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  • Our Tribe is the chemistry between a group of astoundingly brilliant and human women and men; a space for exponential curiosity and in Mexico City’s hippest barrio. It’s where the energy catalyzes. 

    In partnership with Anagrama+Solvar, we designed our offices for inspiration. Their architecture and design are the reflection of our work and purpose. Every corner has a reason to be there, whether it’s to drive curiosity or nurture strategic thought and transform to anthropocentric, user-centered design. Our workspace lends possibility to our efforts and improves their outcomes. 

    Team Thrust

    Our tribe of Thrusters is eclectic in vision but uniform in ambition. Beyond cultural diversity that includes innovation-engineers, strategists, anthropologists, marketers, psychologists, designers and a cocker spaniel, everyone wakes up every day with the same idea in mind: co-creating a better future.

    Luis Herrera

    CEO & Co-Founder

    As Thrust CEO and Co-Founder, I coordinate the entire Strategy Area based on our six competencies. I really like working with ambitious leaders and helping them turn their businesses into full-purpose organizations able to redefine industries and represent something authentic for clients and employees alike.

    Before founding Thrust, I was Founding Partner at MBLM (pronounced “emblem”), an independent consultancy present on four continents that advises a wide range of companies and their CEOs such as Alsea, American Century Investments, AT&T, Banco Azteca, Creel, Chevez, the Consejo de la Comunicación, Comex, Deutsche-Ixe, Edeavor, Grupo Modelo (AB/InBev), Kraft, Mabe, MasterCard, Mexichem, Nestlé, Pfizer, Salauno, Unilever and the Yucatán State Tourism Ministry, among others.

    My varied background in business management, innovation, marketing and strategic design, in the United States, Europe and Latin America, means my experience encompasses many differing roles. I’ve done everything from being a key international speaker and visiting professor to serving as a board member at a private non-profit as well as the president of a multinational.

    Paulina Navarro

    Culture Thruster & Co-Founder

    As a Culture Thruster and the CFO, I take on financial planning as well as developing the talent-architecture at Thrust. I define a shared purpose and define the Thrust way.

    Ever since I began working, I’ve looked for ways to add value for clients and society, first as a businesswoman and content-creator; and subsequently as a brand-communications consultant. Now I interweave tech with person-based models to foster wellness, efficiency and results.

    What might seem oxymoronic at first—numbers and people—has become a major opportunity to develop new skills, everything from financial calculations for research methodologies to culture-building strategies for digital platforms. All in close collaboration with leaders who have moved—and continue to move—the world forward, like Alsea, Cultura Colectiva, Endeavor, Kubo Financiero, Salauno, Bx+ Bank, El Portón and Iluméxico, among others.

    My partner says I make magic when I mix big data with research and culture, building bridges between real-world challenges and new generations’ dreams and abilities. What happens? New possibilities, both in the workplace and as history forges its path.

    I love what I do!

    Andrea Navarro

    Insights Thruster

    I have a wide-ranging background. Before I came to Thrust I was immersed in fashion, working as an assistant in a fashion-media organization. I joined Thrust in 2017 and ever since I’ve been very involved on fascinating projects in a number of sectors including health and media. I love working in creative environments. It’s challenging and gratifying to be surrounded by innovative thinking.

    Rodrigo Rico

    Strategy Thruster

    Design for me is a living, dynamic and transcendental activity in constant transformation. It is a value generator mechanism and a fundamental component for our societies growth and development, this makes it an authentic driver of change. Strategy is the perfect complement, it allow us to see the problem from the inside, explore and fully understand the systemic causes that shape today’s complex problems to generate viable and operable routes to anticipate, adapt and respond to them.

    As Herbert Simon points out “to design is to devise courses of action aimed at changing existing situations into preferred ones” therefore, designing implies thinking and acting strategically. My job as Strategy Thruster is to thoroughly understand how different problem components are connected, use an empathetic and user centered approach to identify people’s deepest concerns, motivations and needs and develop comprehensive strategies that enable customers and organizations to cope with uncertainty and emerging change.

    Elena Gómez

    Insights Thruster

    I’ve always believed the world is full of patterns. There’s this ordered chaos; every element is essential. We can apply this knowledge to businesses to define what their unique role is, as well as the impact-levels they can reach as they help shape a better society.

    My job at Thrust is cultivating a deep understanding of how different industries operate, in everything from target needs to an organization’s different internal players, and devising strategies focused on exponential growth for all our clients, at the same time they add value to their consumers’ lives.

    Dalia Margolin

    Design Thruster

    Paul Rand was right when he said “design is everything.” Every day we are in constant contact with design, because everything humans have ever created is design. It’s why I fell in love with the discipline; I realized it’s behind everything we see. And that our field extends infinitely in every direction.

    I decided to join Thrust for its people, culture, and the work. When those elements fuse, I get a chance to do what fulfills me most: create projects that can have a positive impact in society at the same time we help our clients go even further.

    Carlos Valenzuela

    Insights Thruster

    Steve Irwin once said “at its roots, education is about something that excites you.” I’ve discovered a passion for learning about anything and I think knowledge is the best tool for promoting social progress and true change. Understanding the whats, hows and whys moves us to make decisions with an eye on the future. As an Insights Thruster, my daily routine is leveraging my desire to know and my capacity for surprise to connect the dots and search out solutions that highlight and support wellbeing.

    Eclecticism has led me to a variety of projects that add value to my take on driving growth. It’s been a long, strange trip that allowed me make a positive impact on society. Experiences as an instructor for the Model United Nations, coordinator of an educational program for low-income men and women, a neuroscientist, psychologist and now…an Insights Thruster.

