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# Lessons from Jorge Paulo Lemann
- URL: https://www.antoinebuteau.com/lessons-from-jorge-paulo-lemann/
- Published: 2025-08-24T11:44:56.000Z
- Updated: 2026-09-05T03:26:00.000Z
- Description: Jorge Paulo Lemann, a Brazilian-Swiss investor and co-founder of 3G Capital, pursues the “big dream” through meritocratic culture and rigorous cost control. His philosophy asks how expansive ambition can be converted into repeatable organizational discipline.
- Author: Antoine Buteau
- Tags: Profile, Operations, Hedge Funds & Investing Profiles

Jorge Paulo Lemann, the Brazilian-Swiss billionaire investor and co-founder of 3G Capital, is a towering figure in the world of business, renowned for his instrumental role in the formation of global giants like Anheuser-Busch InBev, Kraft Heinz, and Restaurant Brands International. His philosophy, often summarized as a relentless pursuit of a "big dream" powered by a meritocratic culture and obsessive cost control, offers a wealth of knowledge for entrepreneurs and leaders.

![Infographic for "Lessons from Jorge Paulo Lemann".](https://www.antoinebuteau.com/content/images/2026/07/lessons-from-jorge-paulo-lemann-optimized.webp)

## On Vision and Ambition

1. **"I always say, 'To have a big dream requires the same effort as having a small dream.' Dream big!"** [\[1\]](https://www.brainyquote.com/authors/jorge-paulo-lemann-quotes?ref=antoinebuteau.com)[\[2\]](https://www.azquotes.com/author/71736-Jorge%5FPaulo%5FLemann?ref=antoinebuteau.com) This is perhaps Lemann's most famous mantra, encouraging audacious goals.
2. **"It takes the same effort to think small than to think big. But to think big frees you from the insignificant details."** [\[1\]](https://www.brainyquote.com/authors/jorge-paulo-lemann-quotes?ref=antoinebuteau.com) This highlights the liberating and focusing power of a grand vision.
3. **"A dream big and challenging makes everyone row in the same direction."** [\[3\]](https://www.awakenthegreatnesswithin.com/35-inspirational-jorge-paulo-lemann-quotes-on-success/?ref=antoinebuteau.com) A shared, ambitious goal is a powerful unifying force for a team.
4. **"Always have a big dream."** [\[3\]](https://www.awakenthegreatnesswithin.com/35-inspirational-jorge-paulo-lemann-quotes-on-success/?ref=antoinebuteau.com) A simple yet profound reminder of the starting point of all great achievements.
5. **"Create the big dream."** [\[3\]](https://www.awakenthegreatnesswithin.com/35-inspirational-jorge-paulo-lemann-quotes-on-success/?ref=antoinebuteau.com) This implies that a compelling vision is not just something you have, but something you actively construct and articulate.
6. **"My current goal is to become the largest brewer in the world. I already have an idea for the next step."** [\[4\]](http://www.quoteswise.com/jorge-paulo-lemann-quotes-2.html?ref=antoinebuteau.com) This quote, from 2005, demonstrates his forward-thinking and sequential approach to achieving massive goals.

