Ricardo Guimarães
Consultant in identity, culture and strategy, working for over 30 years with companies seeking to evolve in highly complex and rapidly changing scenarios such as Natura, Vivo, RD saúde, BB, Grupo Globo, Moura, Danone, etc. Founder of Thymus, he was a pioneer in Brazil in treating branding as an identity exercise — integrating culture, business and market. Today, he is dedicated to helping leaders and organizations make the transition between eras — from industrial logic to network logic — transforming tension, uncertainty and complexity into a source of learning, innovation and evolution.
Organizational Culture, Narrative and Entrepreneurial Identity
Every organization tells a story about itself and this story shapes decisions and outcomes. Studies show that identity (who we are as entrepreneurs), narratives and cultural rhythms directly influence the capacity to innovate. How do teams recognize themselves? How is authority built and exercised? And how does belonging transform into real engagement? This panel proposes to investigate organizational culture not as a set of values stamped on a wall, but as a living fabric that defines who has a voice, who is heard and which ideas gain space to grow. By exploring the relationship between narrative and entrepreneurial identity, the conversation invites us to rethink leadership as a practice of meaning-making. To undertake, in this context, is to understand that every team is also a community telling, every day, the story of who it is.