The rapid changes in the labor market and technological evolution are redefining the role of leaders and workers. The saying "those who can command, obey those who have good sense" no longer makes sense, as research shows that employees are more interested in maintaining their well-being and emotional health than in working for a company that does not share the same values. The "State of Hybrid Work" survey by Owl Labs, for example, highlights that 22% of workers are setting clearer boundaries, avoiding taking on tasks outside their roles. Another 20% do not respond to corporate communications outside of working hours.

In this scenario, leaders play a fundamental role. They are the bridge that connects the company's needs with the employees' expectations. For QUARE founder and people development expert Carolina Valle Schrubbe, 2025 will bring unique challenges and opportunities for those in leadership positions, highlighting trends such as hybrid work, the advancement of artificial intelligence (AI), and the growing importance of diversity, equity, and inclusion (DE&I) practices.

“Hybrid work, established as the preferred model for many professionals, will be one of the main pillars of modern leadership. Research shows that companies that adopt this format have an easier time attracting and retaining talent. However, leaders will need to balance flexibility with productivity, as well as develop effective strategies to maintain the cohesion of geographically dispersed teams," she emphasizes.

Sure, in an increasingly technological world, there's no longer a way to fall behind in Artificial Intelligence. It will continue as one of the most disruptive technologies in the market, reshaping corporate operations and empowering leaders with accurate data for strategic decisions. Carolina states that, although automating routine tasks, AI will require leaders to prioritize innovation and maintain a human perspective in critical decisions. She also emphasizes that another challenge will be the ethical implementation of this technology, ensuring that it is used transparently and responsibly.

Diversity and sustainability: strategic priorities

On the other hand, topics that have been debated for many years are becoming increasingly stronger, such as sustainability, which requires companies, managers, and employees to adapt every day. For 2025, DE&I and sustainability practices will play a central role, analyzes the founder of QUARE. "What was previously considered a niche guideline is now established as a strategic priority. Leaders will need to promote an inclusive environment, valuing a diversity of perspectives to drive innovation and organizational performance. Additionally, sustainability will be crucial, with the requirement that companies align their growth goals with a positive impact on the environment and society," he states.

Essential skills for the leader of the future

For Carolina, the 2025 scenario will require empathetic, communicative, and adaptable leaders who promote emotionally safe environments and foster a culture of continuous learning. In 2024, leaders who created environments of trust and prioritized inclusion stood out as examples. These leaders, who recognized vulnerabilities and inspired teams through autonomy and creativity, are the models we should follow in the coming year. The success of leaders will depend on the balance between the strategic use of technologies, such as AI, and the humanization of relationships, with a focus on inclusive and sustainable practices. These trends define not only the future of leadership but also the positive impact it can generate in organizations and society, concludes.

Digital technologies are changing the way businesses operate – and for the better. Tools like sales funnels and integrated platforms are now part of many companies, helping to personalize campaigns, automate processes, and improve results. The challenge is to understand how to use these solutions efficiently.

A study by McKinsey showed that companies investing in digital personalization can increase their revenues by up to 15%. This is because consumers prefer brands that offer experiences aligned with their needs.

Thiago Finch, CEO yesTick, highlights that this is a movement that is here to stay. "Buyers expect personalized solutions. Those who can deliver this win new clients and retain the old ones," he says. He also warns that ignoring this trend can put companies at a competitive disadvantage. After all, the competition that has already modernized its operations can deliver similar products or services, but with more agility and connection with the customer.

Personalization: from differential to necessity

Today, customizing online sales has gone from being a bonus to a requirement. CRM and marketing automation tools help companies understand the customer and optimize the shopping experience. This means more relevant offers and a higher chance of conversion. Buyers also benefit, as they receive ads tailored to their current needs, which results in time savings.

Finch explains that platforms like Ticto combine automation with smart strategies, such as targeted offers and personalized packages. "These solutions help increase revenue and make the customer experience more practical and relevant. Additionally, they optimize the teams' time, allowing them to focus on higher-impact tasks such as strategic planning, creating innovative campaigns, and developing long-term partnerships," he comments.

A practical example is the use of algorithms in e-commerce to suggest products related to what the customer has already purchased. This approach increases the chances of new sales and strengthens the relationship between the brand and the consumer, creating a service more aligned with the audience's expectations.

Automation to grow with quality

Automating processes also has the power to transform complex routines into simple tasks. For example, chatbots resolve frequently asked questions without the need for an attendant, while automatic emails help send payment reminders or appointment confirmations. In the healthcare sector, automated systems facilitate appointment scheduling and the sending of digital prescriptions, improving patients' experience and the efficiency of clinics.

Thiago Finch emphasizes that this process does not mean losing the human touch or paying less attention to the customer. "Automation allows growth without compromising quality. Companies can serve more people in less time and in an organized manner by integrating different tools, creating an efficient system," he states.

