Building Successful Businesses

Atualizado: 28 de set.

Today is my 200th blog for English students. Evolving from an entrepreneurial background has meant having the desire to succeed. Coupled to determination and perseverance substantiated why daily improvements were crucial to reinvent myself and ratify the need to keep growing.

On the one hand, it’s important to help professionals reignite their passion for what they do, or pivot their careers into something that feels more purposeful. On the other, it’s essential to support startups doing work that truly matters. At a time when so many companies seem focused on delivering non-specific 'efficiencies' or promoting the sale of yet more consumer goods, a key issue is to support the few companies brave enough to strive for what's really important. Equally as vital is standing behind professionals ambitious enough to aspire to a greater sense of the working purpose.


Those startup ventures that spring to mind are firms like Doji, a British mobile phone exchange that facilitates turn around to buy and sell used ones. Another is Justos, a Brazilian insurance company utilizing drivers' data to reward those who drive conscientiously by offering fairer prices. These two are leading technology companies that spend millions creating user friendly technology for conscientious consumers. Having the opportunity to help develop such enterprises is extremely fulfilling!


Timing is crucial when launching new ideas. It reminds me of when I had the idea of bringing pocket-size first-aid-kits to Brazil in 1993, simply I was ahead of the crowd. After a year and a half, 30,000 kits sold to Trek bikes, Martins, Drogasil, as well as other leading firms and pharmacies there was not enough repeat business due to lack of demand. Creating enough awareness was one major issue. I was forced to cease trading. A year later and the Brazilian government made it compulsory to carry one in cars.

Fortunately, I had forged ahead by introducing the market to Dri-Wash n’ Guard the waterless car wash which became an overnight success.

Take care!

Prof. Carl Boniface

Reserve your slot for English classes +55 (11) 97607-6871 WhatsApp


Vocabulary builder:

Reignite (v) = ignite or cause to ignite again

Purposeful (adj) = focused, determined, decisive

Brave (adj) = courageous, valiant, heroic, bold, fearless

Exchange (n) = conversion, interchange, give-and-take, swap

Reward (n) = prize, payment, bonus, remuneration, gift

Fulfilling (adj) = satisfying, rewarding, pleasing, gratifying

Launching (adj) = introduction, debut, initiation, beginning, induction

First-aid-kits (n) = a set of materials and tools used for giving emergency treatment to a sick or injured person

Forged ahead (phrasal verb) = take the lead or make good progress. (Syn) accelerate, propel

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