to walk down the street,
Dialogue: 0,0:02:12.35,0:02:14.45,Default,,0000,0000,0000,,until they found out what this was.
Dialogue: 0,0:02:14.45,0:02:18.17,Default,,0000,0000,0000,,Do any of you know what this was?
Dialogue: 0,0:02:18.17,0:02:19.97,Default,,0000,0000,0000,,Do you remember? No.
Dialogue: 0,0:02:20.13,0:02:24.26,Default,,0000,0000,0000,,It was the symbol of Antarctica brewery.
Dialogue: 0,0:02:24.26,0:02:25.46,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:02:25.46,0:02:27.79,Default,,0000,0000,0000,,It's true, it's true.
Dialogue: 0,0:02:27.79,0:02:30.35,Default,,0000,0000,0000,,Antarctica had, on all its products,
Dialogue: 0,0:02:30.35,0:02:34.54,Default,,0000,0000,0000,,a label with the Star of David\Nand a little "A" in the middle,
Dialogue: 0,0:02:34.54,0:02:37.01,Default,,0000,0000,0000,,it's there on the Internet,\Nyou can check it out.
Dialogue: 0,0:02:37.01,0:02:39.39,Default,,0000,0000,0000,,And my mother almost lost her mind.
Dialogue: 0,0:02:40.13,0:02:42.54,Default,,0000,0000,0000,,This was all clarified afterwards,
Dialogue: 0,0:02:42.54,0:02:45.26,Default,,0000,0000,0000,,because she had thought it was\Nthe door of a Jewish home,
Dialogue: 0,0:02:45.26,0:02:48.60,Default,,0000,0000,0000,,but it was Guaraná Antarctica,\NAntarctica beer, etc.
Dialogue: 0,0:02:49.09,0:02:55.19,Default,,0000,0000,0000,,Well, since Getúlio Vargas\Nwas the Brazilian dictator at that time,
Dialogue: 0,0:02:55.45,0:02:59.45,Default,,0000,0000,0000,,he didn't allow the entry\Nof German refugees.
Dialogue: 0,0:02:59.45,0:03:03.04,Default,,0000,0000,0000,,So the ship left for Buenos Aires.
Dialogue: 0,0:03:03.04,0:03:06.87,Default,,0000,0000,0000,,There, they were able to stay
Dialogue: 0,0:03:06.87,0:03:11.15,Default,,0000,0000,0000,,and my mother went to work as a weaver.
Dialogue: 0,0:03:11.15,0:03:13.29,Default,,0000,0000,0000,,My father took her at five in the morning
Dialogue: 0,0:03:13.29,0:03:15.63,Default,,0000,0000,0000,,to work with a machine\Nshe'd never seen before,
Dialogue: 0,0:03:15.63,0:03:17.24,Default,,0000,0000,0000,,but that's alright.
Dialogue: 0,0:03:18.34,0:03:23.60,Default,,0000,0000,0000,,Then they went to ask for a visa\Nat the Brazilian consulate.
Dialogue: 0,0:03:23.60,0:03:28.06,Default,,0000,0000,0000,,And they did the paperwork,\NI think, in six months,
Dialogue: 0,0:03:28.06,0:03:29.63,Default,,0000,0000,0000,,I can't say exactly when,
Dialogue: 0,0:03:29.63,0:03:35.10,Default,,0000,0000,0000,,but about six months later,\Nthey got the visa to come to Brazil.
Dialogue: 0,0:03:35.10,0:03:38.75,Default,,0000,0000,0000,,They wanted to come to Brazil\Nfor many reasons, I think.
Dialogue: 0,0:03:38.75,0:03:40.31,Default,,0000,0000,0000,,They wanted to come to São Paulo
Dialogue: 0,0:03:40.31,0:03:45.30,Default,,0000,0000,0000,,because it was the city\Nwhere most of those who fled came to.
Dialogue: 0,0:03:45.82,0:03:50.26,Default,,0000,0000,0000,,Just to illustrate, the Brazilian consul\Nflirted with my mother,
Dialogue: 0,0:03:50.26,0:03:51.90,Default,,0000,0000,0000,,and he promised the visa.
Dialogue: 0,0:03:51.90,0:03:56.70,Default,,0000,0000,0000,,My mother agreed to a date\Non the day he gave the visa.
Dialogue: 0,0:03:57.24,0:04:00.84,Default,,0000,0000,0000,,She used to say\Nthat he's still waiting until today.
Dialogue: 0,0:04:00.84,0:04:02.93,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:04:04.11,0:04:07.79,Default,,0000,0000,0000,,They arrived in Brazil in '39.
Dialogue: 0,0:04:07.79,0:04:10.36,Default,,0000,0000,0000,,I'm "made in Brazil."
