The end of "buy from me" and the rise of "when you buy, fulfill your purpose"
Empresas que alinham lucro a um propósito real vencem o mercado: entenda como o Marketing 3.0 está transformando os negócios no Brasil.
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Guest author
João Marcos Cazula
CEO · Lumina Coach
Executive with solid experience as Statutory CFO and Director of Administration, Finance, Controllership, SSC, Supply Chain, and Human Resources. Acting in strategic positions at mid-sized and large national companies and multinationals in the Industry, Retail, and Services segments, including publicly traded companies listed on B3 and privately held family-owned businesses.
Experience in strategic planning focused on business development, including leadership of international expansion and product diversification projects, as well as M&A processes, due diligence, and post-acquisition operations integration.
Experience in strategic planning focused on business development, including leadership of international expansion and product diversification projects, as well as M&A processes, due diligence, and post-acquisition operations integration.
Articles by João
24 published
Teams don't quit the company. They quit the leader — especially impulsive ones and their reactions in times of crisis.
Teams don't abandon companies; they abandon impulsive leaders who lose control at the very moments that demand the most composure.
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Have you ever worked with a chameleon boss? I have. It's incredibly difficult
The chameleon boss never decides, keeps changing his mind, and destroys teams. Understand the real cost of this pattern and how to break the cycle.
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The invisible cost of leadership that avoids discomfort: do you know the "Procrastinating Leader"?
The leader who avoids conflict may seem easygoing, but could be the biggest saboteur of your team and your business.
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What is the greatest risk of not knowing how to say "no"? Are you a servant leader or have you become a servile leader?
Confusing service with servility can destroy your team and your career. Discover how the hyper-achiever saboteur acts within you.
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The danger of confusing corporatism with integrity.
"Even the mafia has ethics"? According to Minister Gilmar Mendes, you don't investigate a colleague and their family members. Or do you?
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The Greatest Danger of a Brilliant Leader: The Obsession with Perfection
Perfectionism seems like a virtue, but it can destroy entire teams. Discover how to trade the obsession with flawlessness for effective leadership.
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The invisible cost of success: are you in command of your career, or held hostage by it?
A packed schedule, targets met, and a quiet burnout simmering beneath the surface: discover how leaders can escape the hyper-achiever trap.
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BNDES Invested R$ 366 BILLION in 2025. How Much of That Slice Did You, as a Small or Mid-Sized Business Owner, Actually Get?
R$ 366 billion invested by BNDES in 2025 and most SMEs were left out. Learn how to access this low-cost funding right now.
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Would you dare drive a car with your eyes closed? Because that's how you're managing your new business's cash flow.
Without an up-to-date cash flow, you're running your business blind. See the 7 commandments that will keep your company from going under.
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Having Accounting Profit Is Not Necessarily Financial Health. More Than 70% of Entrepreneurs Discover This Too Late.
Showing profit on the income statement doesn't mean financial health: discover the 4 pillars that separate viable businesses from those that quietly collapse.
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The 30s and 50s crisis isn't about age. It's about septennial cycles. And it's impacting your leadership in ways you can't even imagine.
A crise dos 30 e dos 50 não é fraqueza: é um ciclo natural de desenvolvimento que sua liderança precisa entender agora.
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I Was Promoted to Leader and Did Everything Wrong in the First 6 Months
A new leader reveals the classic mistakes that nearly destroyed his team — and what he learned from each one.
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Stop trying to swaddle those who were born wide-eyed and ready to run
"differences between Generation X, Z, Alpha, and Beta"
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From Grassroots Development to the C-Level
Why does your company prefer to pay €72 million for someone else's Endrick while continuing to neglect investment in developing its own talent pipeline?
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A Fundamental Step to Becoming a Leader Coach
The biggest mistake you make in one-on-one team meetings isn't a lack of technique. Do you know what it is?
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Do you know the fastest way to get a promotion? The secret may lie in "promoting" your boss.
Promoting your boss may be the smartest strategy to accelerate your own career advancement.
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Do you know when it's time to stop and seek balance? Let's talk a little about my "jubilee"
"Don't romanticize burnout — allow yourself to stop and take a Sabbatical when needed. Renew your strength!"
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What are the saboteurs holding back your career growth? Have you ever turned down a new challenge because you didn't feel capable?
American author Shirzad Chamine, in his book Positive Intelligence, names and describes the 10 main mental saboteurs.
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Why do many professionals prefer to "pass the buck" instead of stepping up to lead?
Discover why stepping up to lead, embracing ownership, and accepting challenges can transform your professional career.
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Do you truly understand what it means to "be the protagonist of your own career"? Is it possible for everyone, or a privilege of the few?
Have you ever felt that your professional growth depends more on your company than on yourself? I used to think exactly that.
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Have you ever worked with a leader who takes all the credit for positive results — that typical "protagonist boss"?
What can we learn from the example of national team coach Carlo Ancelotti?
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Have You Ever Had to Make Personal Sacrifices to Invest in Your Career?
When I was 36 years old, my wife and I had our first child. At that time, I was serving in an executive management role and received the opportunity for an expatriate assignment in Mexico when our baby was only 8 months old. The decision was not easy; we weighed every aspect carefully.
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How to deal with work frustrations over failures even after many hours of dedication and excellent teamwork?
Dedication at work is one of the fundamental pillars of individual and collective success within a team.
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