A twenty-year career in a market as dynamic as Brazil teaches valuable lessons, and the main one is that, to be successful here, a good product and a global brand are not enough. You need to have the humility to learn, the patience to build and the courage to invest in the long term.
Throughout this journey, I saw up close how lasting leadership is not achieved with ready-made formulas, but rather cultivated on a daily basis, with a commitment that goes far beyond sales.
A first big lesson is the importance of “tropicalizing” operations, and I’m not referring to mere technical adjustments, but a deep dive into culture and consumer needs to create innovation with purpose. I learned that technology only generates real value when it solves a tangible problem, and an example I often cite is air conditioning that uses AI.
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The technology itself is fascinating, but its application becomes powerful in Brazil when we understand that it can alleviate one of a family’s biggest concerns: the cost of energy. It’s about transforming sophistication into a concrete and relevant solution for people’s lives.
A second lesson, What I think is the real game changer is that an exceptional product is only half the journey. The best technology in the world can have its image ruined by a bad service experience, which is precisely why I have always argued that the most strategic investment a company can make is in training its local partners.
The installation technician, the refrigeration specialist, the project integrator — they are the embodiment of your brand in the customer’s home and business.
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Investing in continuous training programs, which bring cutting-edge technical knowledge to thousands of professionals across the country, is not a cost, it is the construction of a competitive advantage. You create an ecosystem of experts who not only trust your technology, but who become the guarantee that the promised quality will be delivered.
Going further, even if organically and indirectly, these professionals also end up becoming possible points of strategic sales conversion, simply because they feel comfortable recommending products that they, in fact, can attest to the quality of because they bring in-depth knowledge. A competitor can even copy a product, but they cannot replicate a network of trust built over years.
Proof that this long-term philosophy works is seeing the country’s investment redoubled even in times of change. I witnessed the decision, after a portfolio restructuring, to make one of the largest investments in the industry in a new manufacturing plant. This demonstrates a culture that understands that sustainable growth requires constant reinvestment.
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Something that my 20-year journey has made extremely clear, therefore, is that true tropicalization cannot stop at the product. It needs to extend to service, knowledge and, above all, people.
When we invest in training local professionals, we are, in essence, “tropicalizing” the most important part of the consumer journey: the experience.
A Innovation that “speaks the language” of the client is only complete with a service that has the accent and care of Brazilian talent. It is this deep integration, from product to professional, that transforms a market presence into genuine leadership and builds a history that belongs to Brazil.
