Patience, Balance, and Belief: The Leadership Philosophy of Wilfredo Gomes

Send us a textThis episode of Beyond the Case features Wilfredo Gomes, founder of OneWG, one of the largest advertising firms in southern Brazil. Born in Florianópolis in the state of Santa Catarina, Wilfredo grew up in a hardworking region shaped by European immigrants and strong local industries. He lost his father at a young age, learned the value of responsibility early, entered university at 16, and started his company at just 17.OneWG began as a small creative venture rooted in Wilfredo’s background as a musician making jingles. Over 40 years, it grew into a leading advertising agency with major clients in energy, aviation, and government. The company once partnered with DDB (New York), but Wilfredo later bought it back to maintain autonomy and focus on his region.A recurring theme in the conversation is balance—between work and life, pleasure and ambition, speed and patience. Wilfredo discusses the sacrifices of early entrepreneurship, the long hours during his first 20 years, and how he eventually learned to slow down, live fully, and enjoy the fruits of his labor.He also shares powerful leadership philosophies: belief, direct communication, clarity, and the importance of experience. Wilfredo’s participation in Harvard’s OPM 67 program was the culmination of a 27-year dream sparked when he first visited Harvard in 1996. OPM transformed his mindset through the people he met, the wisdom shared, and the reminder that leadership is fundamentally human—not technological.Here are the Top 10 Takeaways from the conversation:1. Start Early, Learn FastWilfredo began university at 16 and created his company at 17 with no money, only passion, creativity, and resourcefulness. He  sold his bicycle to fund his startup.2. Curiosity Creates OpportunityHis career began because he was dissatisfied with existing commercials. Curiosity around music and jingles led organically to launching an advertising agency.3. Leadership Requires BeliefHis core leadership philosophy: “If you don’t believe, nobody believes.” Belief is the root of effective leadership.4. Respect Is Earned, Not DemandedTeam members follow him because they respect his judgment, experience, and decisiveness. He leads by taking responsibility when things go wrong.5. Balance Is EssentialHe stresses balancing:pleasure and moneywork and familyambition and patienceSuccess without pleasure is meaningless.6. Patience Beats RushingHis message to his younger self: Be patient. Don’t rush. Life has time for everything—family, career, travel, growth.7. Use Time WiselyHe emphasizes using time for your benefit, rather than being controlled by it. Not every problem needs to be solved instantly—some solutions emerge with space.8. Lifelong Learning Is Non-NegotiableOPM 67 reinforced that great leaders are always learning, sharing, and stretching their minds. Wisdom comes from community, experience, and reflection—not just technology.9. Environment Shapes SuccessFlorianópolis’ lifestyle, beauty, and relaxed atmosphere helped him build a creative team and attract talent from big cities like São Paulo.10. Share Happiness and Create MomentsThe OPM hats he created were a small act with big impact: a symbol of unity, generosity, and shared joy. Leadership is also about creating meaningful moments. Books: The March of Folly: From Troy to Vietnam

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