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IQ tests are tools used to measure a person’s intelligence through a series of standardized cognitive tasks. These tests mainly focus on three key areas: logical reasoning, short-term memory, and verbal ability. For more than a century, IQ tests have been used in educational and professional contexts to assess individuals’ cognitive abilities.

However, there is growing debate today about the effectiveness of these tests. While IQ results can provide useful information in some cases, many experts question whether they truly represent intelligence in its entirety, as intelligence is a multifaceted concept that encompasses much more than just logical reasoning or verbal skills.

The science behind IQ tests

In 2012, a team of researchers from Western University in Canada and the London Science Museum conducted a study to examine the reliability of IQ tests. The study, published in the journal Neuron, included over 100,000 participants from around the world and sought to determine whether intelligence could be measured by a single factor.

Study results

The study’s results challenged the idea that a single IQ test could capture all the differences in people’s cognitive abilities. Researchers found that intelligence cannot be reduced to a single measure, as it involves several factors, including:

• Short-term memory
• Logical reasoning
• Verbal ability

These three factors correspond to distinct patterns of brain activity, suggesting that intelligence is much more complex than what traditional IQ tests can measure.

The failures of IQ tests

According to Dr. Adam Hampshire, one of the authors of the study, IQ tests have “fundamental flaws.” Although these tests can be useful for estimating cognitive abilities in clinical and educational contexts, they do not adequately reflect the complexity of human intellect. Researchers concluded that IQ tests are insufficient for capturing all the differences in individuals’ cognitive abilities, as they focus only on a portion of the intellectual spectrum.

Should IQ tests be discontinued?

Despite their limitations, IQ tests remain one of the most commonly used tools to measure intelligence. However, experts suggest that these tests should be questioned and improved, rather than discarded altogether. Some suggest that it would be more useful to adopt a broader view of intelligence, considering other factors such as creativity, emotional intelligence, and the ability to solve complex problems.

Intelligence and new trends in job interviews

Today, job interviews are evolving to adapt to new technologies and a broader understanding of intelligence. In addition to traditional IQ tests, companies are adopting new trends to evaluate candidates, such as online IQ tests and the use of artificial intelligence (AI) to assess cognitive skills.

An emerging trend in job interviews is BYOAI (Bring Your Own AI), which allows candidates to use AI tools during the selection process. This trend reflects a shift in how companies assess cognitive skills, recognizing that intelligence is not only measured through traditional tests but also through the ability to work with advanced technologies like AI.

In this regard, ENEB stays at the forefront of emerging trends in business education, offering programs that prepare students to face the challenges of the digital world, where artificial intelligence and cognitive tests play a fundamental role.

The future of intelligence testing

As science advances, IQ tests are likely to continue being used in some contexts, but they will likely evolve to include a more comprehensive assessment of individuals’ cognitive abilities. Future intelligence tests could incorporate new technologies and approaches to measure broader aspects of cognition, such as creativity, problem-solving skills, and the ability to interact with artificial intelligence.

Moreover, advancements in neuroscience and brain imaging techniques will allow for more accurate measurement of different aspects of human intelligence. It is likely that in the future, much more sophisticated tools will be used to assess cognitive skills, leading to a fuller understanding of what it means to be “intelligent.”

Conclusion

Although IQ tests have been used for over a century as a measure of intelligence, current science suggests that they are insufficient to assess the complexity of human intellect. Intelligence is a multifaceted concept involving various factors, and traditional IQ tests cannot capture its full complexity.

As companies adopt new trends in job interviews, such as AI-based tests and BYOAI, it is clear that the concept of intelligence is evolving. ENEB offers Master programs that prepare students to face these new challenges, ensuring they are ready to seize the opportunities brought by the technological revolution.

In an increasingly digital world, the decisions on what to study and how to shape your professional career have become more complex. Artificial intelligence (AI) is shaping society and the labor market, generating new opportunities and transforming the demands of businesses.

In this article, we present the five careers that, according to trends driven by AI, will be essential to ensure a promising professional future in 2025.

The influence of artificial intelligence on the professional future

AI is transforming all industries, from health to education, technology, and renewable energy. Therefore, it is essential to choose a career that is not only aligned with your interests, but also with the technological trends dominating the market. Training in areas that integrate artificial intelligence not only guarantees you being part of the future but also provides a competitive advantage in the labor market

In this regard, ENEB stays ahead of technological trends by offering MBA programs focused on AI, innovation, and digital transformation, enabling our students to develop the skills necessary to thrive in this ever-changing environment.

The five recommended careers for 2025-2026

1. AI and Machine Learning Engineering

Artificial intelligence and machine learning have ceased to be futuristic concepts and are now a present reality that is revolutionizing various industries. The demand for engineers specialized in AI and algorithms that enable machines to learn and make decisions is constantly growing.

What does an AI engineer do?

This professional designs and optimizes systems that allow for task automation, analysis of large volumes of data, and the creation of personalized user experiences. As AI continues to develop, engineers will be responsible for ensuring these systems operate ethically, effectively, and efficiently

If you’re interested in this field, ENEB’s Higher Education Course in Artificial Intelligence is an excellent choice to acquire the knowledge and skills necessary to lead digital transformation and advanced technology projects in businesses across all sectors.

2. Data Science

The analysis of large data volumes, known as Big Data, is another area with significant future potential. Data scientists use statistics, algorithms, and AI tools to extract patterns and key insights that help businesses make strategic decisions.

What does a data scientist do?

A data scientist works with massive data sets to help businesses better understand their environment and customers. In sectors such as marketing, health, banking, and finance, data is essential for improving decision-making processes and forecasting market trends.

