What marketing lessons can we learn from an unconventional entrepreneurial journey? Over 20 years ago, Brazilian Maira Genovese moved to London with a vision. From starting a business in a coffee shop to building a global agency, her journey encompassed challenges that uncovered valuable insights about entrepreneurship, business development and marketing. This session unveils this framework of outcomes, reflecting on how disruption, cultural observation, and inclusive leadership - along with purpose and resilience - can drive growth, as Maira shares advice she wishes she'd received.