Lab Digital 2050 is presented to São Paulo’s intellectual community

The company Lab Digital 2050 is launched at the headquarters of ISE Business School in São Paulo. At a discreet gathering, after a breakfast with red-berry donuts, eight media labs are presented to São Paulo’s intellectual community.

ISE Board chair, professor Dr. Carlos Alberto Di Franco, stopped by to greet us out of friendship and for the occasion. As a launch demonstration, the data analysis lab uses a corpus of the comments left on the professor’s YouTube channel over the last six months. Sentiment analysis is performed using Microsoft artificial intelligence.

In the featured photo, Ágata Soares, Professor Dr. Carlos Alberto Di Franco, and me.

A respectful opening

Dr. Ana Brambilla and Raphael Müller. Photo: Vinícius Sgarbe.

ISE professors and Lab mentors Dr. Ana Brambilla and Raphael Müller give presentations, filling the roles of organizational sponsors. Müller has just returned from Barcelona, from an activity of the IESE Business School of the University of Navarra. He argues that a victory in life comes when the individual’s own resources are used. “David, when he fought Goliath, for example, did not use others’ weapons. He would not even know what to do with them,” he argues.

Dr. Ana dives into the deep meaning that is the genesis and development of a business, from the standpoint of philosophy. “The realization of an entrepreneur’s potential is becoming a businessperson,” she instructs. For her, “it is a pride to see a project gestated at our school coming to life and reaching the market with such solidity. The enthusiasm of the managers, Vinícius and Ágata, is clearly the greatest fuel of a proposal that emerges with the noble and rare goal of improving human communication in its many perspectives.”

Partners

The Lab’s founding partner, linguist Ágata Soares, explains: “we are launching the 2023 product line. The presentation officially marks the start of the company. We invited people who are part of our development, many of them spokespeople for brands we like working with, as well as representatives of international delegations, and Sgarbe’s mother.”

Curitiba entrepreneur Oberdan Pallu, psychologist Janine Sgarbe, and the director of institutional relations of the Master: Media Business, Dr. Glaucia Noguera. Photo: Vinícius Sgarbe.

The director of institutional relations of the Master: Media Business, Dr. Glaucia Noguera, writes: “the Entrepreneurship in Journalism [course] was created in 2020, to improve the knowledge of media professionals who already ran businesses or wished to start their own. Sgarbe fit both categories: for some years, he had been running his own projects, but he enthusiastically cultivated many other good ideas that remained on paper. Lab Digital 2050 was one of them, and it was shaped over the classes and mentoring sessions. Hosting the official launch in São Paulo is, for Master: Media Business, a reason for great joy and satisfaction. Entrepreneurship involves great risks and, on this festive morning, Sgarbe and Ágata proved that, with strategy and passion, dreams become reality.”

For me, Sgarbe, the company is born of a deep awareness that work must have a broad usefulness, and that the “true values of life” that ceased to be appreciated, as Freud invites us to observe, tend to be recovered through simplicity.

I am a veteran of the first class of ISE’s Entrepreneurship in Journalism course. A kind of “Sunday school” compared with the highly prestigious media Master. Let it be public and well known: rarely is professional work as well cared for as it is at ISE. Something similar I lived when I became a partner of journalist Cassiana Pizaia in our production company Outras Terras Filmes.