Episode 254

José Vieira, Viarco Pencil Co., Portugal

Published on: 7th August, 2023

In this episode, we travel to Portugal to chat with José Vieira, the owner of Viarco Pencil Co. José shares his perspective on the pencil as a tool for creativity and how his family business, which dates back to 1907, has embraced innovation and collaboration to survive in a competitive market.

José discusses the challenges faced by his company in the wake of Portugal's revolution in the 1970s, which led to a loss of competitiveness against larger brands. However, instead of giving up, José and his wife decided to buy the company in 2011 and pursue a different approach. They recognized the heritage and value of their business, and saw an opportunity to create a space for artists to experiment and collaborate.

Located in the town of São João da Madeira, known for its labor and textile industries, Viarco Pencil Co. benefits from its close proximity to various craftsmen and access to both traditional craftsmanship and modern technology. José describes their factory, a building with a rich history that houses their production line and even an area dedicated to artistic residencies. This space allows artists from the local community and beyond to freely explore their creativity without any obligations or restrictions.

José emphasizes the importance of learning from artists and users of their products to better understand the needs and potential applications of their pencils. By fostering a community of experimentation, Viarco Pencil Co. has gained valuable insights and expanded their knowledge about the diverse possibilities of pencil manufacturing.

Throughout the episode, José highlights the significance of combining ideas and embracing creativity to drive innovation. He shares his vision of the future, where Viarco Pencil Co. continues to preserve its heritage while adapting to new technologies and exploring collaborations with artists, companies, museums, and other manufacturers.

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About the Podcast

Your World of Creativity
Catalyst of Inspiration, Stories, and Tools to Get Your Work Out Into the World
On YOUR WORLD OF CREATIVITY, best-selling author and global brand innovator, Mark Stinson introduces you to some of the world’s leading creative talent from publishing, film, animation, music, restaurants, medical research, and more.

In every episode, you'll discover:
- How to tap into your most original thinking.
- Inspiration from the experts’ own experience.
- Specific tools, exercises, and formulas to organize your ideas.
- And most of all, you’ll learn how to make connections

 and create opportunities to publish, post, record, display, sell, market, and promote
 your creative work.

Listen for the latest insights for creative people who want to stop questioning themselves and overcome obstacles to launch their creative endeavors out into the world.

Connect with Mark at www.Mark-Stinson.com

About your host

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Mark Stinson

Mark Stinson has earned the reputation as a “brand innovator” -- an experienced marketer, persuasive writer, dynamic presenter, and skilled facilitator. His work includes brand strategy and creative workshops. He has contributed to the launches of more than 150 brands, with a focus on health, science, and technology companies. Mark has worked with clients ranging from global corporations to entrepreneurial start-ups. He is a recipient of the Brand Leadership Award from the Asia Brand Congress and was included in the PharmaVoice 100 Most Inspiring People in the Life-Sciences Industry.