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"Lo Voy a Pensar" y Otras Mentiras
Everything worth knowing about marketing and sales, minus your brother-in-law's opinion
Your customer is lying to you. Not out of malice: they do not know why they buy either. They say they chose on quality, but they chose on how it felt; they say «let me think about it» when they already decided no. Forty years spent understanding that illogical, unpredictable creature —the human being with a wallet— in chapters that each end with a tool you can use on Monday morning.
Who it is for: For anyone who sells something and suspects the reasons customers give are not the real ones.
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The book is written in Spanish.
The details
- Kindle
- 119 pages·October 17, 2026
- Paperback
- 117 pages·October 15, 2026·ISBN 979-8162802280
Amazon sets the price and it changes: it is in the button above.
What you will find inside
Eight moves, in the order of the journey of someone starting a business.
- Why your customer lies to you without knowing it, and why you do too.
- How to pick the one person who will actually buy from you, instead of chasing "everyone", who buys from nobody.
- How to build offers that are hard to turn down.
- How to design the moment people go on to tell others about.
- How to set prices that say the right thing.
- How to get found without going broke on advertising.
- How to survive as a founder without dying in the attempt.
- And at the end, as a prize: how to stop competing and change the game altogether.
Every chapter ends with a tool: a single page you can literally tear out and use on Monday morning. Between the dense chapters there are three comic interludes, and running through the whole book is Bernardo, a character who had fourteen businesses and failed at all of them, so that the mistakes can be learned by laughing at someone else.
Contents
- Prólogo — Por qué escribí esto
- Introducción — Cocino con amor y otras mentiras piadosas
- 1 · El cliente no es racional (y vos tampoco)
- 2 · Si le vendés a todos, no le vendés a nadie
- Interludio I · Diccionario Bernardo–Español
- 3 · Nadie se levanta con ganas de que le vendan
- 4 · El cliente no recuerda tu proceso, recuerda el momento
- 5 · El precio no es un número, es un mensaje
- 6 · Podés tener el mejor restaurante del desierto
- Interludio II · Las diez frases que dice un emprendedor antes de fundir
- 7 · Tener razón no paga las cuentas
- Interludio III · El cuñado universal
- 8 · No juegues el juego. Cambiá el juego
- Epílogo — El consejo de sabios
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Every new autopsy reaches the list first: the short version, the key finding and a few extra things I don't publish anywhere. No spam, no discounts, no "last chance".