Every year-end makes me think about how much we live on autopilot.
We pile up goals, plans, deliverables, and often forget to stop and understand what really made sense.
For me, the turn of the year has always been less about celebrating and more about reflecting.
It’s a time to look back honestly and forward with purpose.
Because, in the end, growth isn’t just about meeting goals: it’s about learning from the path that brought you here.
I’ve learned that reviewing goals is an act of maturity. It’s understanding that not everything we planned makes sense today.
And that’s okay. Life changes, the market changes, we change. Goals are not immutable promises; they are compasses that help us adjust our course.
Sometimes, you need courage to admit that a fulfilled goal didn’t bring satisfaction—and that an abandoned goal opened up space for something more genuine.
In the early years of SEDA, I was obsessed with numbers. I wanted to grow fast, expand, prove that it was possible to do business outside of Brazil.
And we did. But, over time, I realized that goals without purpose are like journeys without a destination: they are tiring, but they don’t transform.
It was only when I started aligning goals with values — and not just results — that growth began to have meaning.
The end of the year is an invitation to do this: reconnect purpose with direction. Ask yourself what really matters.
What do you want to continue building? What needs to end? What deserves to begin? Because starting over is not a break with the past, it’s an improvement of it.
It’s when you take everything you’ve learned — the successes and, especially, the mistakes — and transform it into a foundation for a new cycle.
I also learned that charting a new chapter requires lightness. It’s not about making endless lists of resolutions, but about choosing a few things and doing them with sincerity.
An excess of goals distances us from the essence. When you learn to simplify, clarity appears.
And with it comes the peace of knowing that you are walking in the right direction, even if the path is still being drawn.
Today, I look at each turn of the year as an opportunity to give thanks and adjust. To give thanks for having come this far, and to adjust what needs more coherence and purpose.
Because time doesn’t wait, but teaches, and the most valuable learning is knowing how to use what has passed to better write what comes next.
In the end, it’s not about changing the year, it’s about changing the perspective.
Because every new chapter begins when we decide it’s time to write with more awareness, more truth, and more purpose.