AI is key to enhancing this career, as it allows for more efficient and precise data analysis. At ENEB, we offer the Master in Big Data and Business Intelligence, which will train you in best practices for data management and how to apply them in the corporate world.

3. Cybersecurity

As digital threats become more complex, cybersecurity has become a priority for businesses. Cybersecurity experts are responsible for protecting sensitive information and ensuring that company systems are safe from cyberattacks.

What does a cybersecurity expert do?

This professional designs and implements strategies to protect data, networks, and computer systems from potential breaches. As AI is used in threat detection, cybersecurity becomes more efficient and precise. In 2025, the demand for professionals in this field will be higher than ever.

4. Robotics and Automation Engineering

Automation and robotics are revolutionizing industries like manufacturing, logistics, and healthcare. With the integration of AI in robotics, engineers specializing in this field will play an essential role in creating systems that optimize processes and reduce operational costs.

What does a robotics and automation engineer do?

These professionals design robots and automated systems that improve efficiency in production and services. The use of AI allows robots to adapt to new situations and make autonomous decisions, which opens up enormous possibilities for various industries.

5. Augmented Reality and Virtual Reality

Augmented reality (AR) and virtual reality (VR) technologies are changing the way we interact with the digital environment. The integration of AI in these technologies has enabled the development of immersive and personalized experiences, especially in sectors like entertainment, health, and education.

What do AR and VR professionals do?

Experts in AR and VR create immersive experiences for users by combining physical and digital devices. In areas like education, these technologies can offer simulations that enhance learning and understanding, while in healthcare, they enable more effective treatments.

Other Areas of Interest for 2025

While careers related to artificial intelligence and technology are the most in-demand, there are other fields that will offer great opportunities in the future. Among them, careers focused on sustainability, such as renewable energy (solar and wind), are booming due to growing concerns about climate change. Additionally, mental health and well-being will be key areas, as the digitalized society generates new needs in emotional and psychological support.

Renewable energy and sustainability

With the increasing concern over climate change, renewable energy is essential to ensure a sustainable future. Professionals in this sector will work on developing technologies that optimize the use of clean energy, such as solar and wind.

Mental health and well-being

Mental health is becoming increasingly important in our society, and the demand for professionals such as psychologists, therapists, and coaches is growing. In an increasingly fast-paced and digital world, these professions will play a crucial role in providing emotional and psychological support to individuals.

Conclusion

The labor future in 2025 will be marked by artificial intelligence and technology, so training in careers linked to these areas is an excellent investment. ENEB offers innovative programs that will prepare you to lead in key sectors such as AI, cybersecurity, robotics, and more. If you’re ready to take the next step in your career and face the challenges of the future, explore our programs and prepare for success.

Continuous education and the acquisition of new skills are key to standing out in the competitive business world. ENEB, aware of the importance of mastering several languages in the global environment, has established a strategic collaboration with Oakford International Language School, one of the leading language schools today. This partnership offers ENEB students a unique opportunity to enhance their professional profile by learning a new language.

What is Oakford Academy?

Thanks to the alliance between ENEB and Oakford International Language School, ENEB students have exclusive access to Oakford Academy, an online language learning platform. Here, they can learn English, French, German, Chinese, Portuguese, Spanish, or Italian, and the best part is that they can do it at their own pace, adapting the learning to their schedules and needs.

Personalized and pressure-free learning

One of the major advantages of the Oakford Academy platform is flexibility. The study plan is entirely personalized, allowing each student to set their own learning pace. Through thousands of activities and interactive resources, they can progress without the pressure of a fixed schedule and with the freedom to learn whenever and however they prefer.

Moreover, the platform is designed to adapt to their objectives and motivations. From specific professional skills to improving communication in everyday situations, Oakford Academy helps them achieve their language goals without stress.

Exclusive benefits for ENEB students

All ENEB students can apply for exclusive access to Oakford Academy. This collaboration is designed to provide them with an exceptional opportunity to improve their professional profile and prepare them for a globalized job market.

Professional opportunities with a new language

Mastering a second (or third) language has become a fundamental skill for career advancement. Learning a new language opens doors to new professional opportunities, especially in an international environment like ENEB’s. In addition, all users of Oakford Academy can access a level diploma that certifies their learning, which will be a valuable addition to their résumé.

Seven languages to choose from

The ability to choose from seven languages allows adaptation to the specific demands of each professional career. Whether the student wants to improve their English level to enhance business communication or learn Chinese to enter the Asian market, Oakford Academy offers the necessary tools to achieve their language objectives.

Practical and effective methodology

Oakford International Language School stands out for its innovative teaching methodology, combining the best of traditional education with the most advanced digital tools. Through the Oakford Academy online platform, students learn in a practical, effective, and personalized way.

Learning modalities

Oakford Academy offers various learning modalities for each student to choose the one that best suits their learning style:

1. Video Boosters

Using movie, series, and news clips, this modality lets you learn languages authentically. Each 20-minute exercise includes eight activities to improve listening, reading, vocabulary, and grammar.

2. Skill Boosters

Real immersion in everyday and professional situations with videos starring local YouTubers. These videos add authenticity and humor to the lessons, making language learning practical and effective.

3. Photo Vocabs

A fun way to learn vocabulary with interactive visual dictionaries. Each dictionary includes 16 words or expressions, which are practiced through exercises and games to ensure lasting memorization.

4. Starter Labs

For beginners, this modality offers 20 episodes teaching basic vocabulary and grammar through everyday situations. Translations in the episodes make it easier to understand dialogues and learn the simplest language structures.

5. Learning Paths

Personalized collections of exercises are organized by areas of interest. Each collection focuses on specific situations, adapting to each training plan and objectives to ensure more effective and focused learning.

