And he tells me I want to buy the company from you and takes me and I pick him up on a pay phone if cell phones did not exist almost and I tell him 1 1 price that it was crazy, he tells me you have to come spend times giving with me I'm going to make you the richest man in the world what imagine and I am going to introduce you to Juan Pablo sedniski founder of the infanti brand created in Chile and leader In baby and toddler products in Latin America sold worldwide has more
than 100 stores and only in Latin America sales of US$150 million in this interview we will learn about the beginnings of this brand and what the road has been like to this day my name is franois opuset and this is my entrepreneurship YouTube channel if you like this chapter leave me a like And subscribe to the channel for more videos like this finally, if you would like to learn how to import into chile I invite you to miss my course in intelligent importer dot com I leave you the link in the description of this video
now I leave you with the interview hope you enjoy and see you next time. well Juan Pablo let's leave welcome to my YouTube channel Juan Pablo thank you for inviting me here to your office and to be able to talk about the Infante's story. And know how it all started and from that point on also that the people who are watching this video can learn new things can be motivated to resist so thank you very much for your time that is, I believe that the privilege and and I am very grateful for the invitation because
I believe that the most important thing in life today is to be able to transfer experiences and I can tell you about good experiences bad more or less "the most important thing is that in the background eh we have learned a lot froms but the overall result is very good on average thank God and thank you for working every day perseverance effort to get up early and motivate people and make make make and make that has at least always been our motto as a family and as entrepreneurs and of course make mistakes amend and move
forward The important thing is to try to motivate more people to do so because, at the end of the day, countries I believe that they live off businessmen and that's what eh we have tried to do all our lives since 1983 and I also come from a story on which my father left to work in a plastic bowl company to become part of the company and he left us with a super important legacy that was I would like to feel like it be disciplined and you didn't have to be so smart but that more than
anything else it is necessary to be persevering search eh and try to achieve and achieve the goals that one gets in search every day of what one wants to achieve or must achieve because of course there is a lot on the way many ups and downs you told me before starting the interview arriving from China Yes of course when you arrived I arrived on Tuesday night Tuesday night and today it is Friday night. how long have you been in China eh 18 days 18 days yes and you also told me that you are traveling to
China 3 4 times a year yes good that's where he left I believe that much of the success we have had in life because the year 1 987 when I was 21 years old. I decided to go to I don't know how to open doors And the truth is that it was a very important change we were importers of cheap toys and we bought as through company Hong Kong or US traders and one day I told my brother I thought of going to China. I said to see what happens when you go there and the
truth is that it was that is, my phone calls with these cards that one used to use in public telephones when I called him already my emotion was such That in a way I was saying to paint the tip of the thread and well, and that opened many doors for us to get to where we are today imagine meeting people since '87. in China everywhere and how I have seen China's change as well since since it was my first time I went to buy temporary pools imagine today to move on to eh buy countless categories
through which we have passed then in '87 you did go to college Yes me well in fact I was a college student my business life starts in the year 84 when we start as importers with my brother on my shoulders I was finishing school my brother was studying automotive mechanics and we started by importing toys to encouraged by my father which had also been eh of the entertainment industry he had been part of plastic bowl and had left with the importation and had gone in 1982 when the great recession came in Chile And the dollar
passes from one day to the next 39 pesos which was the fixed exchange rate at 100 pesos in one night of course all the companies went my father also included and good he always encouraged us to learn from the toy bug. my brother was studying automotive engineering and I was I was just leaving school in '84. and I was fulfilling the great dream of my life me at 11 years old I made myself a card that said it was going to be Universidad de Chile commercial archive because my dad was the u and had moved
the stadium all his life and always my dream was to be a commercial analyst at Universidad de Chile and entered I went in and at the same time we had the company and I had a hard time getting my university degree because in a way we were the ones who we opened the curtain we did the cleaning we had desks like that with you with each other And eh had to drink bouquet in the morning in the dark and in the night and of course ask for help from all my colleagues and study at night
study, i.e. power to provide evidence had to study at night and that made me to have an overenergy because if I didn't make it to 8 o'clock did not reach when I opened the curtain I could not reach 08:30 To the university and I took a little while and in the meantime in addition to studying and being an entrepreneur I got married so I took out the race as an entrepreneur and since I'm already married so I think my life has been a little accelerated but I am grateful because in a way that gave me
the energy too to get to where we have arrived Then the year 84 you started this company with your brother importing toys my brother my sister was a family business understands me by caring only about appearances and what the what was the business was distributor had a store distributor 100 100 100% distributor and I can tell you that one of the great milestones were a pool brand that we started to bring at that time In which there were many importers in Chile and that specific brand that was intex. our as a great milestone there was
a fair in the products of Christmas in Banquehue and I was already a college student and there I opened a stand for sale of swimming pools in which every day I had to go during December fill the pools bring them to take them out in Manquehue with the military And that year I think it was 1 1 1 great as well as success and a breakthrough within as a milestone for the company y in y and e intex in Chile there were about 5-6 importers and little by little and that's where my 87th trip came
from to seek exclusive distribution of intex of those pools and it took us many years and it took us many years and to have to show off to the socks in order to have exclusive distribution of intex But that was one of the great milestones in that at that time how did you get the exclusive distribution pure blah blah pure what is it called I found stories of how great we were of everything we had of how important we were in Chile and basically trying to eh eh use all the charm when you are young
you feel like and want to improve yourself basically nothing more but there were already 5 companies that brought these pools why you wanted to be the 6th so to speak You basically wanted to be the first therefore every year the chinese are masters in negotiation and teachers in asking you for volume then every year we were required to buy more and more and more. and they told me okay I'm going to take out one of the distributors but you have to buy me what he buys the double good and that's where we went little by
little. eh putting all our savings putting all the basically bills of exchange and bills of exchange Because at that time it was sold by check bills of exchange and excluding all our capital in order to get ahead basically so it was then this trip they made to China went directly to the factory we went directly to the factory and I even always say that I was in January I was buying swimming pools in the midst of a gigantic rainstorm then imagine what winter means in China With rain and me trying to obtain exclusive distribution pool
to Chile and so we start well eh within other product lines that we were working eh we were also going to a fair that had of Colombians in New York that was done every year in February therefore, for many years I did not have summers. or I did not have vacation because between college and working married Well, we had to also go to these fairs to try to get distributions and brand representations and we came to have many for example this factory China of swimming pools you contacted them they were warned that they were going
to travel yes, we already warned them that we were going to travel to all this I always count as an anecdote that you are super young. That basically I worked via telex and telex did not exist telex eh before FAX there was telex and I had to go every day write all telex had to go to the center of an office deliver the telex send them and wait for the response therefore every day in the morning after college had to pass through the center to look for the telex answer If there were if there was
an answer from there to my office write everything back go to the center again and send the telex and of course you die as imagine very pleased to receive a positive response so that was the time but very busy but on the other hand also an impressive adrenaline that made us go on and on And at that time also eh the margins and the sales that could be achieved and the competition that existed eh in fact I will never forget la la now who saw that you too is trying to interview Horse paulman that one
day receives me at the Jumbo in Bilbao and buys me 12 swimming pools I think it must have been like this the biggest party I've ever had in my life Because this gentleman I was actually buying 12 pools from you I would sell two and buy two again and so on and so forth and that is how Jumbo worked and our clients were basically the Jumbo Falabella Sodimac did not exist yet and small customers from regions in which we had to travel with our little box. to be sold to him throughout the Rancagua Curicó regions.
