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Blog Sarandira Criativa

Texts byNayara Martins

"He loves the sea, sunrises and sunsets, admires the stars, is enchanted by the moon; he breathes art." I like everything that excites; of what is able to touch the soul and the heart. Delighted to listen to people and discover new stories. Journalism student; what doesn't fit in me, overflows in words.

Transform your life and reach your goals

“Learn about effectuation entrepreneurship and find out how this concept can change the space where you live.”
january 2019

Inertia; Newton's first law, points out that the tendency of bodies when no force is exerted on them is to remain in their natural state, that is, rest or straight and uniform motion. In a figurative sense, inertia is characterized by stagnation or lack of reaction. Have you been through this?


I believe that all of us, at some point in our lives, go through a period of inertia. That phase when we don't leave the place or seem unable to change the path we're following, because we're waiting for a force greater than  to transform our routines and modify the reality of the environment where we live.


We are starting a new year and the season marks the traditional renewal cycle. It's a phase of punctuating our desires, achieving goals and taking dreams off paper.


Thinking about the projects we want to start and the changes we want to promote in Sarandira, I have separated some entrepreneurship tips to help you complete your goals:


1. Imagine what can be done for where you live and answer three questions:


 Who am I? ;  What do I know how to do? , and , Who do I know?


These are the three basic questions of effectuation entrepreneurship. This concept is about investing, expanding networks and executing actions by taking ideas off paper; is how to undertake in practice. The entrepreneur learns from attempts based on his mistakes and successes; the main thing is not to focus on the result, it is to pay attention to the now, to the actions that are taking place due to the activities in progress.


Saras Sarasvathy, professor at the University of Virginia (USA), is the creator of effectuation reasoning; Seeking to understand the processes behind solving problems and transforming ideas, Sara carried out extensive research with 30 founders of companies of different sizes and sectors in 17 regions of the United States, which resulted in the five pillars of the effectuation concept:


• Self-knowledge/Bird in hand: Start with what you have, what's in your hands. These are the three questions already presented: “who are you, what do you know and who do you know?”


• Opportunities/Affordable loss: Spend only what you can; don't invest amounts you can't afford, look for economical and smart solutions to problems. Some relevant questions for this moment are: "How can I turn a skill into an opportunity?", and, "How can my skills be useful in other people's lives?".


• Interaction/Patchwork quilt: Form partnerships; this includes who you know and who you can turn to to help bring your ideas to fruition.


• Lemonade: Deal with contingencies; as the saying goes, “when life gives you lemons, make lemonade.” Work adversity in your favor, surprises will come, so get ready! Learn from mistakes and be creative in resolving deadlocks.


• Pilot of the plane (pilot in the plane): In effectuation logic, the idea is to control an unpredictable future. How is this possible? When co-creating the future rather than trying to predict it, therefore, it is important to focus on activities that are under the management of the company/initiative.


What is the main advantage of effectuation entrepreneurship?


To give the first step. Think of a ten thousand meter run, when imagining the amount as a whole, it seems like a long way to go, so even before starting the activity we think of that task as something arduous and exhausting and por_cc781905-5cde-3194-bb3b -136bad5cf58d_ times we gave up at the starting line without even trying. Wanessa Bittar, director of Studio Dialeto and coordinator of Entrepreneurship Creative Connected, points out that thinking about a big goal leads us to systematize problems, which usually leaves the would-be entrepreneur discouraged, looking only at the risks and challenges.


The effectuation method means focusing on the now and celebrating each achievement, it is the famous “slowly goes the far”; it's not the time it takes to reach the final result, but the joy of achieving each small result. Step by step, we cross the finish line of the ten thousand meter race. We must bear in mind that this holds true for personal actions as well as for collective undertakings. How about reflecting on the main questions of effectuation entrepreneurship and applying it to new actions for Sarandira?


Write it down and answer: Who am I? (What defines me? Where do I work?); What do I know to do? (What are my talents?), and; Who do I know? (What are the partners that can help carry out this project? - Public and private institutions, people from the community, etc.)


You can help improve the district, whether building a project or integrating existing ones in an active and active way. Remember that small actions are capable of promoting changes and transforming environments, most of the time being the main responsible for taking us out of inertia.

