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Jorge Paulo Lemann, Marcel Telles and Beto Sicupira erected in just over four decades, the greatest empire in the history of Brazilian capitalism and won an unprecedented salience in the global scenario. Over the past five years they bought no less than three well-known American brands globally: Budweiser, Burger King and Heinz. All this in the most absolute discretion, struggling to stay out of the limelight. The management formula that developed, followed fervently by its employees, is based on meritocracy, simplicity and relentless pursuit of cost reduction