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Martechs gain prominence with solutions that boost digital marketing and attract investors

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Martechs gain prominence with solutions that boost digital marketing and attract investors

With the consolidation of digital marketing as a central piece in the growth of companies across all sectors, startups specializing in technological solutions for this universe — known as Martechs — are gaining increasing attention from investors and venture capital funds. The rise of these solutions has been driven by the pursuit of greater efficiency, personalization, and intelligence in consumer communication, especially in a highly competitive and segmented consumption landscape.

According to Grand View Research, the global marketing technology market was estimated at $465.18 billion in 2024, with a projected compound annual growth rate of 19.9% from 2025 to 2030. In Brazil, the movement continues at the same pace.

Technology as a driver of performance

Among the main attractions of these solutions is the ability to integrate data from various sources — browsing behavior, purchase history, social media engagement — to generate more efficient campaigns, with higher return on investment and less advertising waste. The use of artificial intelligence has further enhanced this process, allowing platforms to learn from user behavior, adjust actions in real time, and deliver personalized experiences with high precision.

ToMarilucia Silva Pertile, startup mentor and co-founder ofStart Growthcompanies that still treat marketing as an isolated function, disconnected from sales strategy, are falling behind. "Martechs offer exactly this link: they turn data into practical decisions, reduce inefficiencies, and enable scalable results with intelligence," he/she/they states.

The specialist believes that the advancement of marketing technologies is shaping a new generation of entrepreneurs and managers who operate based on clear metrics and a total focus on performance. "The professionalization of the area and the pursuit of plug-and-play solutions — which easily integrate with existing systems — further increase the attractiveness of these startups," he points out.

From the funnel to loyalty

In addition to lead generation and campaign automation, Martechs have been innovating in loyalty and relationship strategies. Artificial intelligence-based solutions are being used to predict consumer behavior and provide real-time recommendations. Other platforms work with gamification, micro-segmentation, and dynamic content tailored to each user's profile.

Startups like Leads2b are standing out by offering a prospecting and lead management platform that helps companies increase their sales. With solutions that integrate data and automation, martech allows sales teams to optimize their processes, identify business opportunities, and make more accurate decisions, directly contributing to organizational growth.

"We are monitoring startups that started with simple automation solutions and now operate with robust systems, integrating financial, operational, and marketing data to make real-time decisions. This is the new standard of excellence," says Marilucia.

An ecosystem in full maturity

Start Growth, a venture capital firm specializing in scalable businesses and B2B technology, closely monitors this movement. Since 2014, the company has been investing in startups focused on performance and hands-on support, applying its own business structuring methodology. In your portfolio, there are startups that work with direct solutions for digital marketing, communication, and commercial intelligence.

Although the marketing department has historically been one of the last to be automated within companies, the landscape has changed rapidly in recent years. The combination of pressure for results, the need for predictability, and the abundance of data has solidified Martechs as protagonists in any growth strategy.

"We believe that Martechs still have a lot of room to innovate, especially in integration with areas such as sales, customer service, and operations. The challenge now is to turn data into practical decisions, and startups that can do this quickly will be ahead," concludes Marilucia.

Koin leads BNPL in Brazil and follows the global trend of accelerated growth

E-Commerce Update
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Koin leads BNPL in Brazil and follows the global trend of accelerated growth

The modelCompre Agora, Pague Depois(BNPL) is on an upward curve globally and is also gaining strength in Brazil. In 2023, the global volume of BNPL transactions reached $316 billion—an 18% increase compared to the previous year—and the projection is for an annual growth of 9% until 2027, reaching $452 billion in transactions, according to the 2024 Global Payments Report.

The trend is already impacting consumer behavior and the payments sector, driving the integration between BNPL and traditional credit by banks, technology companies, retailers, and regulators. In Brazil, Koin – a fintech specializing in simplifying digital commerce – has been standing out as a pioneer and leader in the development of the modality, with tailored solutions for the consumer's digital journey and the reality of the national retail sector.

