Collect a team of insanely smart people—a tribe if you will—of forward-thinking business strategists and culturally savvy composers... bring them together in a dream office in the hippest neighborhood of Mexico City... spark ingenuity... nurture innovation... and you'll get a hint of the magic we live for @Thrust.
CEO & Co-Founder
A full time "CEO Whisperer" Luis' job is to work shoulder to shoulder with visionary leaders that are determined to change the rules of the game, while adding value to their key constituents, starting with the people they work for.
CFO & Co-Founder
The “magic” comes into play when we mix big data with research and culture, bridging the challenges of the real world with the hopes and skills of new generations… creating, as a result, new possibilities for a better future.
As a millenial anthropologist and human behavior researcher, I believe that both ethnography and team work are the essential tools that support my ability to solve technical issues and design functional enhancements —for big and small companies.
My passion for my job is fueled by extensive research and looking beyond the obvious to find simple and useful solutions.
I’m an innovation and design engineer who has had the incredible luck of being able to start my innovation career here, at Thrust.
I love working in a creative environment, and it is both incredibly challenging and fulfilling to be surrounded by forward thinking at Thrust.
In our daily lives we are in constant contact with design because in this world, everything that has been created by man, has gone through a design process. And that’s why I fell in love with it...
As Design Thruster my goal is to design visual experiences with a strategic focus. I’m passionate about everything that makes you say “Wow!” when you see it.
I believe that learning is the fundamental method of social progress and change. Understanding the whats, hows and whys of the world around us provides of a full picture that enables people being able to take effective and efficient decisions for a better future.
There are two main things that drive me; knowledge and analytical thinking. Everyday I strive to learn new things with the final goal of achieving a structured way of thinking with a creative twist for finding strategic solutions to real-world issues.
As a CEO & Co-Founder, I oversee the strategic direction of our business and our six competencies across the board.
I really enjoy working with ambitious leaders to help their businesses become category-defining, full-purpose organizations that represent something special for the people who buy from them… and the people who work for them.
Prior to co-founding Thrust, I was a founding partner at MBLM (emblem)—an independent consultancy firm with offices in four continents—advising companies and CEOs from a wide array of industries, like: Alsea, American Century Investments, AT&T, Banco Azteca, Creel, Chevez, Consejo de la Comunicacion, Comex, Deutsche-Ixe, Endeavor, Grupo Modelo (AB/InBev), Kraft, Mabe, MasterCard, Mexichem, Nestle, Pfizer, Sala Uno, Unilever, and the Yucatan Tourism Board, amongst others.
With a hybrid background of business management, innovation, marketing, and strategic design—harvested from the U.S. to Europe to LatAm—my experience includes diverse roles that range from international key speaker and visiting professor to member of the board for private and not-for-profit organizations to president of a national council and jury for international awards such as Google’s and The Effies.
As a millenial anthropologist and human behavior researcher, I believe that both ethnography and team work are the essential tools that support my ability to solve technical issues and design functional enhancements —for big and small companies. As a Reaserch Thruster I'm in charge of taking our clients through their own perceptions and make them apply innovation and Design Thinking methodologies to co-create a better future.
To holistically understand "my way" you have to combine my two main drivers, passion and knowledge.
Great dreams make you take great effort to find success!
As a psychology graduate, I find eccentric people fascinating. I am particularly interested in the role that context plays in how we form our perceptions and make our business decisions.
My technique is based on analytic research. After poring over every inch of relevant information, I edit and search for the main insights. All of this is done by taking into account the motives, desires, and hidden blockades of the elements of study. My passion for my job is fueled by extensive research and looking beyond the obvious to find simple and useful solutions.
This passion has produced excellent results for clients such as Coca-Cola Company, Powerade, Financiera Contigo, and Thrust itself.
I’m an innovation and design engineer, from Universidad Panamericana, who has had the incredible luck of being able to start an innovation career here, at Thrust.
I’ve had the great opportunity to work with the team to launch a new real estate model that aims to bridge the gap between the big controversial developers and the community, to create a new way of crafting real-estate business in Mexico City.
