O calendário especial da sua empresa: por que gerir custos significa gerir o tempo.

• Your Company’s Special Calendar: Why Managing Costs Is Managing Time.
• The Mistake Made by Companies That Believe There Will Always Be TimeEarlier this year, I told you that I don’t have a regular calendar on my fridge—I have a memento mori.

It’s a calendar that doesn’t tell you what day it is.It reminds you of something much more uncomfortable: that your time is finite.

Every week that passes, you cross it off.And you don’t cross off “what you’ve lived,” but what will never return.

The calendar assumes the theoretical time you have left, based on the fact that average life expectancy is about 85 years. It’s simple. Visual. Uncomfortable.

And, without realizing it, it taught me a lot about business cost management

• How much time do you have left?
• The third week I crossed off, I realized something that seems silly, but isn’t.
• It wasn’t a “how’s your year going.”
• It was a “how much time do you have left.”
• How much time do you have left to make the most of life?
• And the funny thing is, I didn’t feel anxious.
• I felt a clarity I hadn’t expected.
• Because when you realize that life isn’t infinite, you change the kinds of decisions you make.
• That’s exactly when I understood that this can be applied to businesses.
• Because if there’s one thing people and businesses have in common, it’s this:
• Poorly managed time always comes at a high cost.
• And I’m not just talking about clock time.
• I’m talking about financial, operational, and strategic time.
• The kind that many companies continue to treat as if it were infinite…
• until December rolls around and they discover it wasn’t.

• The metaphor that memento mori offers any company
• If you stop to think about it, your company also has its own silent calendar.
• Weeks when it grows.
• Weeks when it holds steady.
• And weeks when it survives rather than moves forward.
• But above all, it has something that is almost never measured: a limited window to react.
• When costs rise.
• When demand shifts.
• When the supply chain gets bogged down.
• That window for reaction is something many leaders in the retail and wholesale sectors already recognize as the biggest obstacle to achieving their goals in the coming months.
• In other words: reaction time is finite, and you must know how to use it well.
• And yet, many companies act as if they have years of guaranteed stability ahead of them.
• The memento mori, without intending to, raises a question that every company should hang in the boardroom:
• How long can you afford to keep managing your costs the way you have been?

• Time isn't static, and neither is your company.
• When you read expert analyses on cost optimization, one idea keeps coming up this year—and it will surely sound familiar to you.
• Although 2025 has been a year of growth for many companies, it has also been accompanied by significant friction.
• Finance leaders are saying, almost in unison, things like this:
• that the supply chain and the availability of qualified personnel have been the main obstacles in 2025 and will continue to be so in 2026;
• that material and logistics costs have been the hardest and most unexpected blows of the past year;
• and that, even in growth scenarios, short-term profitability is now the top concern, while technology and sustainability are beginning to dominate the strategic agenda.
• If you think about it, this is exactly a business memento mori:
• A reminder that time moves in cycles, and that each cycle demands a different response.
• You can’t wait until you have a problem to react.
• By the time that happens, you’re already counting down the weeks.

• The day I realized that memento mori was a management system
• The day I understood the true value of memento mori was when I stopped seeing it as an existential reminder and started seeing it as a management system.
• Not as something dramatic. But as a way to make better decisions.
• Applied to business, the logic is simple: if you assume that reaction time is finite, you stop putting off uncomfortable decisions.
• That’s why, following this philosophy, there are three questions any management team should ask itself:
• What important decision am I still putting off because “there’s still time”?
• Often, it’s not a lack of information. It’s an excess of complacency.
• 2. What am I holding onto that no longer makes sense to hold onto?
  3. Contracts, processes, or structures that are maintained out of inertia, not because of their value.
  4. 3. What is costing me more than it actually brings me?
     4. And not just in euros, but also in focus, energy, and room to maneuver.
     5. Why is all this important right now?
     6. Because today we know several things quite clearly:
     7. 40% of companies have prioritized cost optimization as one of their three strategic pillars for 2025.
     8. Most are focusing on improving what already exists: supply chain, marketing, sustainability, technology, and artificial intelligence.
     9. And they do so because these initiatives have a clear return on investment, typically within a 12- to 18-month timeframe.
     10. The strongest trend is this: modernize to grow.
     11. Gaining visibility into inventory.
     12. Automating processes.
     13. Reducing friction that currently consumes time and margin without anyone noticing.
     14. At its core, cost optimization isn’t a financial obsession.
     15. It’s a very concrete way to manage time strategically.
     16. Just like in a memento mori.

• 2. 3. A different December for your company.
     4. This December 23rd, I’m not going to talk to you about resolutions.
     5. Let’s be honest, nobody wants another list that vanishes by February.
     6. But I do want to suggest something more useful to you.
     7. Before the next operating cycle begins, create your own version of a business memento mori.
     8. You don’t have to hang up a giant calendar or cross off weeks (unless you want to).
     9. Just ask yourself three questions, calmly and without self-deception:1. Which area of your business requires immediate attention to protect your margin?Perhaps it’s pricing, energy, transportation, or any structural cost that’s currently putting pressure on profitability.
     10. 96% of companies plan to adjust prices to maintain margins. The question is whether your company is prepared to do it right.
     11. 2. What initiatives could you fund simply by optimizing what you already have?Many management teams are freeing up capital by adjusting contracts and indexing clauses, automating repetitive tasks, reducing waste, or improving visibility.
     12. It doesn’t sound glamorous.
     13. But it pays the bills and secures the future.
     14. 3. What are you putting off that, if you started it now, would change the health of your company in 12 months?Because that’s the realistic timeframe companies are using: 12–18 months to demonstrate impact
     15. Your company operates within that timeframe too.
     16. Not in a “someday.”
     17. What I learned this year by checking off boxesAlthough it may seem otherwise, this year I haven’t learned to be more productive.
     18. I’ve learned something much more useful:
     19. The importance of reviewing before a process deteriorates.
     20. That when you measure what you have, you can improve it.
     21. And that the decisions you put off are usually the ones that end up costing the most.
     22. Memento mori doesn’t teach you to fear the end.
     23. It teaches you to do something useful with the present.

• 2. 3. And if 2026 brings anything, let’s hope it’s clarity.
     4. But growing with healthier margins, more agile structures, and costs under control changes a company’s life.
     5. If you want to start the year with less noise, more focus, and a realistic plan to optimize costs, let’s talk.
     6. And if not, I hope you have a wonderful holiday season.
     7. Thank you for reading my posts for another year.May 2026 bring clarity rather than urgency.
     8. And if not, at least may this article help you decide sooner.
     9. 𝗙𝗲𝗹𝗶𝘇 𝗱í𝗮
     10. P.S.1: Subscribe now to receive exclusive content that will help you optimize your costs and much more.
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