In this episode, Ricardo reflects on the sale of Maurizio Cattelan’s artwork The Comedian, a banana taped together with duct tape that cost US$6.2 million. He discusses three lessons that can be applied to projects: (1) the concept of value, highlighting that value resides in the exclusivity of the work, not in the physical object; (2) how communication can manipulate perceptions, exemplifying the media’s distorted interpretation of the work; and (3) social responsibility in projects, criticizing actions that perpetuate inequalities. Ricardo concludes that project managers must balance efficiency with a positive societal impact.

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