"99% of startups fail". Want to be among the 1% that succeed?

Then you need to master branding, and I’ll tell you how ↓

By aligning everything and everyone behind a strategy that puts your brand at the heart of your startup and ensure all decisions are guided by it.

When you do this, you can:

→ Manifest your differentiated position
→ Inspire and engage the right customers
→ Influence a higher perceived value (and gain pricing power)
→ Improve your bottom line exponentially
→ Enhance your team's focus and motivation
→ Strengthen creativity and innovation across the board

As a consultant, I have the freedom to question your assumptions, discover hidden truths, and identify overlooked challenges and opportunities.

Through a human-centered methodology and my 5-step framework called Epicenter✷, I get to the core of your business to understand, address, and reframe these insights, providing the direction needed to establish an indisputable position in your market.

I've successfully implemented the framework with dozens of startup teams worldwide who were able to raise millions in funding, make millions in revenue, and reach millions of people.

Here's what leaders like you said:

Dimo Yanchev, CEO & Co-founder, Almacena ↘
“We had a vague, confusing idea of our direction but now we understand our goals and actions for both the short and long term. Ezequiel’s a brilliant strategist and an amazing person.”

Juan Esteban Zuleta, CEO at Kin Analytics ↘
"Ezequiel goes beyond just knowing about branding. It was a breakthrough experience that led to transformative discussions that changed how we see our company and our brand's essence."

Guido Stefani, CEO & Co-founder, Extendeal ↘
“Ezequiel excels at interpreting situations to optimize them effectively. He guided us to think long-term and to question everything with intelligence.”

All of my work is rooted in my experience as a Disney executive for over 22 years, where I led award-winning teams in Latin America and Europe, and played a key role in shaping iconic brands like Disney, Marvel, and Star Wars for the digital age.

If you want to get serious about your brand and fixing your narrative, send me a DM!

See you soon!

Ezequiel Abramzon

Most people go to tech events to network.

I go to collect evidence…

Every time I go to a tech event, I run the same experiment.

A copy safari.

I picked up the habit at Disney.

We used to walk cities around the world scanning what brands were saying, showing, and selling, tracking how trends were evolving in real life.

Now I do the same thing at tech events.

I walk the entire expo floor scanning how brands communicate.

This week, I did a 34,188-step copy safari at MWC Barcelona:

✓ Badge checked
✓ Camera on
✓ Coffee in hand
✓ Off I go…

Booth 1: "The future of innovation…”

Booth 2: “Your future with AI…”

Booth 3: “Empowering your future…”

Booth 4: “Unlock a better future…”

Booth 5: I need a drink.

Aisle after aisle…
Booth after booth…
Millions spent…
Months of planning…
Endless approvals…
All to say the same thing… every year.

I’m at one of the world's most innovative events, surrounded by some of the biggest tech brands and they all sound identical. 

Let that absurdity sink in for a second.

So, here’s my take:

The companies behind those photos aren't stupid.

Their leaders are just asleep.

They have the budgets.

They have the teams.

They have the agencies.

What they don't have is the courage to say something different.

That’s a massive opportunity for startups.

Before your next web update, pitch deck, or event booth, ask this:

“Could a competitor say this exact same line?”

If yes, it’s probably your category talking, not you.

You're a startup founder.

Innovation is literally your job.

So innovate with your branding too.

Unless…

You’re asleep. 

Are you?

Ezequiel Abramzon ✷

I help growth-stage startups fix their brand narrative so they stop sounding generic and become the obvious choice for customers and investors | 22 years at Disney... So yeah, I’ve seen a thing or two about brands

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I used to enter planes on the main door and turn left.

Now I enter last and am happier than ever before.

Many things changed since I left the executive life at Disney.

Did I say “many”? Actually, almost everything changed!

At Disney, I was part of the machine.

And I mean that in the best possible way.

Flight booked, car waiting, confirmed agenda, presentation ready.

A full team making sure I could focus on what only I could do.

Like a pilot who walks onto the plane and finds everything ready: fuel checked, crew briefed, you just take the controls, make the calls that only you can make, and land it.

It was a privilege I didn't fully appreciate until it was gone.

Because the day I went solo, the machine disappeared.

Suddenly, I was the pilot, the copilot, the flight attendant, and the guy loading the luggage at 5 am… Every email, every proposal, every invoice, every post, every scheduling change, every follow-up. 

Me, all the way.

It was a brutal, necessary, clarifying switch.

But here's the irony…

When I work with growth-stage founders, I face the exact opposite challenge.

