A blog post written by Jade Weiner (EMBA 2024)
As part of my Executive MBA at Cambridge Judge Business School, I was privileged to attend a module in São Paulo, Brazil—an experience that offered valuable insights and fresh perspectives. Beyond the intellectual stimulation—though there was plenty of that—the personal connections, cultural immersion, and leadership lessons exceeded expectations. And, of course, my birthday celebration made it even more memorable!
Program Content
Having spent quite a bit of time in Brazil, I was excited that this was the chosen destination for the International Business Study Trip. This was an opportunity to connect with old friends, eat my favourite foods and immerse myself in the warmth and friendliness of the Brazilian people – traits I often miss living in London. The module was a brilliant mix of theory and practice, with a particular focus on markets, economies and culture. Specifically, the opportunities, risks and challenges that businesses face in Brazil.
We delved into everything from leadership to sustainability, innovation, and the importance of building personal relationships.
The modules were run by world renown faculty. (I attempted to list their qualifications and achievements, but it would be longer than this entire post.)
While an abundance of insight and knowledge was shared, these are take-aways that resonated with me. Chris Marquis (Sinyi Professor of Chinese Management) wisely explained the importance of knowing the water that you are swimming in and wanting to be swimming into.
Michael Kitson (Professor in International Macroeconomics) taught me that innovation is not only about developing something new but exploiting the opportunity and dispersing it for mass usage which will after time create impact.
Company Exploration
We visited some truly innovative companies, gaining an up-close view of how businesses are adapting in such a fast-moving environment, including JBS (one of the world’s largest global food processing companies specialising in meat, poultry, and plant-based products), Natura (a leading Brazilian beauty and personal care brand known for its sustainable, plant-based products), Schneider Electric (a global leader in energy management and automation, providing innovative solutions for efficiency and sustainability) and IBM Brazil (a global technology company specialising in AI, cloud computing, and enterprise solutions.)
The Innovation Forum was a particular highlight, showcasing seven Brazilian companies making waves across industries, from beauty, to marketing, to mining. These companies are not only thriving locally, but in some cases, they’re scaling to a global level. Their stories of perseverance and innovation were inspiring and showed just how much potential there is in emerging markets. My personal favourites were the founders of Bars Over Bottles, who left their corporate jobs to create a garage start up dedicated to revolutionising the beauty world.
Gems of Wisdom from the Speakers
The programme featured some incredible speakers, each offering nuggets of wisdom that have stuck with me.
Flavia Bittencourt (MD of Adidas LATAM) kicked things off by reminding us of the power of a winning mindset—staying positive and focused even when things get tough.
Then there was Jerry O’Callaghan (Chairman of JBS), who spoke with humility about the responsibility that comes with leadership, especially when your company impacts the lives of hundreds of thousands of people.
Jaana Goeggel (Sororite) made a brilliant point about the importance of building relationships and trust at a personal level—something I’ve always believed in but really appreciated hearing from her perspective.
Mariana Haggel (Hagel Consulting) summed up the Brazilian spirit beautifully by saying that being Brazilian is being optimistic—a mindset that keeps them resilient and forward-thinking.
I also loved Jefferson Kiyohara’s (Protiviti) take on the Brazilian mindset: “We are always working and always fighting—we never give up.” It was a sentiment that really resonated with me and reminded me of my Jewish, South African roots.
Marina Leal (Natura) gave a compelling talk about making sustainability the core of everything you do, not just a side project. Natura’s approach of an integrated P&L—where profit and positive impact are intertwined—was a real eye-opener.
The Schneider Electric team (Arthur Wong and Julio Martins) wisely reminded us not to “fall in love with your own products and technologies” but instead focus on what the client truly needs.
When asked how IBM differentiates itself in a popular market, Jorge Chagas prided the team on doing things differently and doing things better to create value for the consumer.
Gaetano Crupi (Eli Lilly and Company, Abbott, AbbVie, and Bristol Myers Squibb) reminded us that all humanity is in the same storm but not all are in the same boat. Care about people and their wellbeing, as well as your own – mind, body and spirit.
Personal Highlights and Insights
A personal highlight was celebrating my birthday during the module. And what better place to mark the occasion than Brazil? We spent the night samba dancing and caipirinha drinking. The rhythm, the energy, and the sheer fun of it all were the perfect way to celebrate, surrounded by friends, not just classmates. I am humbled and grateful for everyone’s messages, cards and singing (and, of course, cake).
I also loved collaborating on our group presentation, launching a local Brazilian beauty product in Pakistan. We mapped out institutional, economic and cultural distances between the countries, working late nights and supporting each other with motivation and insight. Go Group 6!
Inspiration for Others
My greatest takeaway from this experience, is the importance of embracing collaboration, finding opportunity in the most unexpected places, and always looking beyond the surface. It’s made me more aware of the broader impact we can have in business, both socially and environmentally, and has inspired me to approach leadership with a renewed sense of responsibility, optimism, and empathy.
At one point, I even found myself toying with the idea of starting a business in Brazil, focusing on reducing plastic bottle use in hotel chains—one of my pet peeves and common occurrence in LATAM. A bit of a pipe dream, perhaps, and also a reminder of how powerful these experiences are in shifting perspectives and sparking new ideas. There’s something about the energy of the city and the creativity of the cohort that makes anything feel possible.
For anyone thinking about taking the plunge with an Executive MBA, my advice is simple: there will never be a convenient time to do it, throw yourself into it, embrace the different cultures, and seize the opportunity to learn from the world around you. The people, the ideas, and the lessons will change you in ways you can’t imagine. It’s an experience that will shape your career, and the way you view the world. I would be happy to talk to you about it!
Thank You!
To the EMBA Programming and faculty team and Austral Group, a heartfelt and massive thank you for arranging each activity and taking care of all our well-being needs. The seamless execution of such a massive trip required exceptional coordination and planning, and it is deeply appreciated.
Leave a Reply