How to discover your business's competitive advantage

What does it take to start something as big as a bank from scratch? Social entrepreneur Cristina Junqueira did just that when she cofounded Nubank in her native Brazil, identifying the challenges people faced at traditional banks (like long lines and wait times) as an opportunity to take a different approach. It's a lesson on how listening to "customer pain" can turn into your competitive advantage -- and even disrupt a stagnant industry in need of improvement. (This conversation is hosted by TEDxSãoPaulo organizer and curator Elena Crescia.)