They built everything with their own hands: the pitch, the website copy, the LinkedIn posts, the sales scripts… They were in every meeting, on every call.

And it worked… until it didn’t.

Because now the company is growing, the team is bigger, but the founders still can't let go.

I've seen marketing teams lose weeks of work because a founder decided to rewrite a presentation the night before the pitch. 

I've seen campaigns delayed because the copy "didn't sound right" to someone who hadn't talked to a customer in months.

I know exactly why this happens, and it’s not because of ego.

It's fear.

Fear that without their hands on it, something will break.

That’s why a strategy is the ultimate asset for a growing startup.

It gives the team a shared language, a clear direction, and the confidence to execute without waiting for permission.

When everyone is aligned… 

You don't need to approve every message. 
You don't need to rewrite every slide. 
You don't need to be in every room.

The strategy does the work you used to do alone.

My switch was from having everything done for me to doing everything myself.

Yours is from doing everything yourself to trusting that the right system makes everyone better than you ever were alone.

That's what having a strategy gives you.

It prepares the plane, briefs the crew, and shows the flight plan.

So you can finally do what you're actually here to do:

Fly the thing.

Rio de Janeiro, here we go!

Next week, I’ll be keynote speaking at Kamay Code Rio.

Heavy 🥺 

The last time I was on a stage in Brazil, I was a Disney executive showing how we were innovating in brand storytelling across dozens of industries.

That was 7 years ago.

On Wednesday the 18th, I'm back but without the magic badge.

And I'm bringing a brand new talk: 

"The singularity advantage: Become a brand impossible to ignore."

There’s only 1 slide about AI, and you’re not going to like it.

If you are in town or planning to go:

→ Museu do Amanhã, Rio de Janeiro
→ March 18th
→ Get your ticket at www.kamaycode.com

Grateful to Kamay Ventures and the team for having me back.

See you there!

Apple just entered the mascot game!

Meet: Lil’ Finder Guy.

Apple dropped a series of TikTok videos introducing this adorable character as part of their MacBook Neo launch.

They are stepping into a special territory: Gen Z.

What a better way to do it with a little cute character.

Is it here to stay?

I hope so! 🩵 

I'm sure of one thing: 

We are about to see a LOT of new mascots around.

🤷‍♂️

Apparently, I've unlocked a new ICP: "Mums" 🤪 

"We automated everything" Yeah, including the lying. Great job!

What if books came with an AI agent trained on the author’s voice, so readers could ask questions, challenge ideas, and go deeper in real time, while reading?

Audible make it happen!

Yes, I know. My posture is a disaster.

But that’s not the kind of uncomfortable I want to talk about.

Let me ask you something:

Do decisions at your startup take longer than they should?
Do marketing and sales often say different things?
Do people leave meetings with different interpretations?
Does your pitch, website, and content feel disconnected?

If you answered yes to any of these…

That’s misalignment.

Nobody puts it on the P&L, but it's the most expensive item on it.

Most teams I talk to and work with have been living with this for months, sometimes years.

They just never called it what it is.

It shows up as wasted money, slow sales cycles, weak marketing, and staff eventually quitting.

Last week, I experienced a perfect example of it.

I asked a leadership team one important question, and two founders gave me opposite answers.

Not kind of different.

Opposite.

And both of them thought they were aligned.

Boom 💥  the room exploded.

Everyone started talking louder, and the conversation got ugly.

What I tend to do in these situations is go Depeche Mode:

Enjoy the silence.

I let the tension do its work, resisted the urge to fix it… until it was too much, and I took the room back with a new question:

“If both of you are right, which company are we actually running?”

Silence.

Suddenly, they saw it:

They were operating under different realities.

And if a leadership team can't align on what they're building, what do you think their customers are hearing?

The tricky part of misalignment is that it looks like normal meetings, normal decisions, normal work, until one day you realize everyone has been building a different version of the same company.

The moment a team can see that clearly, in the same room, at the same time, everything changes.

That uncomfortable question nobody asked (and I did) became the most valuable conversation the business had in months.

That's the paradox.

The uncomfortable conversation is not the problem.

Avoiding it is.

99% of brands would have put their logo on this coaster.

Texas Longhorn didn’t.

Sitting at their restaurant in Stockholm, I looked down and saw it.

I smiled like a kid who just got away with something.

And then I thought:

Someone at that company made a decision.

A small, completely optional, and easy to avoid decision.

Nobody was going to notice if the coaster just had the logo.

Nobody was going to complain.

