Fernando is a pioneer in Content Marketing and a best-selling author. He is the author of The Startup Book, which explains how to design a new business category and establish yourself as a thought leader. He also hosts the AI Marketing Case Studies podcast, and advises CEOs and individuals on how to write their Startup Book.
Fernando is the originator of the “Organic AI Marketing” concept. This innovative approach demonstrates how to grow your reach organically using your authentic voice, amplified by AI, to achieve “rapid dominance” in your space.
Fernando’s journey began in 1989 – before the term “content marketing” even existed – as the editor of the newsletter for the Mexican Student’s Association at the University of California, Davis. In 1998, alongside his good friend Gerardo Dada, he launched Latin IT Marketing, a newsletter aimed at helping U.S. software manufacturers export to Latin American markets.
During the Great Recession of 2009, after being laid off from a software company, Fernando re-started Latin IT Marketing as a blog. Writing in Spanish, he focused on helping Latin American companies export to the U.S. market.
Today, Fernando continues his passion for creating written, video, and audio content, using AI tools like ChatGPT, Claude.AI, Perplexity, Descript, and Riverside.fm, to name a few. He enjoys spending time with his kids, training for half-marathons, and traveling between Austin and Mexico.