Welcome to a new Lateral Thinking series called “Lateral Questions”.

This is the reason for the short hiatus last week. Definitely not the fact that I acted like a typical man and asked for last rites daily because I had a cold.

Moving on, I’m super excited to start introducing people I admire and find fascinating. The format is based on 5 “lateral” questions about life, business and everything else.

I’m super excited to kick off this series with Camil Moldoveanu, a friend and Brazilian Jiu Jitsu athlete. I first met Camil at the gym, where he convinced me to try a BJJ class for the first time.

After trying a class and “sparring” with Camil for 3 minutes, I decided to go back to kickboxing and did not touch BJJ for the next 5+ years. So if you want to try BJJ for the first time, definitely don’t do it with Camil.

Joke aside, though, once I finally decided to give BJJ a real shot a few years ago, I immediately got the hype and how the mindset you need in order to thrive on the mat can translate into so many things in your day to day life.

I’ll let Camil talk more about that.

Who is Camil Moldoveanu?

Entrepreneur geek. Jiu-jitsu world champion. Proud father of two amazing girls. From pioneering digital rehabilitation at www.reflex.help to transitioning from the intense, 'to the moon' VC-backed startup grind to a balanced lifestyle business. Embracing the journey, I now focus on building a profit-driven and impactful cybersecurity services company within the Microsoft ecosystem at www.connsys.ro.

1. What’s a contrarian belief you hold about your industry that most people disagree with?

A contrarian belief in healthcare might be that, unlike the "move fast and break things" or "fake it until you make it" mindset of tech, healthcare founders should adopt more of the practices of the aeronautics industry—"check something ten times before taking off"—with the principle that you'd only deploy a product if you'd trust it for your own mother.

Innovation in healthcare is super slow because it must be; bringing a new concept to market can take 10 years, with success often determined only after 4-5 years of clinical studies and medical certifications.

The huge barriers to entry are frustrating at times, but it is what it is, as safety and trust must always come first.

2. Since you're not only a founder, but also an athlete, what’s a contrarian belief you hold about engaging in sports or working out that most people disagree with?

I always love talking about this belief: on the tatami, especially in a big final, it might seem like physical ability is everything—but actually, winning in jiu-jitsu (or entrepreneurship) is way more about mindset than brute strength.

The biggest skill I’ve gained from jiu-jitsu is hands down "being comfortable in uncomfortable positions." It’s about staying calm, thinking strategically, and adapting under pressure.

The same applies to business: it’s not the strongest or flashiest who succeed, but the ones who outthink, pivot, and grind through tough moments.

Power is cool, but the real victories come from mastering your mind and your heart. 

3. What’s the biggest assumption re.flex's success depends on, and how are you validating it?

Haha, we must have chosen to play the startup game on hardcore mode: a hardware startup in the healthcare industry, as a Romanian team (not exactly VC heaven in 2017). :)

Let’s start from the beginning:

• 2017: "If we can build this unique technology with 3D detection, better than our competitors, we will win." Achieved in 2020.

• 2018: "If we can help patients recover using our technology and prove it through clinical studies, we will win." Achieved in 2021.

• 2020: "If we can get our product publicly reimbursed in a large market (Germany, France, UK), we will win." Achieved in 2021 (Germany).

• 2020 (continued): "If we can find a scalable way to convince doctors to prescribe our reimbursed product, we will win." Achieved in 2023 (2500 patients in just 6 months).

• 2025 (current narrative): "If we manage to get back on the reimbursement list in Germany and successfully expand with four additional products, we will win.

4. If this startup fails, what will likely be the most valuable lesson you take away from it?

The biggest lesson I’ve learned from re.flex is this: contrary to what I believed 10 years ago, running a lifestyle company that generates $3-5M a year in an industry you love, with people you enjoy working with, at a relaxed pace, can be far more fulfilling than constantly comparing yourself to top entrepreneurs shaping industries and changing the world.

And, just like my jiu-jitsu competing days, it’s great to know what hardcore mode feels like—it gives you a reference point to truly appreciate your current, more relaxed level.

5. If you were to hire an A-level player, what would be the one non-negotiable trait they would need to have? 

If I were to hire an A-player, they’d need ownership—taking full responsibility for their work and growth. Like in jiu-jitsu, where there’s always someone better, they should embrace the mindset that there’s always room to improve.

Own your wins, your losses, and the grind to get better every day—that’s the trait I can’t do without. 

Hope y’all enjoyed this new format.

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