The past decade has seen a significant increase in marketing’s ability to measure and optimise behaviour. We have relentlessly pursued clicks, acquisition costs, conversion rates and their many derivatives, which have come to guide decision-making with unprecedented precision. At the same time, we have flattened brands and positioning, created predictable messages, and, in doing so, […]
In the world of mobile development, following Symbian, Java ME and Windows Phone, the term “native” was used to categorise applications built for Android with Java and for iOS with Objective-C. Today, with the rise of cross-platform technologies, the definition has become less clear. In addition, “native” has come to encompass user experience, developer experience […]
Operational success is about much more than keeping up with the latest AI model. Today, I believe that much of that success depends on what the organisation has been doing all along. By Tiago Veríssimo, CEO at WYnova Seven months ago, I was invited to lead WYnova, a company dedicated to creating and implementing AI […]
From a purely rational perspective, watching football is nothing more than entertainment and, consequently, serves very little practical purpose. And that is precisely what makes it so important. Few industries are as successful as football. Yet there are few activities that are so seemingly irrelevant. Despite the apparent contradiction, this is a truth that is […]
In the midst of this ugly, dirty and mean world, one simple truth emerges: beauty and truth are no longer mere details. They have become a form of resistance. We live in a time when order itself seems to have become an outdated concept. Predictability has disappeared, stability has become the exception, and global coherence […]
Now that Louis Vuitton is putting “Made in Portugal” on its products, can we finally say that the Portugal brand problem has been solved? The news that Louis Vuitton has started to label some of its leather goods as “Made in Portugal” was naturally welcomed with enthusiasm by government officials and business associations. And, to […]
The Dentsu case should not be seen as a failure, because it is not, nor as an apocalyptic warning. It should be used as a mirror of an industry that needs to rediscover its relevance. There is a word we use very frequently when talking about Artificial Intelligence. That word is “yet”. It means that […]
In a world where a simple prompt triggers immediate responses and machines operate at astonishing speed, if we stop to reflect on what will truly make a difference in the way we act, we will realise that it is not information or knowledge, but humanity and empathy. This opens up one of the greatest challenges […]
Today, making decisions is different. The cycle between thinking, acting, and adjusting has never been so short. Markets shift in weeks, competition is global, and technology is redefining entire industries in a matter of months. In this landscape, leadership is no longer measured only by making the right decision, but by the ability to decide […]
For Nuno Ribeiro, cultivating excellence in software engineering requires consistent investment in five fundamental pillars — and this is where many organizations fall short. Excellence in engineering is often the invisible element that separates average teams from true innovation powerhouses. It’s not just about technical skills or following trendy methodologies — it’s a mindset. A […]