A personal dashboard for your progress

The platform offers a personal dashboard where each student can track their progress, certifications earned, challenges completed, and grammar rules learned. They can also take a daily test and level assessment quizzes to measure progress and areas for improvement.

Oakford International Language School: A Track Record of Success

Oakford International Language School has proven to be a prestigious institution in language teaching. With over 15,000 students trained and a presence in 56 countries, Oakford has established itself as one of the leading educational centers in this field. Its mission is to democratize access to linguistic excellence, blending traditional values such as rigor, commitment, and quality with the adaptability required by the global market.

The flexibility and accessibility of its methodology have been key to the success of its programs. Oakford is not just focused on teaching languages, but also on offering new opportunities and skills to professionals, helping them achieve language proficiency within their sector.

Why learn a language with Oakford Academy?

In today’s globalized and digital world, mastering multiple languages is more important than ever. Access to Oakford Academy through ENEB is an exclusive opportunity for students who want to improve their professional profile and adapt to the demands of the job market. Learning a language not only helps you communicate better but also opens new doors and opportunities worldwide.

With Oakford Academy, language learning becomes a flexible, accessible, and effective process, adapted to complex schedules and ambitious professional goals.

Conclusion

The alliance between ENEB and Oakford International Language School offers a valuable opportunity for students to improve their language skills and enhance their professional profile. Learning a language with Oakford Academy is an investment that can make a difference in each student’s professional future, opening up a world of possibilities. If you’re looking for a flexible and effective way to learn a new language, enroll at ENEB to access this tool while adding a new title to your résumé.

ENEB continues to invest in the comprehensive training of its students, preparing them not only in the business field but also in the international arena. Don’t miss the opportunity to learn a new language with Oakford and take a step closer to success in your career.

In the workplace, communication is key to establishing healthy and productive relationships. However, not all topics are suitable for discussion in the office, as certain comments can cause discomfort or jeopardize your professional image. According to etiquette experts, there are topics you should avoid at all costs to maintain a harmonious and respectful work environment.

In this article, we will explore what topics you should never discuss at work to help you navigate daily interactions professionally.

Why is it important to maintain good etiquette at work?

Professional etiquette not only helps create a respectful work environment, but also plays a crucial role in your career development. Talking about inappropriate topics can affect your reputation, decrease your trust with colleagues, and in some cases, even hinder progress in the company.

At ENEB, a business school that prepares future business leaders, we are taught the importance of effective and professional communication in the workplace. This is part of the core values we cultivate, such as leadership, adaptability, and networking.

Topics to avoid at work

Here is a list of the main topics you should avoid at work, according to experts, in order to preserve a professional environment.

1. Talking about money or salary

One of the most delicate topics in any workplace is salary. Discussing your earnings or those of others can create tension and jealousy among colleagues. While salary transparency is important, the workplace is not the appropriate setting for these discussions. If you have concerns about your salary or benefits, it’s better to address them privately with your supervisor or human resources department.

Why to avoid it:

Talking about money can create divisions and discomfort. Instead, it’s better to focus on how you can improve your performance and advance within the company. Remember, your training at a place like ENEB prepares you to lead in a professional and balanced manner, without being sidetracked by topics that can shift your focus.

2. Personal details about your love life

Stories about your love life can cross personal boundaries in a professional environment. While it’s natural to have informal conversations with colleagues, discussing romantic relationships can become uncomfortable and jeopardize your privacy. The best strategy is to keep these topics out of office conversations.

Why to avoid it:

Your love life is a private matter, and oversharing it can cause discomfort among others. A true professional knows how to set clear boundaries between the personal and professional, always maintaining respect and discretion.

3. Negative comments about your job or company

It’s understandable that you may occasionally feel frustrated or dissatisfied with certain situations at work. However, constantly talking about what you dislike about your position or the company can affect your professional image. If you have concerns, it’s best to address them constructively through the proper channels.

Why to avoid it:

Constant pessimism can demotivate your colleagues and create a negative atmosphere. It’s preferable to adopt a proactive attitude and work on solutions rather than focusing on problems. At ENEB, we learn that a positive, results-oriented mindset is key to professional success.

4. Health problems or medical issues

While everyone faces health situations at some point, sharing your medical issues in detail with colleagues can be unnecessary and create an uncomfortable atmosphere. If you need time to recover or be absent, simply inform your boss concisely.

Why to avoid it:

Your colleagues don’t need to know every detail of your health. Maintain professionalism and share only what’s necessary. Discretion is one of the principles of business ethics that we instill in our students at ENEB.

5. Plans to leave the company or search for another job

Talking about your plans to change jobs before officially resigning can damage your relationships with colleagues and superiors. Rumors about your departure can create instability in the team and affect morale. If you decide to look for new opportunities, it’s better to keep it private until everything is confirmed.

Why to avoid it:

Sharing your plans prematurely can make you seem less committed to your current job. It’s important to focus on fulfilling your responsibilities until the end, without sparking unnecessary speculation. ENEB encourages the importance of maintaining a strategic focus, even when it comes to important professional decisions.

6. Comments about stress or work overload

Talking too much about stress or overtime can create unhealthy competition among colleagues. While everyone experiences moments of pressure, making constant comments about exhaustion can cause guilt among colleagues who are not as busy.

Why to avoid it:

Stress is part of many jobs, but focusing on it constantly is not helpful for anyone. It’s better to talk about how to manage the workload effectively and healthily. The balance between personal and professional life is a key lesson that ENEB teaches its students, especially in the context of adaptability and leadership.

7. Parties and uncontrolled behaviors

Bragging about a weekend full of parties can give the impression that you’re not professional or responsible. While everyone has the right to have fun, talking about irresponsible behaviors outside of work can harm your image in front of colleagues and superiors.

