About
Strategy doesn’t die on paper. It dies in execution.
I spent over two decades inside organizations discovering that the problem is almost never a lack of a plan. It’s a lack of connection between those who decide and those who do.
How I got here
I started giving talks in 1999. Since then I’ve reinvented myself several times: I was a technician, a manager, an entrepreneur, a consultant and a professor. I worked in Brazil and in Europe, in multicultural teams, almost always in environments where change moved faster than the organization’s ability to keep up.
At some point along that path I stopped trying to fix isolated teams. I realized that agile teams inside slow organizations still deliver slowly, because the bottleneck is rarely where we look first.
That’s what led me to Flight Levels, and made me Brazil’s first Flight Levels Guide and Coach. Not as a method to install, but as a way of seeing the whole system: where decisions are born, where work is coordinated, and where it actually happens.
If I look at what your teams are doing today, I can see your strategy.
That’s the question I ask every leader who comes to me. When the answer is no, the problem isn’t the people. It’s the absence of a system connecting the organization’s levels.
Today I serve as Head of Partnerships Americas at Businessmap, leading partnership expansion across Latin America, and as Board Advisor at LeanWork Group. I keep speaking, training and writing, because that’s how knowledge circulates.
5,200+
professionals trained
250+
companies served
27+
years on stage
8
international certifications
What I believe
Three convictions that guide every piece of work I take on.
There’s no recipe
Every organization is a system with its own context, constraints and people. Anyone who shows up with a ready-made solution hasn’t understood the problem yet.
Method isn’t the outcome
Installing a framework is easy and measures quickly. Changing how the organization decides is hard, takes time, and is what actually moves the number at the end of the month.
Visibility before speed
No one improves what they can’t see. Before you speed up, you need to make the work and the decisions visible.
The journey
A few milestones that explain how I got to the work I do today.
1999First talk. The start of it all, not yet knowing it would become a profession.
2013First certifications from Scrum Alliance: Certified ScrumMaster (CSM) and Certified Scrum Product Owner (CSPO).
2016Learning 3.0 Facilitator through Happy Melly.
2017Launched the Mundo Compartilhado channel, dedicated to sharing knowledge for free.
2018Kanban certifications from Kanban University: Kanban Management Professional (KMP) and Accredited Kanban Trainer (AKT).
2019Brazil’s first Flight Levels Guide, through the Flight Levels Academy. Kanban Coaching Professional (KCP). Portuguese translation of Rethinking Agile, by Klaus Leopold.
2021Flight Levels Coach. Co-founded the Flight Club Global community.
2024Head of Partnerships Americas at Businessmap, connecting partners and markets across Latin America.
Credentials
International certifications, with issuing institution and year.
Flight Levels GuideFlight Levels Academy · 2019
Flight Levels CoachFlight Levels Academy · 2021
Accredited Kanban Trainer (AKT)Kanban University · 2018
Kanban Management Professional (KMP)Kanban University · 2018
Kanban Coaching Professional (KCP)Kanban University · 2019
Advanced Certified ScrumMaster (A-CSM)Scrum Alliance · 2020
Advanced Certified Scrum Product Owner (A-CSPO)Scrum Alliance · 2022
Certified ScrumMaster (CSM) and Certified Scrum Product Owner (CSPO)Scrum Alliance · 2013
Learning 3.0 FacilitatorHappy Melly · 2016
Books and teaching
Knowledge only matters when it circulates.
Translation
Repensando a Agilidade
By Klaus Leopold, creator of Flight Levels. Portuguese translation, co-translated with Paula Viani.
Translation
Kanban Essencial Condensado
By David J. Anderson and Andy Carmichael. Official translation into Portuguese.
Translation
Guia Oficial do Método Kanban
Official reference for the method, in Portuguese.
I’ve been a guest lecturer in MBA and graduate programs at PUC-PR, PUC-Rio, Universidade Presbiteriana Mackenzie and Sistema FIEP. I created the Mundo Compartilhado channel and I’m a co-founder of the Flight Club Global community.
Personal note
Bios are strange things. On websites you basically have to dress yourself up and act rather pompous to make sure people know why you’re worth their time. I’m an approachable person. Never hesitate to introduce yourself if you see me around. I’m a simple person.
Ready to talk about your context?
A keynote, training program, event or a conversation about where your organization is stuck.
Invite me to your event See the training programs Talk to Jose JR