Making Peace interview

João Costa, the CEO of VOI, interviews about Making Peace to Enterprising Minds of Cambridge Judge Business School.

In this insightful interview, João shares the remarkable journey of VOI, from a philosophical idea to a practical tool for resolving real-world conflicts. During his Ph.D. studies at Cambridge, João took inspiration from John Rawls’ Veil of Ignorance (VOI) theory, aiming to apply it to tangible situations.

His innovative approach involves collaborating with communities affected by violence to promote social cohesion, community resilience, and overall well-being. He firstly tested the VOI theory in prison settings, revealing surprising consensus among prisoners on core principles of justice.

The interview delves into João’s academic background in law and the unexpected turns that led him to pursue a path into humanitarian and peace work, ultimately leading to the implementation of the VOI methodology in conflict-torn villages in Guinea-Bissau.

João shares the success stories of projects that resulted in tangible improvements, emphasizing the transformative impact on villagers’ relationships and overall well-being. He envisions a future where the VOI methodology becomes a go-to approach for organizations aiming to enhance social cohesion in vulnerable and high-risk areas.

João reflects on his proudest moments, highlighting the tangible impact on people’s lives and the support he received from others who believed in his vision. He also discusses setbacks faced during the project, emphasizing the importance of resilience, collaboration and the support of Cambridge Enterprises.

Read more about João’s interview here.