Technical judgment for non-technical businesses.
Make the important technology calls with someone senior who actually knows your business. For those who don't need a full-time technology department.
Your business is doing well. That's the problem.
Probably not as well as it could. But not badly enough to make you actually do something about it.
So when something technical comes up, you turn to John. John from accounting. The closest thing you've got to a tech department, on the strength of that one time he got the printer working.
And hey, good for John. No disrespect, genuinely.
But how often is he really thinking: "I have no freaking idea. What is this even about?"
So the obvious next move is to ask the person who's going to sell it to you.
I'm sure they're decent people.
But when all you sell is wrenches, every problem starts to look like it needs a wrench. And, to be fair, a heavy wrench can be a pretty good hammer.
Disclaimer: if you've already got a heavy wrench and not that many nails to hammer, I'll probably tell you to use the damn wrench. But not to go buy a brand-new one.
I've been around long enough.
I've seen too many shiny solutions bought and sold that leave you trapped later.
Black boxes, hidden maintenance, servers that suddenly get more expensive, companies that disappear. Pick your flavor.
I've seen huge projects where all you really needed was a safety pin.
I don't like it. And, frankly, I find it extremely boring.
Most things can be simpler. Easier to understand. Easier to own.
Own your technology. Understand it. Steer it.
- A clear view of where you actually stand, in plain language.
- The right call for every decision: build, buy, automate, or leave it alone.
- The simple, cheap improvements that usually go unnoticed.
- The full picture of what a vendor's really selling you, risks and tradeoffs included.
Hi, I'm Pablo. I solve problems.Technology is just a tool.
For thirteen years I've been the person businesses bring their problems to, across very different worlds: factory floors, electrical and structural engineering, compressed air, and pure SaaS. Yours probably won't be the first of its kind I've seen.
I care about what's useful, not what's impressive. When something is genuinely worth doing, I'll say so. When it isn't, I'll tell you that too.
You deal with me directly, start to finish. The person who learns your business is the person who answers when you call. No account manager, no rotating team.
Can this be done? Almost always, yes.
Whether it's worth doing is the point.
Reasons not to work with me.
- I tend to say what I think. With some boundaries, but not many.
- I work fully remote.
- I work in English. Not a native speaker though. Sometimes it comes out a little funny, or a word escapes me. That happens in my native Spanish too, to be fair.
- I wear t-shirts. And flip-flops. But you shouldn't be able to see those. If you need me to wear a shirt for a meeting, just tell me. It's not the default.
I'm a fit for some businesses, and honestly not for others.
This is for you if
- Your business is stable, profitable and growing.
- You want an almost part-of-the-team feeling.
- You're the one who decides.
- Reasons not to work with me made you shrug.
It isn't, if
- You're still fighting to survive.
- You already have a tech team.
- Every decision goes through a committee.
- Reasons not to work with me made you flinch.
If you don't like the first session, you don't pay.
Just tell me to stop. No hard feelings, and honestly I'd appreciate it. I prefer to work with happy clients.
Let's work together.
One session on a specific decision, offer, or question you want to think through.
I'll explain the alternatives as plainly as possible, including the hidden traps in each one.
Let's find a spotAbout sessions
A session doesn't have a set duration. Some are shorter, some longer, depending on what we need to solve.
Usually, one problem takes one session. If it's a big one, we'll both know it needs more than one.
Most businesses need guidance. A small number need me directly inside the work.
Sessions to understand, decide, follow up, and improve. Plus quick questions between sessions.
Check availabilitySessions to understand, decide, follow up, and improve. Plus quick questions between sessions.
Check availabilityFor businesses that need me directly involved in execution regularly.
And if I want you to build?
With the guidance plans, I can quote it separately when it's worth it. With Hands-on, execution's already included within the reserved time.
The things people ask first.
You can build things. Doesn't that bias your advice?
It would, if building were how I made my living. It isn't. I'm paid for the ongoing involvement whether or not I build anything, so I'll happily tell you to buy off the shelf, automate it cheaply, use the vendors you already have, or do nothing. When a build is the right move, your own vendors get first shot. And honestly, I'm happy not to spend my time on something that's already solved.
Why not just hire someone in house?
At this stage most businesses don't need a full-time hire yet. A junior costs more than this, takes months to learn your business, gives you less judgment, and still needs a senior to manage them. With me you get the senior view from day one, and nobody to manage.
Are you a fractional CTO?
Something like that, but for businesses that don't have a technology department in the first place. A fractional CTO usually steps in to lead an existing team. Here there's no team to lead. The work is understanding your business and helping you make good decisions over time. And if the day comes when you do need to build a team, I can help you get there.
Do I have to commit for long?
No long contract, and you can stop whenever you want. But this isn't something to switch on and off month to month. The value compounds: the longer I know your business, the sharper the calls get. The aim is to be worth keeping, not to lock you in.
Tell me what you're dealing with.
I only take on a few at a time, so I want to make sure we're a good fit. The more you tell me here, the more useful our first conversation will be.