

Is Your Idea Actually Worth Building? Bruno Pellicci on AI, Entrepreneurship and Solving the Right Problem
In this episode of Leadership Kitchen, I sit down with Bruno Pellicci, CEO and Co-Founder of Cortena, to talk about becoming a founder, building AI for finance, finding the right problem to solve, AI adoption, and the future of finance teams. Bruno started his career in consulting, working at EY and Deloitte before moving through corporate roles and eventually from Brazil to the Netherlands. During COVID, a family situation took him back to Brazil, where he stepped into his family's business and experienced what it was like to run a company himself. That experience exposed him to a problem he would later build a company around: running finance in a small business with limited resources can be incredibly manual and difficult. Today, Bruno and his co-founder are building Cortena, an AI platform designed to automate finance operations. One of Bruno's biggest founder lessons has been that the idea you start with may not be the idea your customers actually need. Together we explore: • How Bruno went from consulting and corporate life to becoming a founder • How running a family business influenced the idea behind Cortena • Why Cortena changed direction after listening to customers • Why founders need to ask: “What problem are we actually solving?” • How to build trust when selling AI in conservative markets like Germany • Why AI adoption is as much about people and change management as technology • How leaders can reduce fear around AI • How finance roles could evolve as AI takes over more manual work • Why future finance teams may become more strategic business partners • When building your own AI solution makes sense — and when it creates another workload • Why getting AI 70–80% of the way can be easier than solving the final complex part And of course, Bruno shares his Leadership Recipe: 🥄 Positivity 🥄 Passion and energy 🥄 Listening to the customer 🥄 Staying focused on the real problem 🥄 Building what creates value, not what follows the hype 🥄 Asking: “Does it solve a problem?” Because building with AI isn't about using AI simply because it's new or exciting. It's about understanding the problem, listening to customers, testing your assumptions, and being willing to change direction. Bruno's advice for leaders beginning their AI journey is simple: Just start. Chapters: 00:00 Introduction to Leadership Kitchen 00:29 Bruno's journey from Brazil to consulting and entrepreneurship 01:10 Moving to the Netherlands 02:39 How Bruno became a founder 04:17 Making the decision to build 05:47 Bruno's carbonara challenge 07:10 What is Cortena? 09:31 Why finance operations are still such a painful problem 09:59 Building AI for conservative markets 11:17 Building trust in the German market 12:43 Becoming a transformation partner 14:12 AI, automation and the fear of losing jobs 16:41 Why accounting talent is so difficult to find 19:25 How leaders can reduce fear around AI 21:39 Mistakes companies make when introducing AI 23:27 Should companies build AI solutions themselves? 24:09 The finance team of the future 26:49 Bruno's biggest founder lesson 28:36 Bruno's Leadership Recipe 30:11 Where should finance leaders start with AI? 31:28 Just start: final reflections The conversation covers entrepreneurship, AI, finance automation, founder journeys, customer discovery, AI adoption, change management, the future of finance, leadership, and why solving the right problem matters more than building the most impressive technology. Connect with Bruno Pellicci: LinkedIn: https://www.linkedin.com/in/brunopellicci/ Connect with Renita Käsper: LinkedIn: https://www.linkedin.com/in/renitakasper/ Follow Leadership Kitchen: LinkedIn: https://www.linkedin.com/company/leadership-kitchen/




