25 YEARS BUILDING TECHNOLOGY. BRAIN BRUTALISM IS WHAT I LEARNED.

I've been a CTO for over two decades. JWT, 014 Media, Simplium, Ubium AI — advertising, media, fintech, artificial intelligence. Six countries, teams of 50+, budgets in the millions. I've shipped products used by 3 million people and won Gold at Cannes for projects that pushed what digital could do.

Today I also run the Office Hours of MIT Professional Education's agentic AI program (Spanish edition), helping executives and tech leaders apply AI without drowning in it.

Somewhere along the way, I realized that the industry I helped build was also destroying my ability to think. Slack pings every 3 minutes. 47 tabs open. Calendar blocked from 9 to 6 with meetings about meetings. I was managing four SaaS products simultaneously and couldn't find 90 minutes of uninterrupted focus in a single day.

Brain Brutalism is what happened when I stripped everything back. Not a productivity hack. Not a morning routine. A complete architectural rethink of how a technology leader interacts with digital tools, notifications, and other people's priorities. The same engineering principles I apply to systems — eliminate complexity, reduce dependencies, optimize for throughput — applied to my own brain.