Luis Benítez

Growth, from first principles.

It's easier than ever to build something. The hard part is getting discovered. I've spent 13 years on that problem in B2B, across Latin America and the US. Long enough to learn that by the time something becomes a playbook, it's already too late. Growth is about positioning, experimentation, consistency. This looks different for every team, every market. Now I'm putting that into practice: leading growth at Firmaway, building Polaris, and writing The B2B Journal.

NOW

  • → Leading growth at Firmaway
  • → Building Polaris, a B2B marketing agency for Latin America
  • → Writing The B2B Journal

BEFORE

13 years in B2B growth across the US and Latin America. Enterprise, SMBs, startups—the full spectrum. That depth taught me which ideas cross borders and which ones don't. Now focused on building instead of just advising.

THINKING

I constantly steal from engineering, investing, and design. The interesting ideas always sit at the edges.

From

Charlie Munger
on mental models.
James Dyson
on iteration.
Pierre Bourdieu
on taste. Currently reading: Guns, Germs, and Steel by Jared Diamond. Click Here by Alex Schultz.

WRITING

The B2B Journal: B2B marketing for Latin America. In Spanish.

"If you can meet with Triumph and Disaster
And treat those two impostors just the same"

— Rudyard Kipling