Juan Cruz

Everyone has a list of things to fix. Chances are, none of them is the real problem.

We're wired to get distracted by what shines, not by what's essential. In life and in business, it's easy to get lost in the noise. So for six years I've helped businesses find two things: what they really want to achieve, and which things actually matter to get there.

Juan Cruz

I do growth strategy, and I build the systems behind it.Gold Coast

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  1. get more leads
  2. post every day
  3. add an AI chatbot
  4. optimize costs
  5. ?

I've led growth for brands like UNIQLO, Breitling and ISDIN, and co-founded two companies.

Most businesses still aren't using AI.

43 in every 100 Australian small and medium businesses use AI in some way
Australian small and medium businesses, December 2025 to February 2026. Source: National AI Centre, SME AI Pulse, a monthly survey of 400+ businesses by Fifth Quadrant.

And the ones that are get distracted more easily: AI makes it fast and cheap to build anything. But if you don't ask it for something concrete, what you get back is generic noise.

Getting distracted has never been cheaper.

in businessI kept seeing the same pattern. Everyone was busy working through a list. Each on their own, so the effort got diluted and the results got worse. Nobody had stopped to ask what all of it was for.

in lifeIt happened to me too. In Barcelona, my friends and I had reached everything we had worked towards for years, and we felt empty. Sitting on the couch, we made a list of things to fix. Meditate. Do yoga. Go to the gym. None of them was the real problem.

That's where I learned it. What you do matters, because it gets you moving. Where you're going matters more.

So with every business, I start with one question:

what are you actually looking for?

The first answer is usually “more sales”. The real one takes longer to find.

When we find it, it becomes one number everyone works towards. Then we cross out what doesn't move it, and use AI to build what does.

I can't promise what we'll find. If you run a business, let's talk for 20 minutes and see.

Let's talk

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