One Saturday morning, my doctor called with my sleep test results: 72 apnea events per hour, when the warning level is 5. That call changed my life, and it is the best analogy I know for companies that grow without data: patients ignoring their own test results.

This talk presents Growth Data, a framework for data-driven business growth built from 20+ years of consulting in marketing and sales:
- Four stages: reliable data collection, critical analysis, decision making and continuous monitoring.
- Indicator layers: what the board needs to see is not what the marketing team needs to see.
- Four lenses before any tool: strategy, people, processes and only then technology.
- How to handle the two profiles that resist a data culture: the enthusiast who will be exposed by the numbers and the skeptic who has "always done it this way".

The audience leaves knowing how to run a "check-up" of their own business and which indicators to bring to each level of leadership.

Keynote or session, 35 to 45 minutes. Audience: founders, executives, marketing and sales leaders. First delivered at DWX 2026 (Florianópolis, plenary). Video: https://www.youtube.com/watch?v=_Y_JNhgg9V4 . Available in Portuguese.