Vamos Falar de Futebol 10

“You work in digital? Why this?”
“You have a Ph.D., why this?”

Some of the questions I’ve gotten from colleagues and friends who didn’t quite get why I’d want to deepen my knowledge of behavioral psychology while working in digital.

You know the cliché... “it’s all about people”?

I take it seriously 😄

Understanding the psychology behind behavior, and why people act the way they do in their work environment, is a powerful lens. It helps drive high performance, but more importantly, it helps build an environment where people can perform.

It doesn’t matter if it’s digital, banking, or a call center. What drives results in a healthy, sustainable way sits on human behavior, and understanding it isn’t just a nice-to-have.

Not everything is about building a CV. Sometimes it’s about building knowledge

Today I had a different run. Not about speed...about enjoying this amazing sunset by the beach
What else...

I have said over and over is the most influential football figure in history
I have said over and over is the GOAT
I have been fan since 1997 and that brilliant midfielder
I have been since 2007...and he is still the GOAT
I am a proud Portuguese
What does that all have in common?

Sport is no longer just something we watch...it shapes how we live, dress, connect, and express who we are.

From football boots becoming cultural icons to athletes shaping identity and belonging, sport has become a global language.
I had the chance to dig into this on stage at Web Summit, reflecting on how performance, lifestyle, and culture are converging, and what this means for brands, creators, and communities.

If you're curious about culture, leadership, or how brands can stay relevant in a shifting world, here’s the

full session 👇 in my BIO

Let me know what resonates most

💡Did you know today is the Austism Awareness Day?

Do you know what austism is?
Do you know how not to judge autistic individuals?

Maybe today is a good day to actively be curious (and not judgemental) about austism and how much we all shall learn about it, and embrace the individuality of so many out there.

It starts with all of us, one person at the time