The 3g Way

The 3g Way

Francisco Souza Homem de Mello

123 highlights · 15 concepts · 91 entities · 4 cornerstones · 5 signatures

Context & Bio

Brazilian-born beer empire built by three financiers who turned a Rio brokerage into the world's largest brewer by applying a single, ruthless formula — install an ownership culture, gut costs, export hungry talent — to every acquisition from Brahma to Budweiser to Burger King.

Era1971–2015: from a Brazilian brokerage through hyperinflation, emerging-market consolidation, and cheap-debt globalization to a $200B+ consumer goods empire spanning beer, fast food, and condiments.ScaleWorld's largest brewer (AB InBev), acquirer of Anheuser-Busch ($52B), Burger King ($3.3B), and H.J. Heinz ($23.3B); 147 management trainees chosen from 94,000 applicants; exported 100+ Brazilian executives worldwide; Kraft-Heinz merger announced.
Ask This Book
123 highlights
Cornerstone MovesHow they build businesses
Cornerstone Move
Talent Factory as Acquisition Currency
situational

AmBev’s talent factory, spilling out droves of highly-talented executives at full speed, was able to expatriate more than one hundred executives of all seniority levels to international outposts of the newly-created company. Carlos Brito, AB InBev’s current CEO, was one of them: he left AmBev to run Labatt for some time, and to get some international mileage under his belt, a move agreed upon with the Belgians before he took over as InBev’s CEO in Leuven.

3 evidence highlights — click to expand
Cornerstone Move
Buy Beloved Brands Run by Nobody
situational

[We look for] companies that are extraordinary in spite of those executives who’re in and out every three years, of not having owners for a number of generations. They have to have something: a strong brand, a distribution system, a franchise, something that enables them to survive and still be excelente. Usually, these companies are in boring sectors, that don’t carry the charm of Wall Street, of Silicon Valley... These companies don’t attract top talent anymore.

4 evidence highlights — click to expand
Cornerstone Move
Exit Banking, Enter Boring Forever
situational

d)High margins Again, producing and selling FMCGs is a high-margin trade (when compared to pure retail, for example) and is forgiving to large amounts of financial leverage. e)Idiot-proof sectors Relative competitive advantages are not enough if the business sector is not structurally sound and structurally forgiving. The trio’s departure from investment banking— the sale of Banco Garantia—is very illustrative: they left behind a very high-maintenance business, where there’s little scalability, high market-risk exposure, and significant dependence on key personnel, to focus on FMCGs. They’ve…

3 evidence highlights — click to expand
Cornerstone Move
Leak the Offer to Shame the Board
situational

Everything pointed to the fact that AB’s board, dominated by the Third and the Fourth, would do little to get a deal with InBev done. It would disrupt their luxurious status quo and expose years of management inefficiencies to the world. An alternative course of action was to approach the board, but make it public by “leaking” copies to the press, and in the process creating an environment where it would be embarrassing not to seriously consider the offer, which was AB’s board of directors’ fiduciary duty in the first place. InBev ended up using just such a course of action.

