There’s good leadership, and there’s powerful leadership. Good leadership is the kind where the leader has skin in the game, which is a term that Nassim Taleb coined about leaders who will let the harm affect them first before transferring it to others. The powerful leadership is the kind where skin in the game inspires other members to do the same. This powerful leadership is shown in the executive leadership of Luiz Carlos Trabuco when he took over Bradesco’s presidential role last March 2009.
When Cappi became the president of Bradesco, his administration brought growth to the bank’s areas that he was leading, even after losing the bank’s ranking over its rival Itau Unibanco. It is not, however, the goal of Trabuco to just lead and do nothing about the real effective impact to the people. He said that doing what is right for his job is imperative for him to achieve the goal he set to better the lives of his employees.
Luiz is also known for making bold leadership moves. After the approval of the bank’s Chairman of the Board Lazaro Brandao, Luiz bought the Brazilian branch of what is now a famously known global bank brand, HSBC. For a total of $5.2 billion, Brazil has now seen one of the largest bank acquisitions in the market and will reestablish Bradesco as a leading brand in the banking industry.
With this bank purchases, it’s now easy to see how Bradesco will remain in the lead and will continue to outperform Itau Unibanco in at least three categories: number of account holders, branch network and the total number of investment funds. It is also easy to see how Bradesco will outperform the competition in the areas of assets, loans, and deposits granted to their shareholder.
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The leadership for HSBC that Luiz was able to establish will secure him the name of being able to conquer the market in the fastest way possible. In an interview with MONEY, Trabuco mentioned that the HSBC purchase was one of the examples that proved what organic growth of a bank would translate and bring.
After getting a green light of the bank purchase in the first quarter last 2016, Trabuco received the Entrepreneur of The Year in Finance award by Money mainly because of his stunning performance and leadership for the sector.
The Man Behind The Award
Born in Marília last 1951, Trabuco enjoyed his early years in the city of Bradesco where his place of origin is. Educational training of Trabuco started when he took up and studied from the Faculty of Philosophy, Science, and Letters of the University of São Paulo. In 1969, Trabuco began his work as a finance man for various institutions, until he managed to get through the hierarchy levels before becoming the President of Bradesco. This event didn’t happen, though, until he was able to prove his worth at Bradesco Seguros by running it from 2003 to 2009.
His performance for the bank is measured using various metrics, and one of those was his contribution to the bank’s growth. With about 30% of an increase in Bradesco’s profit since he started, he has proven his worth. Immediately after Trabuco got into the president position, he created what is now known as the corporate university to seek the various forms of methods needed to renew cadres of leadership. His effort to reach out to the different executives of the bank also proved that his direction style is organic.
Another significant contribution that Trabuco offered for Bradesco is the establishment of the rituals that gave autonomy to anyone he promoted. He believed that rituals and ceremonies play a dramatic role in encouraging real leadership in the executives. What he does for this aim is that he gathers all the executives at the Noble Hall, which is considered the most solemn area of the bank, and then he asks all the officials to make a speech, detailing their plan of actions, positions, and strategies for the bank’s growth. It is indeed an innovative way of handling executives that no other leader seems to do.
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