Much more than just buying

“Get to know the collaborative economy; the new market trend that stimulates the exchange of goods and services, recovering the sense of community.”
October 2017

       _cc781905- 5cde-3194-bb3b-136bad5cf58d_    We live in a century where we are encouraged to buy a greater number of products. We acquired the most varied objects and in a short time we abandoned their use.

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     A bicicleta, o violão, a furadeira, o sapato , the camera or the car that is only in the garage. Think of all the items that you don't use and are in good condition.  Can you imagine giving them a new meaning? Even the place where you deposit all these pieces can gain a new function when it comes to the collaborative economy.

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     Este tipo de prática comercial apresenta o conceito do compartilhamento. The model is based on the relationship of exchanges made directly from people to people. Human, physical or intellectual resources can be offered, enabling access to goods and services without the need to purchase the product.

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     Em alguns casos, o pagamento não precisa ter um valor monetary and the compensation for the activity provided or for the rented item can be made from another offer. The main objective is that everyone involved, both providers and customers benefit. 


      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     A plataformaGot Sugar?, created in 2014 by Camila Carvalho from Rio de Janeiro, operates in the collaborative economy segment. The app's idea is based on non-monetary interactions and encourages a sense of belonging in the community.

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     Há cerca de vinte ou trinta anos atrás, era perfeitamente It is common to knock on the neighbor's door and ask to borrow a ladder, a radio or a cake tin. Residents of the same and adjacent neighborhoods were friends, people from the same social circle who lived together and, in many cases, considered themselves family.

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     Mas com o passar do tempo, nós deixamos de interagir and bring us closer to those who reside near us. Currently, it is common not to say good morning, not to say hello and in many cases, we don't even know the name of the 'next door', who has lived on the same floor as ours for years.

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     A vida em apartamento, principalmente nas grandes cidades, tende to the solitary, to individualism; perhaps for fear of interacting with strangers, for fear of appearing inconvenient or due to the hustle and bustle of everyday life. But imagine how wonderful it is to see your neighborhood as a place to have and make friends.

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     Com o slogan: “Economize, seja sustentável e conheça amazing people”Got Sugar?rescues the idea of belonging to a group. Bringing back the old custom of knocking on the neighbor's door to borrow something, but this time, with the help of technology, promoting online interactions through the sharing application.













 Image: disclosure/TemAçúcar?

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     A partir destes quatro passos simples é possível obter emprestado o item you need; contribute to a more sustainable world and also get to know the people who live around them.

Website: Tand sugar?


      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     Você certamente já ouviu a célebre expressão 'tempo é dinheiro ', Is not it? Based on the value of each moment, the startupbliivepresents the time as a bargaining chip.

          Fundada em 2013 pela brasileira Lorrana Scarpioni, the sharing network proposes that participants use their leisure periods to teach and learn. The namebliivewas inspired by the English word believe, which in Portuguese means to believe. With the slogan: “Believe in the power of people”, the focus of the platform is the exchange of non-material goods. Such as knowledge, experiences and talents, intangibles for which a quote cannot be determined.

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     A ideia é dividir para somar. Are you fluent in any language? Cooks well? Do you know how to listen to people? No matter your gift, no activity is worth more than another. Everyone has the same capital: the hours of the day, what makes the difference are your skills and your dedication to pass them on.

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     Quando você instrui uma tarefa para alguém, você ganha 1Bliive , which is the credit used on the platform. With bliives you can acquire new knowledge and thus share it, creating learning circles.



      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     Um dos pilares da economia colaborativa é evitar o consumo desenfreado , because in addition to being harmful to the environment, the attitude is not good for our pockets.

         _cc781905-5cde-3194- bb3b-136bad5cf58d_In times where objects are increasingly disposable, we should think about what we really want when purchasing a product. We must always ask: Do we need the item or its use?

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     Existem casos nos quais, percebemos que estamos visando à utilização , due to the status or power that piece represents for a portion of society. In this type of situation, looking for sharing sites is a much more economical option, in addition to being conscious.

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     Você pode, por exemplo, alugar uma bolsa de grife on sites like BoBags. The platform has a catalog with names like Prada, Yves Saint Laurent, Chanel, Louis Vuitton and Dior for a much lower price than the permanent purchase of the product.

