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  • AI is not the co-pilot. We are!

    AI is not the co-pilot. We are!

    Artificial intelligence has taken center stage — and along with it, a wave of fears. Everywhere, people are asking what it will replace, who will lose space, and whether we’re headed toward a machine-dominated world. But maybe the real question isn’t what AI will take from us, but what it will demand of us.

    In the midst of this technological avalanche, something else is unfolding — slowly, quietly, but unmistakably: as AI expands in capacity, humans must expand in consciousness. Not just expand it, but exponentially evolve it. We’re not just in the age of automation — we’re in the age of deeper thinking, sharper choices, and more intentional judgment.

    Much has been said about AI as our co-pilot. But perhaps it’s time to flip that metaphor. In a rally race, the co-pilot is the one who reads the terrain, anticipates what lies ahead, and guides the route. The driver handles the speed and control. In the AI-powered world, the roles are reversed: AI handles the execution with precision and speed, but it’s the human who chooses the direction, defines what matters, and decides when to turn or stop. The machine performs. The human interprets.

    This isn’t about resisting the new. It’s about reclaiming the role of navigator.

    If in the past our challenge was opening minds to the new, today we face the opposite: a world expanding beyond our capacity for awareness. A world made exponentially more complex by AI — and one that now demands more than adaptation. It demands depth. That’s what we mean by exponential consciousness: the ability to filter, interpret, and choose with clarity in the midst of overwhelming options.

    In 2023, Harvard Business Review said it best: AI won’t replace people. But people who use AI will replace those who don’t. It’s not about competing with machines. It’s about growing alongside them. It’s about turning fear into leverage.

    The World Economic Forum estimates that over 80 million jobs will disappear by 2027 — but nearly 70 million new ones will emerge. This isn’t the end. It’s a transition. And as with every major transition, those who move with vision — not fear — will lead the way.

    But be careful: this doesn’t mean things will “go back to normal.” This wave won’t pass. It will redraw the entire map. Roles will vanish. New functions will arise. Supply chains will be reinvented. Those who know how to work with AI will operate on another level — faster, more efficient, more connected. The gap between those who adopt and those who ignore these tools will only grow.

    It’s no exaggeration. Just three years ago, generative AI entered the conversation. Today, it’s changing how we search, buy, decide, create, and operate. Now imagine what the next two or three years will bring. Some of the tools that will reshape our reality haven’t even been invented yet.

    Waiting for things to stabilize is a real risk. Believing that AI will eventually settle down — and then you’ll act — may put you in a place with no return. And no, this is not about learning to code. It’s about understanding how your human intelligence integrates with artificial intelligence.

    To multiply your awareness is not to become a genius. It’s about gaining clarity in a time of noise. It’s about developing discernment when everything feels possible. It’s about making deeper decisions — even in the age of instant answers.

    AI may be the map. But the destination, the route, and the reason for the journey? Those still belong to whoever dares to lead.

    If this made you think, may it also move you to act.

    Caio Camargo

  • The Future Is on Rewind: Is Your Business Innovating or Just Doing Covers of Old Hits?

    The Future Is on Rewind: Is Your Business Innovating or Just Doing Covers of Old Hits?

    We think we’re pushing boundaries, but most businesses today are just grabbing the mic in a giant corporate karaoke, belting out ‘80s hits with TikTok filters. Bobbie Goods, Labubu, Strawberry Candy obsession… nothing new here. Just nostalgia with a fresh coat of viral paint — and impeccable timing.

    At the Web Summit Rio in May 2023, Alain Sylvain nailed it: “Timing is more important than creativity.” His proof? The Beatles. They exploded in the U.S. not just because of their talent, but because they arrived precisely when TV was becoming the heartbeat of youth culture. One year earlier, they might’ve gone unnoticed. Creativity without timing is genius playing to an empty room.

    Today, that “room” is the algorithm — and it adores reruns. We’re living in a pop culture time loop: reboots of The Office, sequels to Mean Girls and Inside Out, yet another Superman, yet another Fantastic Four, relaunches of Care Bears, Smurfs, Furby, even Tamagotchi. Nothing screams “innovation” like recycling our childhood for profit.

    Why does this work?

    Because we’re not selling products anymore — we’re selling emotions. Consumers don’t crave the new; they crave the familiar. Brands like McDonald’s, LEGO, Nike, and even Mattel have mastered this emotional time travel, profiting from memories rather than originality.

    So, what’s your business doing?

    How many great ideas have you killed because the timing felt off? Are you investing in real innovation, or just repackaging past feelings in glossy marketing? Is your branding truly fresh — or just a reboot in disguise?

    You’ve got two paths:

    1. Mine the past, find a nostalgic icon, and relaunch with algorithm-friendly timing. Safe, predictable, emotionally charged.
    2. Bet on the unknown, knowing full well that without timing, the new might just die in silence.

    Both take guts. But only one can make your business iconic. The other? Just another high-production cover band.

    Next time you sit down to map your strategy, ask the uncomfortable question:
    “Are we building the future — or just remixing the past with better packaging?”

  • The Fast Red Theory: The Collapse of Opportunity Before It Becomes Advantage

    The Fast Red Theory: The Collapse of Opportunity Before It Becomes Advantage

    For years, the strategic compass pointed to the blue ocean. That was where opportunity lay: in spaces free from competition, in uncharted waters where innovation could flourish and deliver sustainable growth. But this logic is rapidly unraveling.

    We are now living in the age of Fast Red — a new paradigm in which promising opportunities turn into red oceans before they ever become businesses. The cycle between discovering an idea and seeing it saturated has shrunk to almost nothing.

    Today, a novel concept doesn’t need to scale to attract competition. It just needs to exist.

    Artificial intelligence, with its ability to replicate, adapt, and automate at unprecedented speed, has transformed the game. What once offered months or years of strategic edge now survives for mere days — sometimes hours. What is original quickly becomes a template. What is distinctive becomes mass-produced. And what could have been a blue ocean, instantly turns red.

    This is the Fast Red Trap — the strategic pitfall where good ideas are devoured by their own visibility. Not because they failed, but because they succeeded too early, and were too easy to copy before they could mature.

    We see this everywhere:

    • Startups launching AI-powered tools, only to be cloned within days by competitors with more funding or mass distribution.
    • Physical products going viral on social media, then flooding marketplaces with copycat sellers and no brand control.
    • Creators inventing fresh formats and messages, only to be algorithmically mimicked with less substance and more reach.

    Fast Red is not a glitch — it’s the new baseline. In a world where execution has been democratized and attention has become a scarce currency, strategy must evolve.

    Competitive advantage is no longer about being first, but about building resilience — through engaged communities, inimitable experiences, strong cultures, proprietary data, and authentic relationships.

    Blue oceans may still exist. But they now demand layers of protection, not just first-mover status. Because in a Fast Red world, the unprotected pioneer doesn’t become the leader. He becomes fuel.

    Are you navigating toward a blue ocean — or triggering the trap of instant red?

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