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There comes a point when those who do business in Brazil think they have seen everything: inflation, the most diverse currency crises, recessions typical of wartime but in periods of peace. This is all with an historical backdrop of a gigantic state, an octopus with tentacles that pretends to want to help but only gets in the way. We are now in 2020 and facing a crisis that no one imagined they would find. A crisis that combines global aspects and is exacerbated by our political mishaps and lack of leadership. The result is an economic plunge that certainly frightens everyone - and makes the mission of our industry, today and in the future, even more important than it already was.