## On People and Culture

1. **"Good people working as a team and with common goals is the most important and differentiator asset of a business."** [\[5\]](https://www.forbes.com/sites/andersonantunes/2013/09/11/20-commandments-to-succeed-in-business-by-the-conqueror-of-american-iconic-brands/?ref=antoinebuteau.com)[\[6\]](https://spiking.com/blog/20-rules-by-jorhe-paulo-lemann-to-succeed-in-business/?ref=antoinebuteau.com) Lemann consistently emphasizes that human capital is the ultimate competitive advantage.
2. **"Finding, training and keeping good people around are a constant and permanent struggle for all shareholders."** [\[5\]](https://www.forbes.com/sites/andersonantunes/2013/09/11/20-commandments-to-succeed-in-business-by-the-conqueror-of-american-iconic-brands/?ref=antoinebuteau.com)[\[6\]](https://spiking.com/blog/20-rules-by-jorhe-paulo-lemann-to-succeed-in-business/?ref=antoinebuteau.com) This underscores the continuous effort required to maintain a high-quality team.
3. **"The main function of the heads of a business is to choose people better than them to keep the company going even without its leaders."** [\[5\]](https://www.forbes.com/sites/andersonantunes/2013/09/11/20-commandments-to-succeed-in-business-by-the-conqueror-of-american-iconic-brands/?ref=antoinebuteau.com)[\[6\]](https://spiking.com/blog/20-rules-by-jorhe-paulo-lemann-to-succeed-in-business/?ref=antoinebuteau.com) A testament to the importance of succession planning and hiring for the long-term health of the company.
4. **"We want partners, not merely shareholders."** [\[7\]](https://benezrareport.wordpress.com/2021/02/10/our-philosophy-by-jorge-paulo-lemann/?ref=antoinebuteau.com) This reflects his belief in fostering a sense of ownership among key employees.
5. **"We like to hire people with grit, those that know how to hang on and who have a shine in their eyes and life in their teeth—the ones who really want to do something."** [\[8\]](https://news.miami.edu/stories/2020/08/for-brazilian-investor,-taking-risks-paid-off.html?ref=antoinebuteau.com) This describes the "PSD" (Poor, Smart, with a Deep desire to get rich) profile he famously sought. [\[9\]](https://www.worldfinance.com/strategy/the-rise-and-rise-of-jorge-paulo-lemann?ref=antoinebuteau.com)
6. **"The three short years I spent at Harvard, where I lived with excellent people, taught me not only that I must know how to choose my partners but also that choosing excellent partners is a skill you can learn."** [\[1\]](https://www.brainyquote.com/authors/jorge-paulo-lemann-quotes?ref=antoinebuteau.com)[\[2\]](https://www.azquotes.com/author/71736-Jorge%5FPaulo%5FLemann?ref=antoinebuteau.com) Surrounding oneself with talent is a learnable skill.
7. **"We take risks with people if they look good and have been with us and give them a big job that they might not get somewhere else."** [\[8\]](https://news.miami.edu/stories/2020/08/for-brazilian-investor,-taking-risks-paid-off.html?ref=antoinebuteau.com) A core tenet of his meritocratic system is to bet on promising internal talent.
8. **"The evaluation of employees is a crucial and beneficial component of the business."** [\[6\]](https://spiking.com/blog/20-rules-by-jorhe-paulo-lemann-to-succeed-in-business/?ref=antoinebuteau.com) A culture of constant and constructive feedback is essential for growth.
9. **"Wages for employees should be motivating, equitable, and stable with the business as a whole."** [\[6\]](https://spiking.com/blog/20-rules-by-jorhe-paulo-lemann-to-succeed-in-business/?ref=antoinebuteau.com) Fair and performance-based compensation is key to retaining top talent.
10. **"Culture shouldn't be seen as a strategy enabler, but a core strategy."** [\[10\]](https://medium.com/@omogbolahan01/quick-book-review-on-dream-big-7de4eb6b5751?ref=antoinebuteau.com) For 3G Capital, their distinct culture of meritocracy and efficiency is not just supportive of their strategy; it *is* the strategy.
11. **"Good and ethical people attract more good and ethical people."** [\[4\]](http://www.quoteswise.com/jorge-paulo-lemann-quotes-2.html?ref=antoinebuteau.com) Integrity is a magnet for more of the same.

