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Commencement address of Cebu Landmaster founder Jose R. Soberano III

Soberano commencement speech
Soberano commencement speech

Maayong buntag [Good morning] to you all. 

To the Class of 2026, congratulations. It is a privilege and an honor to be with you today. As a proud Cebuano, I am especially happy to stand before graduates of the best university in Cebu, and to see so many young talents from across Visayas and Mindanao as you begin the next chapter of your lives. 

Today, we celebrate the culmination of years of hard work, sacrifice, and perseverance—and the beginning of a brand, new chapter.  

As I stand before you this morning, I cannot help but be reminded of my own graduation fifty years ago. 

Introduction

In 1976, I graduated with a degree in Economics, just like some of you today. I still remember the excitement I felt. Like many of you, I had big dreams, great ambitions, and a long list of things I hoped to accomplish. But if I’m being honest, I was uncertain about what the future had in store. 

Looking at you all today, I imagine many of you feel the same. Excited about what lies ahead, but perhaps wondering what comes next. 

Yet your generation enters the workforce at a time of unprecedented change. Artificial intelligence is reshaping industries, redefining careers, and accelerating the pace of innovation. The future has never been more exciting—or more uncertain. 

If all that feels a little overwhelming, let me assure you: you will be fine. You will do great. You do not need all the answers today. I certainly did not. In many ways, that is what connects my generation to yours.

From my years to artificial intelligence, every generation has faced profound change. Mine lived through economic crisis, political upheavals, fuel shortages, financial downturns, and a global pandemic. 

Yours will definitely face different challenges, but the human question remains the same: How do you find your way in an uncertain world?

While crises and disruptors may be the new normal, there are certain fundamentals I believe remain relevant and within our control. And these are the three lessons I would like to leave with you today.

Lessons

Nurture relationships

First, nurture your relationships. They will be your most valuable asset.

I grew up with modest beginnings and learned early that success is never achieved alone. No matter how talented or hardworking you may be, your journey will always be shaped by the people around you.

So, invest in your relationships—with family, friends, classmates, mentors, and colleagues. Give them your time, your attention, and your sincerity. The quality of your relationships will often determine the quality of your opportunities, and ultimately, the quality of your life.

As you sit here today, look around you. Beside you are the classmates who shared your struggles, victories, and sleepless nights. Among them may be your future business partners, colleagues, clients, mentors, or lifelong friends. 

Many of my closest friends today are people I met in high school and college. Fifty years later, we still gather regularly—and according to my wife, perhaps too regularly. Over the years, many have also become my business partners, directors of our companies, clients, and trusted advisors.

That reminds me of one lesson I have learned throughout life. Some of the greatest opportunities you will ever receive will come not from what you know, but from who trusts you enough to open a door. The same lesson guided me when I founded the Cebu Landmasters, starting as a small company competing against much larger developers. Yet customers trusted us with their homes, employees chose to build their careers with us, and partners chose to grow alongside us. 

Looking back, I believe that was never because we are the best or the biggest, but because we placed relationships at the heart of our business. We worked hard to earn people’s trust by listening, showing up consistently, and delivering on our commitments. And over time, those relationships became the foundation upon which our company was built.

So, my advice is simple: Invest in people. Be someone others can trust.

Be someone others trust. Build bridges, not just resumes. Because in a rapidly changing world, your greatest opportunities–and often your greatest advantage will come from the relationships you nurture along the way.

Purpose takes time

Second, be patient and persevere because purpose takes time.

Graduates, one piece of advice you will often hear is to “find your purpose”.

It sounds simple, but in reality, it is not always straightforward. 

So let me tell you this–do not feel pressured to have your entire life figured out today.

Your first job does not have to be your forever job and your first dream does not have to be your final destination. Purpose takes time. Be patient and persevere.

After 23 years employed with Ayala, I took a bold step to fulfill my purpose, which I thought was through public service. Yes, I left my stable and promising corporate career with Ayala to become a politician and ran for Congress. I was convinced then that this was where I was meant to serve. But life had other plans, I lost the elections. And for the first time in many years, I found myself having to start all over again. 

As I considered what to do next, I noticed a need in my home district in Balamban, here in Cebu. Many hard-working families did not have access to affordable and quality housing.

And that gave birth to my first housing project, San Jose Maria Village in Balamban, named after my patron saint, Saint Josemaria Escriba. It was a modest development, but it resonated strongly with the market and sold out almost immediately. 

That first project changed the course of my life and eventually led to the founding of Cebu Landmasters in 2003. So, when did I discover my purpose? 

I found it not after graduation, but when I was already 47 years old, or 47 years young. 

For me, my purpose is rooted in real estate. Not simply building houses, but helping Filipino families realize the dream of having a home. By becoming a home builder, a Landmaster, I discovered that this too was public service. 

So, graduates, you will find your purpose eventually, but be patient and persevere. Find it by serving faithfully, working hard, and paying attention to where you can make the greatest difference.

Turn uncertainty into opportunity

Thirdly, and lastly, turn uncertainty into opportunity.

Your career will rarely follow a straight line. Failures, setbacks, and unexpected detours are inevitable. Meet them with courage, resilience, and adaptability. These qualities will keep you moving forward and help you see opportunities where others see obstacles. 

As AI reshapes the workplace and the world at an unprecedented pace, technical skills will continue to evolve. But your adaptability, resourcefulness, and resilience will be the qualities that will set you apart. 

Let me share one example. The pandemic was the ultimate test of resilience.

No business plan anticipated it, and no playbook existed for it.

At the onset of the pandemic, we chose to focus not on what we couldn’t control, but on what we could. While many businesses paused, we adapted. We kept launching projects. We kept delivering homes. We kept serving our customers and we kept moving forward.

We certainly did not have all the answers, but we took calculated risks. We adapted as circumstances changed, guided by the knowledge that people were relying on us—our employees, partners, buyers, investors, our workers, and the communities we serve.

Looking back, what began as our greatest challenge became one of our greatest opportunities. We emerged from the pandemic stronger—not because we could predict the future, but because we chose to adapt, innovate, and keep moving forward despite uncertainty.

So, graduates, when others see obstacles, look for opportunities. When others hesitate, have the courage to act. And when life does not go according to plan, have resilience to keep marching on.

Concluding remarks

Graduates, the world you inherit will be different from the one I entered some 50 years ago. Yet I believe the fundamentals remain the same. 

If you remember only three things from today, remember these: Number one, nurture your relationships. Number two, pursue your purpose with patience. And number three, turn uncertainty into opportunity.

As I stand before you today, I am also at a meaningful milestone in my own journey. Just this month, I stepped down as President and CEO of Cebu Landmaster and transitioned to the role of Executive Chairman, passing leadership to the next generation. My children and our leaders will carry the organization forward long after my time.

That transition has reminded me of what truly matters. 

While I am grateful for the homes and communities we have built, I am even more grateful for the home I return to every day—my wife, my four children, my eight grandchildren, my family and friends, and many people who have walked alongside me throughout my journey.

And ultimately, it reminds me that life itself is a journey entrusted to us for only a season. We are given gifts, talents, opportunities, and precious time. 

In the end, the question is not simply how successful we become. The question is, how do we choose to live the life God has given us? How do we use our gifts to serve others and honor Him? 

Class of 2026, the future is waiting for you. Go forward with courage, purpose, and faith. 

Build meaningful careers, and more importantly, build meaningful lives

Congratulations, University of San Carlos Class of 2026. May God bless you and your journey ahead.Daghang salamat sa inyong tanan [Thank you very much everyone]. 

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