Dialogue: 0,0:04:10.36,0:04:11.84,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:04:11.84,0:04:15.16,Default,,0000,0000,0000,,I was born in São Paulo,
Dialogue: 0,0:04:15.16,0:04:18.29,Default,,0000,0000,0000,,in the middle of the Second World War.
Dialogue: 0,0:04:18.29,0:04:20.29,Default,,0000,0000,0000,,My father got a job
Dialogue: 0,0:04:20.29,0:04:23.25,Default,,0000,0000,0000,,as a commercial representative\Nin a clothes industry,
Dialogue: 0,0:04:23.25,0:04:26.77,Default,,0000,0000,0000,,and he'd go around selling shirts,\Ncloaks, and so on,
Dialogue: 0,0:04:26.77,0:04:29.05,Default,,0000,0000,0000,,whatever the clothes industry makes.
Dialogue: 0,0:04:29.29,0:04:31.01,Default,,0000,0000,0000,,Things started to get difficult,
Dialogue: 0,0:04:31.01,0:04:34.68,Default,,0000,0000,0000,,because they had two sons -\Nme and my brother.
Dialogue: 0,0:04:34.68,0:04:39.66,Default,,0000,0000,0000,,And in 1947, my mother needed\Nto help my father somehow.
Dialogue: 0,0:04:39.66,0:04:42.01,Default,,0000,0000,0000,,So she had an idea
Dialogue: 0,0:04:43.41,0:04:47.55,Default,,0000,0000,0000,,which resulted from living \Namongst Germans in São Paulo.
Dialogue: 0,0:04:49.66,0:04:53.33,Default,,0000,0000,0000,,The Germans would say, "I can't\Nfind a book to read, a best-seller.
Dialogue: 0,0:04:53.33,0:04:56.29,Default,,0000,0000,0000,,We only hear about them..."
Dialogue: 0,0:04:56.29,0:04:59.12,Default,,0000,0000,0000,,My mother had the idea to buy ten books
Dialogue: 0,0:04:59.12,0:05:03.42,Default,,0000,0000,0000,,from someone who imported\Nbooks from Germany.
Dialogue: 0,0:05:03.42,0:05:07.74,Default,,0000,0000,0000,,He gave my mother credit,\Nshe bought ten different books,
Dialogue: 0,0:05:07.74,0:05:10.37,Default,,0000,0000,0000,,put them in the living room\Nand started renting them,
Dialogue: 0,0:05:10.37,0:05:15.80,Default,,0000,0000,0000,,the same way this is done with videos.
Dialogue: 0,0:05:15.80,0:05:20.18,Default,,0000,0000,0000,,The rental period was one week,\Nthe books were well bound,
Dialogue: 0,0:05:20.18,0:05:25.30,Default,,0000,0000,0000,,so she started to get\Na small income from this rental.
Dialogue: 0,0:05:25.69,0:05:29.92,Default,,0000,0000,0000,,People liked what they read\Nand they started to encourage my mother,
Dialogue: 0,0:05:30.73,0:05:34.17,Default,,0000,0000,0000,,"Hey, I liked this book so much,
Dialogue: 0,0:05:34.17,0:05:38.24,Default,,0000,0000,0000,,can I buy one to give as a gift?"
Dialogue: 0,0:05:38.24,0:05:44.49,Default,,0000,0000,0000,,She kept hearing that and so had the idea\Nto also start selling books.
Dialogue: 0,0:05:44.49,0:05:48.97,Default,,0000,0000,0000,,So, in fact, at this moment\Nthe bookstore was born;
Dialogue: 0,0:05:48.97,0:05:51.93,Default,,0000,0000,0000,,up until then, it was a lending library.
Dialogue: 0,0:05:52.60,0:05:55.93,Default,,0000,0000,0000,,Then there was no more space\Nfor the books at home, so we had to move.
Dialogue: 0,0:05:56.34,0:06:02.36,Default,,0000,0000,0000,,We were all living together, the books,\Nmy father, mother, and the two brothers.
Dialogue: 0,0:06:02.36,0:06:07.06,Default,,0000,0000,0000,,So we moved to Rua Augusta,\Nwhich was reasonably close.
Dialogue: 0,0:06:07.06,0:06:09.37,Default,,0000,0000,0000,,In the beginning, we shared a store,
Dialogue: 0,0:06:09.37,0:06:12.58,Default,,0000,0000,0000,,then my mother\Nand her business partner quarreled.
Dialogue: 0,0:06:12.58,0:06:17.69,Default,,0000,0000,0000,,We then went to another two-story house,\Nand we occupied the whole first floor,
Dialogue: 0,0:06:17.69,0:06:19.57,Default,,0000,0000,0000,,which was quite big,
Dialogue: 0,0:06:19.57,0:06:25.05,Default,,0000,0000,0000,,and the library and the small bookshop\Nwere installed in the large living room.