## On Management and Execution

1. **"Costs are like nails — you continuously have to cut it."** [\[10\]](https://medium.com/@omogbolahan01/quick-book-review-on-dream-big-7de4eb6b5751?ref=antoinebuteau.com) This vivid analogy captures his philosophy of relentless cost control.
2. **"Always try to cut expenses. You have power over that since it assures your survival."** [\[6\]](https://spiking.com/blog/20-rules-by-jorhe-paulo-lemann-to-succeed-in-business/?ref=antoinebuteau.com) Cost management is a fundamental lever for ensuring a company's resilience.
3. **"Focus is essential. Be totally focused. Focus on what's most important."** [\[3\]](https://www.awakenthegreatnesswithin.com/35-inspirational-jorge-paulo-lemann-quotes-on-success/?ref=antoinebuteau.com)[\[6\]](https://spiking.com/blog/20-rules-by-jorhe-paulo-lemann-to-succeed-in-business/?ref=antoinebuteau.com) A simple, yet powerful principle for achieving ambitious goals.
4. **"Common sense is far more valuable than sophisticated concepts. Complexity is never preferable to simplicity."** [\[6\]](https://spiking.com/blog/20-rules-by-jorhe-paulo-lemann-to-succeed-in-business/?ref=antoinebuteau.com) Lemann's approach favors practical, straightforward solutions over complex theories.
5. **"Useful innovations are those that add value. However, it is far more useful to replicate what is effective."** [\[6\]](https://spiking.com/blog/20-rules-by-jorhe-paulo-lemann-to-succeed-in-business/?ref=antoinebuteau.com) Pragmatism over novelty; proven success is often the best model.
6. **"A successful company constantly seeks to advance. No matter how successful something is, it can always be done better."** [\[6\]](https://spiking.com/blog/20-rules-by-jorhe-paulo-lemann-to-succeed-in-business/?ref=antoinebuteau.com) A mindset of continuous improvement is crucial for long-term success.
7. **"I'm never satisfied with where we are. I always think we can do better."** [\[11\]](https://www.bookey.app/quote-author/jorge-paulo-lemann?ref=antoinebuteau.com) This reflects a personal commitment to perpetual improvement.
8. **"Leadership is demonstrated through the daily example in even the minutest detail and by having clear ideas."** [\[6\]](https://spiking.com/blog/20-rules-by-jorhe-paulo-lemann-to-succeed-in-business/?ref=antoinebuteau.com) True leadership is about consistent action and clarity of thought.
9. **"While debating is important, everything that is considered needs to be overseen by someone, and ultimately a choice needs to be made."** [\[6\]](https://spiking.com/blog/20-rules-by-jorhe-paulo-lemann-to-succeed-in-business/?ref=antoinebuteau.com) Discussion must lead to decisive action and clear accountability.
10. **"Key data circulated through communication and transparency helps educate, unify the team, and gain a competitive edge."** [\[6\]](https://spiking.com/blog/20-rules-by-jorhe-paulo-lemann-to-succeed-in-business/?ref=antoinebuteau.com) Open communication of key metrics is a tool for alignment and performance.
11. **"Their 'zero-based budgeting,' wherein every expense must be newly justified every year, not just new ones, with a target to bring it lower than the year prior says it all."** [\[10\]](https://medium.com/@omogbolahan01/quick-book-review-on-dream-big-7de4eb6b5751?ref=antoinebuteau.com) A practical and rigorous application of his cost-cutting philosophy.
12. **"The greatest asset of a company is its name and people. A good name should always be safeguarded and protected."** [\[7\]](https://benezrareport.wordpress.com/2021/02/10/our-philosophy-by-jorge-paulo-lemann/?ref=antoinebuteau.com) Reputation is a priceless asset that requires constant vigilance.
13. **"A great deal is one that is long-lasting and sustaining."** [\[4\]](http://www.quoteswise.com/jorge-paulo-lemann-quotes-2.html?ref=antoinebuteau.com) Lemann's investment horizon is focused on long-term value creation, not short-term gains.

