This article will offer some background into the life of Luiz Carlos Trabuco Cappi. He is the current CEO of Bradesco, which is the second largest private bank in all of Brazil. He has spent most of adult life working for the bank and moving up its ranks due to the uncanny ability of being able to make one good decision after another. Also, his projects all seem to turn out positively, and speaking of positives, the numbers he put up for Bradesco before becoming the bank’s president and after gaining the position have taken numbers that were either low or mediocre, and he has improved all of them. Even though this article focuses on his background, the beginning of the article being translated has to do with him winning an award for being entrepreneur of the year.

Although the link for the entire article can be found here, what made Luiz Carlos Trabuco Cappi entrepreneur of the year could have very well brought Bradesco from the ranking as the second largest bank in Brazil back to the number one spot. Before Luiz Carlos Trabuco Cappi became the CEO of the bank, a merger of two larger banks in Brazil, basically the number two and three, put the merged financial institute as the top bank in Brazil. It even surpassed the central bank, the Bank of Brazil in many aspects, which is difficult considering the Bank of Brazil is part of the World Bank, International Monetary Fund and the Bank for International Settlements. Needless to say, Luiz Carlos Trabuco Cappi had his work cut out for him, and it was work he was well prepared for as you read the translation below.


Luiz Carlos Trabuco Cappi began working at the bank in 1969. As usual at the institution, he went through all hierarchy levels. But he managed to take over the presidency at a branch of Bradesco for his work. The branch was known as Bradesco Seguros, which he ran from 2003 to 2009. This area has contributed about 30% of Bradesco’s overall profit to date. As soon as he sat in the chair, Luiz Carlos Trabuco Cappi created a corporate university, and he had begun to seek the renewal of leadership cadres, talking to executives from all levels of the bank.

To account for this, it established rituals to give autonomy to those who were promoted. Those who had gotten promoted were gathered in the Noble Hall, the most solemn area of the bank where the employees seemed to show a sort of reverence, and it was also used for shareholders’ meetings. To each of them, the forum was opened, and speak their minds concerning the bank. “Whoever receives the microphone should have something to say, send a message, vocalize positions, a strategy and a plan of action,” warned Luiz Carlos Trabuco Cappi, according to a source who participated in those meetings. One of the things happening was the search for new and promising talent. The campaign being promoted by Luiz Carlos Trabuco Cappi was the search for professionals in the market.

One such example was Renato Ejnisman, who was a responsible executive director for Bradesco BBI, who has served on Bank of America and BankBoston. One of his daily habits, Luiz Carlos Trabuco Cappi arrived at the bank around 7 o’clock in the morning. Then, he would work until 6:00 p.m., but in general, he extended his work at business dinners. Earlier in the year, his name was considered to take over the Ministry of Finance. It is a great honor to be vetted for a nomination, but he was the pick the President of Brazil wanted, so he was beyond nominated. All he had to do was accept, but he did not accept the invitation to join President Dilma Rousseff’s cabinet. “Trabuco was born to work for Bradesco,” said an executive who knows him well. In fact, his name is the strongest to succeed Lázaro Brandão, seen by all as the soul of the bank.

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