Website: bobags


      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     Agora que você conhece tantas plataformas e startups que visam facilitar your life and avoid accumulation, I believe that you will no longer need that 'messy room', where you accumulate objects that you rarely use, right?

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     O tempo onde guardávamos itens que não utilizamos em alguma área of our house, must remain in the past. The future awaits responsible consumption. And in this model, an empty room can gain a much more interesting function than storing things; can hold stories.

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     O couchsurfing é uma plataforma que acredita na interação entre viajantes from all parts of the world. With the slogan 'Share authentic travel experiences.' The goal is to connect people willing to open their homes to travelers looking for accommodation.

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     A ideia é conhecer um novo destino e ainda ter o support from people who live in the region to act as a local guide, showing the visitor the customs and sights.

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     O site foi criado em 2003, e atualmente conta com more than four million users. Hosting is free and you can sign up as a host and receive people or you can request shelter on a trip.

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     Para quem gosta de receber pessoas, é uma boa maneira to get to know new customs and ethnicities; is to go around the world without leaving home. It is also ideal for those who want to save on accommodation and still have the support of a local resident during the tour. It doesn't matter your profile, the main thing to "surfing on the sofa" is knowing how to overcome the cultural shock and create bonds of friendship.


      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     Nos mesmos moldes do couchsurfing, o projetocreative sarandirawelcomes people, by renting its headquarters via the airbnb application, to share experiences in the community of Sarandira, 20 km from Juiz de Fora.

Visit and book:airbnb


      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     A Uber tornou-se bastante popular, desde sua chegada to Brazil in 2014. At first, there were fights between app drivers and taxi drivers, but finally the service stabilized and today it is one of the most used for short and medium distances.

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     Menos carros nas ruas, menos poluentes na atmosfera e mais comfort for those who used to be hostage to public transport and taxi services.

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     Utilizar ônibus ou metrô na maioria das cidades brasileiras, infelizmente it is a challenging task, after all, there is no appreciation for the consumer, with tickets that are expensive for such a poor service. The arrival of Uber came to show that we like to share transport, but we want an efficient service for that.

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     Com o UberPool é possível compartilhar corridas e economizar 30% more on your travels.   When you request to share a car, the Uber platform triggers people who are close by, going to nearby places or on similar routes to yours who also want to share the expenses with displacement.

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     Outro serviço semelhante é o aplicativo BlaBlaCar, onde é possível offer and receive rides thus reducing transport costs. This service is offered from people to people, without the intermediation of the platform. You choose who you want to travel with.

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     A ideia é promover um ambiente mais sustentável, reduzindo o number of cars on the streets and consequently generating less pollutants and less traffic in cities. Benefiting not only the planet, but your pocket, after all, those who offer the trip save on fuel and those who participate also earn by sharing the cost of transportation. In addition to the possibility of making friends, of course.

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     Esta é a essência da economia compartilhada: bom para a nature, better for everyone.


      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     Para o economista Michel Souza, este novo modelo de consumo it has become a trend because of sustainability. Highlighting that the idea of dividing is much more prosperous for the environment than producing.

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     Hoje, nós estamos muito mais lúcidos e conscientes sobre os social and environmental impacts that each product generates. And the damage is the most diverse, from the extraction of natural resources to develop an item, to the expenditure of energy during its manufacture and transport. Disposal is also a problem, as it is still not done optimally. Therefore, bringing a new meaning to the object is much better than making it useless.

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     O autor de best-sellers, Jeremy Rifkin, no At the beginning of this century, he already spoke about the predisposition to models equal to or similar to sharing networks. In his book, “The Access Era” (2000), the North American points out that the current economy is on the way to a transition frompossessionfor theaccessof goods and services.

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     Rifkin afirma que as pessoas, cada vez mais, vão pay for use over ownership of the object or experience. Highlighting that the market we are used to with sellers and buyers, also undergoes changes, having in this new erasuppliersIt isusers.

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     Na Era do Acesso, Rifkin ainda ressalta que as empresas are outsourcing activities, reducing inventories, renting equipment and real estate. A point that economist Michel Souza also highlights: “Financial studies show that it is cheaper to rent an apartment or car than actually buy it.”.

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     O economista explica que atualmente são raras as empresas que compram a space, or a fleet of cars. Since, the rent allows the same utility or status, but without the maintenance expenses.



