Just Action

21/07/2026

June 30th, 2025 was a turning point for me...

It's been a year since I decided to shift gears — a decision filled with uncertainty.

The way I was running my business wasn't sustainable anymore. We couldn't find a way to deliver our value proposition cost effectively. We needed something simpler. faster. cheaper. Something new.

❌ And I had no idea how to do it...

Here's what I did know:

➡️ I knew 𝑤ℎ𝑦 we needed to change
➡️ I knew the 𝑑𝑖𝑟𝑒𝑐𝑡𝑖𝑜𝑛
➡️ I knew 𝑤ℎ𝑎𝑡 𝑛𝑜𝑡 𝑡𝑜 𝑏𝑢𝑖𝑙𝑑. (not another SaaS!)

So, I set out to solve the one problem I knew better than anyone: 𝙢𝙮 𝙤𝙬𝙣!

I needed a technical solution — something to remove friction and simplify how I interact with clients when delivering my services. Something that would make me faster, more cost-effective, and better.

On July 12th, 2025, I started my first prototype. I talked to a bunch of colleagues about it, and those conversations shaped the solution. I went from complicated to simple — that always happens to me.

Then in January, I tested it with a client — not exactly ideal conditions for my first test, since it was a high-stakes leadership alignment exercise for a large, publicly traded pharma company.

✅ But it made the CEO's request possible.

I was terrified. I tested everything to death, and we delivered without a single issue. The value proposition held up. I couldn't believe it. I was so relieved!

That solution is Owly™ — an AI-powered alignment agent I trained for a year to run 1-1 leader alignment voice conversations on any topic. It gives my clients accurate visibility and sharp situational awareness for any alignment session/meeting, at a fraction of the cost and time, with 3.5 to 5 times the quality of static surveys or focus groups.

My world changed completely. I can't imagine going back to the way we did things.

𝗜 𝗮𝗹𝘀𝗼 𝗱𝗶𝗱 𝘀𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴 𝗺𝗮𝗻𝘆 𝗽𝗲𝗼𝗽𝗹𝗲 𝗳𝗶𝗻𝗱 𝗰𝗼𝘂𝗻𝘁𝗲𝗿𝗶𝗻𝘁𝘂𝗶𝘁𝗶𝘃𝗲: I'm offering Owly™ to my competition. My view is simple — we should all have this advantage to have the greatest impact. It will be part of the standard tool stack for any consultant. We might as well share it from the get go.

𝗪𝗵𝗮𝘁 𝗲𝗻𝗮𝗯𝗹𝗲𝗱 𝗺𝗲 𝘁𝗼 𝗱𝗼 𝘁𝗵𝗶𝘀? I'm not a programmer, so I had to vibe-code the thing. What made that possible was Lovable — a tool, so instrumental, that I became a Lovable Ambassador :)

𝗡𝗼𝘄, 𝗜 𝘄𝗮𝗻𝘁 𝘆𝗼𝘂 𝘁𝗼 𝗱𝗼 𝘁𝗵𝗲 𝘀𝗮𝗺𝗲 𝘁𝗵𝗶𝗻𝗴:
If you're at a turning point — where you could turn your know-how into a paradigm-shifting solution for you and your clients — come join our next Just Action Hackathon in Madrid.

➡️ It's a FREE event for only 70 people.
➡️ September 25th, 17:00 to 21:00
➡️ Location: Shakers

You get:
✅ The space to kickstart your transformation.
✅ 100 Lovable credits to build your first working application.
✅ A full year of free membership in the Just Action community, so you can keep building.



🎯 Register now! Link in the comments.

17/06/2026

🛑 𝙒𝙝𝙚𝙧𝙚 𝙖𝙧𝙚 𝙮𝙤𝙪 𝙞𝙣 𝙩𝙝𝙚 "𝙮𝙚𝙨/𝙣𝙤" 𝙨𝙥𝙚𝙘𝙩𝙧𝙪𝙢?

➡️ Some people default to 'no' easily. They are masters of risk identification and deliberate consideration. This approach prioritizes safety and stability.