In Latin America, the scenario is one of development. In 2023, BNPL accounted for only 1% of the transaction volume in regional e-commerce. However, the projection is for accelerated growth, with an annual rate of 35% between 2023 and 2026, according to data from PCMI (Digital Payments and E-commerce in Latin America 2023-2026).

In Brazil, the model is also beginning to gain strength. A Morgan Stanley survey based on 150 e-commerce sites revealed that 18% were already accepting BNPL in the first quarter of 2024. Although the number is still modest compared to markets like Mexico and the United States, the trend is for significant expansion.

"This progress is strongly driven by consumer behavior, who are increasingly seeking flexibility and payment options that suit their needs. At Koin, we are focused on offering secure and affordable solutions, allowing more people to have control over their purchases without compromising their budget," explains Raphael Valente, Chief Risk Officer of Koin.

Furthermore, in Brazil, the environment is especially favorable. The culture of installment payments has deep roots, dating back to the 1980s and 1990s, a period of economic instability and scarce credit. With the consolidation of e-commerce, the popularization of Pix, and barriers to credit access via credit card, BNPL emerges as an evolution of this behavior—more flexible, digital, and accessible. "Installment payments have always been part of Brazilian consumers' habits. BNPL modernizes this experience, making access to credit simpler, more inclusive, and tailored to the needs of the digital consumer," says the executive.

This movement occurs amidst the growing digitization of payment methods in the country. According to the Febraban Banking Technology Survey (2024), seven out of ten banking transactions in the country are carried out via mobile devices — a 251% increase between 2019 and 2023. Additionally, 72% of digital users are consideredheavy users, conducting more than 80% of their transactions through digital channels. For example, contactless payment was adopted by 61% of card users in 2024, compared to 48% the previous year, according to ABECS data.

In this scenario, the executive highlights that Koin was born with the purpose of democratizing access to responsible consumption. "Today, in addition to being a reference in the BNPL sector, we work to foster a healthy credit ecosystem in Brazil, in partnership with retailers and financial market players," emphasizes Koin's CRO, highlighting the strategic role of the fintech in the country's model development.

With a strong presence in retail, cutting-edge technology, and a focus on the customer experience, Koin continues to lead the adoption of BNPL in Brazil, helping to make credit more accessible, secure, and integrated into consumers' new digital reality.

Digital transformation without impact is just cost: why so much technology still yields so little result

Rafael Spagnuolo
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Digital transformation without impact is just cost: why so much technology still yields so little result

Digital transformation has established itself as a strategic priority in large organizations. There is no shortage of investments or intentions. According to IDC, global investments in digital transformation are expected to exceed $3.4 trillion by 2026. But there is still a paradox that bothers us — and needs to be addressed with more honesty: why, even with robust budgets and dedicated structures, do so many of these movements still have little real impact? This is not a problem of ignorance or bad will. Large companies operate with deep legacies, complex value chains, strict regulations, and multiple layers of decision-making. Transforming in this environment is not simple. It requires courage, orchestration, and strategic patience. The cost is high, the risks are real, and the impact of any change — positive or negative — is enormous.

That said, the main challenge remains the same: technology, by itself, does not transform anything. What transforms it is the way it is conceived, integrated, and operationalized within the business model. And it is at this point that many projects still slip up. A study by BCG (Boston Consulting Group) indicates that only 30% of digital transformation initiatives fully achieve their objectives. It is not uncommon to find companies with modern tools and skilled teams, but still stuck in organizational silos, chain approvals, and disconnected workflows. There are "agile" squads operating in environments where strategic decisions are still made via email. There is data, but little ability to turn it into actionable decisions. According to a Forrester survey, between 60% and 73% of data collected by companies are never used in strategic analyses. There are advanced technologies, but without an architecture that allows for secure and smooth scaling.

Transforming truly is more than digitizing processes or adopting new platforms. Rethink the operation based on data, redesign responsibilities, restructure workflows, and above all, align technology with real strategic objectives — not just trends. Yes, that requires difficult choices. Review contracts, discontinue initiatives, unify structures that historically operate in parallel. Often, what hinders transformation is not a lack of technology, but an excess of unresolved organizational legacies. But the risk of not facing this process deeply is high—and silent. The cost of poorly guided transformation does not appear immediately. It dissolves into long delivery cycles, solutions that don't scale, data that doesn't integrate, and opportunities that don't become a competitive advantage.

