Latin America is a land of paradoxes. We have abundant creativity, yet much of our talent is wasted on purposeless work.

Foreign corporations control our resources, marketing agencies sell us unnecessary products, and many creatives get trapped in the machine of meaningless content production instead of solving real problems affecting our people.

After working with more than 50 companies across different sectors, I understood that the issue is not how we do things, but why we do them.

The difference between success and waste is moving from being a sprinkler of ideas to a builder of grounded solutions.

THE PROBLEM OF SCATTERED CREATIVITY: CREATIVITY WITHOUT PURPOSE

“There is nothing so useless as doing efficiently that which should not be done at all.” – Peter Drucker

Agencies and companies in Latin America follow a model based on repetition: selling more, generating more content, launching more products. But they rarely ask:

• Why are we doing this?
• Who truly benefits?
• Is this solving a real problem, or just feeding an empty consumption cycle?

Creatives end up being used as cogs in a machine that does not build solutions for their own communities.

Instead of generating impact, innovation gets diluted in meaningless advertising campaigns, products designed to satisfy social media metrics, and growth strategies without a solid foundation.

Corporations, instead of investing in local talent to solve local problems, continue importing business models that only perpetuate dependency.

As Noam Chomsky warned: “The concentration of power is a threat to freedom.”

FROM “HOW” TO “WHY”: BUILDING INSTEAD OF CONSUMING

“People don’t buy what you do, they buy why you do it.” – Simon Sinek

If we want to stop being mere gears in a system that uses us and start building our own future, we need a shift in mindset.

Instead of focusing on producing more, we must focus on generating real solutions.

• In technology and entrepreneurship: It’s not about copying Silicon Valley models but developing solutions adapted to our reality.
• In creativity and marketing: It’s not about selling more meaningless products but telling stories that generate positive impact.
• In business models: Instead of relying on foreign investment or centralized platforms, we need to create systems that allow us to grow autonomously.

SOLUTIONS FOR A STRONGER FUTURE

To build on a solid foundation, we must adopt tools and models that free us from cycles of dependency and waste. Some key solutions include:

• SaaS (Software as a Service): Developing our own technology instead of depending on foreign platforms.
• E-learning and digital education: Creating learning platforms to strengthen local knowledge.
• Fundraising systems: Crowdfunding and decentralized economies to finance projects without relying on banks.
• Subscription models: Building sustainable communities instead of relying on sporadic product sales or advertising revenue.
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TOWARD A SOLARPUNK FUTURE: TECHNOLOGY WITH CONSCIENCE

The Solarpunk movement envisions a future where technology and nature coexist sustainably. Applied to Latin America, this means using technology to decentralize wealth, strengthen education, and empower communities.

The problem has never been a lack of talent, but a lack of vision. Instead of continuing to feed a system that uses and discards us, it is time to start building our own.

Because the future is not about who has the most data, the most ads, or the most capital. It is about who is truly solving the problems that matter.

And that is the difference between a sprinkler of ideas and a builder of solutions.

Coventry is a city with a thousand years of history that has plenty to offer the visiting tourist. Located in the heart of Warwickshire