Ricardo Semler

I mean, I think sometimes, I mean, I remember speaking to a guy, he's a bit of a personal kind of hero of mine in terms of a business sense.

What he did was a guy called Ricardo Semler wrote a book called Maverick back in the 90s about some work he did.

He took over his father's engineering firm called Semco in Brazil and had him on the podcast.

He was telling me about something that they'd done recently where they built this hotel It was called Botanic, I think.

to the next edition of the Punk CX podcast.

With me today, I have Ricardo Semler, who I must admit, I'm a massive, massive fanboy.

This is a real fanboy moment for me because I remember reading Ricardo's first book called Maverick back in the, oh crumbs, late 80s, early 90s sort of thing, such a long time ago.

And when I read it, at the time.

So that's why I think this philosophy was very much, I would say, welcomed.

I practically, it's strange to tell it, right? And we know both of us, Ricardo Semler, right? And I've heard it from his experience, and we did a podcast together.

He was like almost thrown out by, you know, business owners or heads of business associations, like being a dangerous or almost revolutionary or whatever, right? Maybe it's a question of generation, of time, because he was doing it, if I remember, in the 80s, probably.

My message that was basically, and Brian's, but I was operating mostly in France, beginning, let's say, 2010s, right? We're talking like mid-2010s when there was a real, real popularity of this philosophy.

He may not have heard of, but it's a similar book.

Have you heard of Maverick by Ricardo Semler?

I have not.

I'll send that to you.