Tatiana Sendin

Sharpshooter
DISC Type : DC

Founder & CEO at ThinkWorkLab

São Paulo, Brazil

Overview

Tatiana Sendin is a business journalist with over 20 years of experience, focusing on people management, career development, and technology. She is the Founder and CEO of Think Work Lab, Brazils first integrated digital knowledge platform for HR. Colleagues describe her as passionate, intelligent, open, and inclusive.

As a lifelong learner with a stated love for the arts, Tatiana has a personal project of revisiting classic literature through audiobooks to develop mindfulness. She uses these stories to connect timeless themes with modern business and life, sharing her insights on platforms like LinkedIn.

She is recognized as a LinkedIn Top Voice and one of the 100 most influential people in HR in Brazil.

Personality Overview

Rigorous & Demanding

Thorough Evaluator

ROI Driven

They put a lot of effort into ensuring personal success.  They are less concerned about the product and more about its potential impact. They like to stay in control of the negotiation or defining of the terms.

Topics They Care About

Future of HR
Her company, Think Work Lab, aims to help HR become more strategic by navigating technology, behavior, and culture to empower decision-making in a changing world.
People Management
A central theme of her 20-year career, publications, and the core mission of her company, Think Work Lab, which is dedicated to knowledge in this field.
Leadership Development
She has moderated discussions and authored articles on preparing future leaders for modern challenges, a key focus of her journalistic work.

Media Appearances

Tatiana has no verified media appearances

Work History

12-2020
Founder & CEO at ThinkWorkLab
7-2020
Founder at Tatiana Sendin Comunicação
3-2025 - 12-2025
Colunista at RH Portal
10-2022 - 12-2025
Columnist at Money Times
9-2020 - 12-2020
Editor Chief of Et cetera at Bossa.etc

Education

2003 - 2004
Economics from Fipe e Universidade de São Paulo
1999 - 2001
pos-graduation from FAAP - Fundação Armando Alvares Penteado

More Information

Social Presence :

Prographics :

Exp : 22 Location : São Paulo, Brazil Job Level : Leadership Designation : Founder & CEO at ThinkWorkLab
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Insights For Selling To Tatiana

During A Call Or A Meeting

DO's

  • Get to the point quickly instead of spending time doing small talk
  • Speak about competitive differentiation that your product offers
  • Help them weigh the risks by sharing objective proof points without becoming too analytical

DONT's

  • Avoid being a storyteller and don’t try to oversell
  • Don't try too hard to forge relationships with them
  • Do not spend too much time focusing on product tech or features

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Tatiana is

  • Conviction around the impact matters the most to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Tatiana

  • If they decide not to use your product, they will say no clearly.

Insights For Deal Planning

    How fast (or slow) will Tatiana move?

  • If convinced, they can reach decisions quite fast.
  • Can Tatiana take some risk or not?

  • They do not shy away from taking risks, but can be quite binary about them.

You And Tatiana

Personality Compatibility


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