I’ve been taking things apart to understand them since I was a kid, pulling apart electronics just to see how they worked. In the Marine Corps that turned into aviation, wrenching on KC-130s, where you learn fast that a system doesn’t care how you feel about it. It works or it doesn’t, and the job is to find the one thing that’s off. I’ve been chasing that feeling ever since, just with bigger systems.
After the Corps I spent seven years turning around markets at AT&T and Cox, running teams from 10 to 170, taking a group from the bottom of the pack to number two in the country. Then came years inside Salesforce’s enterprise world, across the table from the biggest manufacturers in America (GE, Honeywell, UTC, Bell) and the global consultancies (Deloitte, EY, IBM, PwC), selling them the future of AI and connected systems. I sat in a verticalization pilot alongside Geoffrey Moore, whose Crossing the Chasm still shapes how I think, as Salesforce moved into manufacturing. I learned exactly how the largest companies buy, adopt, and just as often fumble technology.
Here’s the thing I couldn’t unsee. The solutions I was pitching worked, but they started at half a million dollars and ran anywhere from 18 months to five years. Right vision, wrong price tag, and all of that value stayed locked up for the Fortune 500. AI just broke the lock. The same outcomes now ship in weeks, at a fraction of the cost.
But the deepest lesson wasn’t any single tool. Not Salesforce, not Microsoft, not OpenAI, Anthropic, or Google. It’s architecture: knowing a business well enough to see what to build, and in what order. The irony still gets me, because going deep as a specialist on one platform is exactly how I learned the tool was never the point. That’s why we’re platform-agnostic by design, with a specialist’s depth underneath.
So I built NuevaVista.AI. I bring the enterprise-grade way of thinking, where AI actually pays, in what order, with adoption and data integrity handled, to the businesses that were priced out of it for years. We find the one place AI earns its keep in your operation and set the first win up live. You own the plan. The diagnosis is the productFrameworkNo Free StrategyThe rule underneath the firm: the diagnosis is the paid product. Expertise is never the free gift.In the works. No free pitch, no bot, no funnel. Just the work.
We don’t sell tools. We design systems people actually adopt, and it all runs through one rule we call CORE: Context, Objective, Role, Ethos. Most firms skip the ethos, the guardrails, the why. We don’t.
I’ve already sat across the table with operators like these: a commercial real-estate firm rethinking how it runs deal flow, a smart-shading manufacturer eyeing a building-intelligence play, a garage-door parts distributor sizing up where to automate. Different worlds, same question, and it’s almost always the same one: they know there’s more on the table, they just don’t know the right questions to ask yet. That’s the room I like to be in.
“Nueva Vista” means new view. It’s what happens when you can see the system others can’t, or won’t, fix. Underneath the firm is something older. My family’s roots are in El Salvador, the first country in the world to make Bitcoin legal tender, and now betting big to become the Singapore of the Americas. The return to that soil became a turning point, personal and professional at once. That’s The ReturnThe ReturnThe ReturnThe book. El Salvador, lineage, and the why beneath everything. Consulting pays for it; The Return explains it.Continue →, and it’s the why beneath all of it.