I started where nobody knew me
My first big lesson was in China. From Argentina, without setting foot in the country, I built a commercial operation through WeChat and AliWangWang that generated close to a million dollars in sales in the Wenzhou market. I had no brand, no presence, no local team. What I had was the ability to understand what that market needed and how to communicate value in a cultural context completely different from my own.
If you can position a product in a market where you don't speak the language and have no physical presence, you can position it anywhere.
Then came healthcare
Over the last few years I focused on positioning traceability software products in hospitals across Latin America, Europe, and the Middle East. I built the entire commercial narrative of a SaaS product, trained distributors in different markets, visited more than a hundred institutions to understand users' day-to-day reality, and presented at international conferences from Colombia to Mexico.
All the positioning — from the core concept to the sales materials for each market — came from deeply understanding the product and the people who would use it. Not from a desk, not from a formula: from being on the ground and listening.
What I learned along the way
Positioning that works isn't invented: it's discovered. It's in what your product truly solves, in what your client needs to hear, and in the space nobody else is occupying. My job is to find that intersection and turn it into communication the market understands and chooses.
Today I apply that same approach to companies and ventures that have something good but can't get the market to understand it. The industry doesn't matter: what matters is that your product solves something real and that you're willing to communicate it well.