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  • When the market walks on eggshells, those who step firmly leave paths behind

    When the market walks on eggshells, those who step firmly leave paths behind

    The world is tiptoeing.

    The global stage today is marked by political noise, economic tension, and social fatigue.

    Markets are reacting more to fear than to vision.
    From the U.S. to Europe, from China to the Middle East, decision-makers are no longer guided by boldness — but by caution disguised as prudence.

    The return of Trump and his actions, the ongoing wars, the energy crisis, the fractured supply chains — they’ve all created a landscape where most leaders seem more focused on not making mistakes than on making history.

    But here’s the catch: progress doesn’t wait.

    While many step lightly, trying not to crack the surface, a few step forward. With purpose. With clarity.
    And those steps — even if they echo in uncertainty — become the very paths that others will follow when the fog lifts.

    Most of the time, what we call “strategy” in moments like these is just fear in a well-pressed suit.

    The most transformative companies in recent history didn’t rise in comfort.
    They emerged when the world was off balance.
    Amazon doubled down in the 2008 crisis.
    Even Netflix reshaped its model in a time of turbulence.

    What they all had in common?
    They stepped firmly when everyone else hesitated.

    In times like these, being bold isn’t reckless — it’s necessary.

    Because those who only aim to survive end up invisible.
    And in a world oversaturated by safe bets and neutral tones, relevance belongs to those who create contrast.

    We don’t need more cautious brands right now.
    We need brands willing to act with intention, to signal direction, to take the lead even without a guarantee.

    The market is full of companies walking on eggshells.
    But leadership comes from those who crack the shell, not those who tiptoe around it.

    So ask yourself:
    Are you waiting for the world to stabilize, or are you building your path through the instability?

    Because when the market walks on eggshells, those who step firmly leave paths behind.

    If it make you think, make it happen!
    Caio Camargo

  • It’s not about GEO or SEO. It’s about IAO.

    It’s not about GEO or SEO. It’s about IAO.

    Since last year, the term GEO (Generative Engine Optimization) has been gaining traction among marketing and technology professionals. The concept seems logical: if SEO optimized content for search engines, then GEO would be the natural evolution in the era of generative AIs. However, there’s a troubling issue with this narrative: language models don’t function like traditional engines—and treating them as such can lead the market to fragile and poorly calibrated strategies.​

    Before proceeding, it’s important to understand the alternative we propose: IAO.

    IAO—Intelligent Answer Optimization—is an approach focused on influencing the answers generated by artificial intelligences. It’s not about optimizing for a mechanism, but about understanding how models interpret, select, and deliver responses. Where SEO adjusts content to climb rankings, and GEO attempts to follow this logic for AI, IAO starts from another premise: the answer is the new ranking. And that’s what we should optimize for.​

    SEO, GEO, algorithms, indexing… All of these speak to means.

    Tools. Systems. But IAO shifts the focus: it’s not about the journey, it’s about the destination.
    While the market worries about the mechanism, IAO is concerned with the final result: what the AI is saying, and who it’s citing as a source.​

    Generative AI models don’t operate with fixed rules. They learn from billions of data points, interpret context, and adjust their responses based on perceived relevance. We’re no longer “climbing the rankings”—we’re competing for the right to be the chosen answer. And in this new game, the focus needs to shift: less on the path, more on the final impact.​

    IAO is about presence. And presence is now binary.

    In the world of SEO, even being on page 5 meant visibility. Today, with AI, either you’re in the answer, or you’re out of the game. The long tail no longer exists. There’s what is said, and what is forgotten.​

    And yes, SEO remains essential. But now, it works for IAO.
    SEO builds authority. IAO transforms that authority into answers.
    SEO helps you be found. IAO ensures you’re remembered.
    Together, they form the new cycle of digital visibility: achieving presence in the AI’s mind.​

    GEO is a valid metaphor—but limited. Calling it an “engine” is thinking as if we’re still talking about mechanical systems. IAO recognizes that we’re dealing with artificial minds. And the game is now different.​

    Conclusion:
    The debate isn’t just about tools; it’s about purpose.
    SEO and GEO try to understand the path. IAO focuses on the destination.
    Because in the end, what the AI answers is what the market hears.
    And in this game, you’re either the source—or you’re forgotten.

    If it make you think, make it happen!
    Caio Camargo

  • In a challenging year, inertia is not an option.

    In a challenging year, inertia is not an option.

    The 2025 consumer doesn’t intend to spend less — they intend to spend smarter. More rational, more demanding, and more cautious, they expect brands to act proactively rather than hide behind economic uncertainty.This week, President Donald Trump announced a series of significant trade tariffs: a 10% tax on all imports, with specific increases of 20% on products from the European Union and 34% on Chinese goods.


    In response, European Commission President Ursula von der Leyen called the measures a “blow to the global economy” and warned that the consequences “will be devastating for millions of people.”

    The direct impact of these tariffs is clear: the National Retail Federation (NRF) estimates that American consumers could lose up to $78 billion in annual purchasing power due to the increased costs.


    Additionally, the NRF forecasts slower retail growth in the U.S. for 2025 — an estimated increase of just 2.7% to 3.7%, totaling between $5.42 trillion and $5.48 trillion.
    That’s down from the 3.6% recorded in 2024, reflecting reduced consumer confidence amid persistent inflation and tariff concerns.

    At NRF 2025, one key insight stood out:
    we are entering a world that is more expensive, slower — and more distrustful.

    We are living in what experts call a permacrisis or polycrisis — terms used to describe the ongoing overlap of multiple global crises, from economic and political turbulence to climate emergencies and public health issues.


    This convergence creates a prolonged state of uncertainty, where waiting for “calm” may be in vain. As historian Adam Tooze points out, the interaction of distinct crises often produces a greater collective impact than the sum of their individual parts.

    In this context, inaction isn’t just a missed opportunity — it’s a serious risk.
    Companies that wait for stability before acting may be overtaken by competitors with agile, responsive strategies.


    Brands that recognize and proactively respond to the complexity of the permacrisis — offering relevant solutions and showing real empathy — will be better positioned to build trust and loyalty with today’s cautious consumers.

    So the key question is:


    Will you keep waiting for a “return to normal” that may never come — or will you take the lead, adapt, and thrive in this new era of constant challenges?

    If it make you think, make it happen!
    Caio Camargo

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