2 evidence highlights — click to expand
Signature MovesHow they operate & think
Signature Move
Owners Recruit, Not HR Drones
situational
I would recruit against the large corporate behemoths, head-to-head. The only difference is that [AmBev] sent its owners recruiting, whereas our competitors sent John Doe, from HR[19].
2 evidence highlights
Signature Move
Bottom 10% Shaved Every Year Forever
situational
In every evaluation and reward system, we break our population down into three categories: the top 20%, the high-performance middle 70% and the bottom 10%. The top 20% must be loved, nurtured, and rewarded in the soul and wallet, because they are the ones who make magic happen. Losing one of these people must be held up as a leadership sin – a real failing. The top 20% and middle 70% are not permanent labels. People move between them all the time. However, the bottom 10%, in our experience, tend to remain there. A company that bets its future on its people must remove that lower 10%, and keep removing it every year: always raising the bar of performance and increasing the quality of its leadership.
3 evidence highlights
Signature Move
Fire the Rebellious on Day One
situational
In no time, he had to face a riot within the company’s management, who threatened to quit if the status quo wasn’t reinstated. After a few hours of reflection (and maybe a couple of calls to his partners at Garantia), Beto fired the rebellious subordinates, arguing that acting quickly and decisively was paramount in (re)building the company’s culture. Under his rule, Americanas’s payroll went from more than 14,000 employees to around 8,000.
2 evidence highlights
Signature Move
Open Floor, No Offices for Anyone
situational
“Offices are for mediocre people who like to hide behind their doors and play games, et cetera.”
3 evidence highlights
Signature Move
People Chess Not Performance Reviews
situational
People chess People chess is what AB Inbev calls its talent management reviews. The logistics are similar to a calibration meeting at other companies: managers sit together in a room to discuss and rate their direct reports. The final output of the meetings is a bit different: a rating, from…
3 evidence highlights
More Insights
Identity & Culture
Dream Replaces Mission Statement
situational
“A dream makes us tick much more than missions and visions. Missions are for the military, and visions are for...I…
3 evidence highlights
Capital Strategy
Bonus Pool Tied to EVA, Not Revenue
situational
The bonus pool The bonus pool is the total amount of cash available for distribution at year-end in the form of bonuses. It’s also called the size of the pie, and is a function of the company’s Economic Value Added: Pie = EVA * X% EVA = Nopat – Cost of Capital Where: Nopat = Net Operating Profit After Taxes Cost of Capital = Invested Capital * WACC Invested Capital = Operating Assets WACC = Weighted Average Cost of Capital To get the potential bonus per employee, which is usually a multiplier of the employee’s monthly salary, we divide the pie by the company’s monthly payroll: Potential Bonus = Pie / Monthly Payroll We then know that the available bonus is, for instance, four months’ salary for each employee; but the actual amount earned is given by the employee’s performance scorecard. So if the potential bonus of a given manager is 4 monthly salaries and his overall performance score is 150%, he’ll take home 1.5 x 4 = 6 monthly salaries.
2 evidence highlights
Risk Doctrine
Type IV Leader Purge Despite Results
situational
It’s about the four ‘types’ that represent the way we evaluate and deal with our existing leaders. Type I: shares our values; makes the numbers – sky’s the limit! Type II: doesn’t share the values; doesn’t make the numbers – gone. Type III: shares the values; misses the numbers – typically, another chance, or two. None of these three are tough calls, but Type IV is the toughest call of all: the manager who doesn’t share the values, but delivers the numbers; the ‘go-to’ manager, the hammer, who delivers the bacon but does it on the backs of people, often “kissing up and kicking down” during the process. This type is the toughest to part with because organizations always want to deliver – it’s in the blood – and to let someone go who gets the job done is…
2 evidence highlights
Strategic Pattern
Hoshin Kanri Goal Cascade to Factory Floor
situational
Goals Goals are first set at the company level, then unfolded down the organization through the Hoshin Kanri process (another Falconi/TQM influence). Company goals follow a basic Balanced Scorecard model, with a heavier weight given to an EBITDA (earnings before interest, taxes, depreciation and amortization) goal that serves as a trigger for variable…
3 evidence highlights
Decision Framework
Five Whys to Kill Surface Excuses
situational
Five Whys The Five Whys are a method to get to the root cause of a problem. When people stay at the first layer of a problem (the first “why”) they tend to overlook the real root cause. Therefore, the tool is to ask Why five subsequent times (or as many times as needed) until the final root cause of a problem is found. In our example: Q: Sales fell by 10%. Why? A: Because of the demonstration. Q: Why the demonstration affected sales? A: Because some streets were closed, and our trucks couldn’t reach merchants. Q: Why didn’t we use smaller trucks to deliver goods on that day? A: Because we don’t own them. There! You’ve reached the root cause of the sales drop, which is much more subtle and specific than merely blaming the demonstrations. The root cause often makes an action plan to solve the problem obvious. In this case, the suggestion is to buy a smaller truck for use during the demonstrations scheduled for the next month. If sales are maintained after the experiment, the company then adopts a new standard: having smaller trucks for those events. The fishbone graph The fishbone graph (also called an Ishikawa Diagram, or…
2 evidence highlights
Operating Principle
Comfort-Zone Rotation as Growth Engine
situational
We get someone who’s been at a position for three, four years, for example in finance, and suddenly throw him into sales. We’ve learned that people only grow when taken out of their comfort zones, in the same way that companies only grow when taken out of their comfort zones. The company only grows when its people grow.
2 evidence highlights
In Their Own Words

Offices are for mediocre people who like to hide behind their doors and play games, et cetera.

Carlos Brito explaining why AB InBev maintains open floor plans with no private offices.

We're a one-trick-pony: our trick is to leverage people. That's what we know how to do. Find people that have talent, a spark in their eyes, and a desire to grow, and open up their path, to help them get ahead.

Marcel Telles distilling the trio's entire competitive strategy into a single talent philosophy.

