BOOKLET: Delivering the Letter to Garcia



Professor Jorge Sá (PhD Columbia University; MBA Drucker University; Jean Monnet Chair; Peter Drucker speaker) is an international speaker and author, having published several books on business and economics topics, translated into twelve languages.

Together with our office, Professor Jorge Sá also produced small booklets on business administration, economics and other topics, namely the booklet:

“Delivering the Letter to Garcia”

There are several wars in this world of ours: between men and women, which are condemned to misunderstand each other since they want different things: men want women and women want… men.

Another war is between rich and poor. And then a third one is between those driving a Ferrari and those who say: I shall still be driving a Ferrari too (on the same side); and those who on the contrary say: you shall be walking by foot, as I do, some day.

Father António Vieira, the great Portuguese thinker of the 17th Century, distinguished between two kinds of people: those of the steps (passos) and those of the court (paço). The former attack the ball at a penalty kick with all their strength. The latter, face to face with the ball, opt for theorizing about how to do penalty kicks.

The former are “can do Joes” following Nike’s slogan: “Just do it”… they are those which… deliver the letter to Garcia.

This booklet in English and Spanish focuses on the marvelous essay written by Elbert Hubbard (A Message to Garcia) and it shows that between progress and misery stands only those who every single day, make a point of being, not part of the problem, not even of the landscape, but of the solution (cover and back cover below).


1. Jorge Sá is an expert on Peter Drucker and Philip Kotler, founders of modern management and modern marketing, respectively, with whom he studied and who offered letters of recommendation for his books and endorsements for his work, having lectured at the four Lisbon universities: Nova School of Business and Economics; Catholic University; Lisbon State university; and AESE associated with IESE at Barcelona.

2. Has a master’s degree from the Peter F. Drucker Graduate School of Management in California and a doctorate(PhD) in Business Administration, from Columbia University, in New York, where he was research, teaching assistant, and graduated with honors (always Dean’s list, Beta Gamma Sigma). Also holds two undergraduate degrees (in business administration and economics) and a graduate degree in Macroeconomics.

3. Was awarded the Jean Monnet Chair by the Jean Monnet Foundation in Brussels, and his books translated into twelve languages: English, Portuguese, Spanish, Chinese (Mandarin), Russian, Ukrainian, German, Lithuanian, Thai, Korean, Norwegian and Iranian, received endorsements, among others, from Peter F. Drucker, Cecily Drucker, Al Ries (author of the bestsellers Marketing Warfare and Positioning), Don Hambrick (Professor at Columbia University and The Pennsylvania State University), Karl Moore (Professor at Oxford and McGill University), Peter Starbuck (President of the London Drucker Society) and Philip Kotler.

4. Besides over thirty articles published in blind refereed reviews and journals of economics, business administration and medicine, he has addressed conferences and given seminars at several institutions including TED USA (https://youtu.be/SOkjPVi1Fts), London Business School, Drucker University, IESE, Glasgow Business School, ESSEC (France), ESSAM (European Consortium of Business Schools), Manchester Business School, George Washington University, Oxford, etc. Has also addressed conferences and presented articles in academic and non-academic meetings, such as Academy of Management, Western Economic Association, Peter Drucker Society of Europe, at the European Commission, etc.

5. Has worked as private consultant, non-executive director or taught in the executive programs of multinational companies such as: Coca-Cola, SHELL, Unisys, IBM, Price Waterhouse, KPMG, Glaxo, British Petroleum – BP, Dun & Bradstreet, Deloitte & Touche, Makro (Metro group), Systéme U, I.F.A, Intermarché, Mini Prix Bonjours, Accenture, Watson Wyatt, Cap Gemini, Cesce, Scottish & Newcastle, Sara Lee, Total, Johnson & Johnson, Pfizer, Logica, Indra, Grandvision, Jafep, Euler Hermes, Cosec, Pestana Group Hotels, Tivoli Hotels & Resorts, Millennium Bank, Julius Baer, SGG, Henkel, Abencys, Broadbill, Volkswagen Group, McDonald’s, MiTek, United Steel Products, Base Group, UnitedHealth group, Inapa, Vodafone, IDC, Merck, BPI Bank, Milestone, Fijowave, Foxpak, ND Sports, LLR-G5, Horan, Prodieco, Dennison, Grid Finance, Bluemetrix, European Federation of Pharmaceutical Industries and Associations, Microsoft, etc.

6. His hobbies are History (wrote several books on the lessons of military campaigns for management) and football (degree as a professional coach). He speaks and writes (by alphabetical order) English, French, German, Portuguese and Spanish. He lives between Lisbon and Rio de Janeiro. And the office, Vasconcellos e Sá Associates (www.vasconcellosesa.com), provides support for research and other activities.


For more information on the books and conferences by Professor Jorge Sá please check our website at: www.vasconcellosesa.com or contact us at associates@vasconcellosesa.com .

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