Writing
Things I have learned
worth writing down.
Operator notes from ten years of building — what worked, what didn't, and the frameworks that travel across companies.
Growth turnarounds, P&L ownership, team building, geographic expansion. The specific moves, not the theory.
Unit economics, cohort analysis, incentive design. Cases where the numbers told a different story than the intuition.
Leadership, risk, career bets, and the harder questions that don't fit neatly into a framework.
Brazil's logistics couldn't be made profitable fast enough. I led the transport-cost effort — every model, pilot, and number — and the honest answer was that the problem was structural, not operational. Here's what that taught me, and what it cost.
A few months into Favo, they put me on a plane to learn how to launch cities from operators who'd done it at Rappi, 99, and Didi. Then they gave me one of my own — in Peru, in two months.
The customers we treated as our best were running a negative contribution margin. Here's how I rebuilt the pricing model — and what the numbers actually showed.