A dream has to be sufficiently stretched…

Carlos Brito on the 80/20 goal-stretch formula — 80% achievable with current skills, 20% forcing the extra mile.

In big companies, only good news arrives at the top.

Carlos Brito at the Endeavor CEO Summit explaining why candor and simplicity must be structurally enforced.

I would recruit against the large corporate behemoths, head-to-head. The only difference is that [AmBev] sent its owners recruiting, whereas our competitors sent John Doe, from HR.

A trio executive describing how sending senior owners to campus recruiting gave them a decisive edge over larger rivals.

Mistakes & Lessons
Garantia Partners Wouldn't Follow

The trio learned that investment bankers optimized for short-term compensation wouldn't embrace the ownership mindset needed for industrial empire-building, validating their exit from banking.

Labeling High-Potentials Created Entitlement

Calling top performers 'high-potentials' made some feel entitled and lose motivation, so the company renamed the program 'People Bets' to maintain hunger.

Americanas Management Revolt

When Beto Sicupira's new management culture triggered a mass resignation threat at Lojas Americanas, he fired the rebels instantly — proving that speed and decisiveness in cultural transformation is non-negotiable, even if headcount drops from 14,000 to 8,000.

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Key Entities
Raw Highlights
Dream Replaces Mission Statement (1 highlight)

“A dream makes us tick much more than missions and visions. Missions are for the military, and visions are for...I…

Talent Factory as Acquisition Currency (1 highlight)

AmBev’s talent factory, spilling out droves of highly-talented executives at full speed, was able to expatriate more than one hundred executives of all seniority levels to international outposts of the newly-created company. Carlos Brito, AB InBev’s current CEO, was one of them: he left AmBev to run Labatt for some time, and to get some international mileage under his belt, a move agreed upon with the Belgians before he took over as InBev’s CEO in Leuven.

Bonus Pool Tied to EVA, Not Revenue (1 highlight)

The bonus pool The bonus pool is the total amount of cash available for distribution at year-end in the form of bonuses. It’s also called the size of the pie, and is a function of the company’s Economic Value Added: Pie = EVA * X% EVA = Nopat – Cost of Capital Where: Nopat = Net Operating Profit After Taxes Cost of Capital = Invested Capital * WACC Invested Capital = Operating Assets WACC = Weighted Average Cost of Capital To get the potential bonus per employee, which is usually a multiplier of the employee’s monthly salary, we divide the pie by the company’s monthly payroll: Potential Bonus = Pie / Monthly Payroll We then know that the available bonus is, for instance, four months’ salary for each employee; but the actual amount earned is given by the employee’s performance scorecard. So if the potential bonus of a given manager is 4 monthly salaries and his overall performance score is 150%, he’ll take home 1.5 x 4 = 6 monthly salaries.

Bottom 10% Shaved Every Year Forever (1 highlight)

In every evaluation and reward system, we break our population down into three categories: the top 20%, the high-performance middle 70% and the bottom 10%. The top 20% must be loved, nurtured, and rewarded in the soul and wallet, because they are the ones who make magic happen. Losing one of these people must be held up as a leadership sin – a real failing. The top 20% and middle 70% are not permanent labels. People move between them all the time. However, the bottom 10%, in our experience, tend to remain there. A company that bets its future on its people must remove that lower 10%, and keep removing it every year: always raising the bar of performance and increasing the quality of its leadership.

People Chess Not Performance Reviews (1 highlight)

People chess People chess is what AB Inbev calls its talent management reviews. The logistics are similar to a calibration meeting at other companies: managers sit together in a room to discuss and rate their direct reports. The final output of the meetings is a bit different: a rating, from…

Comfort-Zone Rotation as Growth Engine (1 highlight)

We get someone who’s been at a position for three, four years, for example in finance, and suddenly throw him into sales. We’ve learned that people only grow when taken out of their comfort zones, in the same way that companies only grow when taken out of their comfort zones. The company only grows when its people grow.

Other highlights (34)

a candid environment is one where “everyone in the company can speak up as long as they are respectful and constructive,” and where “people know where they stand” in terms of their performance and the company’s plans for them[17].