The good news is that it's possible to do things differently. Companies that treat technology as a central part of their strategic architecture, that build product governance, and that face the challenge of change responsibly are reaping real gains: more efficiency, more predictability, more organizational learning. Digital transformation doesn't have to be chaotic or disguised as innovation. It needs to be coherent, connected to the business, and capable of sustaining results with consistency. Because ultimately, what defines success is not the adoption of technology, but the ability to generate real value with it.

Blogs drive SEO and establish themselves as a strategic tool in digital marketing

E-Commerce Update
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Blogs drive SEO and establish themselves as a strategic tool in digital marketing

Even with the rapid growth of social media and the constant emergence of new platforms, blogs remain steadfast as one of the most strategic pillars of digital marketing. And it's not by chance. In addition to helping with website ranking in search engines like Google, they also serve as support points for conversions, lead generation, and brand authority building.

"Blog content is evergreen. A good post can continue attracting traffic for months or years, unlike the volatile reach of social media, which depends on algorithms and timing," explains Ana Paula Matos, head of marketing at the digital agency.TEC4U.

According to her, well-structured blogs focused on SEO are essential tools to increase organic traffic — that is, visits that do not depend on paid media investment.

But it's not enough to write well. Content must be designed for search engine robots: this includes everything from using relevant keywords in titles and subtitles to how images are named and pages are structured.

"SEO is the engine that makes content discoverable. The text needs to be trackable, understandable, and attractive to algorithms, but without losing naturalness for the reader," says Ana Paula.

In addition to the technical impact, blogs also play an important role in the consumer's journey. Educational content or content that addresses the audience's real questions—such as tutorials or practical tips—helps build trust and prepares the user for the purchase.

Another point in favor of blogs is the possibility of integration with other aspects of digital marketing. Sharing content on social media, using access data to suggest new topics, and even capturing leads with strategic forms are practices that increase reach and deepen the relationship with the audience. All of this without needing to launch a new paid campaign each week.

"It's a channel that educates, attracts, converts, and retains — all in the same environment. And the best part: with lower cost and consistent results," concludes Ana Paula.

Acro Cabos opens new warehouse in the South and triples logistics capacity

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Acro Cabos opens new warehouse in the South and triples logistics capacity

Acro Steel Rope, a company specialized in equipment for lifting, securing, and moving loads, will inaugurate a new warehouse in Curitiba (PR), more than tripling its logistics capacity for the South of the country. The increase in space will be 250%, with the warehouse occupying a total area of 1,870m², initially built with 800m² and a future expansion for an additional 400m², totaling 1,200m² at the end of the project. The goal is to expand operations in the region and increase same-day delivery service.

The new location will also house the administrative area of the unit, and the move is scheduled to take place in April. The new space is located in the Boqueirão neighborhood, in the southern part of the city, and neighboring the Vila Hauer neighborhood, where the old warehouse was located.

"We chose to stay in the same area of the city because it is an easily accessible area, which contributes to the overall efficiency of the logistics operation," explains Rafael Simon, CEO Partner of Acro Cabos. Curitiba is already an important logistics hub for the Southern region, connected by major highways, with well-developed infrastructure and proximity to other commercial and industrial centers, including our headquarters in São Paulo. This facilitates the distribution and transportation of products, optimizing costs and delivery times.

According to the executive, this is the first phase of investment in the Curitiba unit. The plan is that by 2026, in addition to storage, a productive area will be implemented, expanding Acro Cabos' activities as part of the expansion strategy, also generating new employment opportunities.

"We will be 100% operational starting April of this year, but we will continue making adjustments to the space to further improve the well-being of our employees. Next, we want to begin our productive activities on site," says Simon. These actions aim to strengthen our position in this region, with optimized logistics, leaner costs, and even higher quality service.

