Nov 21, 2025
Read Time: 3 mins
The Who
What is the first community you felt a sense of belonging to and why? How has this community influenced your personal and professional life?
I come from a “small” town in the deep south of Brazil, close to Cassino Beach, a neighborhood now part of Rio Grande, my hometown. It is where I always felt a sense of belonging through buying local goods, respecting harvest times, and sorting trash before it was popular (the early '90s, remember?). Cassino taught me a lot at a young age, including caring for one another, playing on the streets, and respecting individual differences. It is also where my family, always close-knit, celebrated life together, especially during the summer months. These moments fostered values that shaped who I became by the time I was around 9 or 11.
The Why
What role do you think the communities play for the future of your business — be it from a brand, talent, innovation or sustainability lens?
There is a saying I read a long time ago: Networks Connect, Communities Care. It is from an article by Henry Mintzberg. The role of communities in our future, whether in society or, particularly, among changemakers, is to remind us of our collective power. As we face another cycle of individualism, it is essential to remember and build upon the strength that comes from leaving egos behind and cultivating connections that drive collaboration. This belief brought me to the BMW Foundation almost nine years ago, driven by the certainty that we can achieve more when we acknowledge our interdependencies and work genuinely together.
The What
Can you share a success story where community cultivation efforts, be it inside your organization or across the ecosystem, have led to meaningful impact? If you did, how did you measure this success?
We have a couple of stories. I say we because it is not just the current team, it is a tribe that came before and will come after us. Either within the organization and the roles we play today or wherever we will be next. The work done over the last couple of years with the BMW Foundation Responsible Leaders Network is a case on its own: collaborations that led to new projects, organizations, global endeavors, and coalitions. You can read about some of them here. More recently, we have been developing a multistakeholder alliance in Brazil called the Collaborative Action Platform, which is beginning to show results.
Success is measured through numbers, new connections, projects, and impactful stories, although some effects only become visible in the long run. Trust and collaboration are essential. At the foundation, we use various strategies, methodologies, and tools, but nothing is more powerful than quality time together, especially in nature, where genuine connections deepen.
The How
How do you balance the needs and interests of the community with the business goals of your organization? What strategies do you use to align these objectives?
I will not say it is easy. It is not easy, particularly given the complexities of today's world. Communication and transparency are crucial to navigating, finding synergies, and bridging realities. I often joke that we are not just speaking different languages, we are navigating distinct cultures. Serving as a translator and facilitator for both sides is both a challenge and a pleasure, especially when we find synergy or learn something new by setting aside assumptions. The main strategy is respect and active listening, ensuring that no assumptions are made from any side.
The Next
What role do you see technology playing in the future of community cultivation? Are there any emerging tools or platforms you are particularly excited about?
I see technology as a way to facilitate connections, matchmaking, and the translation I mentioned before. It helps us remain open to unexpected matches and outcomes. I am excited about new community-building solutions like Neol, Hivebrite, and Alkemio, which grow with the users in terms of knowledge and value. AI automation at all levels supports us in focusing on what follows the initial spark.
What advice would you give to other leaders looking to adopt a community-powered lens in their organizations? What common pitfalls should they avoid?
Be humble, be human, be open. Not necessarily in that order, but with your heart and mind always engaged. Remember, there's no community without people. While we may think we understand human behavior, there's always more to learn from each of us and our interactions.
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