## On Learning and Personal Growth

1. **"Always be learning and seeking new knowledge."** [\[11\]](https://www.bookey.app/quote-author/jorge-paulo-lemann?ref=antoinebuteau.com) A commitment to lifelong learning is non-negotiable.
2. **"Everything is a learning experience, we're always learning and trying to improve."** [\[4\]](http://www.quoteswise.com/jorge-paulo-lemann-quotes-2.html?ref=antoinebuteau.com) Every situation, positive or negative, presents an opportunity to learn.
3. **"Success is not guaranteed, but failure is an opportunity to learn and grow."** [\[11\]](https://www.bookey.app/quote-author/jorge-paulo-lemann?ref=antoinebuteau.com) A resilient mindset that reframes failure as a valuable teacher.
4. **"Most of the stuff they've implemented over 40 years have been from Jack Welch, Jim Collins, from GE, from Wal-Mart. The big difference is in excellent execution and localization of these business principles."** [\[10\]](https://medium.com/@omogbolahan01/quick-book-review-on-dream-big-7de4eb6b5751?ref=antoinebuteau.com) Acknowledging that many of their successful methods were adapted from other great business leaders, emphasizing that execution is the key differentiator.
5. **"Ongoing education: Even after 15 years of working at Garantia, Telles completes the Harvard OPM program. Sicupira did the same. Learn, learn, learn. If these 3 can find time, anyone can find time."** [\[12\]](https://luke-diaz.squarespace.com/s/Dream-Big-Cristiane-Correa.pdf?ref=antoinebuteau.com) A powerful example from the book "Dream Big" of the leadership's commitment to continuous learning.

## On Ethics and Integrity

1. **"In day-to-day life, you have stimulus to behave unethically, but in the long term, it always pays off to be ethical."** [\[1\]](https://www.brainyquote.com/authors/jorge-paulo-lemann-quotes?ref=antoinebuteau.com)[\[2\]](https://www.azquotes.com/author/71736-Jorge%5FPaulo%5FLemann?ref=antoinebuteau.com) A clear statement on the long-term value of ethical behavior.
2. **"Being ethical and transparent always pays off."** [\[4\]](http://www.quoteswise.com/jorge-paulo-lemann-quotes-2.html?ref=antoinebuteau.com) Reinforcing the commercial wisdom of maintaining high ethical standards.
3. **"No matter where you are in the world, you treat other people exactly how you would like to be treated – honestly and fairly."** [\[4\]](http://www.quoteswise.com/jorge-paulo-lemann-quotes-2.html?ref=antoinebuteau.com) A simple, universal rule for ethical conduct.
4. **"I think the one trait that you really can't deal with is a lack of integrity."** [\[4\]](http://www.quoteswise.com/jorge-paulo-lemann-quotes-2.html?ref=antoinebuteau.com) For Lemann, integrity is a non-negotiable trait in the people he works with.
5. **"It takes a lot of work to establish a reputation that can vanish overnight."** [\[6\]](https://spiking.com/blog/20-rules-by-jorhe-paulo-lemann-to-succeed-in-business/?ref=antoinebuteau.com) A stark reminder of the fragility of a hard-won reputation.

## On Life and Success

1. **"Luck is always the result of sweat. There is an intimate relationship between the force applied and the results obtained."** [\[3\]](https://www.awakenthegreatnesswithin.com/35-inspirational-jorge-paulo-lemann-quotes-on-success/?ref=antoinebuteau.com) Hard work is the prerequisite for what often appears to be luck.
2. **"Always be on the prowl, life, business and exceptional tennis depend on opportunities when they arise - learn to recognize them and go get them."** [\[4\]](http://www.quoteswise.com/jorge-paulo-lemann-quotes-2.html?ref=antoinebuteau.com) A proactive and opportunistic approach is essential in all areas of life.
3. **"Give up just on the very last point."** [\[4\]](http://www.quoteswise.com/jorge-paulo-lemann-quotes-2.html?ref=antoinebuteau.com) A lesson from his tennis-playing days that translates to perseverance in business.
4. **"Do not play to the audience, a beautiful game does not always win."** [\[4\]](http://www.quoteswise.com/jorge-paulo-lemann-quotes-2.html?ref=antoinebuteau.com) Substance and results are more important than style and popular opinion.
5. **"I'm a big believer in risk-taking, if you don't take risks you don't achieve much."** [\[8\]](https://news.miami.edu/stories/2020/08/for-brazilian-investor,-taking-risks-paid-off.html?ref=antoinebuteau.com) Calculated risk is a necessary component of significant achievement.
6. **"Honestly, I enjoy working. It's what I enjoy doing."** [\[3\]](https://www.awakenthegreatnesswithin.com/35-inspirational-jorge-paulo-lemann-quotes-on-success/?ref=antoinebuteau.com) Finding genuine pleasure in one's work is a powerful driver of success.
7. **"I was 17 and only thought about surfing and playing tennis. I had almost never left Rio de Janeiro and had never been to the United States."** [\[1\]](https://www.brainyquote.com/authors/jorge-paulo-lemann-quotes?ref=antoinebuteau.com) A reminder of his relatively humble beginnings and that great journeys can start from anywhere.
8. **"Maybe I was accepted to Harvard only because of my tennis skills, since I definitively had no great academic achievements."** [\[1\]](https://www.brainyquote.com/authors/jorge-paulo-lemann-quotes?ref=antoinebuteau.com) A display of humility and a nod to the different paths to opportunity.
9. **"In order to reach the pile of money at the end of the rainbow, you must travel the entire rainbow, but do so while making money along the way."** [\[6\]](https://spiking.com/blog/20-rules-by-jorhe-paulo-lemann-to-succeed-in-business/?ref=antoinebuteau.com) A pragmatic approach to long-term wealth creation, emphasizing the need for profitability throughout the journey.
10. **"His way out was to create 'difficulties' for the deal to come about."** [\[12\]](https://luke-diaz.squarespace.com/s/Dream-Big-Cristiane-Correa.pdf?ref=antoinebuteau.com) A lesson in tactful negotiation from "Dream Big," where Lemann avoided directly rejecting a deal with JP Morgan, instead creating conditions that led them to withdraw. This illustrates a strategic and diplomatic approach to complex business situations.

