Leadership
The waterline
Some time ago, in a conversation with Pfizer's Chief Innovation Officer, I asked how they managed to empower their teams without losing control of the business in such a complex industry.
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Ideas and perspectives for leaders who want to grow with intention in a fast-changing world.
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When you get paid to generate ideas that must produce results, you can't rely solely on talent or inspiration — you need a method, a way of thinking, and above all, a clear language to evaluate them.
Read moreWhat matters more in your company: the tools or training the way your team thinks? If the answer is "the tools," there's a silent risk: you may be accelerating execution without improving direction.
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Some time ago, in a conversation with Pfizer's Chief Innovation Officer, I asked how they managed to empower their teams without losing control of the business in such a complex industry.
Read moreWhy do you finish a series you no longer like or a bad book? You stay there just because you already started. In psychology this is called the "Sunk Cost Bias."
Read moreI was at the board of directors of a hospital, surrounded by high-level doctors, with the goal of creating a strategy to improve service to their patients.
Read moreThe most innovative campaigns of 2026 didn't win by being louder — they won by being more participatory, more human, and designed to be shared.
Read moreAlgorithmic feeds reward generic content. In 2026, brands that win are those showing up with authentic value in the small, meaningful spaces where people truly belong.
Read moreIn 2026, the CMO's job is ensuring brands appear in the content AI models learn from. Being meaningful and different is no longer optional — it's the new SEO.
Read moreIn 2026, the CMO's job is ensuring brands appear in the content AI models learn from. Being meaningful and different is no longer optional — it's the new SEO.
Read moreAudiences are demanding content that feels real — textures, stories, and local voices. In 2026, overly polished content is losing ground to raw, sensory, and deeply human experiences.
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