Digital transformation
Being an AI-first company isn’t about buying AI licenses
That was the image I used to open my talk at the Digital Enterprise Show 2026 in Málaga. And it captures what I wanted to say: being an AI-first company isn’t about handing out AI tools to your people — it’s about redesigning the system your business runs on. Raw power is useless when the […]
From legacy code to modern standards: transforming Holafly’s infrastructure
Commercial success can become a trap. Holafly, a Spanish leader in connectivity solutions for travelers with operations in over 180 countries and 24/7 customer support, experienced exponential growth that exposed infrastructure weaknesses. What worked for a few clients became a burden when scale multiplied. In this context arose the need for a technology partner to […]
5 Common Digital Transformation Mistakes to Avoid
Digital transformation is a top priority for many organisations. But digitising operations is not the same as redesigning the business to compete in a digital-first world. The difference lies in the mindset: when decisions are made, who defines them, and what strategic logic drives them. Despite the investment and effort, many transformation processes fail to […]
How can software be so valuable?
I fundamentally believe that everyone working in the software industry needs to step back from their daily tasks and reflect on the economics behind software projects. Understanding concepts like value, cost, options, impact or risks would make people more aware of the meaning of their work. In this article, I’d like to dig deeper into […]
Business-driven Digital Transformation: beyond the tech layer
For many companies, “digital transformation” still means upgrading the ERP, moving to the cloud, implementing a CRM, or automating internal processes. In other words, a technical issue. But that’s not enough when the goal is to drive real business impact. These actions help, but they rarely transform. When the focus is purely on technology, the […]