The Master who transforms planning into cultural art

            How Antônio Carlos dos Santos’s methodologies unite science, theater, and culture to create strategic planning that changes communities.

In a world where planning is essential, Antônio Carlos dos Santos, Mestre Antônio Tuska, teaches that planning goes beyond numbers and goals: it is an art that connects culture, science, and emotion. Discover how his methodologies are revolutionizing the future of leaders and communities!

Antônio Carlos dos Santos, born in Goiânia in 1956, is a unique figure in Brazil’s cultural and educational landscape. Known as Mestre Antônio Tuska, he has transformed strategic planning into a deeply human practice, rooted in popular culture and science. His journey began on the streets of Goiânia, where street theater and folk manifestations inspired him to build bridges between art and social transformation. Founder of the theater group “Espantalho” in the 1970s, Antônio realized that planning, like theater, requires creativity, collaboration, and a keen eye for people’s stories. His extensive literary output, including works such as Strategic Communication: The Art of Speaking Well, Breathing, Voice, and Diction, and Moving Letters: The Art of Writing Well, reflects his belief that communication and planning are acts of human connection. For leaders and workers, Antônio’s legacy is an invitation to rethink planning as a tool for cultural transformation.

The core of Antônio’s planning school lies in the Quasar K+ methodology, a strategic planning model inspired by the efficiency of traditional communities, such as those organizing the Boi-Bumbá festival in Parintins. Quasar K+ proposes that projects be planned with cultural sensitivity, sustainability, and community involvement, ensuring that goals reflect local values and stories. Studies in cultural management show that initiatives planned based on local identities have greater acceptance and social impact, as they connect people to the project’s purpose. A practical example is the revitalization of Pelourinho in Salvador, where the preservation of colonial architecture was combined with spaces for Afro-Brazilian cultural manifestations, such as samba and capoeira circles. Quasar K+ teaches that planning is, above all, about listening and valuing a community’s voices.

Curiosity Box: Who is Antônio Carlos dos Santos?
Born in 1956 in Goiânia, Antônio Carlos dos Santos is an educator, writer, and cultural planner. Creator of methodologies like Quasar K+, MAT, ThM, and MBPT, he founded the theater group “Espantalho” and published works exploring communication and social transformation. In 2025, his historical novel Ukuthula continues to inspire reflections on culture and resistance.

The MAT (Mindset, Action, and Theater) methodology is another cornerstone of Antônio’s planning school. It proposes that strategic planning be approached as a creative process, where an open mindset, collaborative action, and theatrical elements turn ideas into vibrant realities. Research in cultural neuroscience indicates that environments planned with narratives, as proposed by MAT, stimulate brain areas linked to emotion and memory, fostering greater engagement. An inspiring example is Sesc Pompeia, designed by Lina Bo Bardi, which transformed an abandoned factory into a dynamic cultural space with areas for coexistence and artistic expression. For leaders, MAT offers a valuable lesson: planning is like setting a stage where people are the protagonists of their own stories.

Practical Tip: Plan with Narratives
When leading a project, start by identifying a central story or value of your team or community. Use this narrative as a guide to align goals and actions, creating a sense of purpose that motivates everyone involved.

The ThM (Theater Movement) methodology brings the body to the center of planning, using theatrical movements inspired by popular dances, such as moçambique and catira, to promote emotional health and collaboration. Antônio believes that bodily movement helps release tensions and build trust among team members. Studies in social psychology show that collective rhythmic practices, like traditional dances, reduce stress and strengthen a sense of belonging, essential elements for effective work teams. In Belém, ThM workshops led by Antônio’s followers helped cooperative workers plan their activities with greater cohesion, using dances to create a trusting environment. The story of Zumbi dos Palmares, who used capoeira to unite communities, reflects the spirit of ThM: movement is a universal language that connects and inspires.

Inspiring Story: Dancing to Plan
In a cooperative of artisans in São Luís, ThM was used in planning workshops. Participants created a choreography based on maracatu to align their goals, resulting in a more collaborative and creative production plan that increased sales by 20%.

