About

Experience is not what you’ve lived.

It’s what you’ve learned by observing.

I have lived in China since 2005. Over the years, I have worked closely with factories, negotiations, mistakes, successes, crises, and growth cycles — both my own and those of hundreds of business owners.

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One pattern became clear over time:
most international business failures are rarely technical.

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They are driven by urgency, superficial cultural understanding, and the attempt to apply Western logic to environments that operate under different rules.

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Today, my work focuses on helping business owners think clearly before acting, reducing risk and avoiding costly decisions in the medium and long term.

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My experience connects three distinct realities:
American pragmatism, Brazilian speed, and Chinese strategic logic.