About.

Twenty years in, I noticed something had shifted.

What I used to call "convictions about the work" had quietly become criteria. Not rules I defended, but judgments I trusted. The difference matters. Convictions are inherited or argued for. Criteria is earned by doing the work over and over. Not by thinking less, but by reading faster.

That is the only thing I bring to a project that I cannot teach in a workshop. Everything else (frameworks, rationales, slides, workshops, the brand processes themselves) is craft. Craft can be taught. Criteria is what shows up after the craft.

AI changes how this scales, not what it is. I do not see AI as a way to think less. I see it as a way to make criteria travel. Every spark of thought becomes fractal. Every framework gets stress-tested faster. Every category map can be richer than what I happen to know on a given day.

Not a crutch. A catapult.

I started as a copywriter at eighteen. Crossed into strategy when too many people kept telling me my briefs read like plans. Independent for the last ten years. What I learned crossing from one side to the other: creativity sees angles, strategy reads the field. Brands need both, but they need them in the right order. Strategy first, then the angle that breaks the silence.

I still sit with creative teams as if I were one of them. Because in some way, I still am.

Twenty-four years in. Based in Madrid, working globally. Father of three and one dog. The hardest and most rewarding work of my life.

I help brands say what only they can say, in a voice that is unmistakably theirs.

A sparring partner for CMOs and founders. A trusted second mind for CSOs.