Alex Mutran, CEO JA Brazil
Welcome to Rio de Janeiro! (To make it simpler, you can just call it Rio.) We, from JA Brazil, are thrilled to receive our colleagues from around the world to our vibrant and unforgettable city for GLC 2025.
Known for its stunning natural beauty, Rio is where mountains meet the sea, where the rhythm of samba and Bossa Nova fills the air, and where warm hospitality is part of everyday life. From the iconic Christ the Redeemer statue to the golden sands of Copacabana and Ipanema, Rio offers a unique blend of culture, music, cuisine, and breathtaking landscapes. We hope you experience the energy, diversity, and soul that make Rio unlike any other city in the world.
Q: What’s the most “Rio” moment you’ve ever experienced—something that could only happen in this city?
A: The most “Rio” moment I’ve ever experienced was being able to experience the backstage of the world-famous Rio Carnaval’s at the “Sambadrome.”
As you probably know, Rio’s Carnaval is one of the most spectacular cultural celebrations in the world—an explosion of color, music, and passion that captivates people of all ages and backgrounds. It features samba schools from across the city competing with elaborate floats, dazzling costumes, and perfectly choreographed performances.
Each night of parades is a breathtaking display of creativity and community spirit, with thousands of dancers and drummers moving in sync to the powerful rhythm of samba. It's more than a party—it's a celebration of Brazil’s cultural heritage on a massive scale, drawing visitors from every continent to witness the unmatched energy and beauty that only Rio's Carnaval can offer.
My most “Rio” moment happened in 2020, when I was still working at Globo, Brazil’s largest TV network, and I was able to join the broadcast crew during two nights at the Sambadrome, having access to all production areas, including the “Concentração,” where the floats are lined up for the beginning of the parades. This gave me a unique opportunity to watch aspects of the samba schools, their participants, and of the parade that most people don’t get to see.
Q: What’s something about leadership that Brazil has taught you, but no business school ever could?
A: The constant need for adaptation since Brazil’s business market is extremely dynamic and, many times, can be very unexpected. I’m positive that Brazil is one of the better places to put key business concepts to the test, be it VUCA (Volatility, Uncertainty, Complexity, Ambiguity) or the newer BANI (Brittle, Anxious, Nonlinear and Incomprehensible).
Brazil is also a great place to master the “art of procrastination,” reconsidering urgent priorities and sometimes letting issues resolve themselves. (“The Art of Procrastination” is actually a very good book. You can find it at https://a.co/d/6I8UOK4.)
Sneak peek of Rio:
