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We tell the entrepreneurial story of photographer Sebastião Salgado. While covering armed conflicts, he realized the extent of human suffering and became aware of the fragile and threatened beauty of our planet. This gave him a strong desire to take action and contribute to the healing of both people and the Earth. He founded Instituto Terra, which not only revitalized local biodiversity but also helped create green jobs and improve the living conditions of local residents. The transformations achieved by the institute inspired Salgado to capture the restored beauty of nature by documenting the regeneration of ecosystems and the resilience of communities. Salgado’s journey shows that an artistic approach can evolve into an entrepreneurial project, where economic motivation, far from being selfish, integrates into a broader, long-term vision involving all stakeholders.