The brief probably said “print coaster," and someone said, wait, what if we actually said something here?

That's it.

That's what I mean by having a brand mindset.

It's being conscious about crafting memories, meaning triggers, emotions, at every level, on every decision.

Intentional singularity.

What if this was one of your web popups on your SaaS?

Or a screen in the onboarding tutorial of your app?
Or the error message when something isn’t working?
Or the loading screen?
Or the subject of your automated welcome email?
Or the placeholder text in your empty search bar?
Or the confirmation screen after they sign up?

Most startups are so busy working that they overthink big brand moves and never make the small ones count.

Remember the kid in “The Matrix”?

Well…

The coaster is never just a coaster.

I f*cking love the other 1%.

Most companies that claim to be revolutionary aren’t.

So why do they keep claiming it?

I've been collecting bad branding for years in a file called "The Redundancy Report," and revolutions have their own chapter.

I started it as a joke for a client, then it became research.

Now it should belong to a museum 😅 

When a tech company claims to be revolutionary, but looks, sounds, and feels like every other one in our feeds, it creates the opposite of what they intended:

Doubt, disinterest, or worse… indifference.

You don't think "Wow, finally something new.”

You think "I've seen this before.”

Maybe it works with investors, but they’ve been drowning in revolutionary pitches since 2015.

Maybe it works with early adopters, but they'll try it, tell someone, and then move on to the next shiny thing because that's literally what they do.

We know that since 1962, thanks to Everett Rogers and his curve.

Early adopters are the spark, not the engine for growth.

You don’t need to sound like history in the making.

People want solutions that work now.

Not in two years.

Now.

Which begs the question: 

Why are you still selling the long term?

Show the value you can bring today.

That's what gets people to buy, stay, and trust you.

People want the safety of solid ground.

Stop selling the earthquake.

Hoggax

Operations Manager

Educability

• Responsible for researching, planning, developing and implementing an organization’s programs. • Lead the execution of educational technology and consulting projects in different clients for LATAM (Argentina, Uruguay, Colombia and Mexico) with a focus on STEAM learning.
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Regional Director of Operations - LATAM

• Dedicated part-time to research "Technologies for inclusive and sustainable development: learning strategies and appropriation of digital skills in popular communities oriented to informational work in the SSI sector in Argentina" - Closing of Master's Degree in Science, Technology and Society ( UNQ). 
• Part-time dedication to Doctoral research "Policies, strategies and dynamics of learning, appropriation, consumption and production of digital technologies in young people from popular communities oriented to informational work. A comparative analysis in Argentina" 
• Scientific-technological dissemination strategies on TISD (Technologies for Inclusive and Sustainable Development) and STI (Science, Technology and Innovation) topics.

Researcher Phd Candidate

Educability®is a Learning Experience Platform (LXP) and regional consultancy group who works for educational innovation, learning agility, disruptive teaching methodologies and digital skills training for inclusive development world-wide. My mains responsabilities as Ed-Tech Director are:
• Lead the execution of educational technology and consulting projects in different clients
for LATAM (Argentina, Uruguay, Colombia and Mexico) with a focus on STEAM learning.
• Coordinate the development of the learning platform (LXP) for the launch of Academia
Educability.
• In charge of research and development of new trends and learning dynamics, with
focus on projects that link digital technologies and inclusive development.

Co-Founder & Technology Director

Ticmas

As the Head of Customer Experience (CX) in TICMAS, my mains responsibilities are build and lead the Customer Experience team, including Activation & Onboarding, Adoption, Mentoring & Teachers Training, Customer Success Managers (CSM), Help & Support, focusing on driving product adoption and leading the best customer experience for all the Schools, Teachers, Students and Parents, focused in LATAM Market. Also:
• Scale and optimize CX advisory services delivery. Facilitate in the development of operational standards, process, and policies to improve the delivery of CX Program Consulting services to customers and co-workers
• Develop standardized content and program templates to facilitate the implementation of best practices in specific industry verticals where you have and will develop expertise
• Contribute to the design and development of new platform features in conjunction with Product Management

Head of Customer Experience - LATAM

As the Head of Customer Success in TICMAS, my mains responsibilities are build and lead the Customer Success team, including Activation & Onboarding, Adoption and Customer Success Managers, focusing on driving product adoption and leading the best customer experience for all the Schools, Teachers, Students and Parents in the Ed-Tech Market. We also: 
• Define and optimize customer lifecycle by driving programs and initiative to improve engagement approaches based on customer segmentation and leading a culture of continuous improvement Influence future lifetime value through higher product adoption, customer satisfaction and overall health scores and driving growth through gross renewals and net retention improvements. 
• Reduce churn and drive new business growth through greater advocacy and reference ability Work closely with the sales management and Regional Directors to align on strategies, renewal forecasting, coverage plans, and account opportunities (i.e., opportunities and risks) 
• Drive operational practices to track performance of teams and individuals Address escalated customer issues with speed and urgency, orchestrating resources across the company as appropriate 
• Develop company-wide Customer Success motion integrating processes, content and data to/from stakeholder organizations (e.g., Marketing, Sales, Product/Engineering, etc.)