Why to avoid it:

Professionalism means being aware of how others perceive you. If you’re looking to advance in your career, it’s important that your colleagues and bosses see you as someone who takes their work seriously. ENEB fosters leadership skills that allow future entrepreneurs to maintain a professional attitude at all times.

Conclusion

Maintaining professional communication at work is crucial for building trust and respect. Avoiding these topics will allow you to focus on what truly matters: your performance and your development within the company. Remember, a healthy work environment is key to professional success, and receiving proper training, like the one offered by ENEB, will help you navigate these challenges effectively.

We recommend reading the article by ISEB Business School on “Cognitive Ergonomics in Digital Workspaces”, which offers essential keys to improving work performance in digital environments—crucial for any professional looking to optimize productivity.

If you want to take the next step in your career and develop key business skills, we invite you to explore ENEB’s programs, a business school that prepares you to lead in the professional world. Don’t hesitate to check out our programs and discover how we can help you achieve your goals

In the digital world, marketing strategies are constantly changing, and adapting to new technologies is crucial to remain relevant and competitive.

SEO (Search Engine Optimization) has been the backbone of digital strategies for years, but now, with the arrival of GEO (Generative Engine Optimization), a new revolution is underway. In this article, we’ll explore how these two strategies, combined with artificial intelligence (AI), can transform your brand—and how you can learn to implement them through ENEB’s Master in AI for Business.

What is SEO and why is it important?

SEO is the practice of optimizing a website to improve its ranking in search engines. It involves techniques and strategies to increase a site’s visibility in Google’s organic results and other search engines. Well-executed SEO ensures that your brand reaches a wider audience, increasing conversion opportunities.

With SEO, the focus is on keywords, content optimization, site structure, and backlinks. However, as algorithms continuously evolve, traditional SEO is giving way to new forms of optimization that go beyond conventional search.

From SEO to GEO: The Generative Engine Optimization Revolution

If SEO has been the king of digital marketing for years, GEO (Generative Engine Optimization) is now changing the rules of the game. But what exactly is GEO, and why is it relevant to your digital strategy?

What is GEO?

GEO, or Generative Engine Optimization, is an approach that focuses on optimizing content not only for traditional search engines, but also for new AI-driven systems—such as content generators, virtual assistants, and other platforms that use AI to personalize searches.

Instead of simply working with keywords, GEO optimizes content based on how machines generate and understand language, using advanced AI algorithms. This optimization adapts to how digital platforms interact with users, adjusting search results in real time and generating unique content aligned with user intentions and behaviors.

Why is GEO important?

GEO enables even more precise personalization of searches, resulting in a more relevant user experience. As platforms use AI to better understand context and user needs, GEO ensures that your brand is not only visible but also delivers highly relevant content. Optimization goes beyond ranking—it also focuses on the quality and personalization of content delivered to the audience.

Artificial Intelligence: The engine behind SEO and GEO

Artificial intelligence has been a catalyst in the evolution from SEO to GEO. With technologies such as machine learning, AI can analyze user behavior patterns, understand search semantics, and generate content more effectively.

AI in SEO

AI has significantly improved search engine algorithms, enabling Google and others to deliver more accurate, contextualized results. Tools like Google RankBrain use AI to interpret user queries, helping to provide more relevant outcomes.

AI in GEO

With GEO, AI plays an even more crucial role. Through generative tools, AI doesn’t just interpret data—it creates content in real time that adapts to user preferences. This involves generating dynamic content and optimizing responses delivered to users, enhancing both the quality of the experience and the effectiveness of the marketing strategy.

Strategies to implement SEO, GEO, and AI in your brand

By combining SEO, GEO, and AI, brands can create smarter, more personalized, and more effective marketing strategies. Here are some key tactics:

1. Optimize for AI, not just traditional search engines

Don’t focus solely on search engines. Consider how AI-driven platforms process and understand content. Use AI tools to analyze user behavior and create content that adapts to their changing needs.

2. Leverage generative content

Content creation doesn’t always have to be manual. Take advantage of AI generative tools to create relevant and unique content in real time. These tools can adapt to how users search for and consume information, boosting your GEO strategy.

3. Personalize the user experience

Use AI to personalize user interactions—from product recommendations to the content displayed on your pages. Personalization is key to making your brand more relevant, and GEO allows for even more precise adjustments.

4. Monitor and adjust in real time

AI allows for constant data collection and analysis, enabling you to adjust your SEO and GEO strategies in real time. Implement analytics tools that help you measure the impact of your efforts and make quick adjustments to maximize results.

ENEB: Business AI Training for Future Leaders

If you want to lead this digital transformation and master strategies like SEO, GEO, and AI, we recommend enrolling in ENEB’s Master in AI for Business. At ENEB, we offer innovative programs that prepare students to apply disruptive technologies in the business world. With flexible distance learning, you can study at your own pace while gaining the skills needed to thrive in the digital era.

Discover more about ENEB’s Master in AI for Business here.

Future Trends: SEO, GEO, and AI in Digital Marketing

The future of digital marketing will be increasingly driven by artificial intelligence, with SEO and GEO merging to create even more personalized user experiences. Brands that adapt to these new technologies will gain a significant advantage over their competitors.

In short, by integrating SEO, GEO, and AI into your digital strategy, you can ensure that your brand shines in an increasingly competitive market. Take advantage of the available tools to create more relevant and personalized content, and get ready to lead the way in the next era of digital marketing.

At this point in 2025, just about to start a new academic year, at ENEB we are more than ready to kick things off. 2025 is proving to be a key year for our online business school as we are celebrating the 10th anniversary of ENEB. And we are doing it in style!

