What’s your backstory — how did you end up starting (or joining) an agency?

I’ve been building things since school—first small ventures, then full-scale tech solutions. With a background in engineering and two decades leading digital projects, I founded BetterWay Devs to solve a clear gap: helping North American companies hire and retain Latin American developers through transparent, long-term models. That same transparency powers Cognitus, our nonprofit initiative to train and grow new tech talent. It’s all part of a bigger mission: connect great people with real opportunities—and do it the right way.

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What was your first entrepreneurial moment as a kid or teen?

There wasn’t just one—it was a series of small ventures that kept evolving. In middle school in Colombia, I started by selling fruit at school. Later, I noticed classmates needed help in chemistry, so I created and sold updated periodic tables each week as new elements were introduced. After moving to the U.S., I continued that mindset—selling chocolates in high school, and once I bought my first computer (with savings from those early efforts), I started offering homework and essay help.It’s not something I advocate now—but it was part of my journey. Each step taught me something: how to spot a need, create value, and reinvest into the next opportunity. That cycle—observe, act, learn, build—has been the foundation of how I’ve approached entrepreneurship ever since.

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What’s a belief you’ve changed your mind about in the last 3 years?

For a long time, I believed that learning to code and build was the key to unlocking opportunity—and for many years, it was. But with the rise of AI, I’ve had to shift that belief. Today, technical expertise alone isn’t enough.I’ve come to realise that what truly matters now is problem-solving at a deeper level—having a strong engineering mindset, understanding systems, and being able to think critically across layers of complexity. AI can generate code, but it can’t design the architecture, weigh trade-offs, or adapt solutions to real-world business constraints the way an experienced engineer or team can.

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When do you feel most energized at work?

I feel most energized when I see people thrive—whether it’s someone on our team getting hired, earning a raise, receiving a bonus, or taking a big step in their career because of an opportunity we helped create. That’s when all the behind-the-scenes work feels worth it.The same goes for our clients—when they’re happy with the talent we’ve connected them with, and we can see the difference it’s making in their business, it’s incredibly motivating.Yes, I still enjoy improving processes and systems—that’s the engineer in me—but what really fuels me is the real-world impact: seeing both talent and clients succeed, and knowing we played a part in making it happen.

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What’s a day in your life really look like (no filters)?

My days are a mix of work, family, and personal routines—all happening side by side. Everything really starts with family: I take my kids to school early, and most of my schedule revolves around them. Around that, I carve out time for daily exercise—whether it’s tennis, cycling indoors, or hitting the trails. Over the last two years, staying active has become essential for my focus and energy.Work flows around those anchors. I check in with the teams, push internal goals forward, and stay closely involved in improving our operations at BetterWay Devs. Some days include community work with Cognitus too. It’s not a strict 9–5—I shift between roles throughout the day—but the structure works because it’s built around what matters most to me.

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What’s a personal ritual or habit you credit for your success?

Curiosity. I’ve always had the urge to explore things I come across—new technologies, trends, tools, news. When something catches my eye, I naturally want to know more: what it is, how it works, and what it’s really used for. That habit of digging deeper has led me to discover opportunities, experiment early, and stay ahead of the curve. Curiosity keeps me moving, learning, and building in meaningful ways.

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What type of clients or projects are a 'no' for you?

We’re very intentional about who we work with. At BetterWay Devs, we prioritize the well-being of our developers, so we don’t take on clients who don’t share that value. If a company lacks transparency, treats people as disposable, or isn’t aligned with fairness and long-term relationships, it’s a no for us. We also avoid projects tied to industries like gambling or adult content—our focus is on building ethical, people-centered partnerships.

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What’s a principle or value your agency lives by?

Transparency and honesty—those are non-negotiable. We owe it to both our clients and the talent we work with to be clear, fair, and upfront in everything we do. That’s what builds long-term relationships and trust. We’re not interested in shortcuts or hidden margins—just real, sustainable partnerships that everyone can grow from.

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How do you hire? What do you look for in people?

At BetterWay Devs, hiring is intentional—we’re not just filling a role, we’re building long-term relationships between top talent in Latin America and companies in North America.Our clients have high technical requirements, so meeting those is non-negotiable. We look for professionals with proven expertise in their field and the ability to deliver at the level our clients expect. But technical skills alone aren’t enough—what really determines success is whether someone will thrive and stay for the long term.That’s why we focus just as much on attitude, adaptability, and communication. Most of our talent works directly with North American clients, so we prioritize strong English skills, proactive collaboration, and cultural awareness. Reliability, resilience, and ownership are key—we want people who take pride in their work, think creatively to solve problems, and align with our clients’ values.In short, we hire for technical excellence and human qualities that make lasting partnerships possible.

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Who’s one founder or operator you really admire — and why?

Bill Gates. Beyond building Microsoft into one of the most influential tech companies in history, I admire how he’s channelled his success into large-scale philanthropic work through the Bill & Melinda Gates Foundation. His commitment to global health, education, and solving complex problems reflects a vision that extends far beyond business.I connect with that mindset—using what you’ve built to create opportunities and improve lives. On a personal level, I also enjoy his own podcast, Unconfuse Me with Bill Gates. Hearing him dive deep into conversations about science, technology, and big ideas with leading thinkers is inspiring—and a great reminder that curiosity and learning are lifelong habits.

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What software or tool do you swear by?

While I’ve been a Google and Chrome user for many years, I don’t get too attached to any single tool. Technology evolves quickly, and I believe in constantly experimenting to find what best fits my changing needs.These days, I use ChatGPT daily, but I’ve also tested other LLMs and regularly switch up my stack when I find something that improves how I work. The key is to stay open—use the best tool for the moment, adapt when something better comes along, and never assume today’s favourite will be tomorrow’s solution.

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What’s one resource (book, podcast, etc.) that changed how you work?

One book I always recommend to anyone starting a business is The Lean Startup by Eric Ries. Its principles on testing ideas quickly, validating assumptions, and adapting based on feedback have shaped how I approach new projects. I try to apply that mindset not just to startups, but to any new initiative—treating it as an experiment, measuring results, and iterating fast. It’s a framework that keeps you focused on creating real value instead of getting stuck in theory.