Talca Linares and that was my constant life. and then just get traveling salespeople but that's how our beginnings were And it cost you in with eh convince these distributors to buy you eh al depends because you basically had to give him credit then understands me as chile has a structural problem seasonal which is unlike the northern and Europe. Chile has Christmas and summer together so we had one season a year. and that season basically as everyone knows the sale Mainly dairy and summer products is concentrated from December 10 to December 24 and we were coming
up on December 10 red red red red we should but we all the banks asking him to please put up with us and customers paid us at the end of the season so we depended a lot on that one of those moments. I even remember a story in which at some minute we brought some doll which was about what it is called fashion at some minute and we were a week before Easter. And we had all the dolls in the snow and we caught a truck with my brother we went to the central station and
we started selling the dolls at the central station. in order to be able to recover the money and be able to pay the banks but on the other hand was a spectacular adrenaline that kept us going. and of course we did well to the eh that is, every year something we won and the best Christmas holidays And on vacation we used to stick to each other it was with this loan that we had generated and in which the whole family participated it was an immense joy indeed you more or less remember how much you invested
in your first cigar import the year 84 I remember perfectly how it was $40 000 and that we had them in a warehouse in Carrascal. and and and then our big milestone was to open an Adobe office. in independence in Colón 15 0 1 In which we felt but very proud to have this office in which there were three offices and at the back of this office was my brother's office and mine, in which we had desks. therefore if someone came to see my brother, he would sit down. over there and if someone came to
see me he would sit over here and we would both hear everything. that is, we shared life all day long to this day we have been working for 40 years From sun to shade a sister then joined and I also found an office like this in the middle of the corridor but the truth is that they are are indelible memories for the whole family the million John Paul question you told me you left with $40,000 you were in college how did you get $40,000 first of all the banks second my father Lent us he did
not lend us something that at that minute was called 1 1 letter of guarantee okay now what I can tell you one of the great teachings I have ever had in my life it was my father's discipline because it was coming to the end of the year," he said. you pay me what I lent them and with corresponding interest we basically told him Pucha eh daddy lend us some more time for the money, no compadrito. debts are paid and he taught us how to be super rigorous in that regard. and to this day I appreciate
it because in reality taught us how to get up early to work with discipline and that it was necessary to be very tidy with the accounts he he was super eh austere and very tidy with their accounts And of course at the same time had experienced an important turnaround in his life in the year 82 in the recession of the year 82 and wanted us to do well but he also let us do and that we would be wrong eh e went to the office every day and listened to and listened to what we were
going to do the plans but never interfered because he wanted us to be independent in reality so a big thank you to to the teaching he left us And on the other hand gives its austerity as well he never understood that we would like to continue playing and playing and doing and doing more things and getting into new areas in new things eh tried to calm us down a bit and and my voluptuousness or my desire to do things I think they got over it and the business when you started it with the toys how
long it took for him to start paying Ah well I can tell you that we had bad years remember that there was a the asian crisis, if I am not mistaken, was about 88 or 90. we go through hardship many hardships but on the other hand we also realized this large companies arrived in Chile Mattel arrived Hasbro large international companies to set up then the business became very difficult And there we had to go out to look for other items not to depend on these 15 days of Christmas and that search was endless I can
tell you that we went through back to school stuff school stuff everything to sell in march hairpins pharmacy stuff countless areas but I can tell you that almost all of them did not go badly. until we get to baby products And in baby products it cost us a lot because there was a very important brand here international which was called Century and they had the market totally dominated in the medium and high market and it occurred to me get the distribution of Graco Graco was one of the great American companies and I started writing to
him FAX already existed there Then I started writing to him by FAX I was not even fished for the egg were not interested in the international market hey they were basically the United States United States United States until one day I took a plane and went to the United States. to Graco's offices to knock on the door and of course these gringos they did not expect this Chilean madman to be will come to your company to tell him that he wanted the distribution And basically it's not that I wanted the distribution my legacy was to
tell them I need help and I think I can help you is that we do not sell internationally no matter I told you sell me balances sell me close out sell me whatever you have but all I can tell you is that I need to sell baby products because or else my company is going to go por este tema de los juguetes Y la competencia que había llegado a Chile directamente desde Estados Unidos tengo varias preguntas aquí cómo llegaste a esta marca cómo sabías que existía esta marca si no si solamente estaba en Estados Unidos
por qué estás convencido de que tenías que tener esa marca porque resulta que en Estados Unidos las dos marcas que reinaban era Century y Graco y Century en Chile aquí la tenía un empresario Eh Fernando saror y él básicamente trabajaba desde su casa con un FAX y le vendí a los clientes al precio que quería cuando quería yo dije cuál es la competencia más directa Graco hasta que conseguí un catálogo mi mi exsuegro vivía en Estados Unidos y le dije consígueme un catálogo y me consiguió una dirección de de FAX en ese minuto y le
empecé a escribir escribir escribir hasta que llegué allá y te puedo decir de memoria el pedido que el el primer pedido que hice En la cual me vendieron tres coches dos cunas y dos columpios okay y en los cuales compré 100 unidades de cada uno qué es lo que ellos me pudieron vender yo llegué a Chile y me fui a venderle a nunca me voy a olvidar a Ripley y el primer pedido que me hacen eran 120 unidades de cada uno y dije aquí está la papa o sea ya vendí todo lo que venía por
lo tanto de vuelta a Estados Unidos a decirle compadrito parece que aquí hay una oportunidad Y empezaron a creer en mí y me dijeron búscanos nuevos clientes en Latinoamérica y ahí yo salí a buscar distribuidores en otros países encontré una persona en Argentina encontré una persona en en Colombia encontré una persona en Puerto Rico encontré una persona en Uruguay y básicamente les conseguí clientes y ellos me pagaban un Finder fi con el fin de poder lograr hacer un volumen que fuera más interesante y que le que se les abriera el cerebro a exportar me entiende
