StrategyWhy your brand isn't landing — and it's probably not your product
Most founders assume marketing is the problem. Almost always, it's positioning. Here's how to tell the difference.
5 min read · May 2026
Read →Journal
Thinking out loud.
Strategy, brand, and the honest parts of building a studio.
Strategy
Behind MinaWhat I learned building a studio while finishing a master's degree
I started Mina in the middle of my Master's in Marketing in Miami. The gap between what I was learning and what I was doing is exactly why the studio exists.
6 min read · April 2026
Read →
StrategyThe soft launch is the most underrated moment in a brand's life
When we launched Casa Lazzo in Peru, the soft launch told us almost everything we needed to know. Most brands rush past it.
5 min read · March 2026
Read →
StrategyGlobal brand, local market: why copy-paste strategy never works
I've worked across the US, Colombia, and Peru. Same brand, different markets. The framework stays. The expression has to change.
6 min read · February 2026
Read →
Behind MinaOn working with founders at a turning point
Mina is for founders at a turning point. This is what that actually means, and why this work matters to me personally.
5 min read · January 2026
Read →