A countless number of projects, updates, and collaborations are on the way to make these months the best possible conclusion to our anniversary and to kickstart a new era in our history in 2026. If you’re not with us yet, now is the perfect time to join our global community of students and professionals! In this article, we review everything we have planned for the 2025-2026 season:

New partnerships and growth opportunities

Partnership with Oakford Academy

One of the major highlights of this academic year is the collaboration agreement with Oakford International Language School. Thanks to this partnership, all ENEB students can access the online platform of Oakford Academy to take an extracurricular language course. This is a unique opportunity to enhance their education in key languages such as:

• English.
• French.
• Italian.
• Spanish.
• Chinese.
• Portuguese.
• German.

By learning a new language, we not only make it easier for them to expand their cultural horizons but also better prepare them for the competitive global business world. A true leader has a multilingual profile that allows them not only to understand but also to navigate fluently in other countries and cultures.

Partnership with UNISEB

Another achievement this year is our partnership with ISEB (Instituto Superior de Estudios de Barcelona), which will allow our students in specific programs to have the opportunity to validate their program with UNISEB, obtaining a university-issued diploma. This agreement further opens doors to high-quality international education, ensuring our students receive prestigious education and recognition in the business world.

The most anticipated event: ENEB Experience World Congress 2026

The ENEB Experience World Congress of 2025 was an epic event, but the one in 2026 promises to be even better. This congress will not only host the graduation ceremony, but it will also bring together students and companies from around the world.

In the previous edition, students from 44 countries participated alongside major companies such as Michael Page, Dronak Robotics, FIDESOL, Eoniq Found, among others. This event has become a key platform for networking and business connections. In addition to conferences and exhibitions, attendees were able to connect with industry experts and participate in activities designed to expand their professional network. This year’s edition will feature talks, workshops, company stands, and a graduation ceremony that will be just as amazing or even better than last year’s.

List of attendees at the ENEB Experience in February 2025:

• Pancho Campo.
• Francisco Benítez, PhD in Blockchain and Director of Innovation at the FIDESOL Technological Center.
• Laura Suárez Galeano, CEO of Talent Hub.
• Marta Emerson, Investor and Senior Business Mentor.
• Dirigida por Fabia Silva, CEO of Dronak, MIT Spain, and Global Ambassador of Talent Woman.
• Tom Horsey, CEO of Eoniq Found.
• Carlos Fernández Romay, Director in Spain of The Brand Side and faculty member at ENEB.

Discover last year’s networking event here and get ready for what’s coming in 2026.

New faculty and more job opportunities

An impressive faculty

To make this a year of continuous innovation, we have added new faculty members with experience in renowned companies. These professionals will share their knowledge and real-world cases, ensuring that our students are prepared for the most current challenges in the business world.

In addition, we are in talks with more companies to sign collaboration agreements, which will expand internship and job opportunities for our students. The ENEB job board continues to strengthen to ensure the professional success of our graduates.

The best is yet to come: New training programs

Global MBAs: One step closer to excellence

In celebration of our 10th anniversary, we have just launched our new Global MBA programs, designed to offer a global business education with the best professionals in the industry. These programs are aimed at those seeking to acquire 360° competencies, enhance their leadership skills, and improve their employability.

But that’s not all! We are preparing more programs in cutting-edge areas such as Big Data, Artificial Intelligence (AI), and Business Intelligence, with the goal of providing our students with training in the most disruptive and current technologies. We will be posting more information about these programs in the coming days, so stay tuned to not miss any updates.

ENEB: Innovation, Quality, and Flexibility in Online Education

At ENEB, we have been pioneers in offering high-quality business education remotely. Thanks to our flexible methodology, students can learn at their own pace and from anywhere in the world. Our programs are designed to meet the needs of professionals who want to advance in their careers without compromising their personal life.

In these 10 years, we have adapted to new technologies, incorporating platforms like the metaverse and offering university certification to ensure our students are always at the forefront of educational advancements. Additionally, we have an excellent global community, allowing you to interact with students from around the world and expand your network.

And the best is yet to come.

In the business world, companies can operate under different market models. Two of the most common are B2B (Business to Business) and B2C (Business to Consumer). Although both models aim to generate economic profit, their strategies, relationships, and business approaches are quite different.

In this article, we’ll analyze what B2B and B2C are, how they work, and most importantly, how they differ. Understanding these differences is crucial for developing an effective marketing strategy tailored to your target customer.

What is B2B?

The term B2B (Business to Business) refers to companies that sell products or services to other companies. In this model, the end customer is not an individual consumer, but an organization that uses the product or service to improve its internal processes or to offer it to its own clients.

B2B Characteristics:

• Longer and more complex sales: Sales in the B2B model are usually longer and require a more detailed decision-making process, often involving several departments such as purchasing, finance, and marketing.
• Long-term relationships: B2B companies tend to establish lasting relationships with their clients, since purchases are larger and often involve long-term contracts.
• Focus on tailored solutions: B2B companies often provide customized solutions tailored to each business client’s specific needs.

Examples of B2B companies:

• Salesforce: Provider of customer relationship management (CRM) software.
• Microsoft: Sells software and services to other companies.
• Siemens: Offers technological solutions to industrial companies.

What is B2C?

The term B2C (Business to Consumer) refers to companies that sell products or services directly to final consumers. In this model, the main goal is to reach individual consumers and satisfy their needs or desires.

B2C Characteristics:

• Quick and direct sales: Sales in the B2C model are generally faster, with fewer negotiations. The individual consumer makes the purchase decision.
• Emotional marketing focus: B2C companies often appeal to the consumer’s emotions, creating ad campaigns that trigger desires, needs, or aspirations.
• Shorter buying cycles: Purchases in the B2C model happen more frequently, with shorter decision cycles as consumers tend to decide quickly.