Finder fi A qué te refieres me pagaban una comisión por todo lo que vendiéramos en todos estos otros países perfecto la primera vez que te vendieron te dieron la exclusividad o esa te la ganaste con el tiempo la primera vez que me vendieron me vendieron los saldos que tenían en la bodega y con el tiempo me fui ganando la confianza de ellos Y la confianza de de su ejecutivo básicamente que eran dos personas que me hicieron ir 14 veces a ver los productos a aprender se dieron el tiempo también de enseñarme porque nosotros no sabíamos
nada de productos de bebé y hasta el día de hoy tenemos una amistad que lleva yo me acuerdo que Graco fue la primera importación fue en el año 95 93 por ahí y aquí viene la mejor parte de la historia una vez que empezamos a vender Graco dijimos qué hacemos cómo Cómo nos hacemos conocidos y pagábamos todas las semanas un aviso en la revista ya que nos costaba ponte tú dos palos y medio mensuales mensuales no semanales y mi hermano dice abramos una tienda Graco okay aquí donde estamos sentados que en banquehue norte 1 2
4 5 abrimos la primera tienda de bebé baby Graco Store la pintamos amarilla okay y pusimos en el en el techo de la casa una guagua inflable que como que entraba por la chimenea Cuando armamos la tienda y pusimos los productos entramos al local y dijimos se ve muy pobre qué hacemos por el eh poco pro poco producto coches sillas de auto y cómo se llama en ese entonces casi nadie usaba sillas de auto eh columpio cuna sillas de comer y aquí viene la mejor parte de la historia los tres hermanos mi hermana Jacqueline mi
hermano Cristian y yo partimos a Estados Unidos a uno de estos locales babys a ras Entramos con carros de supermercado con nuestro con nuestros maridos y y señoras entramos con carros de supermercado y compramos de todo 6 unidades de cada uno de cualquier cosa veíamos no sé mamadera 6 de cada una las metíamos al carro y compramos al final un contenedor de 40 pies llamamos al Ford warder salimos de baby Stars llamamos al Ford warder y le dijimos despáchalo a Chile Y así armamos la tienda en en una semana o sea nos demoramos en que
llegara el embarque cuando llega el embarque empezamos a armar la tienda y a poner precio y hacer todo nosotros y armamos el primer baby Graco Store en el año 95 si no me equivoco y en cuanto abrimos furor porque no había nada de ese tipo de producto marcas que hoy día son superreconocidas en Chile Avenkits to skip hop un montón de todo de todo y por supuesto no existía tampoco ningún sistema ni software que te permitiera saber qué se vendía pero nosotros veníamos todos los días y veíamos la we saw the gondolas at to the
Jumbo type Horse paulman type that is, we would sell 12 they were selling ready I would start writing to that brand Hey I want your distribution then another one that sold well I want your distribution and so we began to travel and although to begin with to get distributions from other baby companies i.e. it exists as a real market study. because you bought the products to detail to detail to detail and to the extent that they were sold you were identifying what worked and what worked Distribution as is then for example we said we went
to this store and we saw that first the corridor was a bottle then they had what I know diapers then they had the bib and countless baby products that in Chile did not exist and this is how the market study concluded and that's how we started writing to the brands and they started to give us the distribution because there was no one there In South America to import baby products therefore I imagine that you would recommend to someone who is leaving with a store eh start with 1 1 1 wide range of products to identify
what is most important people want of course of course and at the end of the day, the rules are always followed. 20 percent of products generate 80 percent of the sale Pareto law does So there you go learning that is why I say that we come from a test topic. trial error and so on and so forth and good to knock on the door i.e. never get tired and basically try to eh try everything because you never know sometimes there is a tremendous surprise we bought a bottle brand that my sister insisted insisted and told
him impossible if there was a Gerber brand here to be sold In 1 000 pesos and these bottles were going to cost 8,000 pesos. I was telling you this, it is impossible for them to sell. well that brand which is a brand was an English brand called Avent that to this day we are the distributors we arrived to buy $5,000 for you the first time. and we have a story very nice because we would not sell to anyone we only sold it in our stores And once the Englishman tells me hey I'm going to go
see how is the distribution you have in Chile and we had no product anywhere we sold it only in our stores to all this we no longer had only one baby Graco but we began to open in malls in different locations then we already had 5 or 6 stores and one day these gringos come to me and tell me hey I'm going to see you I say What do I do if I have no distribution anywhere I call Falabella and tell her can you put me on three in three locations well he tells me is
that the gringos are coming and I have to show them at least then put me an exhibitor in Arauco Park one inucio square and another one I don't remember in plaza occidental but what would you sell them you were already selling those falabellas not at that time suckers no Of course the other products the other products but I tell you put me this display for to show the gringos that I have distribution well when I go on the weekend the demands were empty everything had been sold the buyer calls me and calls me Juan Pablo
you went and bought all the stock I don't swear it had been sold and so we left and came to buy from this company. three and a half million dollars 4 million dollars later in all of Latin America 10 million I mean, as I say this these are all tests that one learns on the street that's basically no one knows everything and no one is a prophet or knows everything despite the fact that they are highly recognized brands worldwide suddenly there are things that work in Chile and things that elsewhere do not this is another
rule When I go out to buy more volume from Graco I tell him compadrito pink cars are not sold in Chile Chilean is classic and likes blue and basically likes gray because we, since we were kids we had always been dressed to go to school in blue in gray the little girl in pink or the little boy in Celeste then I need to make my own colors and they start to make our own colors then I don't know in the United States the cars had 8 wheels We needed to lower costs we put 6 wheels
on it therefore, what we are asking for is a global product. we make it local and well, there it goes on a great story with Graco a great growth story for to go so far as to win the distributor's award largest in the world in TEL per capita of course, imagine I had these meetings that we did all these people Throughout South America they made my own products and well, as always happens in the good parts and the bad parts when you are a distributor of a and this is a super message when you are
a distributor for a company when you are very young they take it away for being a boy and when you are too big they take it away because they are big and they want to do it themselves and jump off as a distributor So here it comes the big leap of this company which was the creation of our own Infante brand. and that happened because they effectively took away your brand. Graco began to cheer us up and began to basically to tell us that as in all these large companies change the President and change the
whole rule then they were going to the right we were going to the middle they wanted to sell only expensive products we needed cheaper products And they Yes or for us I had been taken to the factories to learn how products were made in China and I had all the contacts of all the factories that produced them I had befriended all the Chinese. I had gone to suck with all the Chinese therefore basically what I did was go to the two or three most important ones and tell him make me my brand And that was