Continuous expansion

Acro Cabos's investments in the Curitiba unit are part of a series of actions the company has been taking over the past few years to expand its operations. In addition to the Southern region, the company continues exploring opportunities in the offshore segment, a segment it began to serve more intensively in 2024 by starting its operations in Macaé (RJ).

We aim to grow in a sustainable and strategic manner. The new location in Curitiba is a significant milestone in this journey, as it represents a substantial expansion of storage capacity at this facility, which improves product availability in the region, reduces our logistics costs, and enhances our market position, as demand continues to grow.

5 Steps for retail to boost sales on Mother's Day

E-Commerce Update
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5 Steps for retail to boost sales on Mother's Day

Celebrated on May 11th, Mother's Day is one of the most important dates for Brazilian retail, second only to Christmas in sales volume. To capitalize on the commercial potential of this occasion, retailers need to be prepared with assertive strategies that involve customer experience, creative promotions, and digital presence.

According to a survey conducted by the Locomotiva Institute in partnership with QuestionPro, 8 out of 10 Brazilians plan to give gifts on Mother's Day in 2025. It is estimated that around 133 million consumers drive the market, strengthening sales in the national retail sector, both in physical and digital environments.

Faced with this promising scenario, Raphael Lassance, partner and mentor of Sales Club, the largest sales community in Brazil, outlined 5 fundamental steps that retailers should follow to boost their sales this Mother's Day.

  1. Understand your customer's behaviorBefore selling, it is necessary to know. Use previous purchase data, website behavior, and social media interactions to understand what your audience is looking for on this date. Personalization begins with listening.
  2. Thematic campaigns and special promotionsCreating specific campaigns for Mother's Day, with emotional appeal and targeted language, helps connect the brand to the consumer. Offering promotions such as combos, progressive discounts, freebies, and personalized kits can attract more customers and increase the average ticket.
  3. Humanized shopping experienceCustomer service makes all the difference. Training the team to offer a more consultative and empathetic service can convert more sales. In the online environment, well-programmed chatbots, personalized recommendations, and ease of navigation are factors that positively impact the purchasing decision.
  4. Enhanced digital presenceInvesting in digital marketing is essential. Targeted ads, influencer partnerships, and social media content help boost traffic, engage the audience, and increase conversions. A well-structured e-commerce with options for fast delivery or in-store pickup is also a competitive advantage.
  5. Explore all channelsBeing omnichannel is a great differentiator. Being present in the physical store, e-commerce, social media, and WhatsApp, with consistent messages and channel integration, increases reach and conversion chances.

"By understanding the consumer profile, creating relevant experiences, strengthening presence in the right channels, and offering convenience at all touchpoints, retail positions itself strategically to turn Mother's Day into an opportunity for growth, loyalty, and connection with the audience," says Raphael Lassance.

Without efficient human customer service, AI doesn't work

Agapito Nephew
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Without efficient human customer service, AI doesn't work

AI is transforming customer service with the promise of improving efficiency, speed, and personalization. Many companies are already reaping the benefits of this technological revolution, but is full automation really the ideal path?

I would say that, despite the advances, human interaction remains an irreplaceable pillar for quality service.

In the frantic rush to implement artificial intelligence in customer service, companies cannot forget an "inconvenient truth": robots lack empathy.

It is tempting to let ourselves be seduced by the impressive numbers of automation around the world. According to market studies, companies that adopt AI reduce operational costs by up to 40%.

Delta Airlines, for example, uses AI to assist passengers with bookings, baggage tracking, and flight updates, providing a faster service and reducing queues at physical counters.Initiatives like this demonstrate how AI can optimize processes and improve the customer experience.However, it is necessary to question: are we truly improving the customer experience or just cutting costs?

While financial spreadsheets shine, one statistic is often overlooked: 64% of consumers still prefer human service, according to a Gartner study. Why? Because complex problems require a certain understanding that algorithms have not yet mastered.

Despite the clear benefits, there are situations where AI simply cannot handle it. Imagine a corporate client facing a critical delay in a high-value delivery or a frustrated consumer because their order was lost. In these situations, generic chatbot responses can worsen the problem. That's why the ideal is to rely on hybrid systems: while AI predicts delays and automatically offers alternatives, humans step in to resolve more sensitive issues.

