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Strategy & Leadership
My thoughts and personal experience on business strategies and people leadership


Career adaptability: riding the waves from mainframe to AI and the energy transition
Career adaptability is the skill that turns tech disruption into advantage—from mainframes to smartphones, and now AI and the energy transition. A practical, execution-first playbook for learning fast and shipping real outcomes.

Marcellus Louroza
6 days ago2 min read


Brazil free electricity market: ACL opening creates a once-in-a-generation window
Brazil free electricity market moves from bill to reality with MP 1.304/2025. Brazil free electricity market expansion enables supplier choice for 89M users with Supplier of Last Resort safeguards.

Marcellus Louroza
Dec 103 min read


Energy SaaS for HEMS: One App, Real Savings, Less Hassle
Energy SaaS makes home energy simple. Energy SaaS turns HEMS into one service that coordinates solar, batteries, EV charging and heating to cut costs automatically.

Marcellus Louroza
Dec 12 min read


HEMS User UX of Energy Experience: Why Energy Needs a Spotify Moment, Not Spreadsheets
HEMS user experience now determines who scales in residential energy. HEMS user experience must shift from dense dashboards to personalized automation that ordinary households use daily.

Marcellus Louroza
Nov 212 min read


Forced Energy Transition: lessons from history, markets, and policy
Forced energy transition debates often miss commercial fundamentals. Forced energy transition framed around intermittent supply struggles when availability, reliability and affordability are misaligned with demand.

Marcellus Louroza
Nov 192 min read


Shackleton Leadership: Courage, Discipline, and Team Judgment for Modern Executives
Shackleton leadership still guides turbulent markets. Shackleton leadership shows how courage, discipline, and team judgment turn uncertainty into action while protecting people, morale, and mission.

Marcellus Louroza
Nov 72 min read


Home Energy Platforms: HEPs to Telcos — Don’t Wait, Partner Now
Home energy platforms are where telcos turn connectivity into revenue. Home energy platforms bundle solar, EVs, heat pumps, meters and AI so households save money, shift load, and help the grid.

Marcellus Louroza
Nov 32 min read


Home Energy Platforms: How Telcos Turn 6G Into Revenue With AI‑Driven HEP Bundles
Home energy platforms are the bridge between faster networks and real revenue. Home energy platforms bundle solar, batteries, EVs, dynamic tariffs, and AI into one simple app that saves money and shifts load.

Marcellus Louroza
Oct 125 min read


Telcos in Energy: How Connectivity Giants Win the Home Energy Platform Race
As households adopt PV, batteries, EVs and smart tariffs, telcos in energy can turn identity, billing, and connectivity into the backbone of home energy platforms—partnering with leading HEMS/VPP software to capture recurring revenue.

Marcellus Louroza
Oct 72 min read


Blockchain in the energy market: beyond the hype, what works in practice?
Article on what actually works in blockchain + AI for P2P energy trading, citing SunContract, Power Ledger, Quartierstrom, Equigy, and Energy Web.

Marcellus Louroza
Oct 69 min read


The Green Hangover: Balancing Enthusiasm with Economic Realities in the Energy Transition
The green hangover captures the gap between climate exuberance and execution. As rates rise and supply chains bite, the green hangover forces a pivot to unit economics, firm capacity, and interoperable demand flexibility.

Marcellus Louroza
Sep 262 min read


Electricity Market Liberalization: How Quantum Tech Could Redefine Brazil’s Energy Future
Brazil's electricity market liberalization is accelerating — and the next leap could come from quantum-powered platforms that transform trading, demand, and grid flexibility.

Marcellus Louroza
Sep 102 min read


The pitch isn’t the slides—it’s the psychology
This article explains how pitch psychology, frame control, status dynamics, and curiosity loops—popularized by Oren Klaff—turn dense decks into decisive yeses, with practical steps and links.

Marcellus Louroza
Aug 292 min read


Real-Time Energy: Nordic Playbook for Brazil’s Consumer Engagement
Norway and Sweden proved that retail power can be app-first and data-driven. Brazil’s high smartphone adoption and upcoming market opening make real-time energy the fastest path to loyalty, savings, and flexibility.

Marcellus Louroza
Aug 72 min read


Energy transition realism: a balanced path beats wishful thinking
Energy policy is sprinting ahead of physics and economics. Energy transition realism argues for sequencing renewables with firm low-carbon power and market design that protects reliability and affordability.

Marcellus Louroza
Jul 270 min read


Energiewende realism: beyond slogans to a workable energy mix
A career across telecom and power taught me this: technology shifts only stick when economics and reliability line up. Energiewende realism asks us to pair renewables with firm power, storage, and sound market design—so the lights stay on as costs fall.

Marcellus Louroza
Jul 122 min read


Energy Data as Strategy: Analytics, Markets, and the Three Pillars—Availability, Affordability, Security
In modern power systems, decisions live and die on data. This piece shows how energy data—collected from meters, devices, and markets—drives forecasting, tariffs, DER orchestration, and investment that deliver reliable, affordable power.

Marcellus Louroza
Jun 122 min read


Vaclav Smil Energy Transitions: Pragmatism, Systems Thinking, and Real-World Constraints
Hype doesn’t power grids—systems do. This article explains how vaclav smil energy transitions thinking grounds strategy in physics, capital turnover, and social realities, guiding credible policies and investments.

Marcellus Louroza
Jun 102 min read


Balanced Energy Transition: Reliability, Affordability, and Real-World Constraints
Ideology can’t keep the lights on. This article argues that a balanced energy transition—sequenced, technology-agnostic, and reliability-led—is the only credible way to cut emissions without triggering price shocks or supply risks.

Marcellus Louroza
Jun 12 min read


Shackleton's leadership: Shackleton planned the possible but he accomplished the IMPOSSIBLE!
Sir Ernest Henry Shackleton's incredible task of saving 27 men from certain death in Antarctica

Marcellus Louroza
May 2, 20242 min read
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