the great leap of this company that this was the year 2002 this is a separate story in which I catch these manufacturers I tell them look I need to make products similar to these of course with completely different costs and I start to bring the brand ah all this if you tell me why it is called Infante and the brand that's a total stroke of luck. because in reality I Graco everyone thought it was an Italian brand And an American brand then I say this brand has to be Italian number one and number two a
real costume must be made of this brand to make it sound as Italian as possible. therefore our and that was like a total take-off on the other hand we were selling in palavela in Paris in Ripley in our stores that were called baby Graco Store Infante products but we as a supplier were called Graco Then people all started saying this is the second brand of Gracchus, something we had never done before. we hadn't even thought of it e infanti started to boom when you started selling infanti you were still selling Graco yes of course, that
is, it followed that followed but then they didn't take away your mark in 1/1 instance no because in a way the volume we used to buy from them was very large We were already established throughout South America we had already opened we arrived at to sell to Peru in 1999 before Falabella we went to a a my father had always been related to Peru and told me Peru is a tremendous market, you have to go to Peru. because there they are 35 million people and in Chile there were 15 of us. therefore go to Peru
and we had already started selling in Peru. therefore We were a very important volume for Graco we were selling in Chile Argentina Peru then they had a hard time making the decision until one day they tell me look I receive a letter to a lawyer and they tell me either you change the name of the stores tomorrow or not I will never sell you again and we in I don't know Po in having been 5 days our logo was Baby Graco Store where Graco said we all trade Gracos for Infante and no one was given
Did not even realize that the brand had changed a year goes by and of course they stopped selling me Graco let me sell but childish already had a certain volume that allowed us to when we did this infantile change I think was one of the big fights I had with my brother. because 75% of this company's turnover was Graco. is still Gracchus yes and he tells me Juan Pablo we can't take any chances imagine we are going to lose everything I told him compadrito come on I'm going to be an Infante with you or without
you and this is how Infante's story starts and tells me well we are partners for all for the good for the bad and so we start with Infante and infanti became a giant not here in Chile in Argentina in Peru and on the other hand another great teaching we went to China and told him the Chinese and these large factories how many customers do you sell to in Latin America? A container with different branding for different country what I am going to do is I will make you a distribution from Mexico to Chile with this
own brand a color a product a mix one box a production line and that turned them imagine what it meant for them to produce with a brand for all of Latin America instead of with 20 marks one container for each And so our volume was very important and we became super important with suppliers then that's where Infante's great success came from. and and they for example, they made contact with all these eh importers in South America yes of course already yes of course they made your pass it's them actually told me look at this part
I sell so much in such and such a part I sell so much okay And so we started to gain market share you then went to visit him and told them everything. I work with the same factory but this brand was already eh is already known in Chile as is and and Graco started to drop to go down to lower its volume and we started to take more and more market share everywhere and I found it giant for the Chinese And we also generate trust and friendship that to this day I have it you understand
why I have been coming since the year 2000 going every year two or three times a year to these same factories some go up others go down new ones appear but basically that's where our success came from of how in a certain way closing the Latin American market therefore any company that would like to come to distribute Chile should have called us and everyone told him to call this gentleman for him Is the one who knows then he would call me and that's when we started to other international brands started calling us to give us
the distribution therefore we no longer depended on boys of Graco's forgiveness then he started calling us britax boy eh Seity First and countless brands and we drove in a certain way a little the Latin American baby products market and that was the key to success When Graco took you away so he stopped selling you passed the mark to another to another to another distributor and so on and nothing happened. and another distributor that basically had the same problem they had with us a distributor that had its own brand therefore Graco was never relevant to this
for this distributor and to this day today Graco is very small throughout Latin America. Because they could not themselves in other words, ambition cost them dearly as you were contacted later at some point to date keep trying to win you back to date, no in fact, they tried to buy us Marcelo if that one that was already a movie when the President of Graco calls me and he tells me the same one who told you I don't sell you anymore Not another when I understand this call I already felt like I was in glory. understands
me because the one who throws you never calls you back but this gentleman calls me back and tells me I want to buy Infante because I didn't even know the name of the brand this when was how long ago this must have been 2 009 by now I tell you what I do want to buy Infante he tells me I want you to come next week to Atlanta. because I want to talk to you I come to imagine I tell my brother compadre imagine weon want to buy us Draco wants to buy us Infante all
over Latin America he tells me weon you're crazy good I have never said no to a trip that's another great teaching I can tell you wherever there was a meeting I was going to show my face to have a good time to suck to learn to know To shake hands with people therefore everyone knew me JP JP I got to travel some minute I don't know for 170 days a year among those among the these meetings of representatives baby product fairs Malaga fairs home fairs because I need to tell you all those other areas that
we get into because when you start to do well Thinks he will be successful in everything then when my Infante calls me and they sit me down on a top floor a building in Atlante tells me te quiero comprar quiero que tú seas el Presidente de Graco Latinoamérica y quiero comprar a toda la distribución de Latinoamérica imagínate la la le digo ningún problema eh nosotros estamos abiertos y empieza una negociación pero ya por una plata que era sideral Así yo decía pero cómo porque me dice cuánto vale yo le dije le dije invalor loco tú
lo habías cuando te llamaron y tú estabas en Chile lo conversaste con tu hermano y ahí empezaste a pensar en el precio que le podías ofrecer por supuesto y me acuerdo textual el día en que me llama y me dice quiero comprarte la empresa y me ya yo agarro el en un teléfono público si no existían los celulares casi Y le digo un precio que era una locura me dice no problem it's man tienes que venir a pasar times giving conmigo yo te voy a hacer el hombre más rico del mundo what imagínate y me
