If you are focused and assertive enough, the results will show, independently of your gender
Interview with Claudia Lipert Souza
Executive Director
Brazil-Thai Chamber of Commerce
Could you tell us briefly about yourself, and what brought you to Thailand?
Hello, my name is Claudia Lipert Souza, Executive Director at Brazil-Thai Chamber of Commerce. I was born and raised in southern Brazil, in the city of Porto Alegre, the capital of Rio Grande do Sul state. I am the youngest daughter of two high school teachers and education was one of the best gifts my parents gave to my sister and me. I studied Communications, Advertising and graduated in the early 90’s from a prestigious catholic university. I went on to take several roles in advertising sales, working in newspapers for renowned media organizations in Brazil and abroad for over 20 years. Away from Brazil, I have always missed the connection with my roots and fellow citizens and in every new place, I would try to join an organization like a chamber of commerce that would offer me a way to connect and feel close to home.
When we moved to Thailand to follow my husband’s work, to our surprise, we learned from the Ambassador of Brazil to the Kingdom of Thailand at that time that there was not a chamber of commerce to foster the Brazil-Thailand business link so we took up the challenge! BTCC is now 3 years old and is growing its membership and relevance despite – or perhaps because of – the pandemic, since the travel restrictions made it almost impossible for executives and business owners to explore the available opportunities in our respective countries. The chamber is their ideal link offering support and doing the groundwork that a business traveler would normally do.
Starting a new chamber of commerce in Thailand, what is required to succeed as a woman in an Executive role and creating everything from scratch?
In my opinion, if you are focused and assertive enough, the results will show independently of your gender. As a woman, you should not feel intimidated to express your point of view and offer suggestions as issues arise.
I had volunteered for two other chambers of commerce in the past, so I had an idea of the challenges we would face when setting up a non-profit organization from scratch. I once heard someone say that in order to succeed in this country, you must pay attention to these three P’s: Patience, Perseverance, and Presence. That concept could not express the truth in better terms, especially when starting up a non-profit organization assisted by only a handful of Brazilian companies with established presence in Thailand.
It took us almost two years to finally register and start operating the chamber after fulfilling all the lengthy and complex requirements and protocols.
During the first two years of the Brazil-Thai Chamber of Commerce (BTCC), we attended as many events as possible and joined organizations like the Joint Foreign Chambers of Commerce in Thailand (JFCCT) and the Board of Trade of Thailand in order to make valuable connections in the public and private sectors that would help our members achieve their business goals.
What is your mission as a woman and ED of the Brazil-Thai Chamber of Commerce?
My mission as a woman is to strive to be the best version of myself everyday. I believe everyone should find their own purpose in life and contribute to something that is bigger than themselves. Since the chamber’s creation, our mission has been to build something that would last way longer than our lifetimes and benefit our members, and the trade relations between our countries. I try to learn as much as I can about different industries and other chambers’ business models and stay informed on policies that could impact our organization and our member companies.
My work as Executive Director is focused on growing our membership by identifying companies that would benefit from joining our organization especially now during the current travel restrictions.
What are the most significant differences and similarities between working women in Brazil and Thailand? What could women in Thailand learn from business women in Brazil and vice versa?
I find way more similarities than differences between working women in Brazil and in Thailand. No one can deny that there is still a big gap between opportunities and compensation offered to men and women in the same fields. Women are still responsible for raising the children but are more and more required to contribute financially at home and sometimes can even be the sole breadwinner.
There are certain expectations that women have to endure, and men do not, such as looking good and keeping their temper while managing a team in stressful situations. Women are labeled “bossy” while men are just “firm”. Women everywhere have to be careful about their clothing, hair, and makeup choices in order not to send the wrong message while men do not have to worry about message they are sending.
Both in Brazil and in Thailand, I have met women who are focused, hard-working and motivated to find their space in male-dominated fields and I am proud that they have been slowly conquering their rightful place. In my opinion, Brazilian businesswomen could use more of the Thai patience and grace, especially when it comes to Bangkok traffic (guilty!) or any other conflict resolution. And Thai businesswomen have the right to be more assertive and confident like we feel we are in Brazil.
What is the biggest success/failure that gave you the most valuable lesson in your life?
