I was born in an agency. I left to solve what a campaign can't.

Vales, my family's agency, was my school before it was my job. I spent years there before running it, and together we made it the leading creative agency in southeastern Mexico, with brands like Bepensa, Kekén, La Gas and La Anita, among many others.

I trained wherever and with whoever I could: learning from well-known advertising people in Mexico City, taking distance courses with Argentines, and in Spain, at Miami Ad School, studying strategy. Building a company I learned later, alongside Endeavor and a long list of friends, mentors and entrepreneurs who pushed us to grow.

Over the years I understood that clients didn't want advertising: they wanted results. We knew how to draw attention, but drawing attention isn't selling, and nobody was accountable for what happened next.

For years I looked for someone to hand that question to — someone who understood business, marketing and communication at the same time — and never found them. Where I could have seen a dead end, I saw an enormous opportunity, and I went for it.

An agency was no use for that. What was needed was a platform: someone to lay the strategic foundations, bring the right people in and, when necessary, bring capital too. That is where CWM, the platform, and STAC, the growth system, come from.

Today I help companies get strategic clarity and valuable connections to grow.