A good example comes from the service sector, where many companies use automation to schedule appointments and monitor requests in real time. This makes the processes faster, which is reflected in good consumer reviews.

What to expect from 2025

In the coming years, the market is expected to adopt even more innovations, such as the use of artificial intelligence to predict behaviors and adjust campaigns at the right moment. This is already changing the way brands interact with the audience and will certainly follow the growing trajectory throughout 2025.

For Finch, the secret lies in the smart use of data. Having the tools is just the beginning. Knowing how to use them is what makes the difference. Companies that make good use of data achieve results well above average, but they need to start adapting quickly to a new era of buying and selling in online retail, he concludes.

The Venture Capital market is undergoing significant changes that will shape the direction of investments in the coming years. Highlights include changes in check sizes in early rounds, a focus on sustainable growth, and the prominence of the energy sector as a new frontier of opportunities. Richard Zeiger, partner at MSW Capital, shares three core beliefs about these trends and how they will impact the sector.

Smaller checks at seed stage

The massive introduction of artificial intelligence tools has allowed entrepreneurs to do more with less. According to Richard, "checks in seed rounds are decreasing because technology reduces the need for large teams to develop solutions." This scenario reinforces the trend of resource efficiency from the early stages.

Sustainable growth as a priority

The founders' focus is shifting from rapid growth to seeking profitability and financial autonomy. "Businesses that reach break-even with less dependence on external capital become more attractive to investors," says Richard. Sustainability, combined with burn rate control, has become a central metric for the market.

Energy as a prominent sector

The energy sector is seen as the next big bet for the next two to three years. Areas such as energy storage, renewables, green hydrogen, sustainable aviation fuels (SAF), distributed generation, and mobility electrification promise to attract significant investment. Richard comments: "The energy market is in transformation, and we will see many innovative solutions attract investors."

The year 2025 is approaching, and entrepreneurs are beginning to seek ways to accelerate the growth of their businesses amidst rapid market changes. Flexible management models, strengthened contact networks, and the use of technology are among the strategies pointed out by experts to face challenges and seize emerging opportunities.

A study by McKinsey & Company indicates that companies with well-structured operations have a greater capacity for growth, even during times of economic uncertainty. According to the study, organizations that invest in agile management and strategic planning are better able to adapt to market demands.

ToMarcus Marques, mentor and CEO ofAccelerator GroupStrategic planning is the foundation for any sustainable growth. He highlights that the process begins with a detailed analysis of the company's current state. "It is essential to understand where the business stands and define what needs to be done to reach the desired point. This includes setting clear goals, listing priorities, and establishing actionable plans that can be implemented in daily operations. Without this level of organization, companies risk growing in a disorganized and inefficient manner," he explains.

Entrepreneurs have also benefited from exchanging experiences with other business owners. Connection networks, such as mentorship groups and business associations, have proven to be important tools for expanding partnerships and exploring new ideas. This is the case of the Giants program, which has about 700 members, forming the largest network of entrepreneurs in a high-value program in Brazil. With annual investments ranging from R$229,000 to R$400,000 per company, the initiative offers mentorship, training for managers and employees, as well as opportunities to generate new business.

Marques emphasizes that collaboration is not just about exchanging contacts, but about creating concrete strategies from these interactions. "Often, a good perception comes from outside your sector. Talking to other entrepreneurs helps to see possibilities that are not obvious in the company's daily life," he says.

Technological solutions also establish themselves as pillars for those who wish to grow. Tools that optimize processes and provide real-time information help companies gain efficiency and access new markets.

A recent Gartner study shows that businesses that invested in automation and data analysis were able to expand their operations more quickly. For Marcus Marques, the use of these tools should be based on a well-structured strategic plan that allows transforming information into practical actions. "Planning is not just setting isolated goals. It is designing guidelines that connect technology, people, and execution, creating a clear path for growth. When planning is well done, it simplifies decisions and allows adjustments without losing focus on the results," he explains.

Marques emphasizes that strategic planning is not a static document, but a continuous process. It involves steps such as setting specific goals, analyzing information, and monitoring indicators, all guided by a clear vision of where the company wants to go. "The planning structure needs to be dynamic. It is essential to monitor execution daily, identify bottlenecks, and take corrective action before closing cycles. This is what turns a plan into concrete results," he points out.

By 2025, Marques believes that companies should view strategic planning as an essential guide to navigate uncertain scenarios. It highlights that the process helps align short-term actions with long-term goals, strengthening adaptability and execution capacity. "Strategic planning provides clarity about the starting point, the desired destination, and the necessary steps to achieve that goal. It is this clarity that allows companies to make confident and adaptable decisions, better seize opportunities, and correct their course when necessary," he concludes.

This flexible approach, according to Marques, is what differentiates companies that grow sustainably. He emphasizes that, to achieve consistent results in 2025, it is essential to combine planning, efficient execution, and constant adjustments, always maintaining an integrated view of the business and the market.