★Paul Andreoli, CEO and President of MSL Group and Chairman of Latin America, writes to reflect on the continuous changes brought about by the digital revolution in the field of corporate communications, and proposes the implementation of "smart cells" to determine the new order of information flow within the company , In order to establish a more effective and dynamic synergy between the enterprise and the market. Under the operation of communication professionals, these cells will act as a real "radar", constantly scanning the future.
★This book is aimed at corporate marketing executives and general communications professionals, and aims to answer a key question in the communications company market: what will be the future of public relations, corporate communications, or corporate affairs agencies? More importantly, in a world changed by the digital revolution, what perspectives can be created to continuously integrate them?
★There are two theoretical basis for this book: one is the Nobel Prize in Biology Bruce H. Lipton's paper, which shows the regenerative ability of the intelligent cells of living organisms; the other is Professor Humbert Leska and Research by Professor Rachel Janicek-Munitz (Pierre Mendes University of France, Grenoble) is a pioneer of predictive intelligence. According to these studies, the singularities left by predictors may include Signs of eventual breakdown and important innovation. The implementation of this core model for capturing and processing corporate internal information can identify "weak signals" and reorganize the flow of information.
★English full text translation is available.

"The winners will be those who restructure the manner in which the information flows in their business."

With this statement, Bill Gates gave us not only a forecast but also a heads-up. Maybe he already knew that the answer to bringing decisions forward could be written on a crumpled sheet of paper in the wastepaper basket in a room next door to the CEO's office. Anticipation may be in assorted issues left aside by forecasters, since it is in these issues that we may, potentially, find the indications of possible disruptions and innovations that may be of interest to the organization that is aware of what is going on around it.

This is why this book is about survival. In the human body, survival is guaranteed by the intelligent cells, according to Bruce H. Lipton, cellular biologist, 2009 Nobel Prize winner and author of the best-selling book The biology of belief. According to Lipton, "these single cells analyze thousands of stimuli from the microenvironment they inhabit. Through the analysis of this data, cells select appropriate behavioural responses to ensure their survival".

This book suggests the implemention of intelligent cells within companies. With them, we will encourage the future and survive.

Paulo Andreoli
Chairman do MSL Latin America,
CEO e presidente da MSL Andreoli

64 years old, has substantial experience as a journalist, executive and businessman. He has been for two consecutive years considered one of the most influential professionals in the PR industry in the world by the prestigious publication PRWeek.
In 1994, after leaving the Corporate Affairs Board at the O Estado de S. Paulo Group, he founded Paulo Andreoli & Associados, a pioneering Corporate Affairs agency in Brazil, currently known as Andreoli/MS&L, one of the largest agencies in Brazil today which stands out on the market for its strategic approach to corporate issues. Andreoli/MS&L is part of the Publicis Groupe global Public Relations network. Graduating in Sociology from the Politics and Sociology School at the University of Sao Paulo, he took university extension and specialization courses in Nuclear Physics at the Physics Institute (USP), International Law (focusing on Nuclear Law) at the Law Faculty (USP) and in international trade, at the Konrad Adenauer Foundation in Bonn, Germany.
As a journalist he always worked at O Estado de São Paulo. In 1979, he received the Esso award – considered the Latin American version of the Pulitzer Prize. As a director of the newspaper O Estado de São Paulo Group, he was involved in the NNA – National Newspaper Association – which represents Brazilian newspapers owners. He was a member of the IPS – Inter-American Press Society – and organized the 47th Annual Assembly in Sao Paulo, in 1991. Between 1982 and 1989 he was president of Zanini International Trading Co. and shareholder and CEO in Wolf International Trading Co. He is a member of the board at Carlyle Institute, was a member at Fernand Braudel World Economy Institute and was country chairman for the International Public Relations Association in Brazil.

Foreword — Raquel Janissek-Muniz 9
Introduction 11
Chapter 1
What are you afraid of? 23
Chapter 2
Inverting the signals 29
Chapter 3
Information: the main intangible asset of the XXI Century 35
Chapter 4
Just a man 51
Chapter 5
A simple, low-cost and intelligent structure 69
Chapter 6
The differential in Cellular Business Intelligence - CBI 81
Chapter 7
Personnel preparation, CBI’s great challenge 95
closing remarks
And when your dog wags his tail... 111
Acknowledgements 119
CBI team 121
about the author 125
bibliographic references 127