Dialogue: 0,0:06:25.05,0:06:27.07,Default,,0000,0000,0000,,We lived at the back of the store.
Dialogue: 0,0:06:27.62,0:06:32.89,Default,,0000,0000,0000,,After I had to choose between sleeping\Non the bed or on the floor -
Dialogue: 0,0:06:32.89,0:06:35.66,Default,,0000,0000,0000,,because there were books\Nall over the place -
Dialogue: 0,0:06:36.45,0:06:39.28,Default,,0000,0000,0000,,we managed to move \Nto an adjacent apartment,
Dialogue: 0,0:06:39.28,0:06:41.42,Default,,0000,0000,0000,,and the business expanded.
Dialogue: 0,0:06:41.42,0:06:44.42,Default,,0000,0000,0000,,It took over the room,\Nthe living room, etc.
Dialogue: 0,0:06:44.42,0:06:47.99,Default,,0000,0000,0000,,Here I'm already talking about 1957,\Nbecause I have to be brief.
Dialogue: 0,0:06:48.57,0:06:51.94,Default,,0000,0000,0000,,My father went on with his activity,
Dialogue: 0,0:06:51.94,0:06:57.79,Default,,0000,0000,0000,,my mother took care of the kitchen\Nand her two small sons.
Dialogue: 0,0:06:57.79,0:06:59.52,Default,,0000,0000,0000,,My father would come home for lunch.
Dialogue: 0,0:06:59.52,0:07:01.94,Default,,0000,0000,0000,,When my father came in for lunch,
Dialogue: 0,0:07:02.64,0:07:06.91,Default,,0000,0000,0000,,my mother would rush to the kitchen\Nto make food for us.
Dialogue: 0,0:07:06.91,0:07:11.28,Default,,0000,0000,0000,,And I'd be coming home from school\Nand such, that lunchtime thing.
Dialogue: 0,0:07:11.28,0:07:13.09,Default,,0000,0000,0000,,I remember him telling once,
Dialogue: 0,0:07:13.09,0:07:17.25,Default,,0000,0000,0000,,and I even witnessed a bit of this -\NI'll tell you because it's funny.
Dialogue: 0,0:07:18.78,0:07:22.01,Default,,0000,0000,0000,,At the end of the 1950s,
Dialogue: 0,0:07:22.56,0:07:26.52,Default,,0000,0000,0000,,I think it was about that time,
Dialogue: 0,0:07:27.44,0:07:32.76,Default,,0000,0000,0000,,a book came out by Fritz Kahn,
Dialogue: 0,0:07:32.76,0:07:34.58,Default,,0000,0000,0000,,"Our Sex Life."
Dialogue: 0,0:07:34.58,0:07:36.16,Default,,0000,0000,0000,,A woman came in...
Dialogue: 0,0:07:36.16,0:07:39.87,Default,,0000,0000,0000,,It was a book on sexual education,\Nnothing more than that.
Dialogue: 0,0:07:41.11,0:07:45.65,Default,,0000,0000,0000,,This woman came in, my father\Nwas at the front, in the living room,
Dialogue: 0,0:07:45.65,0:07:49.31,Default,,0000,0000,0000,,waiting for any clients\Nwhile my mother made lunch.
Dialogue: 0,0:07:50.30,0:07:55.51,Default,,0000,0000,0000,,And she asked about this book,\Ncalled "Our Sex Life."
Dialogue: 0,0:07:55.51,0:07:58.63,Default,,0000,0000,0000,,My father, a German\Nwho barely spoke Portuguese,
Dialogue: 0,0:07:58.63,0:08:02.50,Default,,0000,0000,0000,,opened the door to the corridor,\Na corridor this size.
Dialogue: 0,0:08:02.50,0:08:05.88,Default,,0000,0000,0000,,At the back was the kitchen\Nand my mother was there...
Dialogue: 0,0:08:06.24,0:08:07.90,Default,,0000,0000,0000,,And he shouts out,
Dialogue: 0,0:08:07.90,0:08:11.75,Default,,0000,0000,0000,,(German accent) \N"Eva, we have sexual relations?"
Dialogue: 0,0:08:11.75,0:08:13.59,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:08:15.05,0:08:16.71,Default,,0000,0000,0000,,It's true. (Chuckling)
Dialogue: 0,0:08:16.95,0:08:22.55,Default,,0000,0000,0000,,I told this to Moacyr Scliar and he wrote\Na chronicle on it for the newspaper.
Dialogue: 0,0:08:22.55,0:08:25.72,Default,,0000,0000,0000,,So these picturesque things happened
Dialogue: 0,0:08:25.72,0:08:30.82,Default,,0000,0000,0000,,throughout the settlement\Nof the Herz family here in Brazil.
Dialogue: 0,0:08:30.82,0:08:32.99,Default,,0000,0000,0000,,There were very funny things.