Examples of B2C companies:

• Amazon: Sells products directly to consumers.
• Nike: Markets athletic apparel and footwear to end customers.
• Coca-Cola: Sells beverages directly to consumers.

Key Differences Between B2B and B2C

The B2B (Business to Business) model and the B2C (Business to Consumer) model are two very different approaches to doing business. While both aim to generate revenue, they do so through completely different channels and strategies.

The Client: The core difference

The first and most obvious difference lies in the type of customer. B2B targets other businesses, aiming to solve commercial problems, improve internal processes, or help companies better serve their own customers. B2C targets end consumers—individuals purchasing for personal needs or wants.

This contrast significantly impacts company strategies. B2B emphasizes deeper, long-term relationships, while B2C relies more on quick, direct transactions.

Sales process: Complexity vs. Simplicity

The sales process also differs greatly. B2B sales are typically more complex and lengthy, involving multiple departments and high-volume transactions that require in-depth analysis. Price and terms negotiations are common, and deals can take weeks or months.

By contrast, B2C sales are faster and more straightforward. Buying decisions are individual and don’t require group approval, allowing for quick, frequent purchases with shorter cycles.

Customer relationship: Long-term vs. Immediate transactions

B2B relationships are typically long-term and trust-based, often involving long-term agreements. Success depends heavily on customer satisfaction and loyalty over time, supported by personalized, high-value service.

B2C relationships are more transactional. While brands seek loyalty, interactions are usually shorter and less personal. Consumers base their purchases on immediate desires, promotions, or convenience, making transactions less tailored.

Marketing strategies: Functionality vs. Emotion

Marketing in B2B focuses on functionality and the value a product or service brings to a company. Messaging is rational, emphasizing facts, data, and measurable outcomes.

In B2C, marketing appeals to emotion, desire, and convenience. Campaigns are more visual and aim to create a quick, emotional connection using lifestyle promotion, aspiration, and immediate benefits.

Which model is right for your business?

Choosing between B2B and B2C depends on the product or service you offer and your target market. If your offering improves other businesses’ processes, B2B is for you. If you target end consumers, B2C is the path.

Some companies even combine both models, selling to businesses and consumers—a hybrid approach that can be very effective in today’s market.

Conclusion: Adapt your strategy to the right model

Whether you’re in B2B or B2C, understanding the key differences is essential for crafting a successful marketing and sales strategy. B2B focuses on long-term relationships, tailored solutions, and longer buying cycles. B2C emphasizes speed, emotional marketing, and instant buying decisions.

If you want to deepen your knowledge on applying effective strategies for either business model, the MBA – Master in Business Administration can provide comprehensive training on key aspects of business management.

In recent years, the startup ecosystem has gained significant relevance globally, driven by technological innovation, globalization, and a new generation of entrepreneurs ready to change the world. Every year, thousands of new companies emerge with disruptive ideas in sectors such as technology, biotechnology, mobility, and finance.

While many believe that only Silicon Valley produces great startups, the reality is that there are many countries where startups flourish consistently. Today, we will explore the countries that lead in startup creation and what factors make them the most innovative and entrepreneurial nations on the planet.

What makes a country a good ecosystem for startups?

Before identifying the countries with the most startups, it’s important to understand what characteristics make a location favorable for entrepreneurship. The most successful ecosystems stand out due to several key factors:

• Access to funding: The availability of venture capital and investment funds is essential for startups to grow and scale.
• Technological infrastructure: A good internet connection and advanced digital tools are crucial for the development of new businesses.
• Support networks: Mentors, incubators, accelerators, and networking events are vital for entrepreneurs to find support and strategic connections.
• Favorable regulations: Government policies that promote innovation, reduce bureaucratic barriers, and provide tax incentives are crucial.
• Entrepreneurial culture: Countries with an open mindset to risk, innovation, and failure tend to have more success in creating startups.

Countries with the most startups per year

1. United States: The giant of entrepreneurship

Without a doubt, the United States remains the global leader in startup creation. In 2024, it’s estimated that over 80,000 new companies were registered, consolidating its position as the most dynamic ecosystem for entrepreneurs worldwide. Silicon Valley in California is home to some of the world’s most successful startups, but entrepreneurship also thrives in cities like New York, Austin, and Boston.

Why the United States?

• Venture capital: The U.S. is home to a large portion of global venture capital.
• Robust ecosystem: Major companies like Google, Facebook, Apple, and Amazon started as startups in the U.S.
• Key lesson: The U.S. ecosystem shows how investors, tech companies, and entrepreneurs can collaborate to create a thriving startup environment.

2. China: Innovation at lightning speed

China has rapidly emerged as one of the most dynamic economies in terms of startups, with approximately 60,000 new companies created in 2024. The country stands out not only for its size and population but also for its aggressive focus on technology and innovation, especially in sectors like artificial intelligence, biotechnology, and fintech.

Why China?

• Government support: Grant policies and special economic zones have encouraged startup creation.
• Massive market: China, with over 1.4 billion people, offers a huge market for new companies.
• Key lesson: China shows how market size and proactive government can foster a global entrepreneurial culture.

3. India: The emerging colossus

India is another giant emerging in the global startup ecosystem. In 2024, about 50,000 new companies were created, particularly in fintech, artificial intelligence, and e-commerce. Cities like Bangalore and Hyderabad are leading this growth, attracting investments and international talent.

Why India?

• Skilled workforce: India has a large base of highly skilled professionals in technology.
• Government incentives: Support policies and incubator programs have facilitated the ecosystem’s growth.
• Key lesson: India demonstrates how investment in education and government policies can transform a country into a global innovation hub.

