Joel Cruz releases 'Business 101' book detailing Aficionado growth

Joel Cruz, known as the "Lord of Scents," has released his first book titled "Business 101: What Worked for Me," published by Vibal Foundation, Inc.

The book chronicles his journey in the business world and is divided into seven chapters, detailing the growth of his perfume brand, Aficionado.

The first chapter, "Education Versus Experience," highlights the importance of formal education while emphasizing the value of practical, real-world learning.

Another chapter discusses "Choosing the right career path," where Cruz shares his personal struggle between parental expectations and discovering his own passion.

He recounts initially pursuing psychology as a precursor to medicine due to his mother's wishes, but eventually found his true calling in entrepreneurship.

The book was launched during the Manila International Book Fair held at the SMX Mall of Asia.