To create change or a new pattern of behavior the human brain needs 21 days of “repetition”. We are planning very carefully the next 21 days – ok, let’s say another month – to try to create some new and “smiley” patterns of work in the team. We are creating checklists of challenges and goals that have to be presented by everyone on a daily basis, sharing achievements for inspiration, defining tasks and interactions…the progress principle. Step by step we are going somewhere.

This is also a rule that applies to us. We have to keep things moving. Be aware, be there everyday making the right questions and following all the procedures while implementing these changes. Everyday we have to develop a new tool, make that important phone call, set up that decisive meeting or simply keep our yes open to new opportunities.


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Motivation HIGH. We decided to focus on one specific opportunity that we had identified last week and explored new ideas to enhance it. In the 1st round of brainstorm we generated 60 ideas but we felt we needed more so we posed a challenge/question on Facebook. “If you were a fish, how would you like to be sold?”. In about a hour around other 60 ideas were generated by online friends and users (is this what people call “collaboration?) . We then cluster them and decided to step forward to another exercise that will be part of today’s meeting at MARL (yes, we are going there again, and we are going to spend the night there – smells like fish again!).

In the afternoon we designed the new distribution system to be implemented in the upcoming weeks. We are gonna iterate today and see if everybody agrees with it. It’s looking good.

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Morning Meeting with the possible “future” of the company. Rui’s sister and brother in law where at our headquarters sharing with us their vision and motivations. In the afternoon we summarize the last 2 days and again we are smiling a lot by feeling that things are much more positive that they seen at a first glance. We are focusing on working on the structure to launch this company for the future. People first, and then…ideation (we did some real ideation also in the afternoon) and ACTION.

Zsuzsi Bayer has to leave to Berlin tomorrow. Thanks again Zsuzsi. You were a great inspiration for us. Let’s continue sharing ideas.

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Tiago spent one night summarizing the results of the survey (more than 40 entries in 2 days – INCREDIBLE PARTICIPATION. THANK YOU EVERYONE). Tiago updated Rui and Zsuzsi in great detail about the insights and experiences of the participants. This also our starting point point for the day.

We had also in the morning a very interesting meeting with a possible future partner. They came to us by seeing this website and in a way this shows the importance of being open and being able to share and exchange information with other people.

In the afternoon we changed our focus and proceeded to analyze the current organization of the company. It was a very interesting process. We explored several different frameworks which helped us to understand the core issues at hand. It is important to break-down the entire process and look at every detail. We questioned our findings and it pushed us to the next level.

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What a day! Morning with Zsuszi Bayer that came from Berlin to join us for the project and with Rui’s sister. She is part of this change and we are involving her in the definition of the next steps.
Great lunch after that in a lovely place in Lisbon. Great view and a few beers to relax (;

Afternoon we interviewed about 10 people on the street and it was great to see the different opinions about fish. The taste, the way to cook it, the habits…

We officially started testing our 1st prototype…and….good news…it’s working. Some refinements to do still but…working beautifully!
Before dinner we managed to take our 1st decisions on what to do until the end of the project. What to prioritize…we also improved the SWOT analyses to present at night at MARL. We also launched our 1st online survey ! (more than 30 entries in a few hours…impressive how people are reacting to this…)

Before the meeting, observations and interviews at MARL we had a great dinner at PORTUGALIA (no fish…but a good steak while watching Benfica – Porto – what a classic!)

21h30 and on our way to the lota of Setúbal. we wanted to see the difference between Peniche and Setúbal so we we to see the procedures and the quality of the fish. Good surprise. Everything is quicker and people feel more open…maybe just a feeling.

MARL. Until 4am in the morning. Great meeting. This is getting exciting now. Already seeing the end of the project and the beginning of good and positives changes. Step by step everyone is understanding the importance of what we are trying to do. Yes, there’s so many things we can improve. Yes, it is possible to innovate in this business.