Elevate Your Mind.
Through the Master Mind Newsletter, delivered every other Tuesday, we unleash your full potential and upgrade decision-making. We’ll explore mental models and life design.

Hi, I’m
Juan Carlos
Fueled by a passion for storytelling and excitement for life design, I find joy in reframing narratives to illuminate paths toward fulfillment. My experience spans high-growth startups, filmmaking, and social impact, culminating in my authorship of “Mind Guide: 49 Mental Models for Effective Decision Making.” Through mentoring and coaching, I guide teams and individuals to discover purpose and cultivate a meaningful life.

My Story
I started in film, directing award-winning features such as ‘Know How’ and ‘Second Skin.’ These cinematic endeavors earned me recognition and allowed me to serve as a spokesperson for Adobe. I founded the White Roof Project, a grassroots climate activism campaign that mitigated the urban heat island effect and spurred community-led social change.
I carried my storytelling skills and passion for societal transformation as I transitioned into the startup ecosystem. Initially, I contributed to social impact apps, converting complex issues into accessible solutions. This early experience laid a foundation for my later work, where I led the development of groundbreaking products within high-growth startups. My work has underscored the potential of technology to innovate industries and amplify the quality of human life.
Know How
I wrote and directed Know How with youth in foster care. The film captures the reality of life in the system and those dealing with it.
Second Skin
I directed and edited Second Skin, a film that uncovers the intricate dynamics of online gaming and its impact on the lives of real people.
White Roof Project
I founded this United States-based nonprofit organization in 2010. Its primary mission was to combat the urban heat island effect.