As Paul Rand once said, everything is design, and it turns out that he was right. In our daily lives we are in constant contact with design because in this world, everything that has been created by man, has gone through a design process. And that’s why I fell in love with it, because I realized that if everything we see is design, our work area extends infinitely to where we look.
I decided to join Thrust for its people, its culture and its work, because as those factors merge, they give me the opportunity to do what satisfies me the most: create projects that are capable of producing a positive impact on society as we help our clients, reach the next level.
As Design Thruster my goal is to design visual experiences with a strategic focus. My career in branding and editorial design has allowed me to be part in the transformation of the value proposition for different brands.
I detect and analyze design trends: taking their best features and adapting them to the client’s needs. Art, history and fashion inspire me to create concepts focused on results creating a new essence for the organization. I’m passionate about everything that makes you say “Wow!” when you see it.
Steve Irwin once said, “education is all about being excited about something.” I have discovered a passion for learning on almost every subject and believe in knowledge as the best resource for promoting social progress and change. Understanding the whats, hows, and whys of the world provides a full picture that allows people to take effective and efficient decisions for a better future. As an Insights Thruster, my daily routine is to use my desire for knowledge and astonishment capacity for joining points towards outstanding solutions that catalyze well-being.
Eclecticism has taken me into a wide variety of projects that add value to my perspectives on how to boost growth. It’s been a hell of a trip that has allowed me to impact society positively in positions such as: Model UN teacher, coordinator of an educational program for low-income people, neuroscientist, psychologist, and now… Insights Thruster.
There are two main things that drive me; knowledge and analytical thinking. Everyday I strive to learn new things with the final goal of achieving a structured way of thinking with a creative twist for finding strategic solutions to real-world issues. I believe every innovative solving has the obligation to have an intellectual and methodic basis, and that’s why I’m constantly in the look for behavioral, economical, and social patterns that will help us think forward to enable the world to thrive.
I have no doubt that in order to prosper as a human being, you have to be a part of something bigger in which you believe in and that’s what I’ve found at Thrust. My life philosophy is easily defined by something Noam Chomsky once said; “Optimism is a strategy for making a better future. Because unless you believe that the future can be better, you are unlikely to step up and take responsibility for making it so.”
Here’s where the Wow happens…
We’ve strategically designed our headquarters, along with our good folks of Anagrama+Solvar, to be a powerful instrument of the innovation process for all who enter.
Every corner has a different purpose: from sparking creativity to encouraging strategic thinking to transforming user-centered design, our workspace makes things happen and boosts results. Step inside, and begin Co-creating the future.
We strongly believe that a fulfilled community is formed by self-realized individuals. We are privileged to work in a neighborhood that blends excitement with innovation. It allows us to keep our minds sharp with plenty of resources for knowledge, natural open spaces, and, of course, delicious meals!
If you’re looking for an idea-fueling, life-changing cup of coffee, Cucurucho is where it’s at. Pro tip: Get the macchiato.
Mikasa is our neighborhood’s hidden jewel, with authentic, fresh, budget-friendly, and hearty Japanese food.
Thrusters eat, sleep, and breathe “high performance,” which makes Síclo the perfect (and funnest) stress reliever.
Rosetta makes the perfect breakfast-pastry combo. Plus, the walk makes your morning indulgence (almost) guilt-free.
La Riviera del Sur Cantina strikes the perfect balance between chic and cozy for after-work drinks, celebratory toasts, and farewell parties.
Caravanserai is the “maison de thé” of excellence in Mexico City, and our go-to corner when seeking balance and spiritual inspiration.
The Rosario Castellanos bookstore is our favorite place to shop for innovation-, business-, and strategy-related titles.
Ice Cream Nation has the perfect scoop for every mood… whether to celebrate great ideas, find inspiration, or just for a little push to get through the day.
We believe that the world can be changed in more ways than one, whether it’s a business strategy that brings energy to marginalized communities, or a play-date between the Avengers and the toughest Mini-Warriors you’ll ever meet. When we say that no one gets left behind… NO ONE gets left behind.