➡️ Others default to 'yes' easily. They lean into experimentation, learning, and the pursuit of opportunities that are only accessible through trying again.

Neither position is inherently right or wrong, but a reflexive 'no' can be a barrier to growth. Often, a 'no' is given 𝙚𝙫𝙚𝙣 when an experiment has no financial or reputational risk. The only cost is the time invested, which at the very least will result in a learning opportunity.

🔎 𝗧𝗵𝗶𝘀 𝗿𝗲𝘃𝗲𝗮𝗹𝘀 𝗮 𝗱𝗲𝗲𝗽𝗲𝗿 𝗿𝗲𝘀𝗶𝘀𝘁𝗮𝗻𝗰𝗲 𝗻𝗼𝘁 𝘁𝗼 𝗿𝗶𝘀𝗸, 𝗯𝘂𝘁 𝘁𝗼 𝗰𝗵𝗮𝗻𝗴𝗲. It may be a fear of cannibalizing current means of generating value or a reluctance to embrace personal and organizational reinvention.

👀 𝗕𝗲𝗶𝗻𝗴 𝗮 '𝘆𝗲𝘀' 𝗼𝗿𝗴𝗮𝗻𝗶𝘇𝗮𝘁𝗶𝗼𝗻 𝗱𝗼𝗲𝘀𝗻’𝘁 𝗺𝗲𝗮𝗻 𝗯𝗲𝗶𝗻𝗴 𝗿𝗲𝗰𝗸𝗹𝗲𝘀𝘀. It means being strategically optimistic: performing the due diligence and risk assessment, but without letting that process quash the initial possibility. It's about integrating into the attempt all your experience, having done the homework to address challenges with a realistic outlook.

❓ 𝙒𝙝𝙚𝙣 𝙮𝙤𝙪 𝙤𝙧 𝙮𝙤𝙪𝙧 𝙩𝙚𝙖𝙢 𝙙𝙚𝙛𝙖𝙪𝙡𝙩𝙨 𝙩𝙤 '𝙣𝙤' 𝙚𝙖𝙨𝙞𝙡𝙮, 𝙖𝙨𝙠:
➡️ Did you provide deep consideration to why it is '𝙣𝙤'?
➡️ What specific conditions would be required to turn this into a '𝙮𝙚𝙨'?

27/05/2026

We had an epic time yesterday at our Lovable Founders Event in Madrid!

Thank you to all the participants that brought great ideas and good creative vibes to stretch our mindsets about what is possible, giving wings to our Epic Projects, and inspiring each other along the way.

I want to thank our guest speaker Andrés Gorrochategui Genafo and his wonderful team from UDIA. Your enthusiasm, generosity, and fresh can-do attitude was exactly what this event needed. I loved the project Andrés presented and we were super impressed by how they used Lovable to build its critical operating layer.

To turn a vision into reality, you need more than just the sexy side of the client-facing product. You also need to implement the inner workings necessary for an effective operation. I wanted to tell that story in this event and you illustrated it perfectly.

We are also extremely grateful for the BStartup Banco Sabadell for offering this space in your amazing facilities and particularly to Ester Medina Bravo for helping us get everything prepared. You are the best!

Also much gratitude to team CIRENTIS and Macarena Estévez for helping me out with some of the technical behind the scenes that made the event tick.

I absolutely loved creating these spaces where that "prompt" that you have inside turns into reality (dream-to-prompt). Knowing how to code is not the barrier anymore. However, the challenge that remains is for your creation to be loved, but with Lovable, you are a step closer.

They couldn't have picked a better name!

Thank you to the Community team at Lovable, Saga Vigre Bohinen and Sophia Nabil Gustafsson for being simply the best!

There is more to come!

14/05/2026

👀 ¿Estás realmente listo para escribir 𝙩𝙪 𝙥𝙧𝙞𝙢𝙚𝙧 𝙥𝙧𝙤𝙢𝙥𝙩 𝙥𝙖𝙧𝙖 𝙘𝙤𝙢𝙚𝙣𝙯𝙖𝙧 𝙩𝙪 "𝙥𝙧𝙤𝙮𝙚𝙘𝙩𝙤 𝙚́𝙥𝙞𝙘𝙤"? Resulta que no es una pregunta trivial...

