Building a Business, Building Myself: The Transformational Power of Self-Investment

Rubem Fontenele
Founder Nectar Fruits
(Acai Importer and Supplier)

I am originally from Brazil, and my journey to business success has been deeply intertwined with the power of Acai – a vibrant, nutrient-packed berry from South America that has transformed into a beloved dish known as the Acai Bowl. What started as a passion for health and wellness blossomed into a thriving business, but the road to success was anything but easy.

In 2015, I saw an opportunity to introduce Acai to Australia. I took a leap of faith, selling everything I owned to bring a container of Acai into the country. At that time, I was working long shifts in the mines – two weeks on, two weeks off – and during my breaks, I would knock on doors, selling Acai to the food industry. It was hard, grueling work, but it was also where the seeds of my future success were planted.

Over time, my business grew and eventually, I was able to leave the mines behind to focus entirely on my entrepreneurial journey. Each year, the business doubled in size, and despite the challenges posed by COVID, we reached a $1M turnover by 2021/2. Today, the company is on track to hit $10M by 2025.

But the real transformation didn’t just happen in the business – it happened within me. In 2022, I joined Entrepreneurs’ Organization (EO), starting as an Accelerator and later becoming an EO Member. The impact this community has had on me has been nothing short of life-changing. My Forum members helped me realise that for years, I was living to make others happy, but I wasn’t nurturing myself. Through EO, I learned that when I fill my own cup first, I am in a better position to serve others.

I discovered that a positive mindset isn’t just a nice-to-have, it’s a game-changer. It’s the key to transforming challenges into opportunities. I’ve trained myself to look at life through a lens of possibility – to see the silver lining, even in adversity. This shift in perspective has been fundamental to both my personal growth and my business success.

As I embraced this new mindset, I started confronting my fears head-on. One of my biggest fears was heights, and I decided to face it by trying paragliding. The thrill of overcoming that fear was indescribable, and it was a powerful reminder of the freedom and strength that come from stepping into discomfort.

Life also threw personal challenges my way, and when my marriage ended, I hit an emotional low. But the support I found through EO was transformative. My fellow members helped me stay grounded, focused, and accountable, even as I navigated through the toughest period of my life. Through that experience, I discovered the importance of investing in myself – because when I do, it strengthens both my personal life and my business.

Today, I am a completely different person. I have greater clarity, more passion, and an unwavering drive to succeed. I’ve shifted from being an operator in my business to being the leader of it. I now approach decision-making with confidence, whether it’s about investing in new staff or expanding our operations. The results speak for themselves: growth, positivity, and a sense of purpose that I never had before.

What I’ve learned is that a positive outlook is contagious. It spreads to everyone around you, creating an environment of growth, collaboration, and success. And that, in the end, is the greatest gift of all.

So, when life challenges you, embrace it. Shift your mindset, face your fears, and watch how your world transforms. Because when you change the way you see the world, the world changes with you. And that’s the power of transformation.