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As Latin America continues to emerge as a hotbed for innovation and investment, visionary leaders are seeking deeper insights into how to navigate its unique markets. Charles Herisson, an investor and revenue growth expert, shares a strategic playbook tailored for unlocking long-term revenue potential in Brazil and the broader Latin American region.
Cultural familiarity
Herisson emphasises that identifying untapped opportunities in emerging markets begins with understanding demographics and demand, particularly in a country like Brazil, which boasts a young, sports loving population. According to Herisson, this youthful energy, paired with a deep passion for football, makes Brazil an especially attractive market for industries such as gaming and digital entertainment.
※Brazil is definitely the fastest growing market, particularly in the gaming world,憸 Herisson notes. Leveraging his Italian roots, he also highlights the cultural ties many Brazilians have with Italy, which he believes creates a unique advantage ※Many Brazilians have Italian ancestry… this common bond makes it much easier for us Italians to invest here.憸
Building for the long haul
Moving beyond quick wins, Herisson advocates for building sustainable revenue by investing in people. He underlines the importance of organisational culture and employee development, stating that the most successful companies are those where employees feel part of something meaningful. ※Only well-trained people can create quality products and services, and we only feel gratified when we do something extraordinary.憸
His formula for success includes continuous training, emotional connection to the workplace and fostering a culture of listening and flexibility. ※You have to immerse yourself in the market＃ only by listening can we come up with solutions to problems.憸 Foreign investors, he warns, often fail because they arrive with rigid strategies. Flexibility and local insight are essential, ※You have to be able to listen and be flexible.憸
Strategic investment and revenue growth
Herisson believes that strategic investment is inseparable from innovation. For a company to scale effectively in Latin America, it must integrate with cutting-edge technologies and maintain strong relationships with academic and research institutions. ※Failing to keep up with the latest technological changes means you can’t control the markets,憸 he explains. He also champions microlearning, small, daily doses of both professional and personal training, as a powerful tool to sustain employee growth in fast-moving sectors.
Herisson is optimistic about the digital economy’s potential. ※Business models based on the digital and information economies certainly have enormous growth potential, especially in emerging markets,憸 he says. He singles out sectors like online publishing, education and entertainment as particularly poised for robust growth in the next three to five years. Herisson＊s insights offer a roadmap for forward-thinking leaders aiming to tap into the dynamic LATAM landscape. With the right balance of cultural understanding, employee investment, strategic agility and tech integration, businesses can unlock powerful new revenue streams in one of the world＊s most promising emerging regions.
Join the conversation at SiGMA South America 2026 in Brazil, where industry leaders, investors and innovators will gather to explore the region＊s explosive growth potential. Dive deeper into the trends Charles Herisson highlights, from digital disruption to strategic localisation and discover how your business can thrive in the heart of Latin America’s most dynamic market. Don＊t miss your opportunity to connect, collaborate and lead the next wave of growth.