Head of Customer Success - South Cone

Arbusta

Arbusta identifies and selects young people between 18 and 25 years old with no previous experience and from working class neighborhoods in Argentina, Uruguay and Colombia, which the market does not consider today, it offers them a first job opportunity in the technological market and turns them into new talents for the IT industry. My mains responsabilities as a Technology Director were: 
•	Development and implementation of global business strategies next to the commercial area.
•	Start up of the operations of the new markets 
•	Define new services that add value to current and potential customers.
•	Monitoring the behavior of the competition and the market.
•	Start-up of our fist innovation hub (Arbusta LAB) providing the necessary support to research & development for evaluation, execution and monitoring.
•       Responsible of Continuous Improvement team (CI): Assuring services quality & status report , Quality improvement plans, KPI & metrics, ISO 9001 standars
•       Responsible of Center of Excellence (CoE) of Data Services and Testing & QA Services : Technology & best practices definition, market benchmark, Knowledge Base Management, Documentation & tools to be used
•       Responsible of Platforms Team (Infraestructure and Internal Systems)

Director of Technology

Inclusion. The Cloud Company

•	Proactively manage post-sales activities & SAP Center Of Excellence (CoE) for Enterprise clients through building relationships, product & service knowledge, requirements gathering and project execution.
•	Understanding of technology principles and services including cloud infrastructure, business applications, data management & Bi , application platforms and consumer facing technology.
•	Identify and qualify cross-sell & up-sell opportunities, leveraging sales resources to grow account relationships. Work with the sales, marketing, operations and accounting teams to upsell new services and products to existing clients to optimize their actual conctracts (write statements of work, gather and quote pricing options to clients and ensure proper invoicing is completed)
•	Gather product & service feedback (NPS, CSAT, CES), write business requirements and act as an internal advocate for the client-base.  Track account activity to identify churn risk and work proactively to eliminate that risk.

Client Success Manager

•	Managing all aspects of the projects portfolio to agreed-upon customer requirements, ensuring all technical, safety, quality and financial targets are met, and relevant guidelines are followed.  
•	IT Project Portfolio managed: 48 (including SAP , Salesforce, Consultancy, UX, Mobile & web development with agile methodology)
•	Work with Engineering and other internal departments to plan, organize and direct project activities.
•	Establish project objectives, policies, procedures and performance standards within the boundaries of company policy and contract specifications.
•	Monitor and control projects through administrative direction of on-site production to ensure projects are completed on schedule and within budget.
•	Investigate potentially serious situations and implement corrective measures.
•	Represent company in project meetings and attend strategy meetings.

IT Project Management Officer - PMO

•	Monitoring and controlling project financials, overseeing project invoicing status, cost, expenses and cash flow. Driving the formal acceptance of the project, contract close-out and acknowledgement by the customer.
•	Analysis of IT resource allocation (bench & capacity) and progress of the projects, for costing and cash flows.
•	 Check the efficiency of resources allocated to each LoB.
•	Interpret and explain plans and contract terms to administrative staff, customers, and end users.
•	Formulate reports concerning such areas as work progress, costs and scheduling.

Senior Administrative & IT Project Coordinator

ORGANIZACIÓN DE ESTADOS IBEROAMERICANOS

• Project Management Conventions (UNICEF, Ministerio de Educación de la Nación Argentina).
• Monitoring Projects funded by Multilateral Credit Organizations
• Prepare comparison between budgeted and actual costs; provide variance analysis and updated cost-to-completed projections on a regular basis.
• Control of funds available for its execution (budget control)
• Supplier Management: budget request, monitoring and control, cargo invoices and receipt
• Preparation of contracts 
• Effectively document and communicate project status updates to stakeholders via written memorandums, email, and/or meeting presentations.
• Payment to consultants and suppliers
• Set resource planning based on the financial performance
• Produce and write reports and / or minutes of the administrative and financial situation of project
• Implement internal controls and accounting procedures meet required
• Assist in other administrative projects.