Truly visionary companies do not see AI as a substitute, but as an amplifier of human potential.

The client doesn't want to hear about your AI.

Let's be honest: your client is not impressed with your advanced AI system. He wants quick answers to simple questions and a understanding human for complex issues.

Most people tolerate chatbots for basic inquiries, but when the issue is serious, frustration with generic responses can destroy brand loyalty.

Despite the advances, human interaction remains an irreplaceable pillar for quality service.The true innovation lies in balance. Use AI for 24/7 service, instant responses, and efficient triage, but keep humans accessible and trained for crucial moments. Because at the end of the day, while algorithms process data, it is people who build relationships.

Artificial intelligence in customer service is a powerful tool when used correctly. She can accelerate processes, reduce costs, and even improve the customer experience. However, companies need to remember that technology without humanity is just empty efficiency.

The true differential lies in balance: using AI for simple tasks and ensuring humans are available for critical moments.

In today's hyperconnected world, where digital interactions are increasingly common, perhaps the greatest luxury is something surprisingly simple: being heard by another human being.

Education startup offers a free Power BI course with certificate and one-year access

E-Commerce Update
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Education startup offers a free Power BI course with certificate and one-year access

A FM2S Education and Consulting, a startup located in the Scientific and Technological Park of the State University of Campinas (Unicamp), offered a 100% online and free course on "Power BI, aimed at professionals and students who wish to master one of the most in-demand tools in the current market.

With a duration of 17 hours, the content covers everything from fundamental Business Intelligence concepts to the creation and publication of interactive dashboards with Power BI. Topics such as data extraction and processing with Power Query, data modeling, and best practices for visual analysis are also covered. The goal is to empower participants to turn data into assertive insights, generating value for businesses and careers.

“Training in analytical tools should be accessible to everyone. Power BI is one of the most in-demand skills across various sectors, and for this reason, we have developed a practical and accessible training to help professionals stand out in an increasingly data-driven market.", explains Virgilio Marques dos Santos, co-founder of FM2S."

With this focus, the course offers a step-by-step guide, with applied examples and direct support within the platform.More than teaching the tool, we want to show how it can be used to generate real impact, whether in a managerial decision or in presenting project results., complements.

The training is recommended for those who already work with data and want to deepen their knowledge of Power BI, for career transition professionals seeking to enhance their employability, and for students who want to enter the job market with a valued skill. It is also useful for supervisors, coordinators, and managers who make decisions based on performance indicators, consumer behavior, or sales data.

The instructor is Jaqueline Battista, an MBA instructor in subjects such as Power BI and Excel, with extensive experience in teaching data tools for large companies. Founder of Rainhas do Excel and JBPlan, she has trained professionals throughout Brazil and offers a practical, didactic approach focused on results.

The spots for the Power BI course are limited and registrations can be made until May 31 athttps://www.fm2s.com.br/cursos/power-bi. Access is valid for one year after registration, with one month of support and an included certificate.The classes are recorded and can be watched at your own pace, according to each participant's routine.

Other free courses

In addition to the Power BI course, FM2S offers 13 more free online courses, all with certificates included. Check the full list

  • White Belt (8 hours) and Yellow Belt (24 hours), to embark on the Lean Six Sigma and continuous improvement world, withinternational certification;
  • Introduction to Lean (9 hours);
  • Fundamentals of Quality Management (9 hours);
  • Fundamentals of Project Management (5 hours);
  • Fundamentals of Industrial Production Management (8 hours);
  • Fundamentals of Logistics Management (6 hours);
  • Fundamentals of Management and Leadership (5 hours);
  • Fundamentals of Data Science (8 hours);
  • OKR – Objectives and Key Results (5 hours);
  • Kanban Method (12 hours);
  • Professional development: Self-awareness (14 hours);
  • Advanced LinkedIn (10 hours).

Detailed information about each training is in theFM2S websiteQuestions can be clarified via WhatsApp – (19) 99132-0984.