4. Canada: The new hub of innovation and entrepreneurship

Canada has become one of the top destinations for startups, especially in fields like technology, artificial intelligence, and healthcare. In 2024, more than 6,000 new startups were registered in the country, reflecting its continuous growth as an innovation ecosystem. Cities like Toronto, Vancouver, and Montreal are at the forefront of this entrepreneurial revolution.

Why Canada?

• Inclusive and multicultural environment: Canada is known for its diverse society, which creates a fertile ground for innovative and collaborative ideas.
• Strong government support: The country offers a variety of funding programs and tax incentives to support new businesses.
• Key lesson: Canada shows how an inclusive environment, along with innovation-friendly policies, can create a dynamic and welcoming ecosystem for startups.

5. Brazil: The latin american giant of entrepreneurship

Brazil, the largest country in Latin America, has experienced significant growth in startup creation. In 2024, around 10,000 new startups were registered, making it the regional leader in innovation and entrepreneurship. Cities like São Paulo and Rio de Janeiro are epicenters of this growth.

Why Brazil?

• Large domestic market: With over 210 million people, Brazil offers a vast and diverse market.
• Fintech and e-commerce: Startups like Nubank and Mercado Livre have changed the way Brazilians interact with financial services and online shopping.
• Key lesson: Brazil shows how a large market, government support policies, and a focus on emerging sectors can create a dynamic startup ecosystem.

The future of entrepreneurship: What’s your next step?

The rise of startups in countries like the United States, China, India, Canada, and Brazil demonstrates that entrepreneurship is a global phenomenon. With the increasing digitalization and access to new technologies, many countries are adopting policies that promote the creation of new businesses and innovations. If you want to learn more about this topic, we recommend the list of Entrepreneurs: the 50 most innovative Spanish startups of 2024.

If you’ve ever dreamed of starting your own startup, now is the time. The key to success in such a competitive business world is being prepared and knowing how to adapt to new technologies. Investing in business education, like a Master’s in Financial Markets and Asset Management, will equip you with the necessary tools to stand out in any entrepreneurial ecosystem.

In the last decade, artificial intelligence has stopped being a futuristic trend and become an indispensable tool in the business world. From process automation to service personalization, AI has opened new opportunities to transform entire sectors. Major companies are adopting artificial intelligence solutions to improve their products, optimize operations, and provide more personalized experiences for their users.

However, what is truly changing the business dynamic is the strategic approach to artificial intelligence, which has led to a movement known as AI FIRST. This philosophy not only integrates AI into some aspects of business but places artificial intelligence at the center of all decisions and strategic operations.

What is the AI FIRST Approach?

In a world where technology advances at a rapid pace, many companies are adopting the AI FIRST approach. But what exactly does this mean?

The term AI FIRST refers to a business strategy in which artificial intelligence becomes the core of all decisions, processes, and operations within the company. Instead of considering AI as a secondary tool, companies that follow this philosophy place it at the forefront of their business model, both to improve the user experience and optimize internal operations.

This strategy is not just about incorporating AI in isolation but involves a complete transformation, from data analysis to process automation and product personalization. Companies like Duolingo, Amazon, and Spotify are leading the way by integrating artificial intelligence into every aspect of their operations, changing the landscape of their respective industries.

Companies That Have Adopted the AI FIRST Approach

The AI FIRST approach is driving real transformation in companies from various sectors. Duolingo and Spotify are two key examples of how this model can revolutionize both the user experience and internal efficiency of a company.

Duolingo: Personalization in Language Learning

Duolingo, the famous language learning app, is one of the brightest examples of how to integrate artificial intelligence into a business model. Using advanced AI algorithms, Duolingo personalizes lessons according to each user’s skill level, progress, and individual needs. This system of constant adaptation not only optimizes learning but also keeps users motivated by offering content tailored to their pace.

Additionally, the app uses AI to improve pronunciation, correct mistakes in real-time, and suggest personalized lessons, making the learning process more interactive and effective.

Spotify: The Magic of Music Recommendations

Spotify, the leading music streaming platform, has made the AI FIRST approach one of the pillars of its success. Artificial intelligence is key behind its personalized recommendation system, where AI algorithms analyze listening history, preferences, and user behavior patterns to offer songs, playlists, and artists tailored to their tastes.

In addition to recommendations, Spotify also uses AI to enhance its search engine and provide a smoother user experience, allowing users to discover music more easily and accurately.

Other Examples: Amazon, Netflix, and Google

In addition to Duolingo and Spotify, other major companies like Amazon, Netflix, and Google have adopted the AI FIRST approach. Amazon, for example, uses AI to optimize inventory management, predict demand, and improve the user shopping experience through recommendations. Netflix uses artificial intelligence to personalize its content recommendations, while Google uses AI to improve its search engine and provide more relevant ads.

These companies demonstrate how the AI FIRST approach not only enhances the user experience but also enables companies to make more informed decisions, optimize processes, and remain competitive in an increasingly dynamic business environment.

Optimizing AI Without Losing Human Value

While adopting artificial intelligence is crucial for the success of businesses, it is important to remember that AI FIRST should not replace human talent but rather enhance it. The real key lies in teaching teams to use AI as a powerful tool to improve their work, make more informed decisions, and offer innovative solutions.

AI can be the superpower that allows professionals to be more efficient, creative, and productive. However, human value remains essential for strategic decision-making, empathy in customer relationships, and innovation.

Therefore, it is crucial for companies to invest in training their teams, teaching them to integrate AI into their daily work. The Master in AI for Businnes from ENEB offers the perfect opportunity to acquire the necessary skills to leverage artificial intelligence effectively and make it a strategic ally in your career.

It is not just about understanding how AI works but about learning how to implement it in the real world, always with a human approach. This master’s program will prepare you to be a leader who knows how to optimize technological resources without losing sight of what makes a company unique: its team and vision.

