Letters.
Long-form essays on what I learned from inside. Not blog posts — pieces written to last, on family, third generation, retail, and building from Chile. Published only here.
- 01 · Aug 26, 20269 min · essayThe Retail Brief
K-pop, anime, and a mall where we'd already failed.
The first Bold we opened in Los Dominicos failed. On Saturday we open there again — this time having read what the mall had turned into.
- 02 · Aug 20, 20268 min · essayEl Tío Bold/Drops
Bots, notaries, and Robert Langdon.
Bots, notarised raffles, puzzles, and the collective work behind Tío Drops. How Drops earned the right to sell out.
- 03 · Aug 17, 20268 min · essayThe Retail Brief
How we deploy AI across a large retail store network.
No app to install, no training, no six-month project. What we learned putting AI to work across 160+ stores over WhatsApp.
- 04 · Aug 17, 20266 min · essayThe Retail Brief
Build vs Buy in the age of AI.
"Your website is terrible," a customer told me. They were right. And fixing it changed how we decide what software we buy.
- 05 · Aug 17, 20267 min · essayThe Retail Brief
AI agents in retail: what actually works in production.
Nine systems, three different states, and why a portfolio where everything is 'in production' isn't a portfolio.
- 06 · Jun 20, 20264 min · essayThe Retail Brief
I paid happily.
Disney, the Mickey ice cream, and the one margin no bank can copy: how you make people feel.
- 07 · Jun 18, 20266 min · essayThe Retail Brief
Cyber is eating itself.
How we train our own customer to never pay us full price again.
- 08 · Jun 6, 20262 min · essayThe Retail Brief
It chose to earn less. And that's why it earns more.
The Costco paradox, in three operating rules that have worked for 40 years.
- 09 · May 21, 20268 min · essay
Why I came back.
BCG, Belsport, Stanford. Why I stopped wanting to leave.