      _cc781905- 5cde-3194-bb3b-136bad5cf58d_   For those who wish to become more than just an investor or provider of products and services in the collaborative economy model; the economist points out: “The fundamental thing to be successful is to investigate and perceive the sector in which there are market failures and to act in it”. Adding technology, so that people need to spend less and less money and have more quality in the service.

      _cc781905- 5cde-3194-bb3b-136bad5cf58d_     Outro ponto importante é priorizar áreas que atinjam o maior número and customer diversity, after all, the collaborative economy is about people. The greater the number of users sharing, the more prosperous the business will be.


Casa de Sarandira


august 2017

      Who hasn't had a writer's block when starting tasks? It could be creating a dance step; a painting; when developing an essay or to solve an everyday problem. It seems that all of us are doomed to this invisible wall that prevents us from getting out of inertia and turning projects into reality.

      However, the good news is that creativity is a characteristic present in our essence and can be stimulated. And to develop it, we must not be afraid to think outside the box or run away from the patterns we are used to.

     According to psychologist Larissa Assis, to improve creative potential it is important to try new things. "If we want to exercise our creativity, we need our own will, effort and dedication, as it is necessary to do different activities, whether in the routine or in the way you face your day-to-day situations."

      Another key point is to live in the present moment, as we often perform certain tasks in "automatic mode". It is also necessary to allow for new points of view, and to that end, reading and research are essential. But the psychologist points out that despite the important dedication to studies, we must give our brain moments of rest and relaxation.

     We live in a decade of turmoil, where we receive a lot of information during the day, so a moment of pause and tranquility is key to renewing creativity.

      Try to engage in activities that bring you joy and pleasure; stop for a few moments; contemplate the nature and beauty around you, sometimes the inspiration needed to awaken your creative potential is all around you.

      Organizing one's thoughts is also paramount. To help with this task, Larissa indicates the creation of mental maps, they contribute to the visualization and coordination of our desires and ideas. The specialist also points out the importance of writing down what we think is relevant, always having a notebook next to the bed, as it is often at bedtime that the imagination flows. So record the best information so you don't lose it after waking up!

      The last tip, but not least, is to allow yourself to make mistakes. I usually say that creativity is the courage to take flight even before checking if you have wings. It's not crazy, but rather, believe in yourself. We often doubt our ability for fear of failing and as a result, we are unable to proceed with our projects.

      But we must remember that even great achievements were achieved after a series of mistakes. Thomas Edison made several mistakes before creating the incandescent light bulb; Alberto Santos Dumont before inventing the plane and Marie Curie before making the important discoveries in her studies about radioactivity.

     Errors are part of the creation process and are responsible for leading us to the best result. You have an incredible creative potential, find it and develop it, because our mind is capable of developing great actions that with a little creativity become real.

sarandira's smile

March 2017

     "From the bus window I see buildings giving way to trees, asphalt turning into dirt road, pollution becoming behind and the sky getting a much bluer tone.

      The sun's rays cross the gaps in public transport and light up my face, which at that moment already has a smile . Smile that celebrates gratitude. Thanks for being there. For being there and realizing how fantastic nature is.

      I like to think that one of the best parts of the destination is the journey, and from the starting point (the busy and noisy Av. Getúlio Vargas), until the final point,  in the district of Sarandira, I always discover a new Juiz de Fora.

      The city, which is marked by its agility and intense flow of people, exudes energy, excitement and animation that contrast directly with the calm, tranquility and peace of Sarandira.

      We left the dynamic urban center of Juiz de Fora, where everyone always seems to be in a hurry, to find a place where the clock hands seem to move more slowly.

     Contemplate the sunset from the top of the church of Nossa Senhora do Livramento, hear the good morning/good afternoon/good morning always friendly night for the locals, watching the starry sky. 

    It is these small and great moments that seem to be forgotten or go unnoticed in the "big city" that make the difference.

      Sometimes we think that the more things we do, the more we enjoy the day. However,  when we have the opportunity to stop for a minute and take in the life around us, that's when we really make a more productive day.

      Life is about the seconds lived and not about those that pass on the clock.

     1h and 30 minutes is the time I spend from Juiz de Fora to Sarandira.

     1h and 30 minutes is the time I gain from the hustle and bustle to calm."

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