Dialogue: 0,0:08:32.99,0:08:36.38,Default,,0000,0000,0000,,The space got small, we moved,\Nas I already told you...
Dialogue: 0,0:08:37.19,0:08:39.91,Default,,0000,0000,0000,,The 60s arrived,
Dialogue: 0,0:08:39.91,0:08:43.48,Default,,0000,0000,0000,,things were expanding, growing,
Dialogue: 0,0:08:43.48,0:08:47.14,Default,,0000,0000,0000,,and my mother considers moving\Nto Avenida Paulista.
Dialogue: 0,0:08:47.79,0:08:53.06,Default,,0000,0000,0000,,At the end of the 60s, \Nalmost by coincidence,
Dialogue: 0,0:08:53.06,0:08:56.27,Default,,0000,0000,0000,,I got married and we moved \Nto Avenida Paulista.
Dialogue: 0,0:08:56.27,0:08:59.57,Default,,0000,0000,0000,,And at that moment,
Dialogue: 0,0:08:59.57,0:09:02.61,Default,,0000,0000,0000,,I joined the bookshop,
Dialogue: 0,0:09:03.33,0:09:04.76,Default,,0000,0000,0000,,I became part of it.
Dialogue: 0,0:09:04.76,0:09:08.93,Default,,0000,0000,0000,,We discussed it a little, my mother\Nwas very scared, the expenses,
Dialogue: 0,0:09:08.93,0:09:12.81,Default,,0000,0000,0000,,condominium fees, taxes,\Nelectricity, telephone, all that.
Dialogue: 0,0:09:12.81,0:09:14.21,Default,,0000,0000,0000,,Would we manage?.
Dialogue: 0,0:09:14.21,0:09:15.81,Default,,0000,0000,0000,,I said, "You know what?
Dialogue: 0,0:09:15.81,0:09:19.39,Default,,0000,0000,0000,,I'll work and if I have to go\Nwithout eating, I will,
Dialogue: 0,0:09:19.39,0:09:23.25,Default,,0000,0000,0000,,but we can't have employees\Ngoing without payment."
Dialogue: 0,0:09:24.28,0:09:28.57,Default,,0000,0000,0000,,Okay. Things carried on,
Dialogue: 0,0:09:28.57,0:09:32.77,Default,,0000,0000,0000,,things kept going, it worked,\Nit started progressing.
Dialogue: 0,0:09:32.77,0:09:34.69,Default,,0000,0000,0000,,Decade of 1960.
Dialogue: 0,0:09:34.69,0:09:39.41,Default,,0000,0000,0000,,I then noticed that there were \Nalready conflicts going on between us.
Dialogue: 0,0:09:39.41,0:09:43.32,Default,,0000,0000,0000,,My parents' succession,\Nwhich I would take on,
Dialogue: 0,0:09:43.32,0:09:45.12,Default,,0000,0000,0000,,starts at this point.
Dialogue: 0,0:09:45.12,0:09:47.73,Default,,0000,0000,0000,,So I'm already talking\Nabout the first succession,
Dialogue: 0,0:09:47.73,0:09:49.19,Default,,0000,0000,0000,,one of the successions.
Dialogue: 0,0:09:49.19,0:09:52.37,Default,,0000,0000,0000,,Actually, I'll talk a little\Nabout this succession.
Dialogue: 0,0:09:54.54,0:10:00.19,Default,,0000,0000,0000,,I was uncomfortable with the money\Nbeing kept in the drawer,
Dialogue: 0,0:10:01.32,0:10:04.83,Default,,0000,0000,0000,,so I bought a safe from a company\Nwhich moved out of the building.
Dialogue: 0,0:10:04.83,0:10:09.27,Default,,0000,0000,0000,,My mother went on about it for a week,\N"How absurd to spend all this money!"
Dialogue: 0,0:10:09.79,0:10:12.19,Default,,0000,0000,0000,,And I bought a PBX.\NDo you know what that is?
Dialogue: 0,0:10:12.19,0:10:16.10,Default,,0000,0000,0000,,It's a telephone thing that we needed\Nbecause we had three telephone lines.
Dialogue: 0,0:10:16.10,0:10:19.73,Default,,0000,0000,0000,,It was something like,\N"Answer here, answer there."
Dialogue: 0,0:10:19.73,0:10:23.92,Default,,0000,0000,0000,,My mother went on a rant,\Nwe almost went at each other.
Dialogue: 0,0:10:24.59,0:10:27.94,Default,,0000,0000,0000,,But it was all settled, I calmed down,\Nshe saw that it made sense.
Dialogue: 0,0:10:27.94,0:10:32.77,Default,,0000,0000,0000,,There was no sense keeping the money\Nin the drawer, the PBX was useful,
Dialogue: 0,0:10:32.77,0:10:34.25,Default,,0000,0000,0000,,someone here needed to answer,
Dialogue: 0,0:10:34.25,0:10:36.97,Default,,0000,0000,0000,,the phone would ring there,\Nthey'd had to rush over to it.