The MBPT (Mané Beiçudo Puppet Theater) methodology uses puppets, like the charismatic Mané Beiçudo, to engage teams in planning. Inspired by folk characters such as the Saci, it transforms meetings into playful moments where ideas flow more freely. Studies in education show that the use of puppets increases engagement and facilitates communication, especially in diverse groups. In a community project in Recife, leaders used MBPT to plan a local festival, creating stories with puppets that represented the event’s challenges and solutions. The story of Mestre Vitalino, who transformed clay into narrative sculptures, echoes in MBPT: simplicity can be the key to great ideas. For workers, this methodology shows that planning can be fun and inclusive.

Motivational Quote: Lev Vygotsky
“Culture is the foundation of human development, and it is through it that we build bridges to the future.” – Lev Vygotsky

Antônio Carlos dos Santos’s literary output is a pillar of his planning school. In Strategic Communication: The Art of Speaking Well, he teaches public speaking techniques that help leaders inspire their teams, while Moving Letters: The Art of Writing Well explores writing as a tool for articulating visions and plans. These books show that communication is essential for effective planning. In a world where globalization can erase local identities, Antônio uses his works to reinforce the importance of cultural narratives in planning. The journey of Nelson Mandela, who used communication to unite a nation, reflects the impact of Antônio’s ideas: well-planned words can transform realities.

Practical Tip: Communicate with Clarity
Before presenting a plan, practice your speech in front of a mirror or record a video. Focus on conveying emotion and clarity, connecting your message to the values of your team or community.

Antônio’s methodologies are not just tools; they are a philosophy of life that combines science, culture, and emotion. Studies in educational neuroscience show that creative practices, such as theater and dance, stimulate brain plasticity, enhancing the ability to solve complex problems. This explains why Quasar K+ and MAT are so effective: they activate planners’ creativity, enabling innovative solutions. In an urban revitalization project in Fortaleza, Quasar K+ was used to plan a public market that preserved elements of Cearense culture, such as colors and local crafts. The story of Rosa Parks, who with a simple gesture changed history, illustrates the power of Antônio’s ideas: planning with purpose can transform communities.

Inspiring Story: The Market That Tells Stories
In Fortaleza, a group of merchants used Quasar K+ to plan the revitalization of a market. Incorporating local cultural elements, like tiles inspired by cordel literature, the project attracted tourists and strengthened community pride.

Antônio Carlos dos Santos’s impact transcends technical planning; he inspires leaders to see their teams as living communities. In 2025, his novel Ukuthula continues to spark reflections on culture and social transformation, showing that planning is also a narrative. In Belém, a group of youths used MAT to plan a cultural festival that revived Amazonian traditions, drawing thousands of visitors. This story reflects Anísio Teixeira’s view that education is the construction of a people proud of their culture. Antônio’s work teaches that planning is not just about the future but about honoring the past while creating something new.

Motivational Quote: Anísio Teixeira
“Education is not just instruction but the construction of a people that recognizes and takes pride in its culture.” – Anísio Teixeira

Antônio’s planning school is an invitation for leaders and workers to rethink their practices. His methodologies show that planning can be creative, inclusive, and deeply human. A study on project management found that teams incorporating cultural elements in planning have greater cohesion and productivity. ThM and MBPT are examples of this, as they transform meetings into collective experiences that inspire action. The story of Malala Yousafzai, who used education to plan a future of equality, resonates with Antônio’s vision: planning is a tool for empowerment.

Looking to the future, Antônio Carlos dos Santos’s school is a flame that lights the way for leaders and communities. In a world of rapid changes, his methodologies remind us that planning is more than strategies; it is the art of bringing people’s stories to life. Young leaders, like the indigenous rapper Kaê Guajajara, who uses culture to plan social impact actions, show that Antônio’s legacy is alive. It is up to us, as planners and citizens, to adopt his ideas, uniting science, culture, and emotion to build a fairer, more inspiring future.

Final Practical Tip: Plan with Heart

When starting a project, ask: “What story do we want to tell?” Use this answer as a foundation to align goals, resources, and actions, creating a plan that inspires and connects people. 

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