As part of the partnership between the Portuguese Diaspora Council and Jornal de Negócios, João Cunha, COO and Deputy CEO at Smartenergy, and Counselor of the Western Europe Regional Hub, was interviewed by Jornal de Negócios. In the interview, João Cunha discussed his professional journey and identified competitive opportunities for Portugal, its economy, companies, and entrepreneurs in general.

1- WHAT LED YOU TO LEAVE PORTUGAL?

My decision to leave Portugal was motivated by the search for new professional challenges that would allow me to grow in an area with great potential, such as renewable energies. In 2010, when observing the market landscape in Portugal, I realized that international experience could be an asset to my career, especially in sectors such as solar and wind energy, where innovation is constantly evolving. In addition, the experience of being part of large multinational companies, such as Martifer Solar and Lightsource BP, allowed me, at the time in the United Kingdom, to acquire a global perspective on the challenges and opportunities of the industry. When I joined Smartenergy in Switzerland in 2018, their strong commitment to sustainability and innovation offered me the ideal conditions to further accelerate my professional growth. Today, I feel extremely motivated by my role in the company, especially for the impact I am having on the development of the business, both in the Swiss market and in Portugal, where we have a significant share of our business and where in 2020 we made the decision to locate our global competence center in Matosinhos, Porto.

2- WHAT ADVANTAGES OR DISADVANTAGES DID BEING PORTUGUESE BRING YOU?

Being Portuguese has been a relevant advantage in my professional experience abroad, mainly because of the reputation that the Portuguese community has in Switzerland. The work ethic and adaptability of the Portuguese are widely valued, which facilitated my integration both professionally and personally. Portuguese culture is also highly respected, and I believe that my cultural background has been an asset in building trusting relationships with my colleagues and business partners. On the other hand, one challenge I faced was the language barrier, especially when working in an environment where German is essential. However, the company offers an inclusive environment where communication is done in English, which has helped mitigate this difficulty. In addition, I had to learn to adapt to a more formal and structured work culture, but this also helped me evolve, becoming more disciplined and focused on quality and efficiency.

3- WHAT OBSTACLES DID YOU HAVE TO OVERCOME, AND HOW DID YOU DO SO?

One of the biggest hurdles I faced was adapting to Switzerland’s highly competitive and structured work environment. Its culture of rigor and demand is very different from the more flexible approach found in Portugal. To overcome this, I focused on improving my personal organization and my ability to deal with tight deadlines and the need to make quick and effective decisions. In addition, I had to learn to balance professional life with my personal well-being, given the fast pace and demand of the profession. The key to adapting was persistence, a focus on personal development and the support of an excellent team, which helped me overcome these difficulties.

4- WHAT DO YOU ADMIRE MOST ABOUT THE COUNTRY YOU ARE IN?

What I admire most about Switzerland is its ability to innovate without compromising sustainability and quality of life. Switzerland is a model of excellence in terms of infrastructure, with a world-class transport system and a very rigorous approach in terms of natural resource and energy management. His vision for renewable energy is extremely advanced, which is especially motivating for those working in the field. Switzerland also has a highly collaborative work environment, where people value efficiency, rigor, and respect for others, creating a professional culture that inspires me to be my best. Political stability and trust in institutions are also characteristics that I deeply admire and that contribute to my well-being and security.

5- WHAT DO YOU ADMIRE MOST ABOUT THE COMPANY/ORGANIZATION YOU ARE IN?

At Smartenergy, I admire the culture of excellence, innovation and sustainability that is present in all aspects of the business. Working in a company that is at the forefront of renewable energy is extremely motivating, and I have the privilege of contributing to the development of solutions that have a positive impact on the planet. The fact that our company is present in different markets offers me a unique opportunity to learn from different cultures and to apply best practices in different contexts. In particular, the installation of the global competence center in Matosinhos, Porto, was an important milestone for our company and for the development of renewable energy in Portugal, and I am very pleased to be able to be part of this project. The team I work with is exceptional, and collaboration between everyone has been essential to the success of our mission.

6- WHAT RECOMMENDATIONS WOULD YOU GIVE TO PORTUGAL AND ITS ENTREPRENEURS AND MANAGERS?

I would recommend that Portugal continue to invest in innovation and sustainability, areas in which the country has enormous potential to stand out at a global level. The energy transition is a unique opportunity to create a more sustainable future, and Portugal is already taking important steps in this direction. For Portuguese entrepreneurs and managers, my main recommendation would be to take advantage of internationalization opportunities, strengthening links with markets such as Switzerland, which have an advanced approach to the implementation of green technologies. International partnerships and collaborations are key to developing and accelerating innovation in sectors such as renewable energy, and Switzerland is an excellent example of a mature and innovative market in this field. I would also suggest a greater focus on continuous upskilling and adaptation to new technologies, especially with regard to digitalisation and automation, which are essential to ensure competitiveness in the future.

7- IN WHICH SECTORS OF THE COUNTRY WHERE YOU LIVE CAN PORTUGUESE COMPANIES FIND CUSTOMERS?

In Switzerland, Portuguese companies have great potential to find customers in the renewable energy, green technologies and technological innovation sectors. Switzerland has a strong commitment to sustainability and the energy transition, so there is a great demand for innovative solutions in these areas. Portuguese companies with strong know-how in engineering, digital solutions, and sustainability can find many opportunities in sectors such as sustainable construction, green mobility technologies, and energy efficiency. The biotechnology and pharmaceutical area also represents an attractive market for Portuguese companies, especially in the areas of research and development.

8- IN WHICH SECTORS IN PORTUGAL COULD COMPANIES IN THE COUNTRY WHERE YOU ARE WANT TO INVEST?

Swiss companies are particularly interested in investing in Portugal in the sectors of renewable energy, digital technologies and sustainability innovation. Portugal’s potential to become a European leader in renewable energy, given its geographical location and natural resources, makes the country extremely attractive to Swiss investors. In addition, sectors such as biotechnology and sustainable tourism are areas with great synergy between the two countries. Switzerland, with its expertise in innovation and technology, could invest in Portugal to boost the development of new solutions for the energy industry and for digitalization. Another sector with potential is the software and artificial intelligence industry, where Swiss companies could collaborate with Portuguese startups to expand their global reach.

9- WHAT IS THE COMPETITIVE ADVANTAGE OF THE COUNTRY YOU ARE IN THAT COULD BE REPLICATED IN PORTUGAL?

Switzerland’s main competitive advantage is its ability to continuously innovate while maintaining a highly efficient infrastructure and a culture of excellence in its companies. The combination of a top-notch education system, public policies that encourage innovation, and a highly skilled labor market creates a perfect environment for the development of new technologies. In Portugal, a system of incentives for innovation similar to that of Switzerland could be replicated, with greater government support for research and development, and more resources directed to startups and technology companies. The focus on sustainability and the promotion of public-private partnerships to accelerate the energy transition could be great assets for Portugal, especially in the renewable energy sector.

10- ARE YOU THINKING OF RETURNING TO PORTUGAL? WHY?

Although I have a strong connection to Portugal, especially because of my family and my desire to contribute to the country’s economic development, my work in Switzerland and the global projects in which I am involved, mean that, at the moment, the future leads me to continue working in international markets. However, my focus has always been to contribute to the energy transition and global sustainability, and I believe that the work we are doing from Switzerland can also benefit Portugal. I do not exclude the possibility of returning to Portugal in the future, especially to support innovation in the energy sector or collaborate in strategic projects involving both countries.