The core values of individuals often steer them towards choices and behaviors that will pave the way for success. The current CEO of Berdez, Sofia Bermudez’s journey is a testament to the profound impact of upbringing and parental influence on shaping one's values and work ethic. Growing up under the guidance of her father, the founder of Berdez, Sofia learned early on the importance of hard work and the value of earning. With a background in international business administration and a master's in business, she leads Berdez, focusing on expanding into new markets and products while prioritizing innovation and adaptability. Since childhood, Sofia had a clear vision of becoming a manager or CEO. Her journey began at the University of La Sabana in Bogota, Colombia, where she studied international business administration. Determined to further her knowledge and skills, she pursued a master's degree in business at the Australian National University in Canberra. In this interview Sofia talks to us about her career journey, the lessons learned and the values instilled by her father that have guided her path in life and business.

Can you walk us through your career journey?

As I progressed in my career, I encountered numerous challenges and opportunities for growth. Reflecting on my journey, I realized the importance of self-control, a skill I consider paramount for success as a project manager. In my demanding role, where tough times are a daily occurrence, I learned to manage my emotions and maintain my energy to face setbacks. For me, self-control is not just about managing myself but also about leading my team effectively. As a project manager, I understand the importance of staying motivated and calm, even in the face of adversity. I believe that by demonstrating self-control, I can inspire and lead my team through any challenges we may encounter.

Through my experiences, I have learned that while failures and setbacks are inevitable, they do not define me. Instead, they serve as opportunities for growth and learning. My ability to stay focused, motivated, and in control has not only helped me navigate the complexities of my career but has also positioned me as a capable and inspiring leader.

How do you shoulder your responsibility as the CEO of Berdez?

Berdez is a business group with over 30 years of experience in the financial production market. Our focus has always been on offering high-quality projects, products, and services to meet our clients' needs and contribute to the quality of life in our society. Currently, we are undertaking a low-income housing project comprising 2,500 houses, which is a significant endeavor. Additionally, we have recently ventured into agriculture, cultivating and producing high-quality products for export.

"Success is being able to recognize an opportunity, execute it & work through it, regardless of how hard it is"

As the CEO of Berdez, my role is multifaceted, encompassing strategic, operational, and human aspects of management. Strategically, I identify new opportunities for our company, such as the development of new products and entering new markets. This includes our recent foray into agriculture, where we have identified and capitalized on a lucrative opportunity.

Operationally, I work closely with my team to ensure the day-to-day operations run smoothly and efficiently. Lastly, I place great emphasis on managing my team effectively. As a leader, I focus on nurturing our HR system to attract and retain top talent. Creating an environment that rewards and empowers our employees is key to ensuring they reach their full potential and contribute to the success of Berdez.

How do you keep up with evolving market, deal with challenges and bring about innovation?

Our company's primary focus, in terms of its worth, is innovation. While we have traditionally operated in the construction industry for many years, achieving sustainable and profitable growth, our current goal is to expand our footprint beyond construction. We aim to enter new markets, develop new products, and prioritize innovation and adaptability. This shift led us to venture into exporting goods, creating a successful brand, which is now exporting to the US and has been well-received in the market. Innovation remains our key focus area.

I started my journey with Berdez as a project manager around 2014 and transitioned to the role of CEO about three years ago. I thought the transition to CEO would be smooth. However, the reality was different. As I took on the role, Colombia was experiencing a construction crisis, necessitating immediate changes. Despite recognizing the need for change, I faced significant resistance, particularly from senior members of the organization who were unhappy with the proposed changes.

One of the main challenges I encountered as CEO was overcoming this resistance to change. I implemented strategies to involve more technology and simplify processes, aiming to enhance job roles. However, the resistance was palpable. To address this, I provided training and support to help team members understand that change could simplify their jobs and benefit the company's growth. I emphasized the importance of listening to their feedback and remaining open-minded, ensuring they felt part of the change and respected in the process. This approach helped alleviate their concerns and fostered a more positive attitude toward change, ultimately driving our company's success.

What advice would you give to aspiring women leaders?

I would say it's not the goals that define you as a leader, but rather the path you take to achieve them. Sometimes people may call you crazy or say you can't do something because it's too risky. My advice is to do it anyway, regardless of what others say. Even if you look silly in the process, dare to be different and stand out. That's how you make a difference.

Sofia Bermudez, CEO, Sociedad Berdez

A visionary CEO with a passion for innovation and growth, Sofia has a background in international business administration and a master's in business, she leads Berdez, focusing on expanding into new markets and products while prioritizing innovation and adaptability.