I am Gonçalo Baptista, owner and managing director of Endeavour Business Consultancy. I have worked extensively in the engineered to order sector for the last 15 years and have set up and turned around businesses from South America to Africa and along the way helped companies break into difficult and culturally challenging markets. I am a firm believer that successful business is about three things: Understanding your market; understanding yourself; and having the skills to organise your resources to profitably serve that market.