voy a pasar times giving a la casa del señor por supuesto con este supuesto cheque que venía esto en noviembre thanksgiville y yo dije esto si esto es imposible que pase y tenía metido a todos estos latinoamericanos con los cuales trabajaban conmigo que yo los iba a hacer partícipe Un brasilero 1 1 colombiano y todos esperando este cheque y este llamado bueno yo dije que pase lo que pase y llegan 8 personas a Chile a hacernos un dude ligens todo bueno esto yo dije que siga la negociación hasta que hasta lo que sea por supuesto
después empezaron cambiaron a una persona cambiaron al otro me metieron abogado y ahí se empiezan como a diluir las cosas y este sueño americano se empieza a volar Y el cheque ya no era de 100 sino que ya era de 80 entonces ahí uno se empieza a poner no Po si esto si nosotros habíamos determinado un precio y ahí empieza la negociación y bueno terminó en nada la verdad pero hasta el día de hoy somos amigos fui a su casa 3 4 veces él me decía don't worry te voy a hacer el hombre más rico
de Latinoamérica Y vas a trabajar para mí el resto de tu vida son cosas que van pasando y que siempre es lindo soñar pero cuando uno yo siempre tengo un dicho when you thin Big you get Big pero humilde siempre con los pies en la tierra y nunca gastándose la plata antes de tenerla porque imagínate si yo me hubiera creído este cuento y salgo a gastar como animal con con este supuesto gran cheque Me entiende no pasó nunca por supuesto y seguimos trabajando como siempre al final fue un tema de precio no llegaron a un
punto no llegamos a un precio de acuerdo y entre medio también estas compañías siempre van cambiando su estrategia y dicen en vez de invertir en Latinoamérica mejor invictamos en Europa y así sucesivamente pero bueno ahí no termina la historia porque después de eso nosotros nos metimos muchos rubros me entienden nos metimos en hogar Conseguimos la distribución porque dijimos si ya tenemos 60 tiendas de bebé por qué no tener tiendas de hogar y abrimos una cadena que se llamaba cocinarte y obtuvimos la representación de Pyrex cunning Wars feeling las mejores si ya iba a una feria
por qué no ir a otra de productos de hogar empezamos a crecer en hogar después nos apareció la oportunidad de comprar pórtico una cadena de mueble compramos la cadena pórtico Después nos apareció no eso fue después sigue el tiempo y nos seguían llamando empresas que querían entrar a Latinoamérica a vender productos de bebé y nosotros teníamos un liderazgo de tal magnitud que todos tenían que llamarnos o llamarme a mí que yo era como la cabecilla de este grupo me entiende y aparece otra compañía Que se llama Dorel en el año 2 011 viene esta compañía
canadiense y nos dice quiero comprarte la compañía pero completa y con ustedes adentro en el año 2 011 Dorel compra 70 por 100 de nuestra empresa o sea vendieron vendieron vendimos 70 por 100 de la empresa y nos dan un contrato de Infante todo todo el grupo todo el grupo incluido cocinarte Pórtico todo todo y esta compañía de orel que es 1 1 gran conglomerado canadiense nos compra la operación completa y nos deja a nosotros ah de Presidente y vicepresidente de Latinoamérica y nos dice vamos a comprar en todos los países de Latinoamérica compañía con
ustedes adentro y hasta el día de hoy somos socios de Dorel que es una empresa canadiense que llegó a vender 3 000 millones de dólares today sells 2,000 Because they sold one of the divisions that was bicycles and today we are 70% Dorel 30%. we supposedly had a 5-year contract they said for 5 years that you could not go out we could not get out I was him as he was what is the name of the key factor I mainly could not leave because I was the business manager and to this day we are still
together 2016 the contract expired and they said Hey why are we going to leave if we are doing so well? and on the other hand we are taking advantage of all your knowledge in other parts of the world in Europe in the United States so stay and we'll stay 2016 of course then comes there is also a part sorry for the mess but I'm getting ideas. because the year 2,000 calls us Lego And gives us the Lego distribution and we became the largest distributors of the world opened in Chile also another long history of success
much success a lot of pressure and it becomes the same story I told you before when you are a boy you are rewarded for buying more and when you are too big they want to keep the business and in 2018 they buy our ego operation. which at that time was tremendous for us was 20 percent Of this company and take away the Lego distribution and they settle in Chile chili and Peru basically Lego as well you managed it through this group with Dorel not yes of course when he bought us Dorel bought us with Lego
with everything perfect and when they bought you 70 for 100 and you were left with 30 that was the negotiation from the beginning they have always been like this They eh eh them they set the conditions and wanted to that the partners would literally not stay and to this day we are eh what is durel partners called with 30 times 100 and on the other hand shortening the story a bit I have been gaining ground in this company and since January of this year I am paradise I am global searzin i.e. I am in charge
of Product procurement and negotiations with all Chinese companies for Dorel worldwide what is Dorel Juvenal is a $1 billion company therefore every time I've been drinking instead of getting out of here. at 58 years of age I am taking more responsibilities but on the other hand also enjoying being part of a gigantic company Juan Pablo and when you sold 70 for 100 You sold it at the same price you had talked to Graco eh was the same valuation there came a tremendous discussion as well to sell or not to sell my brother who 5 years
older okay and my sister who is also older said why are we going to sell the company if we do well? and we have never had bosses me actually I have never reported it before, that is, if you tell me If I know how to make an Excel I have no idea. if you tell me you knew how to make a report yes, I was telling my brother more or less look we sell so much we earn so much eh I think we are going to do well this year. we started ordering the company before
selling it we made it all a reorganization and professionalized it. you understand me we brought managers Product manager and a host of things no this has not been eh it has been a self made man that I am alone Or my brother alone by our company have passed through at some minute we reached 1 400 employees of course because the stores if we reach 120 stores then imagine what the stores mean marketing product development eh fashion and product fashion and constantly traveling therefore to the meetings of the distributors' meeting Or to product development meetings then
the company had to be professionalized and ordered to in order to also try to show some numbers I got we installed a large giant distribution center eh of 20 000m2 with 2 000m of office space you should also dress a little when you come from orel of course there was a great dichotomy of selling or not selling I went from lion-headed to mouse-tailed. but on the other hand that also this I think it is a teaching for future entrepreneurs my motto was when the phone rings takes the call because you never know how many more
times you can be called so in a way I also said you know what else we had at first back then I had 45 years my brother 50 I told him these opportunities do not happen many times. number one as a dream of anyone starting a company that works well for you To buy from you and to be left to be left and of course at 45 years of age, he has his whole life ahead of him then I told him look one way goes perhaps we are going to grab some money that we will
