While the market faces economic uncertainties, Brazilian entrepreneurs are increasingly investing in a new currency of value: authority. In recent years, there has been a30% growth in demand for executive training, focusing on topics such as digital positioning, strategic marketing, and personal branding. The phenomenon gained even more strength with the popularization of social media as a business channel. Companies led by active CEOs in the media have40% more chances to attract investors and close major dealsThe trend, which until recently seemed confined to the glass offices of Faria Lima, is now spreading across the country and beginning to shape the profile of leaders of small and medium-sized businesses. Behind the scenes in retail, industry, and services, entrepreneurs are learning to sell themselves first, and only then, their solutions. This turning point has driven the corporate education market and transformed personal branding into a new pillar of business growth. The logic is simple: those who are seen are remembered.
At the forefront of this transformation is the corporate education market, which has been adapting to meet anew demand from Brazilian leadersMaster not only management and strategy but also storytelling and digital presence. The trend follows the increasing appreciation of the CEO's role as the communicator of the brand itself.According to a new, unprecedented survey by Group X, a business education hub, conducted with entrepreneurs from different regions of Brazil.41.7% seek training with the goal of stimulating innovation and market adaptationMeanwhile, topics such as personal branding, strategic marketing, and digital authority are gaining prominence among training priorities, with entrepreneurs seeking to position themselves more actively on social media and expand their influence beyond the operational boundaries of their businesses.
The impact of this movement is already evident in how entrepreneurs position themselves.Previously, the focus was solely on the operationToday, entrepreneurs understand that the way they communicate also directly influences the company's growth," says Jorge Kotz, CEO of Group X. The increase in demand for training focused on strategic marketing and personal branding reflects a broader shift in the profile of Brazilian entrepreneurs, who now see their own image as a lever for sales, reputation, and access to opportunities previously restricted to large brands. In this context, business education hubs emerge, such as Group X, which has structured specific training programs to meet this new demand. Instead of focusing solely on traditional management, the most sought-after programs today combine technical content with positioning and influence strategies, occupying a central role in the growth strategies of small and medium-sized businesses across the country.
