Ana Souza
PhD in Neurophysiology (2010) from UFRJ, specialized in Emotion and Emotion Regulation. Has 25 years of experience in Behavioral Neuroscience. Founding partner of Forebrain Neurotecnologia (2010) and Nemesis Neurociência Organizacional (2017), both pioneering companies in Brazil applying neuroscientific knowledge to the market. Over recent years has served major clients such as Engie, Naturgy, Sabesp, Globo, PwC, iFood, Allos and Abbott. Professor at FDC, ESPM, Conquer and Casa do Saber, also columnist for Você RH magazine (Editora Abril), Casa do Saber blog and LinkedIn TopVoice.
Free Will: Where Is a Decision Born?
This panel explores the concept of free will from two complementary perspectives: the spiritual, which sees in freedom of choice an essential component of human agency and ethics; and the neuroscientific, which questions the extent to which our decisions emerge from brain processes conditioned by biological, historical, and environmental factors. Advances in contemporary neuroscience show that will and action are shaped by probabilistic neural structures and by the interaction between genetics, experience, and context, challenging traditional conceptions of conscious autonomy and control. At the same time, spiritual traditions offer readings that highlight the meaning, intention, and moral significance of choices in entrepreneurial life. The debate invites entrepreneurs to reflect on how we understand responsibility, purpose, and agency in a world where science and spirituality offer distinct narratives about what it means to choose. To undertake, in this case, is to understand where choices begin in order to make better decisions.
The movement starts with you
During SP2B, São Paulo becomes a platform for those who want to build, connect, and transform. A gathering that brings together applied innovation, relevant content, and people willing to make things happen. More than watching, you participate. More than listening, you activate.
Explore the access options and choose the one that best fits you and your goals.
PLATINUM
A experiência completa: opening night exclusiva e acessos no Hotel Unique.
Para executivos C-level, founders e investidores que buscam acesso privilegiado e conexões de alto impacto.
Everything in Enterprise, plus:
- 8 dias de evento
- Opening Night exclusiva com Esther Perel
- Acesso a área VIP
- Fast Pass para os conteúdos mais disputados
- Shuttle para deslocamentos durante o evento
- Networking premium com investidores, founders e executivos

ENTERPRISE
Acesso direto a quem decide: networking com investidores e executivos na Business Area.
Para executivos e intraempreendedores que conectam empresas a startups, investidores e parceiros estratégicos.
Everything in Explorer, plus:
- 7 dias de evento (exceto opening night)
- Acesso a Business Area
- Pista premium nos shows
- Meeting tool com agendamento de reuniões one-to-one

EXPLORER
Nosso passaporte para conhecimento, conexões e experiências.
Para profissionais que buscam novas ideias, repertório ampliado e conexões que geram perspectiva e ação.
Everything in Day Pass, plus:
- 7 dias de evento (exceto opening night)
- Sábado e Domingo com inscrição prioritária
- Acesso aos palcos e trilhas (exceto Business Area)

Day Pass
Para quem quer encaixar o SP2B em uma agenda apertada.
Profissionais com a semana comprometida, que podem mergulhar em um único dia de evento.
- 1 dia de evento à escolha (terça, quarta ou quinta)
- Acesso aos palcos e trilhas do dia escolhido (exceto Business Area)

Z PASS
Para pessoas jovens empreendedoras dando primeiros passos no mercado.
Pessoas universitárias, recém-formadas e criadoras de conteúdo iniciando suas carreiras.
- 1 dia de evento dedicado (sexta-feira)
- Acesso aos palcos e trilhas da sexta-feira (exceto Business Area)



