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'It was a mess until I found out my management style'

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Vincent

At age 15, Claudia Woods was living in the United States and identified a business opportunity: applying tar to driveways in her neighborhood to reduce damage caused by snow. Before that, at 13, she worked as a dog walker and later became a taxi driver. "This need to undertake was driven by independence but also curiosity," she says.Back in Brazil, she worked at Banco Original, was hired as WebMotors’s CEO, and became Uber general director before being invited to head WeWork in Latin America in 2021, when the company was suffering the effects of the pandemic, which caused the use of its offices to plummet by 80%.Ms. Woods is this week’s guest on the CBN Professional podcast, a partnership between Valor and CBN radio station. She said the direct and transparent leadership style she acquired in the U.S. has often been misunderstood."Imagine off-key sarcasm with a very objective work style, coming from a woman in a male environment. It was a cultural mess until I managed to find out what my management style would be," she recalled.In any case, pragmatism remains one of her main traces. "My teams will always know what I think, as it will never be a ‘read between the lines’ thing," she said. "The big advantage is that people can react and develop very quickly."The executive believes her leadership style is a legacy of the upbringing she received. On one side, there was her Latino mother, more affectionate and controlling. On the other, her American father encouraged her to be whatever she wanted. "Nowadays, I realize how much this mix gave me an authentic style," she reckoned.Her arrival at WeWork came at a delicate time: the company had not only lost customers due to the pandemic but also its founder and main leader, Adam Neumann. Ms. Woods saw this as an opportunity. "It’s a fascinating moment in cultural reconstruction. The company needed leadership that would maintain everything wonderful that already existed, and, at the same time, I had to direct it to be profitable, with control, goals, and...

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