Esto es relevante si tienes un "proyecto épico" gestándose en tu interior que aún no has podido comenzar... Y con "épico" me refiero a un proyecto que te traería alegría, significado e impacto.

Ha sido difícil dar el primer paso... Es una idea ambiciosa que has querido construir durante mucho tiempo. Normalmente, dejamos de lado nuestros proyectos épicos por falta de financiación, tiempo o conocimientos técnicos.

🤖 𝗣𝗲𝗿𝗼 𝗹𝗮 𝗳𝗮𝗹𝘁𝗮 𝗱𝗲 𝗰𝗼𝗻𝗼𝗰𝗶𝗺𝗶𝗲𝗻𝘁𝗼𝘀 𝘁𝗲́𝗰𝗻𝗶𝗰𝗼𝘀 𝗲𝘀 𝗼𝗳𝗶𝗰𝗶𝗮𝗹𝗺𝗲𝗻𝘁𝗲 𝘂𝗻 𝗼𝗯𝘀𝘁𝗮́𝗰𝘂𝗹𝗼 𝗱𝗲𝗹 𝗽𝗮𝘀𝗮𝗱𝗼 gracias a plataformas de vibe-coding como Lovable. Ahora puedes convertir tus proyectos épicos en una realidad funcional en tiempo récord y a una fracción del costo.

🛑 Probablemente ya conoces esta posibilidad... Entonces, ¿qué te detiene? En mi comunidad Just Action, nos enfocamos en la reinvención personal y corporativa aprovechando la IA. Constantemente demostramos formas de aplicar esta tecnología para acelerar tus proyectos.

Sin embargo, incluso cuando sabemos que este increíble potencial está justo frente a nosotros, he visto lo difícil que es...

➡️ ¡Escribir el primer prompt!

Existen infinidad de guías de prompts; de hecho, Lovable compartió una excelente hoy (enlace al post de Felix Haas más abajo). Pero nadie te habla de cómo entender y liberarte de esa resistencia interna para escribir tu primer prompt. Lo entiendo.

El obstáculo más importante que tendrás que superar no es técnico — es esa barrera que estás experimentando para escribir tus primeros prompts iniciales.

🤝 𝑨𝒔𝒊́ 𝒒𝒖𝒆, 𝒉𝒂𝒈𝒂𝒎𝒐𝒔 𝒖𝒏 𝒕𝒓𝒂𝒕𝒐 > 𝑬𝒔𝒄𝒓𝒊𝒃𝒂𝒎𝒐𝒔 𝒆𝒔𝒆 𝒑𝒓𝒊𝒎𝒆𝒓 𝒑𝒓𝒐𝒎𝒑𝒕 𝒋𝒖𝒏𝒕𝒐𝒔.

Te invito a un evento gratuito de la Serie Lovable Founders en el BStartups Hub (de Banco Sabadell) en Madrid el 25 de mayo.

💲 Recibirás 100 créditos gratuitos de Lovable para escribir no solo ese primer prompt, sino muchos más hacia ese proyecto épico tuyo que merece ver la luz y hacerse realidad.

Deja de darle vueltas, sigue el enlace para registrarte (hasta la fecha de esta publicación, aún quedan unos 15 lugares disponibles). https://community-events.lovable.app/?event=0610d1fd-c4ec-4be8-8131-0891934bf399

Aprenderás a convertir tu proyecto épico en lo que imaginaste.
Te aseguro que será un evento verdaderamente Lovable.

Guía de prompts publicada hoy: https://designplusai.com/p/how-to-prompt-high-end-websites-in?r=4b4ys&triedRedirect=true

29/04/2026

Gracias a todos los aventureros que participaron ayer en nuestro Just Action Community Meetup!

Y gracias a Miguel Sureda Suau por su presentación de Open Claw. Fue una toma de contacto con la realidad de esta tecnología y de su rol actual en nuestros proyectos épicos.

