The strategy for tomorrow must be planned today
A brand without a strategy is nothing. Neither can a business succeed without a strong brand.
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Strategy is movement
But in practice, few professionals know how to develop strategies for business and implement them. My work is exactly this: creating a strategic plan to expand your brand.
Set the Paces is a strategic communication consulting company focused on business. We analyze your scenario and propose intelligent solutions.
Everything I have made was created for entrepreneurs and managers who are looking for customized solutions to the unique challenges of their businesses. My services are for those who are tired of generic approaches and “magic formulas” that don’t consider the specifics of their operations.
Essentially, my work is for those who want to transform their business with sustainable and impactful solutions, leveraging both the technical expertise and holistic vision I have developed throughout my career.
A promising future depends on the choices you make today.
I’m focused on creating a modern brand strategy that is clear and objective, so your brand and business have cultural, positive influence and authority.
Every brand wants to be big, but to be big, it’s mandatory to be relevant. And to be relevant, it’s necessary to have a good strategic plan and a management plan. Without these, no brand will get very far. The big question is: do you have a good strategy and the right person to help you find the best paths?
When your brand moves in the right direction, amazing things can happen!
I’m here to serve.
When you sign a contract with me, I am committed to accelerating your brand’s growth and your business. My work is developed using strategies that include market entry, customer acquisition and retention, content and community growth, collaborations, and organizational change. All of these elements are found in my strategies. I analyze your business to understand if it’s competitive and determine how to strengthen it, creating a marketing plan to achieve your goals.
The approach I create uses technology, business, and creativity, which gives me an understanding of the specific dynamics and challenges of each sector. My extensive experience empowers me to identify opportunities and propose unique solutions that make a difference.
Over the years of my career, I have seen many entrepreneurs with big dreams and goals. But it’s not enough to dream more; it’s necessary to dream better. For this, you can count on someone who cares about your strategy. Without a map, any path will do. However, with a good map in hand, you can go anywhere you want.
My strategies focus on strategic planning for brand positioning, monitoring the execution of action plans, and implementing technological tools.
Experiences that speak for themselves
"I greatly admire how Walter grounds his approach in consistent studies and practices, avoiding superficial formulas or methods that impress but don't deliver results—what I call fireworks. He is practical and focused on what truly makes an impact."
"I've known Walter for over 10 years. Initially, I met him as my mentor, due to the business management and communication results he delivered across various organizations. Over time, I was blessed with his friendship, because in addition to his exceptional competence, Walter is one of the best people I know. He is fair, honest, and empathetic with everyone he works with."
"Walter is a friend that running gave me—resilient, persistent, and always seeking growth, both as an athlete and a professional. His dedication and passion for what he does are inspiring! Furthermore, he conveys confidence and seriousness in every challenge he takes on."
"Walter has always provided assertive and functional solutions whenever I needed them. His way of executing, while respecting processes, consistently delivered the security and results I sought in all our projects together."
How you can count on me
For those looking for Strategic Alignment and an Intelligent Marketing Plan:
Set (the) Path
Seth (the) Path defines a clear strategic path for the future. The focus is to create a communication and marketing plan to grow your business and set it on a promising trajectory.
Here's what you get when you hire Set (the) Path:
Business Diagnosis Report: provides a detailed analysis of the strengths of your business and identifies everything that needs improvement.
Brand Diagnosis Report: shows how your brand stands in the market and whether it’s already relevant or what it needs to become so.
Marketing Strategy and Positioning: A complete plan is delivered to set your brand on the path to achieving the goals established. This plan will accompany you for 18 months and will be a game changer in the history of your business/brand.
For those looking for Financial Optimization:
Set (the) Flow
It starts with a detailed financial diagnosis, analyzing cash flow, working capital, revenue, expenses, and historical financial reports. The analysis also identifies inefficiencies and areas for improvement.
Here's what you get when you hire Set (the) Flow:
Financial Diagnosis Report: Shows a detailed analysis of the real financial situation and critical areas.
Financial Optimization Plan: Recommendations for improving cash flow management, reducing costs, and increasing profitability.
Financial Resource Allocation Strategy: guidelines to optimize the use of financial resources.
Financial Empowerment Workshop: training sessions for the finance team on new practices and recommended tools.
For those seeking Technological Adaptation for Competitive Advantage:
Set (the) Tech
Set (the) Tech implements technological solutions customized to present needs and future requirements, providing a competitive advantage by making the business more innovative and responsive to the demands of the digital market.
The service starts with a technological diagnosis, identifying the specific needs of business technology and evaluating the latest tools and technological trends relevant for the future.
Here's what you get when you hire Set (the) Flow:
Technology Evaluation Report: evaluation of recent tools and systems compared to business needs and objectives.
Technological Implementation Plan: Action plan for implementing and integrating new technological solutions, complete with a timetable and budget.
Recommended Tools Guide: list of recommended technologies with information and expected benefits.
Technical Training Sessions: training will be provided to ensure the team can effectively use the new technologies.
For those seeking Operational Efficiency and Process Integration:
Set (the) Step
Set (the) Step enhances internal processes to identify and eliminate bottlenecks, promoting more fluid and productive operations. This results in a more agile organization ready to scale.