Dialogue: 0,0:10:37.75,0:10:41.04,Default,,0000,0000,0000,,These technological changes
Dialogue: 0,0:10:43.46,0:10:45.77,Default,,0000,0000,0000,,happened naturally,
Dialogue: 0,0:10:45.77,0:10:47.79,Default,,0000,0000,0000,,movement increased,
Dialogue: 0,0:10:49.35,0:10:52.36,Default,,0000,0000,0000,,I had two sons
Dialogue: 0,0:10:52.36,0:10:56.35,Default,,0000,0000,0000,,who were born in the seventies.
Dialogue: 0,0:10:56.35,0:11:00.77,Default,,0000,0000,0000,,Things carried on as normal,\NI can't go into too many details.
Dialogue: 0,0:11:05.14,0:11:09.70,Default,,0000,0000,0000,,My sons were already in college,
Dialogue: 0,0:11:09.70,0:11:12.48,Default,,0000,0000,0000,,they were almost of age,
Dialogue: 0,0:11:12.48,0:11:17.43,Default,,0000,0000,0000,,and they expressed interest\Nin helping me in the bookshop.
Dialogue: 0,0:11:18.62,0:11:22.16,Default,,0000,0000,0000,,I said, "You're both mad, absolutely mad!
Dialogue: 0,0:11:22.16,0:11:25.93,Default,,0000,0000,0000,,Here we work a lot,\Nyou're not into that, I know.
Dialogue: 0,0:11:25.93,0:11:28.67,Default,,0000,0000,0000,,Your friends like to go\Nto the beach on weekends,
Dialogue: 0,0:11:28.67,0:11:31.20,Default,,0000,0000,0000,,one wants to go to the country,\Nthe other to the farm,
Dialogue: 0,0:11:31.20,0:11:32.85,Default,,0000,0000,0000,,I know what young people are like.
Dialogue: 0,0:11:32.85,0:11:35.57,Default,,0000,0000,0000,,Here we have to work on Saturdays,\Nwe can't have that."
Dialogue: 0,0:11:35.57,0:11:36.70,Default,,0000,0000,0000,,"No, we want to..."
Dialogue: 0,0:11:36.70,0:11:39.51,Default,,0000,0000,0000,,I spent one year saying no to them.
Dialogue: 0,0:11:39.51,0:11:43.28,Default,,0000,0000,0000,,Throughout a whole year, I said,\N"No, you're not into it."
Dialogue: 0,0:11:43.28,0:11:47.44,Default,,0000,0000,0000,,"Let us try it," \Nand I was saying no for one year.
Dialogue: 0,0:11:48.02,0:11:53.04,Default,,0000,0000,0000,,And the volume of work\Ngrew enormously for me.
Dialogue: 0,0:11:53.72,0:11:56.14,Default,,0000,0000,0000,,In the meantime, I had\Nalready rented another shop
Dialogue: 0,0:11:56.14,0:11:58.68,Default,,0000,0000,0000,,because there wasn't\Nenough space for the books.
Dialogue: 0,0:11:59.80,0:12:02.88,Default,,0000,0000,0000,,Finally, I ended up agreeing.
Dialogue: 0,0:12:02.88,0:12:06.73,Default,,0000,0000,0000,,Here I'm already talking\Nabout the beginning of the nineties.
Dialogue: 0,0:12:07.94,0:12:11.58,Default,,0000,0000,0000,,My sons joined us, and it was good,
Dialogue: 0,0:12:11.58,0:12:17.58,Default,,0000,0000,0000,,it was very good because I was\Nvery overloaded with work
Dialogue: 0,0:12:17.58,0:12:21.24,Default,,0000,0000,0000,,and it was very useful.
Dialogue: 0,0:12:21.24,0:12:24.68,Default,,0000,0000,0000,,Of course, dissensions started\Nas soon as they joined.
Dialogue: 0,0:12:25.94,0:12:31.51,Default,,0000,0000,0000,,Young men, very inclined to modernity,
Dialogue: 0,0:12:31.51,0:12:34.60,Default,,0000,0000,0000,,very tuned to modernity.
Dialogue: 0,0:12:34.60,0:12:39.29,Default,,0000,0000,0000,,I was forced to give in\Nabout certain things,
Dialogue: 0,0:12:39.29,0:12:41.77,Default,,0000,0000,0000,,but with some moderation.
Dialogue: 0,0:12:42.20,0:12:44.98,Default,,0000,0000,0000,,One starts to hear\Nabout electronic commerce -
Dialogue: 0,0:12:44.98,0:12:47.24,Default,,0000,0000,0000,,I'm already talking about 1994.