𝙈𝙚 𝙦𝙪𝙚𝙙𝙚́ 𝙘𝙤𝙣 𝙫𝙖𝙧𝙞𝙖𝙨 𝙞𝙙𝙚𝙖𝙨:

Estas tecnologías no van a servir sin errores "out of the box". Pero lo mismo es verdad de un empleado que contrates. Le tendrás que entrenar, tendrá que practicar, tomar riesgos, errar, rectificar, etc. Como dijo Miguel, la IA no es determinística; va a cometer errores y tendremos que asumir ese riesgo, de la misma forma que nosotros mismos cometemos errores.

𝙇𝙤 𝙤𝙩𝙧𝙤 𝙦𝙪𝙚 𝙩𝙖𝙢𝙗𝙞𝙚́𝙣 𝙚𝙨 𝙪𝙣𝙖 𝙩𝙚𝙣𝙙𝙚𝙣𝙘𝙞𝙖 𝙘𝙡𝙖𝙧𝙖 𝙙𝙖𝙙𝙤 𝙡𝙖 𝙥𝙤𝙨𝙞𝙗𝙞𝙡𝙞𝙙𝙖𝙙 𝙙𝙚𝙡 𝙫𝙞𝙗𝙚-𝙘𝙤𝙙𝙞𝙣𝙜 𝙙𝙚 𝙖𝙥𝙥𝙨 𝙮 𝙖𝙜𝙚𝙣𝙩𝙚𝙨:

Con el tiempo dejaremos de utilizar una buena parte de las plataformas SaaS que usamos en nuestras operaciones y pasaremos a desarrollar progresivamente nuestros propios "Mission Controls" a la medida y de acuerdo a nuestros workflows.

Solo sobrevivirán los que tengan un IP muy costoso de reproducir en donde no vale la pena desarrollar. Y si tienes que contratar ese IP, siempre puedes pedir si tienen una API para la función específica que necesitas e integrarla a tu entorno!

Cuanto más controles tu tech stack, más ágil puedes ser en tus operaciones para adaptarte a situaciones cambiantes reduciendo tu vulnerabilidad. Esto es especialmente relevante en sistemas que son de misión crítica.

Por eso, en mis intervenciones a nivel de Enterprise alineamos a los líderes directamente con esa realidad que progresivamente se va a establecer y les damos los entornos, Build Events, y techs como Lovable para poder expresar esas necesidades directamente.

𝙉𝙤 𝙘𝙤𝙢𝙥𝙧𝙚𝙨 𝙝𝙚𝙧𝙧𝙖𝙢𝙞𝙚𝙣𝙩𝙖𝙨, 𝙘𝙤𝙣𝙨𝙩𝙧𝙪́𝙮𝙚𝙡𝙖𝙨 𝙘𝙤𝙣 𝙩𝙪 𝙥𝙧𝙤𝙥𝙞𝙤 "𝙞𝙣𝙩𝙚𝙧𝙣𝙖𝙡 𝙘𝙤𝙡𝙡𝙚𝙘𝙩𝙞𝙫𝙚 𝙞𝙣𝙩𝙚𝙡𝙡𝙞𝙜𝙚𝙣𝙘𝙚" 𝙨𝙪𝙢𝙖𝙙𝙤 𝙖𝙡 𝙚𝙨𝙩𝙖𝙙𝙤 𝙙𝙚𝙡 𝙖𝙧𝙩𝙚 𝙮 𝙡𝙖𝙨 𝙢𝙚𝙟𝙤𝙧𝙚𝙨 𝙥𝙧𝙖́𝙘𝙩𝙞𝙘𝙖𝙨 𝙦𝙪𝙚 𝙮𝙖 𝙚𝙭𝙞𝙨𝙩𝙚𝙣.

Just Action - AI Powered Personal Reinvention

17/04/2026

I was talking to a CEO about AI last week. He took a dramatic sip of his coffee and sighed...

"We spent a fortune on AI licenses and people are hardly using the tools."