The importance of gaps Gaps are a recurring theme within AB InBev, which closely observes the difference between where the company and its executives are today, and where they want to be in the future (…

We already know that the Individual Performance index is a function of the employee’s goal attainment scorecard. Team performance, as we’ll see in further detail on the goals chapter, is how the team, as defined by everybody that reports to the same manager as someone’s, fared relative to its goals. If everyone makes their numbers, the team will have – usually - made its numbers, because individual goals are unfolded from collective goals, which are themselves broken down from firm-wide goals. Firm-wide goals follow the same logic. So it doesn’t matter if the individual had great performance for the year despite her sorroundings: she will be punished if the team doesn’t collectively make its goals, and the same goes for the firm. The idea is to align interests between rank and file employees, executives and shareholders. After Team Performance and Company Performance are assessed, the employee’s overall performance index can be calculated by a simple multiplication of the three scores: The overall score will dictate how much of the potential bonus the employee will take home.

Type B Breakdown: Goal-Goal Sometimes, goals can’t be broken down, because they’ve become someone’s actions, but they can be passed down to employees who share the same goal.

Ever since their acquisition of Brahma, the trio had dreamed of owning Budweiser. It was not only the world’s largest brewery, but also had what was probably the world’s best portfolio of beer brands. To make it an even more attractive target, AB possessed a tripod of (1) meager financial and (2) operational results, as well as (3) diffused stock ownership.

With the team: teamwork Teamwork is measured by leaders and a formal 360-degree annual review. What’s the professional’s ability to work with a team, motivate their direct reports, create no trouble, and breed talent within the ranks? Those who have teamwork issues but do deliver the numbers and have cultural fit may be directed to specific training…

At AB InBev, as at GE, losing a top talent (a 4) is a sin, and there’s a company-wide goal of top talent retention.

The third and last pillar of an environment where great talent feels at home is a candid one, where people discuss topics openly, with little tolerance for internal politics, hidden agendas, and opacity.

The magical figure, according to him, is that 80% of an employee’s goal/gap (or the company’s, for that matter) has to be achievable with the skills presently owned by him. The other 20% are the stretch that makes the employee go the extra mile[21]. Brito summarizes the concept: “A dream has to be sufficiently stretched…

Simplicity Common sense is as good as fancy concepts. Simple is better than complicated. - Garantia’s 18 Commandments

According to Marcel Telles, an employee mustn’t have more than five goals, which ensures focus and accountability. What usually happens is that administrative employees tend to three to four SMART goals and one or two projects. Goals can also be weighted according to their relative importance to the company.

As mentioned previously, every year leaders are required to name two possible successors who have (or are going to have in the near future) the suitable skills to take on their roles should they be promoted (or leave the company.) These promotions are discussed, at least at AmBev, in a “People Chess” meeting, where the company’s leaders, alongside the People and Management Department, discuss who’s being promoted, and to which functions.

Dealing with poor performance, for example, takes managers discipline, to face the facts, confront the employee, and fire him or her after a handful of feedback sessions have not brought about the intended performance improvements.

Horizontal organizational structure Informal companies foster environments where the best argument, not the highest hierarchy, drives decisions. Employees of all levels are welcome to join discussions if they have fact-based, well-rounded opinions that add to the topics at hand. In such an environment, leaders cannot hide beneath their titles, and enjoy the full benefit of having hired and nurtured talent better than themselves.

The corporate world: where meritocracy gets disrupted If, on one hand, our early experiences introduce us to the workings of a meritocracy, in business life things get a bit hazy. It’s at work where we witness bad players playing and great players sitting on the bench, because these bad players are friends with coach; or they date the team’s first daughter; or they’ve been around for so long.

Many public companies with diffuse ownership, which they consider a huge handicap for company performance. Abundant and cheap debt leverage to finance their deals. Stable economic and political environments in which to base their companies, with significant geographic diversification of revenues and exogenous risk factors (inflation, interest rates, economic growth, geo-political risk, and so on).

The theme is also explored by Jim Collins, who coined the term Big, Hairy, Audacious Goals (BHAG), to suggest that companies that inspire their employees with a great, challenging goal, are the ones that succeed in the long run. With these lessons, the trio understood it had to attract people who are motivated by more than money: a big dream. With that in mind, Marcel Telles established Brahma’s first ever big dream: to become Brazil’s largest and best brewing company.

This way, the company generates an actual framework with which to make everybody “row in the same direction.” From the big dream, the company breaks down company-wide yearly goals, and then CEO goals, VP goals, Director goals, all the way down to the factory employees, who are all aligned by targets derived from the company’s Big Dream.

There are great advantages to having everyone sit close together with no walls between them. First of all, teams can talk to each other without having to move around the office, which increases information flow and efficiency. Brito has said he constantly holds one- to five-minute meetings with his key aides, changing topics quickly and making decisions without the need to check schedules and physically move to a meeting room with (often) a host of unnecessary people.

