From Uncertain to Purpose-Driven: How Telling Myself a Clear Story Helped Me Find Focus and Build a Business

If you're feeling lost in your career or questioning what you're doing day-to-day, I’ve been there too. Let me share my story:

Back in 2012, I was fully immersed in the digital marketing industry. I was working with clients, crafting campaigns, and diving deep into everything digital. By 2014, I published my book, Hacker de Marketing Digital, which marked a huge milestone in my career. It was an exciting time—I was building something real and making a name for myself.

But there was a lot going on beneath the surface. At the time, I was living in Mexico, but increasing violence, corruption, and economic challenges made it clear that I needed to find a new path for myself and my loved ones. After the tragic events in Ayotzinapa, where 43 students were killed, the decision to leave felt urgent. Together with my partner, Claudia, we made the tough choice to move to the United States in 2015 in search of safety, stability, and opportunity.

For years, I put my passions—writing, guitar, philosophy, meditation—on hold. As a first-generation immigrant, I didn’t have the luxury of pursuing these passions; I needed to survive. So, I took on odd jobs, doing whatever it took to make ends meet, from sales positions to other demanding roles.

And yet, I kept coming back to writing. Writing was my way of making sense of the chaos. It helped me think clearly, organize my thoughts, and reflect on my journey. But before I could tell an impactful story to others, I needed to tell a clear story to myself. I needed to understand who I was, what I truly wanted, and why I was doing what I was doing. The story I told myself became the foundation for every decision I made moving forward.

By 2024, I had saved enough to invest in myself, to update my expertise. I enrolled in a certification program at Columbia University to enhance my skills, diving deep into digital marketing from a new perspective—one that focused not just on numbers but on meaning. This involved extensive research, not just in marketing theory, but in the specifics of different industries, including competitor analysis, keyword research, and understanding audience behavior. This deep dive gave me insights that allowed me to apply my skills in ways that were meaningful for each unique context.

During this time, I went through some deeply transformative shadow work. I had recently lost my job in the processed food industry. But instead of feeling defeated, I felt like a weight had been lifted. Losing that job opened a door to something more aligned with my values.

I began meditating, reconnecting with my spirituality, and questioning everything: Why did I start this journey? What am I truly passionate about? What’s my deeper purpose?

I realized I didn’t want to just be another marketer. I wanted to help small and medium-sized enterprises (SMEs) tell their stories authentically, connect with their audience, and grow in a way that felt real. And that’s when Opinion Marketing was born.

My focus is on collaboration and understanding my clients deeply. I start every project with extensive research—whether it's understanding the market landscape, competitors, or specific challenges of an industry, I take the time to gather insights that are specific to my clients' needs. This means sitting down with them to truly understand what makes their business tick, analyzing market trends, and ensuring that every piece of content reflects their unique values.

But the key was that I had to tell myself a new story—a story where I was no longer just someone trying to get by, but someone with a purpose, someone who could make a difference. It was this internal narrative that guided me to build something meaningful.

Today, I use what I’ve learned to help SMEs build trust, connect with their clients, and stand out in their markets.

- I’m not an expert in every industry, but I don’t need to be. As a ghostwriter, my role is to take my clients' expertise and amplify it through storytelling. I craft content that doesn’t just get found—it gets chosen. I do this by crafting a content roadmap for each business, built around their unique strengths, audience interests, and key opportunities I uncover during my research.

- My journey as a bootstrap founder has forced me to focus on growth, consistency, and purpose. Writing has been my constant companion through it all—helping me stay clear, stay driven, and stay true to myself. I’ve learned that storytelling isn't about impressing people with jargon—it’s about being genuine and resonating with what your audience truly cares about.

I provide regular check-ins with my clients to ensure that we’re on the right track and to adjust our strategies as needed. These aren’t just formalities; they’re a chance to reflect, refine, and make sure that the content we create is always aligned with the evolving goals of the business.

What I’ve Learned

Here are five key takeaways from my journey that can help any SME owner looking to make a real change:

1. Tell Yourself a Clear Story

Before you can tell a story to others, you need to tell a clear story to yourself. Whether it's in your business narrative, marketing strategy, or internal vision, every story needs a beginning, middle, and end. For me, it was the evolution from a struggling sales manager to purpose-driven founder, with all the struggles in between that led to the clarity I have today.

2. Every Challenge is an Opportunity

Each chapter has contributed to my growth, adding layers of credibility that continue to shape my journey. Challenges have taught me resilience, adaptability, and the importance of embracing discomfort. When I faced setbacks, like losing my job in the processed food industry, it wasn’t just a failure—it was a turning point that pushed me towards something greater. These moments became the stepping stones that allowed me to realign my path, invest in myself, and ultimately build Opinion Marketing. Each experience, whether difficult or triumphant, has added depth to my story, empowering me to guide other SME owners on their own journeys of growth.

3. Understand People by Understanding Yourself

Understanding others starts with understanding yourself. Writing and meditation have been crucial tools for me in this process. Writing allows me to organize my thoughts, while meditation helps me quiet my mind and observe without judgment. This combination has allowed me to realize that we are not isolated individuals struggling against the world. Instead, we are all connected—part of something greater. When I understood this, I shifted my mindset from one of competition to one of collaboration. This shift changed everything for me, both in life and in business.

4. Shift from Transactional to Transformational

Meaningful growth doesn’t come from focusing on transactions alone—it comes from transformations. Whether it’s in business or personal life, focusing solely on immediate gains keeps us in a shallow place. It’s the deeper transformations that bring real, lasting results. For my clients, this means shifting from simple promotions and sales-driven messaging to storytelling that transforms how they are perceived by their audience. It’s about building genuine connections and offering value that lasts.

5. Embrace Vulnerability and the Value of Not Knowing

We often think we need to have all the answers, but a crucial lesson for me has been embracing the value of not knowing. Vulnerability is a strength. Accepting what you don’t know allows you to remain curious and open to learning. In business, this means asking questions, listening deeply, and adapting. It has helped me build richer, more authentic relationships with my clients.

6. The Power of Presence

In a world full of distractions, cultivating presence is one of the most transformative things you can do. Presence allows you to truly connect—with your thoughts, your clients, and the work you create. It turns ordinary conversations into meaningful exchanges, and transforms content into stories that resonate deeply. This level of focus helps create genuine understanding and empathy, which no strategy or planning can replace.

7. Redefine Success on Your Own Terms

I’ve learned that success is not about external validation—it’s about alignment. It’s about aligning your actions with your values, creating work that brings you meaning, and building relationships based on trust. For me, success now means helping others grow, creating stories that inspire, and staying true to my deeper purpose. True success is about finding that alignment and letting it guide you.

8. Cultivate a Positive Mindset

A positive mindset is foundational for growth. It helps you shift from a scarcity mentality to one of abundance. Instead of focusing on what’s lacking, you start seeing opportunities everywhere. There’s an abundance of ideas, connections, and possibilities. And, in my opinion, these are far more valuable than money. A positive mindset has helped me stay resilient, find opportunities in challenges, and see growth as a never-ending journey.

The Future

I’ve built Opinion Marketing to help SMEs grow, one step at a time—starting with medical spas but expanding to wherever authentic storytelling is needed. My goal is to use what I've learned to help others find clarity and share their unique stories in a meaningful way.

If you’re an SME owner trying to navigate your own challenges, I hope my story shows you that growth is possible, even when it feels uncertain. Focus on the story you tell yourself, and let that guide your next steps. Together, we can create content that isn’t just about driving numbers but is about making genuine connections that matter for your business and your clients.