It starts with a process diagnosis, charting existing workflows and identifying bottlenecks and redundancies.
Here's what you get when you hire Set (the) Flow:
Charting the current processes: a detailed diagram of current processes, with identification of critical points.
Process Optimization Plan: strategies to enhance efficiency, including workflow automation where applicable.
Documentation of Optimized Processes: reviewed and standardized procedures and workflows.
Process Training Sessions: training staff to adapt to new processes and working methods.
Why Set the Paces?
Set The Paces is related to setting boundaries literally. At the same time, it gives the idea that boundaries can be expanded, as long as they are strategically defined and there is a plan to do so. However, this isn’t a good name or a marketing strategy… it’s a name that suggests transformation. My life changed when I discovered running, but after my first marathon I changed my perspective on business and understood that if you have strategy, resilience, and focus, anything is possible.
The truth is only one: we are the ones who set our own limits. Now, I’m not talking about physical boundaries. Some things aren’t possible, obviously. I can’t be a brilliant soccer player even if I tried to start now at age 44, but I can understand everything about soccer if I start studying. Depending on my efforts, I could become a specialist in creating methods for analyzing soccer matches, for example. Therefore, with Set the Paces, I want to show you that there’s a world of possibilities, and you could fit into one of them and get the same or better results than you expected from something you were limited to.
The athlete's spirit is what guides me!
Because if there is anything you can find in my career, it’s that I’m always trying to get better. All my life, I’ve never been good at anything that didn’t interest me; it just doesn’t work. There is no substitute for something interesting. Looking back at my career, I see I’ve always been a bit of a nerd. In high school, I studied for free because I was an excellent student. I was the type of student who wanted to know about everything, and I saw my studies as a single subject. As a high school student, I studied Telecommunications for six months at the Escola Técnica Federal, now IFCE. I took the entrance exams for Physics at the Federal University (UFC) and Social Sciences at the State University (UECE). I was passionate about literature and history classes, which is probably why I made this choice. I passed both entrance exams and opted for a bachelor’s degree in Physics.
At university, I was a CNPq scientific initiation fellow for two years. Then I changed my major to Mechanical Production Engineering, which I later abandoned in 2005 to open my first IT technical support company to serve other businesses. IT still attracts me today, perhaps because it involves solving a lot of problems and understanding causes and effects. After 10 years of entrepreneurial highs and lows, I decided to study Business Administration and specialize in Finance, adding that to my career as both a student and a professional, and always looking at my questioning profile, trying to understand myself, others, and God. For that reason, entrepreneurship puts you in several complicated situations and in contact with all kinds of people. So, I’m curious to understand humans and their relationships.
My love of marketing
At the same time, I wanted to learn about marketing, advanced strategies, and brand positioning. I obtained my certification in the KAOS method. This method aims to conduct a detailed analysis evaluating the business, brand, and marketing, and to create strategies that seek not only authority but also to establish a legacy and cultural influence for the brand.
I never stopped studying. That’s why I can help many entrepreneurs and companies from different sectors. However, what keeps me moving isn’t just the studies, but the mindset of running. I’m not an athlete, but I have an athlete’s spirit. Running guides me and shows me that my limits are greater than I imagined. Inevitably, my company embodies this spirit and strength.
More about me…
1998
I was born in Recife, Pernambuco, Brazil, and throughout my life, I have seen my parents deal with many financial problems.
I remember when I got my first computer in 1998. On the first day, I blocked Windows because I put my name, “Walter,” in the main system files. In my mind, it seemed very interesting. It’s important to remember that in this decade, YouTube and technological channels with information or tutorials didn’t exist. And finally, Google only appeared at the end of 1998. It was very new in the beginning.
2000
In 2000, I was accepted into Physics at the Universidade Federal do Ceará and for Social Sciences at the Universidade Estadual do Ceará. I chose Physics after learning that it shared the same campus with the Computing course.
2002
In 2002, I was awarded a CNPq scholarship at LIA (Laboratório de Inteligência Artificial), and my area of study was symbolic-numerical computing. At that moment, I didn’t feel comfortable with the scholarship money, and looking to increase my earnings, I talked with a friend of mine. He told me about an opportunity to be a freelancer. He explained to me that a CAD Drafter is specialized in creating architectural drawings using CAD software, so I decided to take a course in architectural drawing using a drawing board and another in AutoCAD.
2005
2005 was a very important year because I registered my first company. That was Logical Soluções, which I started after quitting my first job. After 3 years, I decided to close down the company and focus on the biggest client. The client was a labor outsourcing and prison management company (I’ve been in prisons, I’ve worked with officers and wardens, and I’ve learned a lot!). I was suffering from burnout. I couldn’t handle all the clients and the structure that I had built. That was a great learning experience for me.
2009
After that, in 2009, I was invited to participate in the implementation of the company’s ERP – a project that naturally involved the head of IT. Because I knew the company so well, I received the invitation to coordinate the project and ensure its success. At that moment, I felt my management abilities begin to manifest. I realized that it was my greatest skill and my strongest point. I often attended strategic meetings with the company owner, finally understanding my true talent.