    Diego Castellanos

    Insights Thruster

    There are two main things that motivate me: knowledge and analytic thought. I work hard every day to learn something new, in search of structured thinking plus the creative twists that lead to strategic solutions for real problems. I believe any kind of innovative solution has to be as much based on the intellectual as it does the strategic. That’s why I’m always looking for social, economic and behavioral patterns that let me think about the future and help the world evolve.

    I’m totally clear that to be a successful human being, you need to be a part of something you believe in and that’s bigger than you; I found it at Thrust. A Noam Chomsky quote clearly defines my philosophy of life: “Optimism is a strategy for building a better future. Because unless you think the future can be better, you’re probably not going to take any steps forward—or take on responsibility for it to be that way.”

    Belén Rodríguez Porcel

    Design Thruster

    My love of design was born the day I really understood the responsibility that comes with the discipline, playing an immense role in countless areas of our daily lives. Design holds a power to move masses, change behaviors and modify the ways we interact. It’s a harmonious, balanced cross between creative beauty and the brilliance of the functional, that “something” a proposal that goes further always has. Using these tools, my personal and professional commitment is to leave the world better than I found it; to learn, absorb and question myself along the way. And I know it ties in with our mission at Thrust; I totally trust the values, hard work and talent we have as a team. We’re always in search of strategic and responsive solutions for a better future.

    Mónica Marín

    Financial Thruster

    "There is nothing sweeter than a perfectly squared account.”

    My passion has always been to make budgets, bills and bring the order of projects. I have over eight years of experience in the financial world and I see strategic planning as the great core of a company. This is why generating the financial and administrative actions to achieve it is something that I love.

    In Thrust, I dedicate myself to bring order to everything that sustains our projects: contracts, accounts, budgeting, payments, etc. I make sure that our numbers and processes are aligned with the business vision and guarantee the growht of the company.

    Luis Herrera
    CEO & Co-Founder

    I like working with visionary leaders and helping them turn their businesses into responsive organizations, pushing them to take a leap that redefines their industry and gives rise to value they share with clients, collaborators and the overall community.

    Paulina Navarro
    CFO & Co-Founder

    The “magic” starts when I mix big data with research and culture, building bridges between real-world challenges and new generations’ dreams and abilities. What happens? New possibilities, both in the workplace and as history forges its path.

    Andrea Navarro
    Culture Thruster

    I love working in creative environments. It’s challenging and gratifying to be surrounded by innovative thinking. I joined Thrust in 2017 and ever since I’ve been very involved on fascinating projects in a number of sectors including health and media.

    Rodrigo Rico
    Strategy Thruster

    Design for me is a living, dynamic and transcendental activity in constant transformation. It is a value generator mechanism and a fundamental component for our societies growth and development, this makes it an authentic driver of change.

    Elena Gómez
    Insights Thruster

    I’ve always believed the world is full of patterns. There’s this ordered chaos; every element is essential. We can apply this knowledge to businesses to define what their unique role is, as well as the impact-levels they can reach as they help shape a better society.

    Dalia Margolin
    Design Thruster

    Every day we’re in constant contact with design, because everything humans have ever created is design. It’s why I fell in love with the discipline; I realized it’s behind everything we see. And that our professional field extends infinitely in every direction.

    Carlos Valenzuela
    Insights Thruster

    I’ve discovered a passion for learning about anything and I think knowledge is the best tool for promoting social progress and true change. Understanding the whats, hows and whys moves us to make decisions with an eye on the future.

    Diego Castellanos
    Insights Thruster

    There are two main things that motivate me: knowledge and analytic thought. I work hard every day to learn something new, in search of structured thinking plus the creative twists that lead to strategic solutions for real problems.

    Belén Rodríguez Porcel
    Design Thruster

    My love of design was born the day I really understood the responsibility that comes with the discipline, playing an immense role in countless areas of our daily lives. Design holds a power to move masses, change behaviors and modify the ways we interact.

    Mónica Marín
    Financial Thruster

    "There is nothing sweeter than a perfectly squared account.” My passion has always been to make budgets, bills and bring the order of projects. I have over eight years of experience in the financial world and I see strategic planning as the great core of a company.

    Our Habitat

    It’s our good fortune to work in a neighborhood that’s packed with creativity and innovation. We’re surrounded by cultural centers, open-air venues and—of course—delicious food, all an important part of the day-to-day. Choosing just one would never work. 

    If you’re looking for joe that jolts—maybe changes your life—Cucurucho is the place. Ask for the macchiato.

    Mikasa is a neighborhood gem. Authentic, fresh, affordable Japanese, plus generous portions.

    We thrusters live life to the max and Siclo is the perfect (and funnest) place to energize and let off steam. 

    Rosetta hosts a bustling scene for breakfast and pastries. Your stroll there makes morning indulgence all but guilt-free.

    Cantina Riviera del Sur—from both the old and new schools—strikes a perfect balance for post-workday pops, festive toasts and going-away parties. 

    Mellow Caravanserai is Mexico City’s premier maison de thé, our official spot when we’re after balance or spiritual inspiration. 

    The magnificent Rosario Castellanos bookstore is our favorite when we’re looking for innovation, business and strategy titles.

    Ice Cream Nation is perfect at all times: celebrating big ideas, looking for inspiration or just energy to get through the day. 

    Every Bit Helps

    The world can change in more than one way. We don’t want those transformations to leave anyone behind; we want a better future for all. That’s why we co-create always focused on moving forward—but with everyone on board. We also know change can come from us, through business strategies that really up the energy in marginalized communities. 

    How can we help you?