When One Plus One Is Greater Than Two

By Tati Oliva

In the market for over 10 years, Cross Networking is the first Brazilian agency specialized in strategic partnerships. The idea came from the experience of businesswoman Tatianna Oliva, who saw the opportunity to connect brands to create unique and meaningful projects that make a difference for the business. In the book, the author's first, Tati discusses her trajectory, which paved the way for her career as an entrepreneur, her philosophy and some of the cases that prove that partnerships are the future of business in the era of shared economy.

• Language: English
• Publisher: Cross Networking
• Release date: Apr 7, 2021
• ISBN: 9786500172133

Book preview

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Contents

Cape

Preface by Miguel Patrício

Starting Early

The discovery of two passions

The seed of partnerships

A connections startup

Cross Networking in action

Passion for brands

Everything at the same time now

Vision for the future

Landmarks

Cover

Table of Contents

Title Page

Copyright Page

Acknowledgments

Body Matter

Copyright © 2018 by Tati Oliva

All rights of this edition reserved for Tati Oliva.

Updated spelling according to the Portuguese Spelling Agreement of 1990, which came into force in Brazil in 2009.

editorial coordination: Lizandra Magon de Almeida (Colmeia Edições)

technical consulting and writing: Alice Salvo Sosnowski

(O Pulo do Gato Empreendedor)

graphic design and layout: dorotéia design/Adriana Campos

cover: Cássio Oliveira

translation: Daniel Haswell

International Data for Cataloging in the Publication (CIP)

Angélica Ilacqua CRB-8/7057

Oliva, Tati

When one plus one is greater than two / Tati Oliva – São Paulo, SP : Edição do Autor, 2021.

162 p. : il. ; 21 cm.

ISBN 978-65-00-16242-4

1.Business 2. Entrepreneurship 3. Business Women 4.Biography I. Title II. Oliva,

Tatianna, 1974 -

21 - 01 CDD 22. ed. – 658.4092082

Indexes for systematic catalog

1. Entrepreneurship

2. Business Women

Charlene K. Lemos, CRB-8/7344

Promoting partnerships is our purpose.

We believe a partnership is a sincere act of exchange where we share our best, receive the best from others, and thus we all become better. Every new day. With each new challenge.

We are a place of happy people, which transforms relationships into understanding, understanding into opportunities, opportunities into ideas, and ideas into innovative business solutions. After all, our business is to do things differently and find ways in which everyone really wins.

It is in our essence: it’s only good when it’s good for everyone. And if it’s good for everyone, it’s #CrossNetworking.

Acknowledgements

They say that we cannot leave this world without doing three very important things: planting a tree, having a child, and writing a book.

I believe I am doing my part. I have already planted several tree seedlings on my farm, next to my husband Zé Victor Oliva, who always warns me about the importance of watering our affections.

Together, we also had two wonderful daughters: Maria and Manuela, who give me a sense of accomplishment and inspire me daily to be a better human being.

confess that I never dreamed of writing a book, but my desire to inspire people to seek out sharing and purposeful partnerships led me to, once aging, leave my comfort zone and take action.

This would not have been possible without the invaluable help of my family. I also had the support of my partners and mentors who encouraged me in this project: José Victor Oliva, Juan Vergara, Miguel Patrício, Cristina Franco and Luiza Helena Trajano.

I would also like to thank the friends, clients and colleagues who made themselves available to make this book happen: Andrea Galasso, Fábio Brandão, Marcos Angelini, João Campos, Zeca Rudge, Marianna Sanches and many others who had a fundamental role in this work.

To all my team, Cross Networking partners, my guardian angel Isis de Angelo, and Alice Salvo Sosnowski for being able to translate ace in the hole.

Without you all, I wouldn’t have completed this mission! Maria, Manuela, João and Antonio: I hope you are proud of me.

May this book fulfill its purpose of inspiring more partnerships, exchanges and prosperous relationships between companies, brands, and people!

Preface

Although it seems obvious, the idea that in a partnership both parts can win is always often viewed with skeptical eyes. Tatianna has dedicated her professional life to developing partnerships among companies, brands, and even personalities. Her book When 1 Plus 1 Is Greater Than Two tells the story of how she evolved to make Cross Networking a very successful company – and in it she shares examples of successful company – and in it, she shares examples of successful partnerships that she led. This is great inspiration for those who lead brands, brands, business, or are just looking for inspiration from na incredile female leader.

Miguel Patrício – Chief Executive Officer

The Kraft Heinz Company

I am a caiçara from Santos. I lived in São Paulo from age 3 to 10, but I always identified with the sun and the spirit of the city where I was born. I was registered on December 30, 1974 as Tatianna Tavares de Moraes Sanches - Tavares, from my mother, Maria Ângela Tavares, and Sanches, from my father, Cláudio César de Moraes Sanches.

Caiçaras are the traditional inhabitants of the coastal regions of the southeastern and southern Brazil who are descended from Africans, indigenous people, and Europeans.

I am the middle child: my youngest sister, Lucianna Sanches Fuchs, lives in the United States, is a designer, and has a 6 year old daughter named Joanna. My older sister, Marianna Sanches, is a publicist and mother of Isabella, who is 15 years old. My two nieces are my godchildren. I also have two girls, Maria and Manuela, who are the people who most inspire me to be a good example.

Do you think that is a lot of women? Well, I’m used to the ladies. It has always been like that in my house - even the pets, from fish to parrots, were female. My father always said he was the blessed fruit among women. He jokes to this day that he is paying for all his sins by having to manage such a household.

The childhood memories I carry are mainly linked to my maternal family, that was always very large and united. My paternal grandfather, Osvaldo, died before my parents were married, and my only uncle, Osvaldinho, my father’s brother, died young, at age 53.

My mother, on the other hand, has seven brothers, and it was these grandparents, uncles and a true cousin-land that surrounded me as I grew up. My grandfather Décio was always our reference: a stern man, very demanding, always keeping an eye on everyone. He controlled expenses and took care of the entire family’s income tax returns. He didn’t let anyone smoke in the living room or leave the