never see again so being cold cold cold number two we are going to work for a global company therefore we are going to learn number three what could happen to us if we know about this area? There is nothing that can happen these we are going to learn and we are going to get into other businesses. Dorel was not just a baby was a home baby I had a home division and they had a bicycle I was I used to run in Iron Man my passion was bicycles and I said someday we are going to
be distributors of the bicycle brands of Dorel I am going to befriend the owners. don't worry if nothing is going to happen Of course we sell I think it was a very good decision eh at that time we maybe if you ask me was it good to have stayed in 2016 or not? I honestly can't tell you because in a way many things happened 2016 onwards many pandemic crisis bye the things at home bye portico bye Lego I mean, imagine if we hadn't sold Maybe we would be broken with all the mistakes we made after
having sold because of course you believe the story and say you will always do well. and that's when you start doing shitty things and to get into more business and think you're a superman when you can't do everything in life understands me and cannot know how it can be a person coming from a commercial engineering degree half-heartedly because in a way I ran like this speaking on the one hand my brother Automotive but with a lot of street experience okay how are we going to learn as a baby mobile home and be the best because
today it is not only useful to be in the market you have to be good good because the competencies were also I don't know Po for telling you at home we competed with Chilean brands with Colombian brands in the other category in what is furniture called what we knew about furniture rather than decorating a house Compadre sofa what do I know I weon the tapestries how much trends changed one day they wanted red another day they wanted green different colors eh different sizes then pots do you know what it is to buy pots kitchen utensils
of course, after all everything ended in our homes cachay because envelopes everything that were gigantic But we learned I mean, they don't tell me stories anymore. I know what pots are worth in China. in Europe in the United States I know what the brands are Low Middle Hayens that is, a wonderful experience that is, if there is something I can take with me in life. is full of having done everything. so that's the most important thing to be able to transfer other people this experience and there are many people well when when I was a
student I saw many talks at the university As a student entrepreneur I even won the circle of honor award of course, imagine I was a student entrepreneur you can imagine how much time he devoted to college versus how much time he dedicated to her to try to make this company compete but I won the company's circle of honor award. as a student entrepreneur with people who were but tremendous gas that is, there were 4 of us at the table Who has become Minister of Education eh what is the name of a university rector eh Francisco
mosó Principal President in Chile if I am not mistaken I don't know Po became President Coca Cola and this one is as I say, poor and sad businessman with the desire to just do things and to dedicate his entire life to this business. then those are the things that fit you at the end of the day to say I have no regrets cachai i.e. we made mistakes we do settle in Colombia we opened a company with Dorel in Colombia of course we bought it for telling you in 10 we sold it in 5 but this
is because Dorel wanted to grow up and pushed me to do more things we opened a company in Panama so imagine I have had offices in Chile. Argentina Colombia eh Peru Panama, that is, stories do not tell me shit could have sent me a lot of shit or mistakes we may have had but the average and what we can take with us in life is that we have not stopped doing anything and that's superb and that's superb and a tremendous legacy also for other entrepreneurs and for our family for my children For my grandchildren that
tomorrow they dare and play with everything John Paul the million-dollar question you sold 70% of the company, what did you do with that money? travel have a good time eh give you lots of taste eh on the other hand, to share it with many people enjoy it with many people and on the other hand make many investments in other things such as what for example, let's see what I can remember Then we got into the bicycle business. we were representatives in Chile of canon dail GT Swing Mongoose eh and we got to have 10 stores
in Chile um to tell you one of the investments we made my brother's restaurant his passion is cooking we had a gigantic restaurant in Paseo del Mañío his name was baranasi ah perfect it was once I did find it spectacular yes Po so spectacular weon that we break Po ha ha ha ha ha ha ha arrived because we didn't know about the cachay business then. It is not the same to sell cars and hey what is it called that selling food drink copete party even though we were going through most of the week and we
had a spectacular time all of us birthdays all the company's parties were in baranasi i.e. a tremendous restaurant well well it went bye business went badly but they had a good time at least. We had a spectacular time Paid for it paid for it anyway eh we have made tennis courts and made a eh what a of ours three hectares nothing has no name the typical ego of the one who says I'm going to have my wine well we already had the wine eh we drank all the wine eh olive oil my brother has an
olive oil plant in rapel of 4 hectares and which I do not know Po generates 2,500l of olive oil every year Who shares it among friends sold by children at school but things that one he would never have imagined what he was going to do and who learns that is, they can't tell us stories of that olive oil is made like this because ours or my brother's is spectacular then yes yes te and real estate we've gotten into real estate everywhere. of course with good results and bad results But as I say at the end
of the day first we have enjoyed it very much and we have also tried to be the best eh no I wouldn't say austere because that's not the word. but at least balanced and balanced not to take any more risk of what is needed what personal luxury you gave yourself for example in my case of course if you gave yourself a weirdo to buy you something that that you would not have bought it If you had had this money for me well I am I told you I like bicycles I have 15 bicycles of all
types of all brands and I use them he understands me by telling you or vacation cows my father always left us a le a legacy of traveling the whole family we travel a lot every year, a family trip my parents my siblings all our children grandchildren and on the other hand what is his name he had 1 1 legacy also that he said those who go on the trip go with a notebook If they cannot participate in the trip well, today we have broken it a little bit. but because times have changed but I believe
that these have been a large part of the great luxuries that we have given ourselves and spend a lot of time with the family for a long time we are like a Clan is what Clan signisky calls us because we get together. ah if there is one thing we like, it is the grill. the party and the good vibes I believe that this has been a constant great luxuries do not interest me in big houses The big cars because it all goes away instead, the experiences remain and that has been something we have all left
behind. our children Juan Pablo I have over there the last questions I would like to ask you and here we are going back to the beginning something that caught my attention before exploring this area of babies you told me that you have gone through several other items And that none of them turned out to be what do you believe why do you believe that these previous experiments did not work because I have a saying that I think is supervalid. pastry chef to his cakes you can't know everything you can try you can take a test
