New technologies and digital applications are an affordable and accessible shortcut to boost productivity throughout organizations and markets in Brazil.

1. And Brazil lagged behind
the competition between
nations...
How to recover the lost time?
image: www.lexicarbrasil.com.br

2. The country needs to take a
productivity leap
to jump houses in the
nations board game,
… and reap the low hanging fruits,
as they say abroad (outside Brazil).
image: muybridge

3. Leapfrog.
A word that sounds like a
joke, but stands for a
concept with important
implications.
‘Leapfrogging is the umbrella name for
the systems available today that make all
this possible. Cloud computing, social
media, new professional paradigms such
as social entrepreneurship, below-the-line
marketing and a host of novel realities
have transformed the global context…’
- Bright B. Simons

4. The Leapfrog that Brazil,
needs to practice urgently
is the intensive adoption of
digital apps,
... and surf the technological
revolution with the speed and
competence necessary to take this
opportunity for fast development.
image: www.fastcodesign.com/

5. After all, why not adopt
existing tools used in
countries that lead the global
economic performance and
productivity rankings?
It is no casualty that companies
developing technologies and digital
applications rank among the most
profitable in the world.
images: wordfromthewell.com / createlivelove.com

6. My personal toolbox (1)
a set to start exploring the apps environment
Slack, for communication within
teams and external collaboration.
Wunderlist for shared tasks
management.
Podio, project management
(I’ve preferred Slack + Wunderlist).
Squarespace, to make your own
(good) websites.

7. Haiku Deck, for creating, sharing
and managing presentations and
proposals.
MailChimp, for building and
managing mailing lists, CRM.
Typerform, research has never
been so easy and affordable.
Hootsuit, Agora Pulse, for
managing social networks.
My personal toolbox (2)
a set to start exploring the apps environment

8. Elance, hire and manage
employees worldwide. Workana
for freelancers in Latin America.
Zapier, IFTTT, make the apps talk
via APIs, integrating and leveraging
resources.
Google apps family’s interfaces
and outdated and rarely exceeds
specific apps, but it is
comprehensive, accessible and
"talk" to everyone.
My personal toolbox (3)
a set to start exploring the apps environment

9. The world of apps for design is
immense, from basic for non-
designer (like me): Canva,
FFFFOUND, Muzli, ColorHexa,
Paletton, Subtle Patterns…
… even Adobe Comp CC,
brand’s biggest bet for pros.
image: badbloodpovmovie.com
My personal toolbox (4)
Design is a special chapter

10. Comparing Apps
Before adopting, search:
comparison sites like Tom’s
Guide, App Battleground, among
many others, help to choose and
avoid mistakes.
image: Marmelad (commons.wikimedia.org

11. Are you ready to seize the
opportunity?
Next, tips and general considerations to
increase your chances of a successful
implementation.
image: crossworld.ca

12. Adoption Timing
‣ Do not be greedy: adopt Apps
gradually and consolidate
deployment before new
adoptions;
‣ Technology is always ahead of
users: if there’s the need you will
always find companies that
already thought about it;
‣ The scenery changes fast, the
apps evolve and new competing
apps are launched;
‣ Follow the principle of good
enough: it is better to adopt
good apps that stress finding the
best of each segment; keep the
pace is important.

13. Common Features
‣Apps point to innovation mind-
sets and productivity increases;
‣They are widely accessible since
they are in the cloud;
‣They are free, freemium or have
affordable prices...
‣... but the most important is: the
cost-benefit ratio is (almost)
always positive;
‣The most popular apps are
available in Portuguese: easy
adoption by all in the team;
‣Intuitive interfaces facilitate
mastery of basic uses;
possibilities of advanced uses;
‣Simplicity implies short maturity
cycles, with rapid results and
feedbacks.

14. Typical Benefits
‣ Apps adoption add value and
sophisticated skills to
organizations of any size,
democratizing resources
previously accessible only to rich
corporations;
‣ Apps "export" their models, mind
maps and thinking structures;
adoption helps empower teams,
"teaching how to work" and
establishing bases for innovation;
‣ Implicitly create conditions for
the emergence of leaderships
within teams;
‣ Once trained, the teams want to
expand the use "beyond
company walls", extending the
benefit to adjacent communities;
‣ Collectively, its spread favors the
emergence of digital culture
communities, returning benefits
to society.

15. Cautions
‣ Not all the apps are efficient:
some fail, others die or morph to
something else just when you
are beginning to understand and
enjoy the service ...
‣ ... yet the initiative is worth: the
benefits come not only from
improved activity but also (and
especially) inspiring the flourish of
innovation culture.
‣ Stay tuned for functions overlap,
as applications vie for space with
each other, always looking for
usage expansion opportunities.
‣ It is recommended to adopt and
follow an innovation project -
and/or a communication
strategy) - for successfully
guiding the deployment process.

16. After all, what makes up the
Brazilian delay?
image: Claro Jansson / pt.wikipedia.org
Appendix

17. Education deficit:
a calamity more evident in a
global environment of rapid
technological evolution.
image: enevolucion.com/

18. Productivity.
A highly strategic topic,
where Brazil is critically
lagged behind the rest of
the world.
57º in global ranking
4º in Latin America

19. Lack of investment in R&D
and serious funding
mindset for innovation
makes the situation worse.
Small amounts and low share of
GDP is invested in Research &
Development in Brazil.

20. Recessive economy,
inflation, pessimism and
falling commodity prices
tend to increase the gaps.
image: Eitan Rosenthal

21. Underdevelopment, however,
generate opportunities to
recover (partially) the lost time.
Especially using technological resources such as
cloud computing and its applications in SaaS -
Software as a Service.
image: arthistoryworlds.org

22. www.eitanrosenthal.com
eitan@eitanrosenthal.com
Eitan Rosenthal
Communications Strategy Consultancy
May 10, 2015