Industry is From Mars, Academia is from Venus

In the last decades, the software industry and the Brazilian academia have been working more closely, mainly due to the incentives from funding agencies, such as CNPq, CAPES and FINEP, as well as tax incentives, like Brazil's Law of Informatics. As in any relationship, each party brings its own experiences, goals, targets and outcomes. Thus, for a partnership to be successful, it is important that each side learns how to deal with the differences, respecting the limits of each party, fostering mutual growth. In this context, the aim of this paper is to present the challenges faced by the GREat research group of the Federal University of Ceará over the past 10 years of industry partnership.