but for example, how am I going to learn to tell you hairpins of school stuff where in each of these items Some people are specialists and that has been going on for years it's like in my case I had been on the street for 40 years. they don't tell me stories of what happens. in Falabella or not me no or in Paris Ripley no I think we have to leave, boy to grow little by little and become an expert in what one does best and knows most and that it can move in a certain market
in which one understands it but not the Chilean market but I believe that we have to think about the World Market. Global trends in what is happening today I would tell you I would love to be 30 years younger and have those ideas that many people today come up with many young people of things that never occurred to me that existed for example, what you do is spectacular, I find it you understand me but we never knew these technologies or things that are happening today and that I see young people are not afraid you understand
me they say today I work 2 3 years a company I'm going to another one I learn from another one later eh I'm going to make a startup and try eh but that in our times was not the case because in a certain way, each area had expert experts and it is very difficult to paint with people who have been around for many years then of course you can have a small venture but to be big you have to specialize and know well what one does then if you tell me My big summary is that
I have passed by many categories He was in many categories but pastry chef to his cakes and you have to stay in what you do best and perhaps be what it is called much more focused um okay then eh eh that's like me mi mi mi eh that today is not given is a lot of young people and I value it very much because ideas and projects appear I wish they had occurred to me at some point. but also because the world has changed so much This globalization has made that everyone thinks they know a
lot then I convert for example with all my youngs and nieces young people and they are watching Instagram all the time. and think they know everything and they know nothing but I value it very much because at some minute are going to find the beta of what they really like understand me which one may not have the time to do today. Or does not have the capacity if this is an adaptive issue and talking to people and and generate ideas in the pre- in the posts in the in the in the holidays that go and
they come up with a brilliant idea understands me then I think the world has changed eh my legacy is different from the legacy you will have today's youth and here is my question it is clear to me why it did not turn out the other areas where you tried to enter You had experience wonders why at a delicate moment babies why did you become convinced that in babies you were going to do well first because babies or babies are born every day number one second just think the birthday of your friends you had friends from
January to December it is therefore a much more stable sale third the family The baby shower family eh friends Coincidentally, today the birth rate has been lowering and many people have changed buses for pets but on the other hand there is also an opportunity I understand that children always go with pets. or pets go with children it is therefore a much more stable sale is every day and will not change we may be going through a crisis in which young people do not want to have a baby But if there is something nice in life
and there is something that really makes me or makes us happy is that we have created many families and I always tell them in my company compadritos work in the best company in the world think you create family home eh what is career developments called and countless things that do not exist without children. eh nowadays many people don't want to get married I believe that life is married or in a couple. At least they understand me and belong to the relationship. religion or type of persons who are but life is in couples and I think
that children make your life very long. in fact I was a dad again at the age of 50 when they tell me but how can I leave again at the age of 50? I say and why not if what you are going to do is my life cycle will be extended I go to proxies' meetings today. when I had promised that I would never set foot again Un colegio y tengo happy hour de papás del colegio yo tengo casi 60 años y voy a happy hour de niño de de cabros de 40 años y me
dicen oye weon el pelado baila arriba de la mesa weon lo pasa el después bueno he alargado el ciclo de vida entonces yo creo que el negocio de las guaguas aparte de habernos salvado de esta crisis de los juguetes nos ha dado muchas satisfacciones y yo creo que Como cuando yo partí con esta cuestión de la guagua me decían qué tengo que comprar la verdad nada ahora si te querías hacer la vida más fácil necesitáis el coche así la silla de auto así la silla de comer acá y así sucesivamente cachay entonces en cierto modo
vendes vendes felicidad vendes cariño vendes hogar vendes familia y vendes algo que no se reemplaza con nada está bien Las mascotas son espectaculares pero un perro un perro cachay un niño es un niño está tú estás creando un ser humano que es lo más lindo del mundo y y que por otra parte le ves el desarrollo que no tiene precio ver un niño nacer un Nieto eh verlo caminar después verlo ir al colegio ver la la cómo se llama esa cómo se llama esa Esa como honestidad que hay en las personas cuando son chicas y
que se van creando y desarrollando es algo maravilloso entonces siempre invito yo a la gente que por supuesto cuesta pero les digo quédense a trabajar con nosotros desarróllense en este rubro porque es muy bonito es ese es un poco la parte eh bonita del negocio no todo es ganar plata O o que los coches sean más caros o que sean mejores marcas nosotros tenemos coches y marcas Costco save the First infanti maxicosis Tiny Lab en todos los niveles de precio o sea podemos vender productos de 10 Lucas y coches de un millón y medio hay
mercado para todos cachái todo depende de la persona y no vender tampoco eh no engañar a la persona no le podés vender un coche gigante a una persona que tiene un auto chiquitito O una silla de auto gigante cuando tiene un auto cupé cachay hay que ser honesto esa es la verdad si pudiera resumir cuál fue la clave de tu éxito cuál dirías tú que fue como lo más importante para que este negocio fuera grande qué crees tú que es primero trabajar 24 7 cosa que hoy día no es No es como el común hoy
día mucha gente dice no yo prefiero dedicar mi tiempo a otras cosas que trabajar o yo a las 5 de la tarde me voy porque voy al gimnasio bueno aquí no hay horario 24 7 número uno segundo tocar puertas por el mundo completo hasta conseguir lo que uno si no te reciben seguir persistir persistir persistir más pasa no sé para conseguir un local en un mall nos costó muchísimo porque todos decían Pero cosas de guagua en un mall si aquí la gente viene a comprar ropa o viene a comprar diversión helados y y al fin
y al cabo yo creo que eso y que te guste lo que hagas esto es pasión esto te te tiene que gustar mucho lo que tú haces tienes que sentirlo cachay entonces si tú me preguntas a mí yo he sido un apasionado del tema de las guaguas y un apasionado de Conocer aprender de de del mundo completo y de tendencias o sea tenéis que tener las antenas siempre abiertas a conocer de lo que tú haces todos los días ese ese un poco y no cansarse ni y no al primer fracaso tirar todo por la borda
