Strategist. Analyst. And a nonconformist driven by clarity.
I don’t predict the future. I study how it’s built — and help you move through it with discernment.
A life between ideas, technology and real-world decisions
For over 30 years, I’ve worked at the intersection of strategy, innovation and critical thinking. It hasn’t been a theoretical journey — or one from behind a desk. I’ve built companies, advised major brands at pivotal moments, and led projects where technology wasn’t the goal, but the tool to make meaningful change.
I’ve learned that true transformation doesn’t come from what sounds new — but from what connects to the essential: understanding what moves people, how power is exercised, and the role technology plays in all of it.
I don’t have a one-size-fits-all recipe. I build the method that best fits each challenge.
Three things that define my work
1. Strategy with vision and grounded execution
I never start with technology. I start with the right questions. This is what I do: I detect what others overlook and translate it into decisions that create impact, as we did with BMW, SEAT and BBVA.
2. Solutions that Open New Worlds
My role as an architect is to design solid conceptual structures that are transformed into tools like HealthyBalance, SmartSizing, or the fusion of Geo-Consumption and Geolocation.
3. Uncompromising critical thinking
In my books and articles, I talk about what is not usually said: how opinion is manipulated and how technology shapes our certainties. I don't write to be right; I write to activate thought.
"I work with those who refuse to settle. With those who know that thinking differently is not just a personality trait — it’s a necessity if you truly want to change something."
