The fourth episode of Family Business Talks, a videocast promoted by the Mastering Family Businesses course at CATÓLICA-LISBON, features João Cotter Salvado, Academic Director of the CATÓLICA-LISBON Entrepreneurship Center (CLEC), for a conversation in which entrepreneurship is explored through multiple lenses, united by a common thread: the creation of lasting, meaningful value.
With a career shaped by a wide range of experiences, João Cotter Salvado began by studying Economics in Lisbon, but quickly realised that his vocation extended beyond traditional economic analysis. His involvement in volunteer projects in African countries revealed the importance of action on the ground: “I spent two summers in Mozambique and another in São Tomé and Príncipe, always working with organisations whose mission was to mobilise Portugal’s energy to contribute to those contexts”. This direct contact with complex social challenges sparked his interest in the NGO sector and led him to pursue advanced studies in non-profit management at the London School of Economics.
From that point forward, his career has combined research, teaching, and hands-on practice. “I’ve always been very connected to supporting social entrepreneurs, understanding their needs, and developing tools that help them maximise their impact”, he explains. This multifaceted perspective — as a founder, academic, and mentor — enables him to approach entrepreneurship in a broad and integrated way: “These three spheres offer us a relatively complete picture of what entrepreneurship is and how we can better support those who embark on that journey”.
Throughout the episode, the conversation focuses on the profile of founders — whether they lead startups, NGOs, or family businesses. According to João Cotter Salvado, there are recurring traits: a strong action orientation, a constant drive for learning, and an ambition to solve real-world problems.
But entrepreneurship is not only about starting. Ensuring continuity, especially when there is a strong personal connection to the venture, is one of the key challenges in succession, both in family firms and social organisations. João Cotter Salvado highlights the deep intertwining between the founder and the entity: “When you give your name to an organisation, part of your identity becomes embedded in it. That makes it very hard to step away, both for the individual and for the organisation”.
The conversation also explores the role of family businesses in promoting social causes. The CLEC Academic Director recognises a unique potential in these organisations to create impact: “Family businesses tend to have a stronger long-term orientation, which is crucial when dealing with complex social problems that can’t be solved overnight”.
Asked about the role of educational institutions in preparing future entrepreneurial leaders, João Cotter Salvado is unequivocal: “We must bring students closer to the entrepreneurial ecosystem, while also providing them with solid, research-based knowledge. There’s too much unreliable information online today. Universities have a responsibility to filter and share what has been proven”.
In addition to knowledge, he also highlights the importance of building networks and connections. “It’s at university that many entrepreneurs meet their future co-founders. And not just among peers. We want to connect current students with alumni, founders, investors. Many ideas are born from that unexpected interaction”.
The fourth episode of Family Business Talks is now available on CATÓLICA-LISBON’s YouTube channel.