When I was in my late twenties, I made the decision to quit my job at the local newspaper and invest my savings on a trip to study English abroad. After the program was over, I felt that I was not ready to return to Brazil, so I used up all the money I had saved to spend a few months traveling around Europe. I fell in love with all the different places and cultures and decided that one day I, too, would-be a citizen of the world. Looking back now, so many things could have gone wrong but that experience led me to where I am now and gave me the confidence I needed to take risks and have an exciting life abroad.
How do you manage to connect and integrate business partners from very different countries and cultures?
I genuinely enjoy meeting new people and listening to their stories and I strive to be sensitive to their beliefs and traditions. This way so I can understand what motivates them and I can collaborate with them, so we can achieve our goals together. I also realize that in some cultures business transactions happen at a very different pace than the one we are used to. So, patience and perseverance come again in handy.
What would be your general advice for fresh and future female leaders?
My advice would be to
- Learn as much as you can about the industry you chose to be in and understand the business environment around you, so you make the best decisions for your organization.
- Look for a mentor to guide you and advise you and strive to learn from his/her experience.
- Try to create a culture of collaboration where new ideas are welcome, and everyone has a voice.
- Be authentic, lead by example, and encourage your team to challenge your ideas when they think they have a better one.
- As much as possible, keep a good sense of humor and say everything with a sincere smile.
- Be compassionate with your team and put yourself in their shoes to better understand what motivates and drives them to get the best results for your company.
As a working woman, mother and wife, how do you keep yourself focused and motivated?
It sounds like a cliché but finding the right balance and being kind to yourself is key. Having a support system makes a huge difference. Blessed are all the helpers, nannies, cooks, and drivers that serve the local and expat community so well. I am also very fortunate to have found my soul mate. My husband is a natural mentor, patient and always willing to share his experience at any time. He is always there for me and has our family’s best interest at heart. Parenting, on the other hand, is a tougher job.
I think most working mothers get used to living with guilt and are constantly thinking that if they are succeeding at work, they are also likely failing as a mother or vice versa. I think the secret is not to expect perfection in every single aspect of your life. It’s just not possible. Some things will ‘fall through the cracks’ and that is okay. Accept that we all have good and bad days, and in the end, we are all trying our best on a daily basis.
Who do you think of first when we ask you what woman ever supported you, helped you to advance and stand out?
My mother has been a great role model my entire life. When my sister and I were just toddlers, she decided to attend university while still teaching at a public school just so she could earn a little more money after graduating in Mathematics and offer us a more comfortable life. She used to tell us about the many times when she had to lock herself in her room to study while my sister and I would knock on the door asking to come in. She has taught my sister and me important values such as compassion, accountability and gratitude.
She is a true educator – even after retirement, she teaches children who are struggling with Mathematics at her home. My mother is also an exemplary daughter – my fragile but very lucid grandmother is almost 96 years old, and my mom is one of her primary caregivers.
She is also a dedicated wife and grandmother – she and my father have been happily married for 52 years and have three grandchildren who they adore. She is truly an inspiration to me and to everyone who gets to know her.
Are we going to see a Brazil Carnival in Bangkok this year?
Due to the pandemic we, unfortunately, had to cancel this amazing event in both 2020 and 2021. A lot of effort, preparation, and dedication from the BTCC Social Affairs team goes into executing a successful event like this, which hosts approximately 400 guests and counts with fantastic entertainers who often come from outside Thailand just for this event.
We are certainly looking forward to an even better 2022 edition of the Brazilian Carnival Ball.
Stay tuned!
What is your personal inspiring message that you’d like to share with the DBWT community?
I once watched an interview with the famous host of “Good Morning America”, Robin Roberts, who said that when her life was falling apart after being diagnosed with breast cancer, her mother told her: “Make your mess your message”. Even though I have never had to deal with an awful diagnose like that, there were times in my life when I was in a personal crossroad and had to make tough decisions. Instead of hiding my troubles and pretending everything was fine, I shared my stories and experiences with other women, hoping to inspire them to share their own stories and to take ownership of their happiness. In my experience, this exchange of authentic life stories was always enlightening to me and to my female friends, old and new, reminding us that we are not alone and that nothing is really new under the sun.
Follow your heart and your intuition and take calculated risks in order to get where you want to go in life. Leave your comfort zone and do what is right, not what is easier. Do not try to be someone you are not or do something that hurts your nature just to advance in your career. Know yourself and your purpose in life. It is never too late to start learning a new skill, whatever it may be. Lastly, let’s celebrate each other’s victories and always support women-led businesses and initiatives.