Dialogue: 0,0:12:47.24,0:12:52.38,Default,,0000,0000,0000,,I had already operated telex,\Nyou don't know what that is.
Dialogue: 0,0:12:52.82,0:12:54.34,Default,,0000,0000,0000,,Does anyone know what telex is?
Dialogue: 0,0:12:54.34,0:12:55.36,Default,,0000,0000,0000,,No.
Dialogue: 0,0:12:55.36,0:12:56.66,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:12:57.60,0:13:01.59,Default,,0000,0000,0000,,Right after that,\Nthe electronic thing appears
Dialogue: 0,0:13:01.59,0:13:05.47,Default,,0000,0000,0000,,through something called BBS,\Nwhich lasted very little.
Dialogue: 0,0:13:05.47,0:13:09.92,Default,,0000,0000,0000,,BBS stands for Bulletin Board System.
Dialogue: 0,0:13:14.20,0:13:18.42,Default,,0000,0000,0000,,And then the Internet was born in 1994.
Dialogue: 0,0:13:18.42,0:13:24.33,Default,,0000,0000,0000,,Electronic commerce begins,\Nwhich was something crazy.
Dialogue: 0,0:13:24.33,0:13:27.28,Default,,0000,0000,0000,,All this technological evolution
Dialogue: 0,0:13:27.64,0:13:31.16,Default,,0000,0000,0000,,happens at a speed much greater
Dialogue: 0,0:13:31.16,0:13:34.91,Default,,0000,0000,0000,,than the human being is able to absorb.
Dialogue: 0,0:13:35.21,0:13:39.88,Default,,0000,0000,0000,,So it was a turbulence within the company,
Dialogue: 0,0:13:39.88,0:13:44.26,Default,,0000,0000,0000,,because there were new versions daily,\Nand sometimes twice a day.
Dialogue: 0,0:13:44.26,0:13:47.86,Default,,0000,0000,0000,,And all that started to grow,\Ndigital books arrived -
Dialogue: 0,0:13:47.86,0:13:51.29,Default,,0000,0000,0000,,I'm already talking about 2000.
Dialogue: 0,0:13:51.29,0:13:55.28,Default,,0000,0000,0000,,The digital books arrived,\Nwhich we work with,
Dialogue: 0,0:13:55.28,0:13:59.28,Default,,0000,0000,0000,,and my succession was already established.
Dialogue: 0,0:13:59.71,0:14:03.55,Default,,0000,0000,0000,,So, the third-generation succession\Nwas already established.
Dialogue: 0,0:14:03.55,0:14:08.38,Default,,0000,0000,0000,,At a certain point,\NI saw things were really on fire,
Dialogue: 0,0:14:08.38,0:14:11.12,Default,,0000,0000,0000,,I said, "Sit down. Let's do something.
Dialogue: 0,0:14:11.12,0:14:14.96,Default,,0000,0000,0000,,Starting from you onward, the company\Nis no longer a family company.
Dialogue: 0,0:14:15.72,0:14:17.56,Default,,0000,0000,0000,,It must cease being a family company."
Dialogue: 0,0:14:17.56,0:14:19.95,Default,,0000,0000,0000,,"Why?"
Dialogue: 0,0:14:19.95,0:14:21.70,Default,,0000,0000,0000,,"For a very simple reason.
Dialogue: 0,0:14:21.70,0:14:27.13,Default,,0000,0000,0000,,I think a family company\Nmust stop when it gets to a certain size."
Dialogue: 0,0:14:27.91,0:14:29.70,Default,,0000,0000,0000,,"Blah, blah, blah."
Dialogue: 0,0:14:29.70,0:14:33.58,Default,,0000,0000,0000,,"It has to stop from a certain size,\Nthe responsibility is too big."
Dialogue: 0,0:14:33.58,0:14:36.55,Default,,0000,0000,0000,,I was seeing it all piling on top of me.
Dialogue: 0,0:14:36.55,0:14:37.88,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:14:37.88,0:14:39.65,Default,,0000,0000,0000,,Anyway, it got too big,
Dialogue: 0,0:14:39.65,0:14:44.82,Default,,0000,0000,0000,,and I think that\Nwhen that moment arrives -
Dialogue: 0,0:14:46.37,0:14:47.86,Default,,0000,0000,0000,,the size of the company -
Dialogue: 0,0:14:47.86,0:14:53.48,Default,,0000,0000,0000,,today we have 2,000 employees,\N19 branches, a significant income -
Dialogue: 0,0:14:54.30,0:14:56.52,Default,,0000,0000,0000,,the management needs to be professional.
Dialogue: 0,0:14:56.72,0:15:01.14,Default,,0000,0000,0000,,All this to talk\Nabout this succession process.
Dialogue: 0,0:15:01.89,0:15:05.80,Default,,0000,0000,0000,,Very well, this is all\Nagreed upon and signed.
