Guilherme Hannud on Finding Empathy and Freedom in the Art of International Trade

Brazil (is not) for Beginners · Jun 4, 2026 · 1h 8m

In this episode of Brazil (is not) for Beginners, Isaac sits down with Guilherme Hannud, international trade veteran, serial entrepreneur, and author — a man who has spent 55 years representing Brazilian businesses across more than a dozen countries and helping foreign companies find their footing in Brazil.

Guilherme’s story starts early: washing cars at 12, raising 27 caged birds in a São Paulo apartment, and then landing as an exchange student in a Norwegian farming community of 633 people in North Dakota — an experience that would shape everything that followed. By the early 1970s, he was…