To You
-
FLASH INTERVIEW
We are the key
The skill of being human
CALL to Discovery
Sep 2025
To You
-
FLASH INTERVIEW
We are the key
The skill of being human
CALL to Discovery
Sep 2025
EDITION EDITORIAL & OVERVIEW
We are the key
#
64
CALL to Discovery
-
Sep 2025

Meet João Cordeiro Santos

What is it possible to discover when you stop, that you wouldn't otherwise be able to?

I wrote an article about this some time ago, and it really made me rethink things. When we stop doing, we create the space to see what truly matters. We uncover meaning, deepen our learning, tap into creativity, and nurture lasting connections - things often sacrificed in the rush of action. Stopping gives us the space to look inside ourselves, understand our context, connect with people, build teams, and form long-lasting relationships. From there, the sky is the limit - we can create whatever we want.

Curiosity is seen as the engine of discovery. What are you still curious to find out?

As a problem solver, I’m curious about everything and always keep this in mind: if we lost our curiosity, we’d still be living in caves. My curiosity is mainly focused on people - finding the best ways to make their lives better.

Each person in front of us is unique: they have a past, future dreams, and an untapped potential. Yet, we know very little about them unless we’re curious enough to ask, and they’re willing to share.

By connecting with real, authentic people, we gain insights, gather meaningful data, build knowledge, and create something truly amazing.

In your opinion, what technological breakthroughs have had the greatest impact on our (Celfocus) growth?

It’s always important not to forget where we come from… Some of the older folks at Celfocus might expect me to talk about Siebel or CRM. But that’s not really it. Our focus has always been the customer - customer centricity. Over the years, we’ve called it different things, adapting and evolving according to market needs, but at the core, we’ve always focused on enabling our clients to offer the best to their customers.

Technology has always been just the vehicle for that - flexible and ever-changing. Even if I mention a specific breakthrough now, by the time you’re reading this, another one might already be on the horizon. Our most valuable asset is our knowledge: knowing how to get things done and having the ability to adapt to the next big thing that’s just around the corner.

No items found.

What can AI still not solve that would make a huge difference in your daily life?

AI is already everywhere in our daily lives. Some applications are obvious; others are less visible. For example, many people don’t even realize that something as simple as a telecom invoice is already generated with AI. More and more use cases will appear in the coming years, and in 10 years it will probably be impossible to imagine life without it.

But there are still things AI can’t solve - and maybe never will. One of them is the global awareness that a conversational AI is not a person. Even if it has a personality, it shouldn’t be treated as human. Another unsolved part is the ethical conscience around how AI is used.

AI can also struggle to foster genuine learning and independent thinking from the user’s side. And that’s a big issue: when people stop knowing how to think for themselves - that very human skill that makes us unique - then they risk being replaced by something else.

How does diversity contribute to driving innovation within organizations?

Maybe I’m focusing a lot on people in this interview, but that’s what Celfocus is truly made of: people with diverse backgrounds, from different cultures, gender identities, sexual orientations, expressions, and abilities. Diversity has always been, and continues to be, our key strength. And so, what does that mean? Bringing everyone to the table, regardless of who they are, while preserving their freedom to be themselves, allows us to capture the very best talent across multiple business areas and functions. This creates a fertile environment for collaboration, creativity, and, ultimately, innovation.

No items found.

Meet João Cordeiro Santos

No items found.

What can AI still not solve that would make a huge difference in your daily life?

AI is already everywhere in our daily lives. Some applications are obvious; others are less visible. For example, many people don’t even realize that something as simple as a telecom invoice is already generated with AI. More and more use cases will appear in the coming years, and in 10 years it will probably be impossible to imagine life without it.

But there are still things AI can’t solve - and maybe never will. One of them is the global awareness that a conversational AI is not a person. Even if it has a personality, it shouldn’t be treated as human. Another unsolved part is the ethical conscience around how AI is used.

AI can also struggle to foster genuine learning and independent thinking from the user’s side. And that’s a big issue: when people stop knowing how to think for themselves - that very human skill that makes us unique - then they risk being replaced by something else.

No items found.

Meet João Cordeiro Santos

What is it possible to discover when you stop, that you wouldn't otherwise be able to?

I wrote an article about this some time ago, and it really made me rethink things. When we stop doing, we create the space to see what truly matters. We uncover meaning, deepen our learning, tap into creativity, and nurture lasting connections - things often sacrificed in the rush of action. Stopping gives us the space to look inside ourselves, understand our context, connect with people, build teams, and form long-lasting relationships. From there, the sky is the limit - we can create whatever we want.

Curiosity is seen as the engine of discovery. What are you still curious to find out?

As a problem solver, I’m curious about everything and always keep this in mind: if we lost our curiosity, we’d still be living in caves. My curiosity is mainly focused on people - finding the best ways to make their lives better.

Each person in front of us is unique: they have a past, future dreams, and an untapped potential. Yet, we know very little about them unless we’re curious enough to ask, and they’re willing to share.

By connecting with real, authentic people, we gain insights, gather meaningful data, build knowledge, and create something truly amazing.

In your opinion, what technological breakthroughs have had the greatest impact on our (Celfocus) growth?

It’s always important not to forget where we come from… Some of the older folks at Celfocus might expect me to talk about Siebel or CRM. But that’s not really it. Our focus has always been the customer - customer centricity. Over the years, we’ve called it different things, adapting and evolving according to market needs, but at the core, we’ve always focused on enabling our clients to offer the best to their customers.

Technology has always been just the vehicle for that - flexible and ever-changing. Even if I mention a specific breakthrough now, by the time you’re reading this, another one might already be on the horizon. Our most valuable asset is our knowledge: knowing how to get things done and having the ability to adapt to the next big thing that’s just around the corner.

No items found.

What can AI still not solve that would make a huge difference in your daily life?

AI is already everywhere in our daily lives. Some applications are obvious; others are less visible. For example, many people don’t even realize that something as simple as a telecom invoice is already generated with AI. More and more use cases will appear in the coming years, and in 10 years it will probably be impossible to imagine life without it.

But there are still things AI can’t solve - and maybe never will. One of them is the global awareness that a conversational AI is not a person. Even if it has a personality, it shouldn’t be treated as human. Another unsolved part is the ethical conscience around how AI is used.

AI can also struggle to foster genuine learning and independent thinking from the user’s side. And that’s a big issue: when people stop knowing how to think for themselves - that very human skill that makes us unique - then they risk being replaced by something else.

How does diversity contribute to driving innovation within organizations?

Maybe I’m focusing a lot on people in this interview, but that’s what Celfocus is truly made of: people with diverse backgrounds, from different cultures, gender identities, sexual orientations, expressions, and abilities. Diversity has always been, and continues to be, our key strength. And so, what does that mean? Bringing everyone to the table, regardless of who they are, while preserving their freedom to be themselves, allows us to capture the very best talent across multiple business areas and functions. This creates a fertile environment for collaboration, creativity, and, ultimately, innovation.

No items found.
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Let Us Know Your Thoughts About Our Newsletter!
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Saying Hi!
© 2025 Celfocus. All rights reserved.
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