Dialogue: 0,0:15:05.80,0:15:10.01,Default,,0000,0000,0000,,No grandchildren,\Nno mothers-in-law, no cousins,
Dialogue: 0,0:15:10.01,0:15:11.68,Default,,0000,0000,0000,,it's no longer possible to do that.
Dialogue: 0,0:15:11.68,0:15:13.56,Default,,0000,0000,0000,,It's signed and agreed upon.
Dialogue: 0,0:15:14.36,0:15:18.01,Default,,0000,0000,0000,,Then I thought,\N"Well, now they're there..."
Dialogue: 0,0:15:18.01,0:15:24.65,Default,,0000,0000,0000,,In 2005, I transformed\Nthe limited company into a corporation
Dialogue: 0,0:15:25.76,0:15:29.06,Default,,0000,0000,0000,,and established a board of directors
Dialogue: 0,0:15:29.06,0:15:32.16,Default,,0000,0000,0000,,of which I am president since 2009.
Dialogue: 0,0:15:32.16,0:15:36.12,Default,,0000,0000,0000,,There is a fund which came\Nand owns 25% of the company,
Dialogue: 0,0:15:36.12,0:15:38.58,Default,,0000,0000,0000,,75% is ours.
Dialogue: 0,0:15:38.98,0:15:41.82,Default,,0000,0000,0000,,And the succession was established.
Dialogue: 0,0:15:41.82,0:15:44.01,Default,,0000,0000,0000,,Then I started thinking about myself.
Dialogue: 0,0:15:44.01,0:15:48.15,Default,,0000,0000,0000,,And me? I'm healthy, I'm a young boy,
Dialogue: 0,0:15:48.15,0:15:50.57,Default,,0000,0000,0000,,my pediatrician is super-happy about me.
Dialogue: 0,0:15:50.57,0:15:51.62,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:15:51.62,0:15:56.33,Default,,0000,0000,0000,,So, what about me? Where do I stand?\NThe business was established, and me?
Dialogue: 0,0:15:56.33,0:16:00.83,Default,,0000,0000,0000,,So I started looking to see\Nwhat to do with myself.
Dialogue: 0,0:16:00.83,0:16:04.82,Default,,0000,0000,0000,,Am I going to watch Silvio Santos\Nall day? No, right?
Dialogue: 0,0:16:05.51,0:16:08.75,Default,,0000,0000,0000,,Sit my ass on a chair\Nand watch those kinds of things.
Dialogue: 0,0:16:08.75,0:16:12.18,Default,,0000,0000,0000,,And I started looking\Nfor things I like to do.
Dialogue: 0,0:16:12.18,0:16:16.36,Default,,0000,0000,0000,,As was mentioned here, I'm president\Nof the Artistic Culture Society,
Dialogue: 0,0:16:16.36,0:16:19.68,Default,,0000,0000,0000,,a century-old society in São Paulo,
Dialogue: 0,0:16:19.99,0:16:23.12,Default,,0000,0000,0000,,dedicated basically\Nto the dissemination of music,
Dialogue: 0,0:16:23.12,0:16:25.20,Default,,0000,0000,0000,,mainly classical music,
Dialogue: 0,0:16:25.20,0:16:29.10,Default,,0000,0000,0000,,which, unfortunately, lost its theater,\Nwhich was burnt down in 2008.
Dialogue: 0,0:16:30.09,0:16:32.56,Default,,0000,0000,0000,,I have just approved the new project,
Dialogue: 0,0:16:32.56,0:16:38.39,Default,,0000,0000,0000,,a building estimated between\N140 and 150 million Brazilian reais,
Dialogue: 0,0:16:38.39,0:16:40.28,Default,,0000,0000,0000,,12,000 square meters,
Dialogue: 0,0:16:40.28,0:16:42.86,Default,,0000,0000,0000,,which I will start very soon.
Dialogue: 0,0:16:42.86,0:16:45.04,Default,,0000,0000,0000,,So I won't die of boredom.
Dialogue: 0,0:16:45.04,0:16:46.17,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:16:46.17,0:16:50.40,Default,,0000,0000,0000,,Apart from that, I was elected\Ncultural director of a club in São Paulo,
Dialogue: 0,0:16:50.40,0:16:51.60,Default,,0000,0000,0000,,called "A Hebraica,"
Dialogue: 0,0:16:51.60,0:16:55.36,Default,,0000,0000,0000,,where I have the pleasure of organizing\Nthings a little in the cultural area.
Dialogue: 0,0:16:55.36,0:16:59.19,Default,,0000,0000,0000,,I do this sort of from a distance,\Nwith little physical presence.
Dialogue: 0,0:16:59.19,0:17:03.39,Default,,0000,0000,0000,,And I also have talked\Nto the directors of a TV station,
Dialogue: 0,0:17:03.39,0:17:05.51,Default,,0000,0000,0000,,called Arte 1,
Dialogue: 0,0:17:05.51,0:17:08.47,Default,,0000,0000,0000,,"I'd really like to talk\Nmore about the industry
Dialogue: 0,0:17:08.47,0:17:11.66,Default,,0000,0000,0000,,that I know so well,\Nwhich is the book industry."
Dialogue: 0,0:17:11.66,0:17:16.78,Default,,0000,0000,0000,,I started recording a TV show,\Nwhich has already started
Dialogue: 0,0:17:16.78,0:17:19.71,Default,,0000,0000,0000,,and is on the air every Saturday\Nat 10 p.m. on Arte 1
Dialogue: 0,0:17:19.71,0:17:21.25,Default,,0000,0000,0000,,for whoever wants to watch me.
Dialogue: 0,0:17:21.25,0:17:26.68,Default,,0000,0000,0000,,I talk to people involved\Nin the editing industry:
Dialogue: 0,0:17:26.68,0:17:29.79,Default,,0000,0000,0000,,authors, editors, illustrators -
Dialogue: 0,0:17:31.04,0:17:32.35,Default,,0000,0000,0000,,all those who work there.
Dialogue: 0,0:17:32.35,0:17:35.12,Default,,0000,0000,0000,,I don't intend to talk about\Nthe work of some author,
Dialogue: 0,0:17:35.12,0:17:39.03,Default,,0000,0000,0000,,that's what other people do so well,\Nlike Edney Silvestre from GloboNews.
Dialogue: 0,0:17:39.04,0:17:41.44,Default,,0000,0000,0000,,I have no interest in competing with him.
Dialogue: 0,0:17:41.44,0:17:44.97,Default,,0000,0000,0000,,But to talk about how I search\Nfor a literary agent,
Dialogue: 0,0:17:44.97,0:17:46.40,Default,,0000,0000,0000,,how I sell my books,
Dialogue: 0,0:17:46.40,0:17:50.54,Default,,0000,0000,0000,,if I'm interested in publishing it\Nin England, the United States, wherever -
Dialogue: 0,0:17:50.54,0:17:52.52,Default,,0000,0000,0000,,this no one knows about.
Dialogue: 0,0:17:52.52,0:17:54.97,Default,,0000,0000,0000,,A new book comes out in the US,
Dialogue: 0,0:17:55.49,0:17:57.08,Default,,0000,0000,0000,,immediately, it may depend,
Dialogue: 0,0:17:57.08,0:17:59.54,Default,,0000,0000,0000,,a whole page about it appears\Nin the New York Times.
Dialogue: 0,0:17:59.54,0:18:00.80,Default,,0000,0000,0000,,It's an industry.
Dialogue: 0,0:18:00.80,0:18:05.08,Default,,0000,0000,0000,,In Brazil, we unfortunately\Nhaven't yet arrived at this point.
Dialogue: 0,0:18:05.08,0:18:07.69,Default,,0000,0000,0000,,Just to finish up and to remind you
Dialogue: 0,0:18:07.69,0:18:11.60,Default,,0000,0000,0000,,that successions happen\Nthroughout our lives,
Dialogue: 0,0:18:12.19,0:18:14.53,Default,,0000,0000,0000,,throughout our careers.
Dialogue: 0,0:18:14.53,0:18:19.10,Default,,0000,0000,0000,,If you want to take\Na step forward in a company,
Dialogue: 0,0:18:20.11,0:18:25.63,Default,,0000,0000,0000,,it's good that you find someone\Nwho does as well as you do
Dialogue: 0,0:18:25.63,0:18:28.17,Default,,0000,0000,0000,,so that you can go up a step.
Dialogue: 0,0:18:28.17,0:18:31.82,Default,,0000,0000,0000,,Succession in a family company \Nis very similar.
Dialogue: 0,0:18:31.82,0:18:35.46,Default,,0000,0000,0000,,In our lives, we do a lot of successions,
Dialogue: 0,0:18:35.46,0:18:37.49,Default,,0000,0000,0000,,whether in private life -
Dialogue: 0,0:18:38.15,0:18:44.11,Default,,0000,0000,0000,,someone dies, someone is replaced,\Nunmarries, whatever -
Dialogue: 0,0:18:44.11,0:18:47.04,Default,,0000,0000,0000,,these are successions,\Nall these are successions.
Dialogue: 0,0:18:47.04,0:18:52.01,Default,,0000,0000,0000,,I think it's easier in a private company
Dialogue: 0,0:18:52.01,0:18:55.33,Default,,0000,0000,0000,,because common sense must prevail.
Dialogue: 0,0:18:55.33,0:18:56.53,Default,,0000,0000,0000,,Thank you very much.
Dialogue: 0,0:18:56.53,0:18:58.95,Default,,0000,0000,0000,,(Applause)