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Learn more:

1. [Jorge Paulo Lemann Quotes - BrainyQuote](https://www.brainyquote.com/authors/jorge-paulo-lemann-quotes?ref=antoinebuteau.com)
2. [QUOTES BY JORGE PAULO LEMANN](https://www.azquotes.com/author/71736-Jorge%5FPaulo%5FLemann?ref=antoinebuteau.com)
3. [35 Inspirational Jorge Paulo Lemann Quotes On Success | AwakenTheGreatnessWithin](https://www.awakenthegreatnesswithin.com/35-inspirational-jorge-paulo-lemann-quotes-on-success/?ref=antoinebuteau.com)
4. [Jorge Paulo Lemann Quotes - Quoteswise](http://www.quoteswise.com/jorge-paulo-lemann-quotes-2.html?ref=antoinebuteau.com)
5. [20 Rules For Succeeding In Business, By The Conqueror Of American Iconic Brands](https://www.forbes.com/sites/andersonantunes/2013/09/11/20-commandments-to-succeed-in-business-by-the-conqueror-of-american-iconic-brands/?ref=antoinebuteau.com)
6. [Top Rules Of Jorge Paulo Lemann To Succeed in Business - Spiking](https://spiking.com/blog/20-rules-by-jorhe-paulo-lemann-to-succeed-in-business/?ref=antoinebuteau.com)
7. [Our Philosophy by Jorge Paulo Lemann - Financial Markets - WordPress.com](https://benezrareport.wordpress.com/2021/02/10/our-philosophy-by-jorge-paulo-lemann/?ref=antoinebuteau.com)
8. [For Brazilian investor, taking risks paid off - University of Miami News](https://news.miami.edu/stories/2020/08/for-brazilian-investor,-taking-risks-paid-off.html?ref=antoinebuteau.com)
9. [The rise and rise of Jorge Paulo Lemann | World Finance](https://www.worldfinance.com/strategy/the-rise-and-rise-of-jorge-paulo-lemann?ref=antoinebuteau.com)
10. [Quick Book Review on Dream Big! - Medium](https://medium.com/@omogbolahan01/quick-book-review-on-dream-big-7de4eb6b5751?ref=antoinebuteau.com)
11. [30 Best Jorge Paulo Lemann Quotes With Image - Bookey](https://www.bookey.app/quote-author/jorge-paulo-lemann?ref=antoinebuteau.com)
12. [Dream-Big-Cristiane-Correa.pdf](https://luke-diaz.squarespace.com/s/Dream-Big-Cristiane-Correa.pdf?ref=antoinebuteau.com)