Marketing raises multiples. A growth story without leads is just fiction.

Las organizaciones mueren más por autoengaño que por amenazas externas.

Beware the “NGO effect.” A foreign-funded program can distort demand signals for years. GTM needs filters to separate real demand from grant-driven illusions.

Advising means recognizing that in Peru, reputation spreads faster than contracts. Word of mouth makes or breaks projects.

Buyers want certainty. A steady flow of customers from good marketing creates it.

Calm isn’t weakness. It’s choosing clarity when the world around you pushes for panic.

Transparency without sensationalism keeps panic contained.

Corruption is a reality, but cynicism isn’t a strategy. Advising in Peru requires realism without fatalism.

Peruvians value persistence. Most advisors leave too soon. Those who stay through the delays often win trust for life.

A política pode abrir portas, mas apenas a consistência mantém negócios de pé.

The founder’s mood sets the market’s perception. Calm them down privately, so panic never leaks publicly.

Estrutura não é burocracia. É a única defesa contra ambientes que vivem de atalhos.

No conselho, a pergunta mais poderosa é: “O que estamos fingindo que não vemos?”

A founder off the rails rarely needs more data. They need someone steady enough to absorb the chaos without adding to it.

Sometimes your “competitor” is a cousin with a side hustle undercutting you. GTM must address informal competition you can’t sue out of existence.

Keep surprise visits calm. Panic distorts the evidence you came to see.

Calming a founder isn’t therapy. It’s containment. Keep the fire from spreading until they regain control.

Leadership isn’t about avoiding storms. It’s about being the one people anchor to when the waves rise.

Emerging markets reward speed to cash. Long pilots and endless “awareness” campaigns are graveyards. Sell, get paid, prove, then scale.

Your first marketing channel in many markets? Word of mouth amplified by WhatsApp groups. Simple, cheap, fast, and brutally honest.

Good marketing signals professionalism. Sloppy branding signals risk.

El verdadero prestigio se gana enfrentando crisis sin disfrazar la realidad.

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In emerging economies, strategy looks like survival. The GTM winners are those who accept messy realities and build around them, not against them.

La política puede distorsionar mercados. El consejo debe leer esas señales a tiempo.

Marketing creates competitive tension. The more visible your demand, the higher your price.

Founders often spiral in private before exploding in public. Early check-ins prevent blowups.

Advising in Peru means balancing optimism with realism. Every boom carries the memory of a bust.

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A killing tied to staff shakes trust instantly. Leadership must steady the narrative fast.

Copying Western GTM strategies into emerging markets is like fitting a square peg in a round hole. Informal networks, politics, and cash cycles matter more than pitch decks.

Exit isn’t failure. It’s a choice to lock in value before erosion begins.

Founders crash when pressure breaks their mental loop. The fix isn’t a lecture. It’s a reset. A walk, a breath, a reframing.

Fraud thrives in chaos. If you blow up, you help the fraudster. If you stay steady, you control the timeline.

In emerging markets, “go to market” isn’t about funnels or playbooks. It’s about finding who actually has cash in hand this month, and structuring around that reality.

In fragile environments, calm isn’t optional. It’s the foundation of every other strength.

La gobernanza no se mide en documentos, sino en las decisiones incómodas que se toman.

Peru teaches that politics isn’t just in Lima. Regional power centers matter as much as the capital.

Quem domina a execução em ambientes frágeis transforma caos em vantagem competitiva.

Em economias emergentes, estratégia de saída vale mais do que promessas de crescimento infinito.

If you can’t stay calm when fraud is suspected, the fraudster has already won. They’ve pulled you off balance.

Founders crave perspective when they’re stuck in tunnel vision. Sometimes the best line is: “This will look different next week.”

Advising in Peru means navigating formality and improvisation at the same time. Meetings run long, deals close fast.

In Peru, paperwork is heavy but enforcement is light. Advising clients means helping them see where rules actually bite.

Fraud exposure feels urgent. Most times, it’s been happening for months. A calm, careful approach closes it for good.

La estrategia de salida es tan importante como la entrada. Pocos lo aceptan a tiempo.

Liderar en transición significa saber cuándo frenar y cuándo acelerar, aunque incomode.

After a killing, the organization is judged on humanity and discipline. Show both.

GTM isn’t sexy when the road to your customer literally collapses in the rain. Execution is logistics before it is marketing.