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Pivoting is a must for entrepreneurs, not now in my case.

April 7, 2026 John Felipe Branch

How I built a war-proof focus in business through 3 war scenarios experienced in my brief professional career.

I built a war-proof focus. Here is how:

  1. First, like most entrepreneurs, I was fixated on an idea and one outcome🎯

Turning physical artworks into investments for everyone, the only valid outcome was a working application. Built on blockchain, I got to know this technology. In my case, it all started in the 2020 pandemic.

  1. Adapt to the market and learn to hear your customers. The pivoting 🔄

Hearing a partner, and looking at the world: Europe's war started in 2022 bringing energy fragility. Finding strength in the technology I got to master, resilient decentralised systems, I switched my focus to energy, and shaped a product by servicing customers.

  1. If you find conviction, stick to the plan. 🏗️

I started last year to look into the Gulf region as they are in a major quest to install 5x to 10x the renewable energy generation. And when I started building my path towards the region, a war started.

This 3rd war scenario caught me by no surprise in my brief professional career. For a few days I considered the pivot and decided to stick to the plan. Of course, some setbacks are there like a very promising entrepreneurship competition being indefinitely postponed in Saudi Arabia, some delayed answers etc.

In 2022 I decided to build against fragility with decentralised resilient systems blockchain and energy, and it is what I will keep on doing.

☀️ Enjoy the sun.

About the author

Felipe Branch is a cross-border transaction advisor specialising in renewable energy infrastructure and IP commercialization. He works with institutional investors, technology companies, and research institutions across Europe and the GCC.