porque eso es lo más es lo más fácil cachay o sea yo creo que hay que darle darle darle Y honestidad y siempre Black and white blanco y negro mira las cosas son así necesito que me ayudes ser humilde ser aterrizado o sea por muy grande que uno sea nunca ser arrogante o por por mucho que nosotros antes cuando éramos los gigantes de Latinoamérica y te tocaran las puertas siempre recibirlo y siempre escuchar eso es básicamente y no hay opiniones tontas Yo siempre en la empresa nuestra siempre digo creen ideas pregunten cosas y no hay
pregunta huevona y no hay idea tonta porque de esas ideas tontas de repente salen tremendas oportunidades Juan Pablo también y con esto ya podemos ir cerrando me contaste antes que llegaste a tener 120 tiendas y 1 400 empleados cómo es ese salto de pasar de tener una tienda a tener 120 tiendas Cómo necesito imaginarme cómo es ese cambio a ver aquí voy a decir la parte buena y la parte mala la parte buena es que tú sales a buscar y locales y por supuesto siempre encuentras por otra parte los molls ellos mismos te empujan a
crecer porque te dicen por decirte si tú tienes un local en parque Arauco para renovarte el local de parque Arauco Me tienes que tomar un local en San Antonio y así sucesivamente te van llevando a crecer aparte uno cree que siempre le va a ir bien porque siempre está la ilusión de crecer y por otra parte de hacer llegar tus productos lo más cerca posible del consumidor antes no existía internet como existe hoy día existía el e commerce ni el marketing digital ni el marketing digital ni todo esto Entonces cómo le vendía yo en punta
arenas a una persona un producto de bebé entonces eso no hizo hacer ir tomando tomando tomando y tomando locales en todos lados en Chile en Perú en Bolivia y y por otra parte nosotros todos los años hacíamos una fiesta grande y creo que de las cosas más lindas que he he generado perdón la lo lo personal hemos generado en la vida eh darle trabajo a 1 300 familias Porque no son 1 300 personas detrás de esas 1 300 personas hay 1 300 familias y si hay un orgullo que hemos sentido es de decirle le hemos
dado un futuro de repente una casa un auto la posibilidad de crecer a 1 300 familias cosa que algo muy bonito y que te llevas para siempre toda esa gente que dice no es que tener gente es difícil sí por supuesto que es difícil pero por otra parte te que te te tienes que quedar con la sensación De que lo hiciste que lo pensaste y lo lograste y que le cambiaste quizás la vida a mucha gente nosotros estuvimos en Chile lamentablemente hoy día no están las mismas condiciones pero nosotros tuvimos 20 años o 25 años
de bonanza maravillosa en la cual yo vi gente que llegó a mi oficina a barrer a la bodega y terminaron siendo gerentes cachái y eso es muy bonito Y esa gente que que creó su familia y hasta el día de hoy tengo para la Pascua me llegan correos de gente que ha trabajado con nosotros y te dice Juan Pablo tú me enseñaste mucho bueno eso creo que no tiene precio cachay para llevarte en el corazón y para llevarte para siempre pero ese paso de tener una tienda 120 tiendas se complica mucho más es como exponencial
los dolores de cabeza que uno tiene O o o no cuando estás creciendo no y cuando las cosas funcionan menos claro cuando las cosas se empiezan a apretar tú empiezas a decir y empiezas a tomar decisiones más cómo se dice más más menos con el corazón y más con la cabeza entonces yo creo que siempre hay 1 1 límite y un ideal pero eso cuesta mucho eso se aprende en la en la calle nadie te lo enseña en teoría es como cuando yo fui a la universidad me decían oye siempre hay un nivel de endeudamiento
óptimo y yo decía Pero para mí el mejor nivel de deudamiento es cero y no es así me entiende la teoría dice que las compañías tienen que tener un nivel de deudamiento óptimo que hace que los costos marginales ingresos marginales no me voy a poner latero con eso cachái en el caso nuestro nunca fue así siempre quisimos controlado y creo que llegó el el minuto justamente debe ser y y cambió el mundo me entiende hoy día esto digital Físico digital se complementa muy bien y y y por otra parte se necesitan otras capacidades que antes
no era tan así me entiende o sea hoy día el conocimiento es mucho más amplio de la gente y es mucho más fácil comparar entonces si tú me preguntas nosotros crecimos inorgánicamente si lo volviera a hacer de todas maneras pero si parto hoy Por supuesto que capaz que lo piense distinto porque el mundo cambió qué le recomendarías y con esto ya terminamos a alguien que quiere partir con una marca hoy día qué qué consejos como de de retail de e commerce o de negocios le podrías dar primero que te guste lo que estás haciendo y
no porque sea una marca de renombre segundo poder tener un poco el control y poder partir chico no muchas compañías te dicen oye Para darte la distribución me tienes que comprar tanto no hay que partir chico y empezar a crecer de a poco eh y y número tres of course this little digital question has to be digital from the beginning digital physics is what drives it today. it is impossible on the one hand, to be digital only or to be physical only I think it is a balance is as I say how are you going
to buy For example in the case of a baby product or a pair of pants or a shirt if you haven't tried it on. I know that nowadays there is a lot of system and there are many people who do not go but the tachanfield is not going to change will not change you have to go look at least once is as I say in my field and in any area don't buy me but at least visit me And look what I have then this is the same thing you have to do an entrepreneur today
to try to become known, which people at least go see you and have that tachanfield and from there it will start to grow but for example if you had to leave from scratch today you would leave eh may be in another area not necessarily in this same area you would start by getting a well-known brand in another country. or you would try to leave With its own brand from the beginning I would start with my own brand from the beginning why drawing ideas of these global brands of course because I think that today the eh
this glowcal that I say global but local is super important not all brands are suitable for all countries and if you see to tell you in Spain or in Switzerland the brands that wear it are generally not Are not always global brands except for exceptions that occur in all parts of the world you understand me but eh I don't know eh today's trend eh the teepee to tell you is very Chilean very Chilean and people do not stop visiting it. then I would try to create a concept today. they Chilean brands are spectacular broens or
what do I know a lot of brands that have been generated here in Chile the same thing you told me before lemonade if you see a lemonade store it is Chilean Chilean And Chilean Chilean colors then I think that theme glowcal works very well therefore we must try to copy and do better and adapt to the reality of de de of the market where one is thank you very much thank you very much for the invitation sorry if I lengthened or I left for different idea but my head goes faster sometimes than that my mind
and heart was not perfect Juan Pablo very good conversation thank you again for sharing all this knowledge all this experience because you can't imagine the value not only for those who want to do something but for people who are already doing things all this is of great sadness so infinitely grateful and what a happy I have always said even always I wanted to take a course at the university on this. I became President of the alumni of the university of chile commercial engineering of chile and what I liked the most was just that. talk to
young boys and if tomorrow that I work less and I can dedicate myself to making that happy imagine being able to transfer experience mistakes ehs successes And always celebrate failures and successes that's the most important thing in life of course