“I used to think strategy was a plan.
Now I know it’s a remembering.”
– Marcelo Russo
How did we get here?
Marcelo Russo is a co-founder. A CEO. A technologist. A strategist.
He’s also Argentine. Logical. Loyal. A quiet visionary.
But when we first sat down for his My CORE™ 1:1 session, he didn’t arrive as a title.
He arrived as a man in a moment of questioning.
“After years of success, I realized something had quietly drifted.
We weren’t attracting the right clients anymore.
The pipeline felt brittle.
And worst of all – I couldn’t hear my own voice.”
He had tried to fix it.
Facilitated his own team’s strategy sessions.
Brought in other designers. Did the “branding thing.”
But none of it cracked open the core.
Because the core wasn’t just about the company.
It was personal.
What changed?
Marcelo was the first person to say yes to My CORE™ as a one-on-one co-creation.
And I don’t say client. That’s not what this is.
This is a co-creation. A remembering. A reflection. A reclaiming.
“I’m a logical person. A technologist.
But what I needed wasn’t another framework.
I needed a space to tell the truth.”
What emerged surprised both of us.
Not CORE.
Not coaching.
But a portal.
Beneath the work
In Marcelo’s story, a moment landed so deeply it shaped the rest of the process.
He shared his childhood nickname: “Negro.”
A term both affectionate and diminishing.
Black, but not too black.
A marker of difference – and silence.
And in that naming, something shifted.
The session became less about a brand position…
And more about liberation.
“Once I owned that story, I could speak from a different place.
Not to defend, not to market. But to magnetize.
And that’s when the right clients came.
The next phase.”
What happened next was… coherence.
The My CORE™ map didn’t sit on a shelf.
It lived. It breathed.
It shaped every interaction with his team and clients.
And then something almost mystical occurred:
“The next big client we landed?
Was exactly the one we had mapped in My CORE™.
Almost word for word.
Like a reflection of my healed voice.”
That alignment unlocked a new portal – not just for Marcelo, but for the people around him.
Latin American creatives.
Webflow community leaders.
Designers. Strategists. Builders.
All rising. All orbiting around a different kind of center.
What would you tell another agency founder?
“Don’t wait until it’s broken.
And don’t try to ‘fix your agency brand’ if you haven’t looked at yourself.
You can’t protect your soul if you don’t know what it is.”
And the woo woo?
He laughed when I asked him.
“I’ve met plenty of woo people.
But few with the ethics and rigor to match.
You made it safe for someone like me – a logical person – to feel.
And then translate that feeling into structure, into clarity, into action.”
So what is My CORE™ 1:1 really?
It’s not coaching.
It’s not strategy.
It’s not therapy.
It’s a remembering.
It’s a creative rite of passage for those who are already accomplished – but ready to stop performing and start embodying.
“It didn’t just change the company.
It changed how I see myself.
I’m no longer performing leadership.
I’m living from it.”
If that’s where you are – on the edge of the next version of yourself…
You’re invited.
Not as a client.
As a co-creator.
To Book your Free My CORE™ Discovery Session:
Click Here
Hola, soy José Abraham Caballer.
Soy diseñador, estratega, educador y emprendedor. Con más de 28 años de experiencia, fusiono diseño, negocios y crecimiento personal para ayudar a creativos y organizaciones a prosperar. Soy fundador de The Systm, una comunidad global que co-crea nuevas formas de trabajar, vivir y liderar en un mundo en plena transformación.
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Getting back to my core Jose. Thx for the reminder.