Vol. I
Practice
Principles
Projects
I help companies see how their operation runs, then fix it.
Edition
Mexico, 2026
I work with the people in charge and build software their teams keep using.
When it works, anyone can see who decides what, and nobody has to stay late to hold it together.
Practice
Most of what slows a company down is invisible from the top.
I start by finding it, usually in the handoffs between teams.
01
Impact
I judge the work by whether it still runs after I leave.
Organizations
30+
Projects
50+
02
How I work
01
Map the work as it is
I sit with the team and follow the work from request to done, including where it waits.
02
Set a weekly rhythm
We agree on when decisions get made and what the software needs to track for them.
03
Build the tools
I build them around how your team already works, so nobody has to learn a new way of working first.
04
Measure what changed
Before we start, we pick the number the project should move. At the end we check it.
Principles
If the week only works when someone stays late, the problem is the system.
These four principles guide what I build.
03
Principles
The people using a system should be able to explain it.
Leaders decide what the software is for.
Simpler operations move faster.
Work
Different industries tend to get stuck in the same places.
Real estate, transportation, yacht charters and professional services, so far.
04
Current work
Duplica
I do this work through Duplica, the firm I founded.
Most of it happens in the unglamorous middle of a company, between what leadership decides and what the team does every day.
See Duplica →
Duplica studio
Mexico, 2026