But it is what’s best, for both the company and the employee: the company will be able to promote a performer to fill the vacant role, while the employee will be able to tweak his or her career to pursue work that is a better personal fit. Still referring to poor performances, Brito states, “Yes, there will be people at the bottom. And that’s the idea; that people at the bottom feel bad, and they want to go to the top.” Letting employees know how their performance relates to their colleagues’ achievements fosters healthy competition.

It’s hard to know what comes first: a great pool of talent, or sharp growth. But the fact is that growth and talent must walk…

The backbone of a meritocracy is a performance management system backed by individualized goals and performance reviews. The performance management system has two big outputs: giving top performers the most opportunities and the most compensation, in the form of cash and stock.

Candor Transparency and free information flow ease decision-making and minimize conflicts. - Garantia’s 18 Commandments We believe common sense and simplicity are usually better guidelines than unnecessary sophistication and complexity. - AB InBev’s 10 Principles In big companies, only good news arrives at the top. - Carlos Brito, Endeavor CEO Summit

b)Companies with above-average competitive advantages Despite believing that the dream-people-culture tripod is the only truly sustainable competitive advantage, the trio still looks for companies that thrive (albeit sub-optimally) despite its absence, as we’ll see in more detail. Factors they seek could include strong brands, distribution systems, low supplier/customer concentration, and little technological disruption risk. c)Large potential efficiency gains Businesses like the manufacturing and sale of Fast-Moving Consumer Goods (FMCGs)—for instance, beers, burgers, and sauces—all carry…

The language and content of their management principles are also very enlightening: they praise copying what’s best instead of trying to reinvent the wheel, as well as hard work and knowing the operations firsthand.

Candidates are screened through multiple tests and interviews, after which they meet again, now on a more personalized basis, with top executives, who give their final sign-off on the most promising candidates. This ensures culture fit, and tips the scale towards AB InBev if the candidate has competing offers.

Executives often take a host of other factors into account when deciding who gets what at work: time on the job, personal ties of friendship, and loyalty to the company. But this works like a cancer, because it shows people that regardless of how much great work they produce, they are not going to be directly recognized for it. What follows is a deathly spiral, as the performance of the majority of associates degenerates significantly. The feedback loop feeds itself into an obit certificate[13]

Performance management: the cornerstone of a meritocracy Performance management is the ongoing cycle where the company sets expectations to itself, its teams and its employees, and monitors and measures performance against these expectations. Expectations are set in many ways: the company’s core values or principles are expectations regarding how to behave within the company (what is usually called ‘culture’). Goals are expectations of which results are expected from whom. Goals and principles are the two axes of expectations used by…

We like taking people out of their comfort zones. We do a lot of that; and it’s been working fine.

All 3G companies have strong internship and trainee programs that select, every year, a couple dozen young professionals among thousands and thousands of applicants. These trainees go on to be trained and rotated at many of the companies’ operations, and go on to assume a lot of responsibility early on. 3G companies also hire MBAs for summer internships and picks the best of them for full time positions.[11]

Jorge Paulo Lemann, Marcel Telles, Beto Sicupira, and their executives talk tirelessly about dreaming big: “always dream big. Big dreams and small dreams take the same effort,” Lemann says.

the trio believes their only really sustainable competitive advantage is their management style, they sought to chase growth by purchasing “mature businesses, with pulverized (and/or weak) ownership, strong, recognized brands and poor management,” where “external and internal owners could make a difference,” in the words of Marcel Telles. Acquisitions supplied top-line growth, and management turnaround supplied earnings growth, a combination that pleased ambitious employees and shareholders alike. Acquisitions enabled Antarctica—then AmBev and finally InBev—to export talented individuals to a number of M&A-created positions (the Brazilians secretly pride themselves in having “taken over” much of AB InBev’s management structure) around the globe. That is…

Retaining great people and weeding out mediocre ones But it isn’t enough to attract great people if you lose them like a leaky bucket. So retaining top talent and making sure they move up and across the company is paramount. According to Brito, great people like working for companies that have three key traits: Meritocracy: the best are recognized and the worst are driven out of the system. Informality: hierarchy is not imposed, but earned, and people can express their opinions openly without unwanted political concerns. Candor: there are no hidden agendas. Fact-based discussions and a clear notion of where people stand in the company is the rule and not the exception.

Not removing that bottom 10% [of worse performers] early in their careers is not only a management failure, but false kindness as well – a form of cruelty – because inevitably a new leader will come into a business and take out that bottom 10% right away, leaving them – sometimes midway through a career – stranded and having to start over somewhere else.