Conclusion: AI FIRST as the Key to the Future

The AI FIRST approach is transforming the way companies interact with their users, manage their operations, and make strategic decisions. As we’ve seen with examples like Duolingo and Spotify, artificial intelligence not only improves operational efficiency but also allows companies to personalize the user experience in a profound way.

However, the success of AI is not only about the technology but about how companies teach their teams to use it as a superpower. This is where continuous training becomes a key factor. Adopting artificial intelligence in all areas of business is essential, but it is also important to ensure that human talent is trained to work hand-in-hand with technology, creating synergy that drives innovation and growth.

If you’re ready to take the next step and make the most of the opportunities AI offers, we invite you to explore the Master in AI for Businnes at ENEB. The future of business is here, and now is the time to be a part of it!

The business world is full of stories of resounding success, but what is often not told is the number of failures and obstacles these companies overcame before reaching their current position. In fact, some of the most iconic names in the market went through critical periods that almost led them to total failure.

Today, we will look at 7 cases of companies that not only failed but rose again with more strength, becoming the big names they are today. But what do they all have in common? Resilience, innovation, and a clear long-term vision.

1. Apple: Steve Jobs’ Triumphant Return

Apple is synonymous with technological innovation, but the company wasn’t always the giant it is today. In the 90s, Apple faced serious financial difficulties and was on the brink of bankruptcy. Sales were falling, competition was rising, and, worse, the management seemed directionless.

How did they do it?
Steve Jobs’ return in 1997 was the turning point. Jobs not only revamped Apple’s product strategy but also focused on simplicity and design. The creation of the iPod, iPhone, and the push for Apple Stores were crucial to its transformation.

Lessons to learn:

• The importance of having a clear and persevering vision.
• Adapting to market changes is crucial for survival.
• Don’t be afraid to reinvent yourself if circumstances require it.

2. Starbucks: From a Local Café to a Global Empire

Starbucks began in 1971 as a small shop in Seattle. However, in the early 80s, the company was losing money and closing locations. That’s when Howard Schultz bought the company and transformed the coffee business into a global experience.

What did they do differently?
Schultz shifted the focus to creating a community space rather than just selling coffee. This vision not only changed the way coffee was consumed but also turned Starbucks into a lifestyle symbol.

Lessons to learn:

• Turning a product into an experience can generate a paradigm shift.
• Business innovation can transform the ordinary into something extraordinary.

3. Disney: Walt Disney’s Long Dream

The name Disney is synonymous with magic and entertainment, but the company’s early years were extremely difficult. Walt Disney was rejected by several studios before creating his first successful animation, Steamboat Willie.

How did they recover?
Walt Disney’s persistence and his ability to visualize beyond the obvious were essential. The creation of theme parks, the expansion into cinema, and media were key to establishing the brand globally.

Lessons to learn:

• Perseverance in the face of adversity is crucial for long-term success.
• Visualize your goals beyond what seems possible.

4. Netflix: From DVD Rentals to the Streaming Revolution

Netflix started in 1997 as a small DVD rental company by mail. Although it had initial success, the business model was threatened by the rise of online video platforms.

What did they do differently?
They reinvented their business model by focusing on streaming and creating original content. This not only kept them relevant but also turned them into a major player in the entertainment industry.

Lessons to learn:

• Adapting quickly to new technologies can be key to survival.
• Constant innovation can provide a competitive edge.

5. Amazon: Jeff Bezos’ Vision

Amazon started as an online bookstore in 1994. Although it didn’t make a profit initially, Jeff Bezos had a long-term vision that allowed the company to survive its early financial difficulties.

What did they do differently?
Bezos never stopped investing in the future. From expanding to other products to creating Amazon Web Services, Amazon has constantly reinvented itself to maintain its dominance in the market.

Lessons to learn:

• Patience and long-term vision are essential to transforming a business.
• Constant reinvention is crucial to staying competitive.

6. Twitter: From Internal Platform to Global Social Network

Twitter started in 2006 as an internal platform for the company Odeo, but it quickly became clear that it wouldn’t succeed. However, a radical change in its purpose allowed the company to become one of the most important social networks in the world.

What did they do differently?
They decided to completely pivot and focus on real-time messaging. This strategy allowed Twitter to capitalize on the rise of instant information and become the platform it is today.

Lessons to learn:

• Sometimes it’s necessary to pivot and change direction if your initial idea doesn’t work.
• Listening to the market and user needs can lead to an unexpected opportunity.

7. Lego: Overcoming the Crisis with Creativity

In the early 2000s, Lego was facing a financial crisis. The company had lost touch with its original customer base, and its products were becoming outdated.

How did they do it?
Lego reinvented itself by focusing on video games, movies, and licensing popular brands like Star Wars and Harry Potter. This diversification not only revived sales but also turned Lego into a global phenomenon.

Lessons to learn:

• Product and strategy innovation can revitalize a brand.
• Connecting with different generations and markets is key to expansion.

Failure as a Driver of Innovation

Failure doesn’t have to be the end. What these cases teach us is that behind every great success, there’s a story of struggles, falls, and, most importantly, perseverance. Great entrepreneurs are not afraid of failure; they see it as an opportunity to learn and improve.

Today, more than ever, the path to success is full of challenges, but with the right mindset and the ability to adapt, any business can overcome obstacles. And as these stories show, if these companies were able to rise again, so can you.

However, there are well-known companies that didn’t manage to get out of their pitfalls. We invite you to read other articles on our blog, such as The Kodak Case and the Lesson No Company Should Forget and Blockbuster: The Fall of a Giant for Not Embracing Innovation. Both stories teach us valuable lessons about the importance of adapting to change and evolving over time.