3G Capital
How 3G Capital built a firm that reads budgets to find waste hidden inside massive corporations and restructures global consumer brands.
Jorge Paulo Lemann and Beto Sicupira didn't invent a new business model. They invented a way to see inside existing ones. In the nineteen nineties, they spotted something nobody else did: massive corporations had become comfortable with waste. Three G Capital was the firm that knew how to find it. They didn't slash budgets. They read them. Zero-based budgeting sounds austere until you understand it. Instead of starting with last year's spending and adding five percent, you start at zero. Justify every dollar. The method revealed something astonishing: departments had been funding programs nobody remembered launching. Three G didn't eliminate jobs. They eliminated friction.
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