São Paulo hosts an unprecedented event with major names in Cybersecurity

E-Commerce Update
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São Paulo hosts an unprecedented event with major names in Cybersecurity

On the upcoming May 29th, the first time the event takes placeSIRENA – Human Risk & Cybersecurity Conferenceconference that will bring together major names in cybersecurity and awareness, in São Paulo (SP). The proposal is to provide participants with a human-centered approach, with the unique feature of being less technical and more focused on people, an uncommon factor among Information Security events.

The schedule of the first edition includes high-level panels and lectures, with renowned speakers, on topics such as human risk, fraud prevention, social engineering, culture and awareness, threat intelligence, among others. Additionally, there will be a special wing for exhibitors, with a stage for specific content.

"The SIRENA is the perfect environment for the exchange of knowledge among the leading professionals, managers, communicators, and educators in cybersecurity," says Marina Ciavatta, CEO and co-founder of Hekate, the organizing company of the event. "Each debate aims to help companies and organizations make their processes, policies, environments, and behaviors safer in daily life, with practical tips, case studies, and market data," he/she/they adds.

Schedule

The speakers and panelists of the conference are divided into two simultaneous content tracks. The first is "Human Risk," which includes host Gustavo Marques, and specialists such as Magalu's Information Security Culture and Resilience Executive Eva Pereira; Santander's Security Culture Strategist Juliana D’Addio; Globo's Senior Cybersecurity Team Analyst Marcela Negrão; InvestigaOSINT founder Lucas Moreira; and Social Engineering expert Marina Ciavatta.

The second Cybersecurity track, hosted by Josué Santos, features the following names: IBM's Cybersecurity executive, Wolmer Godoi; Pirelli's LATAM Information Security Coordinator, Divina Vitorino; Apura's Threat Intelligence Leader, Anchises Moraes; Carrefour Bank's Red Team and Threat Intel Consultant, Thiago Cunha; two members of the Cybersecurity team at Albert Einstein Israeli Hospital, Arthur Paixão and Débora Borel; and Threat Intelligence specialist Cybelle Oliveira.

To see more details about the schedule and secure tickets for SIRENA, just visit theofficial websiteof the event.

SERVICE

SIRENA Human Risk & Cybersecurity Conference
Location: Immensitá Space;

Address: Av. Luiz Dumont Villares, 392 – Santana, São Paulo – SP;

Date: May 29, 2025;

Hours: 9 a.m. to 7 p.m.

More information about the registrations and the schedule is atofficial websiteof the conference.

5 C-levels recommend essential readings for work in technology and business

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5 C-levels recommend essential readings for work in technology and business

Labor Day is celebrated on May 1st. Considering the date, five executives, including CEOs and directors of globally active companies such as Appdome, Infobip, ManageEngine, and Fair Fashion, listed 10 reading recommendations for those who want to improve their knowledge in business and technology at work and for young people seeking a career in the field. The list offers a wide range of titles with insights related to artificial intelligence, communication, and leadership that can help professionals and enthusiasts in these fields improve their skills and expand their worldviews.

Yuri Fiaschi – VP of Strategic Projects at Infobip, a global cloud communication platform

Steve Jobs, by Walter Isaacson

Steve Jobs' biography is undoubtedly an interesting book that combines technology and entrepreneurship. It is impressive to see someone so disruptive and who made real changes, even going against the tide. The book features several interviews conducted with Jobs over two years, as well as perspectives from competitors, family members, friends, and colleagues. Experiencing highs and lows, he made many mistakes along his journey, traversing a tortuous path to learn, which today offers us many lessons, especially for entrepreneurs and businesses.

Multipliers, by Liz Wiseman

"Another very interesting title is Multipliers, because it addresses one of my greatest passions: people management. The book makes a distinction between multipliers, leaders who know how to highlight the qualities and potential of their team to generate good results, and diminishers, those who focus on reaffirming their position by centralizing power and draining the team's capacity and intelligence. Liz Wiseman's lessons clearly make you see and change diminishing attitudes that you don't even notice in everyday life."

Caio Borges, country manager of Infobip

Inevitable, by Kevin Kelly

It presents 12 technological forces that will shape our future. The book shows how trends such as artificial intelligence, sharing, and the access economy are irreversible. Technology will become increasingly integrated, personalized, and interactive. Adapting to these changes is essential to thrive.

