I reconstruct businesses for the AI era
Your brand is your most valuable asset
Not your product. Not your team. Not your technology. Your brand. It's the first thing I look at: does the name match the proposition? Does it sound right for where you want to go? I've seen businesses with solid products go nowhere because everything around it — name, positioning, narrative — was built as an afterthought. The foundation has to carry the weight. If it doesn't, nothing on top will hold.
Selected work
View allBuilding a billion-dollar impact platform
The client operated on a transactional certification model — pay a fee, receive a seal, relationship over. Their most powerful asset — world-class geospatial monitoring technology capable of continuous environmental tracking — sat underutilized as internal operational support. The restructuring started from that inversion: certification stopped being the product and became an output of a continuous monitoring system. We separated brands, designed a platform architecture for multiple preservation programs, and created tiered access from schools at R$5.90/month to institutional licensing. A certification company became a billion-dollar platform model because the capability was always there — it just needed a structure that could express it.
Read more$0 → $250k MRR in 6 months
Eight years ago, I told a sales representative his job would become obsolete — furniture manufacturers would eventually cut intermediaries and sell directly online. Last year, he had partnered with one of the manufacturers he used to represent and wanted to take the business digital, but they had nothing: no brand, no online presence, no logistics, no understanding of how marketplaces work. I built the entire operation from naming to first sale — identity, product photography, 3D modeling, marketplace setup, ERP integration, advertising, fulfillment. We launched on Mercado Livre instead of building a proprietary store, using the factory's cost structure as a competitive weapon. Six months later, Movelshop was doing $250k a month and had become the largest client of its own manufacturing partner.
Read moreRepositioning a Geospatial Intelligence Company
Linkmesh had technology capable of monitoring territory, infrastructure, and environmental assets at scale. But the market didn't understand what it actually does — a persistent misread from the positioning itself reduced the entire business to just another data vendor. Every sales conversation started from scratch, and pricing eroded into commodity territory. I redesigned the company around a unified technology core with APIs and SDKs as the commercial surface, repositioning Linkmesh as intelligence infrastructure rather than a data product. The positioning now lives in the space between operational advantage and environmental stewardship. Sales cycle reduced 40%, executive pipeline moved from 20% to 65%.
Read moreThe market
Before talking about what to build, the question is where you're going. How big is the market. What slice you're after. What this looks like in one year, three, five. These aren't abstract questions — they reshape everything. You don't build the same brand for 2% of a local market and 15% of a national one. You don't price the same way, position the same way, or hire the same way. Without dimension, strategy is just guessing.
2009–2026
See allEvery initiative needs a number
Not a vibe. Not "more visibility." A number. A thousand followers. Thirty percent revenue increase. Two hundred leads per month. Without a defined target there is no way to measure return — and without measured return, the investment is invisible. Tying every initiative to a number changes the conversation entirely: you stop paying for deliverables and start investing in outcomes.
Tools
I build some tools you can use and explore
AI Business Canvas
Map your business model with AI-powered analysis. Identify gaps, opportunities, and blind spots in real time.
Try it free →AI Agent Builder
Deploy AI agents for your business — customer service, sales, operations. No code, pre-trained for real business needs.
Coming soonLet’s talk
We can talk about your business
AI doesn't solve business problems
It solves execution. Content, code, design, automation — AI handles that now, faster and cheaper than anyone expected. But removing the execution bottleneck exposes what was always underneath: positioning, model, market fit. The things no tool can figure out. That's the work. The part that was always there, hiding behind the busy work that AI just made disappear.
Lab
See allFrom Certification to Continuous Traceability
How we reconstructed an E+ESG certification platform’s business model — from selling green seals to a billion-dollar impact platform.
The AIzation of Business
Three types of businesses will survive the AI shift. Most companies are not one of them — yet.
Why I Failed Building an AI Product
I spent a week building Astier. It was the wrong product at the wrong time. The failure revealed something more valuable.
Marketing and businesses
Learn moreNot your product. Not your team. Not your technology. Your brand. It's the first thing I look at: does the name match the proposition? Does it sound right for where you want to go? I've seen businesses with solid products go nowhere because everything around it — name, positioning, narrative — was built as an afterthought. The foundation has to carry the weight. If it doesn't, nothing on top will hold.
Before talking about what to build, the question is where you're going. How big is the market. What slice you're after. What this looks like in one year, three, five. These aren't abstract questions — they reshape everything. You don't build the same brand for 2% of a local market and 15% of a national one. You don't price the same way, position the same way, or hire the same way. Without dimension, strategy is just guessing.
Not a vibe. Not "more visibility." A number. A thousand followers. Thirty percent revenue increase. Two hundred leads per month. Without a defined target there's no way to measure return — and without measured return, the investment is invisible. Tying every initiative to a number changes the conversation entirely: you stop paying for deliverables and start investing in outcomes.
It solves execution. Content, code, design, automation — AI handles that now, faster and cheaper than anyone expected. But removing the execution bottleneck exposes what was always underneath: positioning, model, market fit. The things no tool can figure out. That's the work. The part that was always there, hiding behind the busy work that AI just made disappear.
Not sure where to start?
Book a Strategic Session
A focused deep-dive into your business to find what others can't see. You'll get a Reconstruction Map — where you are, where you could be, and what needs to change.
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