An inspiring new book on entrepreneurship by Joel Cruz
September 12, 2025 Trending
PASAY CITY, Metro Manila – Sept. 12, 2025 – Vibal Foundation, Inc. is proud to announce the official launch of Business 101: What Worked for Me by Joel Cruz by renowned entrepreneur and Aficionado founder, Joel Cruz. This compelling new book offers an authentic and insightful look into the journey of building a successful business from the ground up, providing essential wisdom for aspiring and established entrepreneurs alike.
In Business 101: What Worked for Me by Joel Cruz, authored by the renowned “Lord of Scents,” Cruz shares his unique path from his humble beginnings in Sampaloc, Manila, to leading a multi-faceted enterprise centered on the Aficionado brand, which is now in its 25th year. A psychology graduate of the University of Santo Tomas, Cruz turned his entrepreneurial spirit into a thriving, multi-faceted enterprise that has since expanded into personal care, real estate, hotels, and franchising. Beyond his success as a distinguished Filipino entrepreneur, he draws daily inspiration from being a father of eight, a role that fuels his drive to keep growing. This book offers an honest, meticulously crafted account of his experiences, decisions, setbacks, and triumphs across four decades in business.
Through the seven chapters of the book published by Vibal Foundation, readers will discover the dynamic interplay of “Education Versus Experience” where Cruz champions the synergistic power of formal learning and real-world application. In “Mapping Your Career Path” they will get insights on navigating career choices, self-discovery, and adapting to unforeseen opportunities.
In Employment or Entrepreneurship, Cruz challenges the notion that one must choose between the two, showing how both paths can lead to success. Meanwhile, in “Franchising Versus Making Your Own Brand,” he reveals why he chose to build Aficionado from scratch instead of franchising an existing business. Lessons learned from securing initial capital and the responsibilities inherent in debt are discussed in “Funding Your Business Venture,” while “Back to Basics: Business Essentials” focuses on the critical role of disciplined planning (including the integration of prayer), meaningful goal-setting, strategic budgeting, effective communication, and constant adaptability.
Lastly, the chapter on “Moving Forward with Gratitude” is an expression of gratefulness for Cruz’s remarkable journey, the people who supported him, and the lessons learned from both struggles and triumphs. He sees sharing his story as a responsibility to inspire aspiring entrepreneurs, emphasizing perseverance, integrity, and faith. He believes in continuous learning and growth, both personally and professionally.
Joel Cruz’s new book is already being praised for its honesty and depth. Reviewers declare: “Joel’s journey… beautifully captures the grit, heart, and wisdom that made him who he is today. This book is an inspiring companion for anyone dreaming of starting their own business.” Others commend it as “a remarkable account of grit and determination. A must-read for those who want to learn from real challenges and real triumphs.”
Business 101: What Worked for Me by Joel Cruz aims to be an invaluable resource for young minds, career professionals, and experienced businessmen seeking guidance grounded in practical application and unwavering determination. It underscores the belief that success is attainable through perseverance, integrity, and a willingness to learn from every experience.
Vibal’s books are available on Shopee, Lazada, Vibal’s online shopping portal, at Fine Philippine Books branches, and at partner bookstores nationwide.
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