I just stared at him. He was treating AI like it was Microsoft Excel—just another classic technology that you need to adopt.

As he kept talking about trainings and "adoption rates," the reality of the situation became painfully obvious. He was totally missing the point...

I leaned forward and asked him, "When you hire a new Marketing Director, do you ask candidates how many agents are they bringing with them, how will they be orchestrated, and how many tokens they will spend?"

He laughed. "We don't usually allow them to bring their old ad agency, if that's what you mean."

"No," I said flatly. "I mean their AI agents..."

𝙏𝙝𝙚 𝙢𝙤𝙙𝙚𝙧𝙣 𝙬𝙤𝙧𝙠𝙛𝙤𝙧𝙘𝙚 𝙬𝙞𝙡𝙡 𝙛𝙪𝙣𝙙𝙖𝙢𝙚𝙣𝙩𝙖𝙡𝙡𝙮 𝙨𝙝𝙞𝙛𝙩 𝙩𝙤 𝙞𝙣𝙘𝙡𝙪𝙙𝙚 𝘼𝙄 𝙖𝙨 𝙖 𝙩𝙚𝙘𝙝𝙣𝙤-𝙙𝙚𝙢𝙤𝙜𝙧𝙖𝙥𝙝𝙞𝙘. 𝙒𝙤𝙧𝙠 𝙞𝙨 𝙣𝙤 𝙡𝙤𝙣𝙜𝙚𝙧 𝙟𝙪𝙨𝙩 𝙖𝙗𝙤𝙪𝙩 𝙩𝙝𝙚 𝙝𝙪𝙢𝙖𝙣 𝙙𝙤𝙞𝙣𝙜 𝙝𝙞𝙨/𝙝𝙚𝙧 𝙧𝙤𝙡𝙚; 𝙞𝙩 𝙬𝙞𝙡𝙡 𝙣𝙤𝙬 𝙖𝙡𝙨𝙤 𝙗𝙚 𝙙𝙚𝙛𝙞𝙣𝙚𝙙 𝙗𝙮 𝙝𝙤𝙬 𝙩𝙝𝙞𝙨 𝙣𝙚𝙬 𝘼𝙄 𝙡𝙖𝙮𝙚𝙧 𝙨𝙝𝙤𝙪𝙡𝙙 𝙤𝙥𝙚𝙧𝙖𝙩𝙚 𝙙𝙞𝙧𝙚𝙘𝙩𝙡𝙮 𝙪𝙣𝙙𝙚𝙧𝙣𝙚𝙖𝙩𝙝 𝙖𝙩 𝙚𝙫𝙚𝙧𝙮 𝙡𝙚𝙫𝙚𝙡.

Today (yes today), when hiring sales, marketing, and Go-To-Market teams, you should ask what is their agent stack, and how they could orchestrate it with yours.

These are highly competitive segments where an employee can now operate with the grand vision and delegation capacity of a multinational CEO, but execute with the sheer, scrappy efficiency of a bootstrapper, doing a lot more with less.

The CEO looked a bit disrupted... "People don't have even a fraction of the know how necessary for that."

"Why don't you start by setting new KPIs to send the message..." I told him.

"You shouldn't just be asking traditional performance questions anymore. You need to sit down with your team and ask entirely new metrics: How many agents are you delegating to? For what specific roles and purposes? And exactly how many tokens are you spending to do it?"

"You aren't just hiring the human anymore. Employees now arrive at the interview either with or without the ability to orchestrate an AI army. You just need to figure out which one is sitting across from you."

Incidentally, this is how a newly graduated young professional will get hired and not for an entry level position. Classic entry level positions won't exists. The ability to integrate the agentic layer techno-demographic will eventually flatten organizations.

The only way to approach this is to roll your sleeves and experience it first hand. Don't leave it for later, organize a Just Action AI Hackathon to dive deep into all these possibilities.

♻️ If this post could help someone, share it lovingly.
🔔 Follow Javier Muñoz for more on Human-centric AI.
📩 DM me if you want to experience a Just Action Hackathon.

06/03/2026