I became a general problem solver, catching the attention of the company’s partners. Accompanied by comprehensive knowledge about the organization, I could work well with all the departments, connecting people and thus solving problems effectively.
2012
2012 was marked by extremes. I was at the peak of my career, living an intense professional life, traveling throughout Brazil, and dealing with important entrepreneurs and politicians since the company was involved in large bidding contracts. Despite all the important steps in my professional life, my personal balance was falling apart. I weighed 85kg, well above my current weight of 67kg. Also, the late-night arrivals on weekends were clear signs that something was wrong.
It was at that moment that I decided to improve my choices and seek healthy habits. Professionally, it was the worst moment because everything that I had built collapsed. But, in every moment, I felt that it was the best decision that I could have made at that time.
2015
2015 was the year my daughter Luana was born. I had always dreamed of being a father to a girl, and that dream came true. I could talk about Luana for 20 pages or more. In summary, I learned and continue to learn how to be a better human being every day. In the same year, I finished my undergraduate degree in Business Administration, and one semester before finishing that course, I started a postgraduate degree in Finance at Saint Paul. In this stage, I expanded my technical knowledge of finance and it also provided valuable insights into advanced financial practices.
2018
In 2018, I discovered a new love: running! This new love began to transform my perspective on life and produced significant and positive changes to my lifestyle. Running improved my health but also gave me a new way of looking at challenges and finding balance in my life. It was great to find this “peace,” because it helped me a lot during the COVID-19 pandemic.
2021
Even though the situation was challenging, this period showed me the importance of having a clear objective and persisting even when everything seems uncertain. In 2021, amidst global chaos, I realized a dream: running my first marathon of 42km. I signed up for the virtual Boston Marathon. I planned the route and strategy, considering every detail to prepare myself physically and mentally for the race.
After the marathon, I felt a renewal in my life plans, and the desire for entrepreneurship resurfaced in full force. So I had the idea to collaborate on the project “A Fórmula do Pace,” an infoproduct or service that helped other people find solutions through running, just as it had happened to me.
Enthusiastic with the new perspective, I started searching for courses about digital marketing, referencing my experiences from 2015. I decided to start a strategic marketing course to improve my skills and better understand the market. Besides that, I began to explore the online traffic universe, learning about Google Ads and other essential tools to reach the right audience.
This new project wasn’t a business/company; it’s a personal mission: to show others the transformative power of running and how it can be used as a valuable tool to overcome personal challenges.
2023
In April 2023, my mother passed away, and I needed to deal with it. Following the rapid progression of the disease in someone who had previously been so healthy, independent, and with such a strong will to live was devastating. This period became a time for deep reflection, forcing me to confront questions about the fragility of life and my own identity.
Even in the face of this pain, I continued to invest in my training in digital marketing and traffic. During my studies, I realized that the real differentiator in services is strategy and effective communication. Most courses and “gurus” in the market seem to share the same repetitive content, without offering new perspectives or approaches.
Then, while looking through old videos on YouTube, I came across a teacher named Karina Francis. Her approach immediately caught my attention. Discovering Karina Francis was a tipping point. Her methodology and vision inspired me to think in a more critical and strategic way, which helped me rethink and redefine my approach to digital marketing.
2024
In 2024, I started the year studying to change the world. Driven by this ambition, I invested in a more advanced course from Little Monster. Something inside me indicated that the investment was worthwhile and that I was on the right path. So this year became the most intense and transformative of my professional life in the last 10 years.
During the course, which was a certification program, I not only gained new knowledge but also discovered my true professional identity. I felt a renewed sense of purpose and enthusiasm, reviving the intention of making a difference, fully expressing my abilities, and offering the best of myself to the world.
If you are here, thank you! I want to tell you that I feel confident and prepared to face future challenges and consistently make a positive impact on the world around me. The rest is a story to be written with renewed passion and purpose.
If you are here and have questions about why to invest in a brand strategy and business, let me tell you something...
We know that social media platforms are full of information and constantly bombarded with advertisements and “magic formulas” for success, ranging from miraculous marketing strategies to seemingly infallible financial reports. However, every business is unique, with its own objectives and specific needs.
My focus is on developing clear and viable action plans that are tailored to the current situation and the specific characteristics of each business.
I can show you the paths that guide your brand to another level; more than that, I can show you that the sky is the limit. To achieve certain goals, you need to be prepared like a skilled runner.
Frequently Asked Questions
Can I hire these services even without a defined strategy?
Sure! If your company already has a strategy and needs any help to implement the process or technologies, you can hire these services independently. We adapt our work to your needs.
What is a communication strategy?
At Set the Paces, our communication strategy employs the KAOS methodology, which is a strategic plan focused on communication actions. This helps your company to expand, in addition to providing a comprehensive analysis that aligns marketing, branding, and business objectives to strengthen its presence in the market.
Do the strategy, finance and technology services depend on each other?
No, each service can be hired independently, according to your priorities. Nevertheless, combining them can provide a more consistent and complete result for your company’s growth.