In 2023, I attended the South Summit Brazil in Porto Alegre, an event co-organized by IE University and the Government of Rio Grande do Sul. During three intense days, it brought together startups, investors, and world-class speakers. I flew from São Paulo hoping to find the most innovative companies for my investments. To help me with the logistics throughout my trip, I booked the service of Julio, a local private chauffeur.

Julio picked me up at the airport, and we were immediately on our way to the venue, ready to dive into conversations with enthusiastic local entrepreneurs. And, after a productive day at the summit, he drove me to dinner with potential associates, where the discussions continued.
During all the day, Julio maintained an unobtrusive yet attentive attitude, ensuring everything went smoothly without a single misstep. His discreet presence and ability to anticipate my needs made him feel like an invisible extension of my team back in São Paulo. Over the course of my stay in Porto Alegre, I realized just how valuable his skills were. His ability to blend into the background while remaining a reliable presence is a rare quality, and when my trip ended, I left with a great respect for the professionalism he brought to every moment.

“True service is about being present without being seen, ensuring clients feel supported at every step of their journey.”