Project Analyst

Pöyry

• Soporte administrativo y de proyectos para proyectos en curso (Tecnología de Procesos)
• Ayuda según sea necesario en iniciativas de aprobación previa y P&L del proyecto.
• Auditoría de documentos, etiquetado y presentaciones compiladas.

Senior IT Project Analyst

Mercadolibre.com

• Atención a usuarios del sitio para consultas sobre el proceso de Facturación
• Mediación entre usuarios en incidencias con calificaciones
• Validación del proceso de Cheque de Pago 
• Atención a usuarios del sitio para consultas sobre el proceso de Facturación 
• Mediación entre usuarios respecto de incidencias con calificaciones 
• Validación del proceso de Cheque de PagoPaycheck

Especialista de Customer Experience

👩🏻‍💻 Tech Back > I have + 18 years of experience in IT, managing multiple operations and technical teams throughout the region for the implementation of services (ITIL), platforms and digital products with agile (SAFe/LeSS) and waterfall models (Waterfall) depending on the needs of clients in different business models (B2B, B2B2C, B2G). I continue to specialize in Generative Artificial Intelligence topics.

🌎 Impact & Propuse: Focus in the last 5 years in Impact Business, actually surfing the intersection between EmergingTech/Data/Learning/Sustainable Goals for Development. I have a clear sense of purpose in everything I do. 💚 I have worked in award-winning impact startups that contribute to the SDGs #Education #Health&Wellness #EconomicGrowth #ClimateAction

🎓 Nerd at scale: Cum Laude Bachelor's degree in Business Administration &  Information Systems. Master Technology, Science and Society (writing thesis). PhD. Candidate. ITIL & ScrumMaster Certified.

🚀 Making things happen: Highly dependable, self-starter, high energy, positive attitude with good organization and time management skills. Focus and Results-Oriented.

🌟 Human Centered: Strong customer relationship and collaboration experience, capable of engaging at multiple layers within an organization. I am passionate about relationships between people, traveling and working in multicultural environments and teams.

📧 Contact me!: melina@educability.com.ar | https://linktr.ee/melinanogueira

Melina Nogueira Fernández

🟨 🏃‍♀️ Por la mañana venía corriendo de dejar a mi hija en el jardín para conectarme a una reunión (el mejor #gym para una workingmum) y me encontré una de las tantas @𝗡𝗼𝘁𝗲𝘀𝗧𝗼𝗦𝘁𝗿𝗮𝗻𝗴𝗲𝗿𝘀 que hay por Palermo.

Rápidamente se me vino la famosa frase a la cabeza…”𝘕𝘶𝘯𝘤𝘢, 𝘦𝘯 𝘭𝘢 𝘩𝘪𝘴𝘵𝘰𝘳𝘪𝘢 𝘥𝘦 𝘭𝘢 𝘩𝘶𝘮𝘢𝘯𝘪𝘥𝘢𝘥, 𝘵𝘶𝘷𝘪𝘮𝘰𝘴 𝘵𝘢𝘯𝘵𝘰 𝘢𝘤𝘤𝘦𝘴𝘰 𝘢 𝘪𝘯𝘧𝘰𝘳𝘮𝘢𝘤𝘪𝘰́𝘯 𝘺…” Y sin embargo ( ahí viene mi insight matutino), cada vez veo 𝗺𝗲𝗻𝗼𝘀 𝗱𝗶𝘀𝗽𝗼𝘀𝗶𝗰𝗶𝗼́𝗻 𝗮 𝗱𝘂𝗱𝗮𝗿. 🤔

[#Hiringmode]Estamos armando un hermoso proyecto de sensibilización sobre el tema desde Educability EdTech y quisiera conocer más profesionales como los que ya seguimos para un mapeo de perfiles que desafían la generación de contenidos y agendas desde una mirada revisionista y centrada en el pensamiento crítico. 
Si conoces gente que valga la pena, @rrobalos porfa!

Regional Operations Director @Educability | Fractional COO for Impact Business | EdTech & AI Strategy | Education & Employability | Tech, Scaling & Regenerative Leadership

Por la mañana venía corriendo de dejar a mi hija en el jardín para conectarme a una reunión (el mejor #gym para una workingmom) y me encontré una de l

Open article: “Sin humildad el aprendizaje no sucede” (la historia detrás del graffiti callejero) by Melina Nogueira Fernández • 3 min read

“Sin humildad el aprendizaje no sucede” (la historia detrás del graffiti callejero)

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