The social animal, by Elliot Aronson and Joshua Aronson

Reference for social psychology studies, this book discusses various issues ranging from prejudice to the effects of mass communication and persuasion. The authors, based on scientific research, provide real examples when explaining how the science of human behavior works, offering great insights into human actions. It is a title worth reading for those who work with people and want to develop leadership and communication skills.

Rajesh Ganesan, CEO of ManageEngine, a division of Zoho Corporation that offers IT security and operations management solutions

You Are What You Do: How to Build the Culture of Your Company, by Ben Horowitz

What makes companies become enduring institutions? What is the secret for these companies to achieve global impact? What inspires and motivates people to work together in these companies with a long-term goal? The answer is definitely culture, which is typically a vague and abstract term for most people. The book firmly establishes what culture means for an organization — it is what each person and team does when faced with tasks. It's not what they think, say, or plan, but what they do consistently that defines what culture is. Consistency in a company's actions is important and flows from top to bottom.

The book explains this idea with examples spanning hundreds of years, highlighting how successful leaders cared about creating the best possible culture and how this helped them achieve the company's goals — lessons that have endured over time and can still be applied in companies today.” 

Press F5: Microsoft's transformation and the pursuit of a better future for all, by Satya Nadella

Although it is quite difficult to establish a strong culture, changing it is usually impossible, which ultimately leads to the end of organizations. In the late 2000s, Microsoft was losing to competitors in the areas of smartphones, cloud, search, browser, and gaming market. It was not just the change in leadership, but the cultural change that the new leadership brought that made Microsoft relevant again in each of these segments.

The book has many valuable lessons and offers wisdom for leaders who are shy, insecure, or have little conviction about how to deal with the strong market interferences. Furthermore, it is inspiring to learn how a typical and academically successful engineer from India starts as a Microsoft collaborator and, climbing the hierarchy, was able to make a monumental impact on one of the most influential organizations of this century.” 

Tom Tovar, CEO and Co-founder of Appdome, a mobile app protection company

Deep Survival, by Laurence Gonzales

In life, change is constant. Likewise, changes and crises can strike us when we least expect. Especially when we are the ones who chose the situation that led to the crisis, this change can cause us to amplify our mistakes and worsen our situation. Deep Survival helps us stay grounded, understand the new environment, transcend it, and triumph over it. It is a book full of short stories about people who overcame incredible odds to survive — lost at sea, in mountains, in the jungle, etc. It ends by offering a checklist to help us survive and thrive in our own lives, day by day.

The Last Theorem of Fermat, by Simon Singh

This book is about a very simple equation that remained unproven for hundreds of years—and the quest to solve it. It is about the search for truth and proof of how our universe works, as well as the constant struggle against ourselves to find answers.

André Salem, founder of Blockforce, the platform responsible for Fair Fashion's blockchain technology

Blockchain – From theory to practice: Everything you need to know about the technology that is revolutionizing the world, by Richard Montezino
This book enables anyone to understand in a simple and accessible way what blockchain is, how it works, and why it is considered one of the most impactful innovations of the 21st century. In addition to cryptocurrencies, it explores real-world applications of blockchain in various types of businesses. It is a good guide for those who want to become more familiar with the topic without prior technical knowledge. The book offers a clear view of the benefits, challenges, and the future of this technology. For me, in particular, it is an important read, even after working with the technology for years, because the author's perspective prompts us to analyze several relevant points.

Google – The Biography, by Steven Levy
It is a great read for those who want to understand how a startup founded in a garage became one of the most influential companies in the world. For technology enthusiasts and fans of great stories, it is an essential read; after all, we all use Google. With privileged access to the company's behind-the-scenes, the author recounts the journey of founders Larry Page and Sergey Brin, the ethical dilemmas faced by the company, and the impacts of technology on society. It is an immersion into Silicon Valley culture, a region of great importance to our current technological landscape, into the innovations that shaped the internet, and into the decisions that transformed Google into a true digital empire.

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