What's on my mind this month.
A living page. Updated every couple of weeks with what I'm actually doing, reading, and thinking.
- Building
Yáneken's internal workshop — IRIS validating stores over WhatsApp across about 150 stores, Draper piloting commercial agents with Hoka, Project Cerebro putting the whole market on the pricing table, and Olson, which measures how AI answer engines name, recommend and cite a brand. What we used to buy as SaaS, we now build.
- Operating
Yáneken — designing the 2026 operating plan: how we keep growing inorganically while consolidating the omnichannel operation and shaving another point off cost-to-serve.
- Writing
El Tío Bold/Drops — the site's series: my side of the stories, paired with what I post on LinkedIn. Writing Nº 002 now: how Bold began, and why betting on sneaker culture in Chile made sense before the market was obvious.
- Publishing
Two whitepapers at Menlo & Oak. One on why citation replaced ranking in AI search, and what a retail operator can actually do about it. The other on marketplace unit economics: if ACOS exceeds contribution margin, you are paying for the privilege of selling. Both full text, no signup.
- Relaunching
Club Stanford de Chile — we relaunched it on 8 September: five alumni, all volunteers. We want to keep the link to Stanford and Silicon Valley alive, starting with AI, and make sure nobody leaves for Stanford without first getting a call from the club. November's guest: Ariel Szarfsztejn, CEO of Mercado Libre.
- Reading
Work in Progress — Michael Eisner. The memoir of the CEO who rebuilt Disney through the '80s and '90s. Fresh off the Jamie Dimon biography: trading banking for the experience business, told from the inside.
- Listening
Acquired — the Costco episode. Four hours. Ten times more useful than any MBA on retail strategy. I re-listen every time I'm about to make a big pricing decision.
- Training
Coming back to triathlon base after a couple of months off for travel. Aiming for Ironman 70.3 Pucón in January.