Ana Jiménez Castellanos
Co-founder and CEO
More than twenty years working in AI, from research to the boardroom.
About us
We don't sell AI. We sell judgment.
Why we exist
We help organizations and leaders evolve with sense at a time shaped by AI, technological acceleration and a deep change in how we work, decide and create value. We want them to change consciously, sustainably and with impact.
What we do
We turn transformation into a living capability: we translate complexity into direction, connect strategy with execution, and help organizations move forward without losing judgment, identity or cohesion.
Where we're going
More lucid, adaptive and human organizations, able to create sustainable value in the middle of transformation.
What we stand for
Eight ideas that guide every project.
Ana Jiménez Castellanos
Nacho Ormeño
- We only bring in AI where it makes sense and shows up in the bottom line.
- Adopting AI means changing how people work and how the business runs. That's where we focus.
- Anyone can have the tools. The advantage lies in everyone calling the same things by the same name.
- We set the limits before we accelerate.
- We prefer small changes that last.
- Almost every AI risk starts in the organization's culture.
- Behind every decision there has to be someone who understands what it does and is accountable for it.
- We leave behind capabilities your team can repeat without us.
The founders
Judgment, AI governance and the bottom line, at the same table.
Our team is yours too: we work from the inside, with your people, and what we build stays in your organization.
The first session, the Judgment Clinic, is always with both of us. From there, we build the team your case needs.
Nacho Ormeño
Co-founder and COO
More than twenty years building, scaling and funding companies, with over a hundred startups behind him.
With support from Laura in operations.
Advisory board
Five leading voices at our table.
Five leading voices in disciplines that AI needs and that rarely sit at the same table. None of them is enough on its own to bring AI into an organization. Together, they are.
They are the people we test many of our project decisions with, and we owe them much of how we think.
Work with us
We grow slowly and with intent. If you see yourself in one of these seats, write to us and tell us why.
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Open seat
Right hand: proposals, content and delivery
You'll work side by side with the founders to prepare proposals, write, and deliver client projects.
Write to usSee the role
What you'll do
- Prepare proposals: understand the case, structure it and write it with us.
- Write about what we do and what we learn: articles, client materials and training materials.
- Join us on projects: prepare sessions, organize what comes out of them and push to make things happen.
- Work with our AI agents for proposals and content, and help us improve them.
What we're looking for
- A few years' experience in consulting, strategy or a similar role.
- Clear writing and orderly thinking. That's what we'll look at most.
- That you use AI every day, with judgment.
- A wish to learn, up close, a craft that is still being invented.
What it's like to work here
We're a small team and you'll work directly with the founders from day one. You'll see boards, executive committees and real projects first-hand, and we want you to grow with us.
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Open to project-based collaboration
Knowledge engineering
You'll help organize what an organization knows into semantic and context layers, so people and agents work on the same thing.
Write to usSee the role
What you'll do
- Understand how a business works from the inside: its concepts, its rules and the context needed to decide well.
- Model that knowledge and turn it into a layer that can be reused and taken to any technology.
- Work with the client's teams so the layer becomes theirs and they know how to maintain it.
What we're looking for
- Experience modelling knowledge or data: semantics, graphs, data catalogues or similar.
- Ability to talk to both business and technology, and translate between them.
- A love of precision: calling each thing by its name matters.
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Open to project-based collaboration
Training and facilitation
You'll design and deliver training so everyone uses AI with judgment in their real work.
Write to usSee the role
What you'll do
- Adapt our Think programmes to each profile: executives, managers, technical or business teams.
- Facilitate hands-on sessions with the organization's real cases, not textbook examples.
- Help train people at the client so the training continues without us.
What we're looking for
- Experience designing and delivering training for adults, ideally in companies.
- Everyday use of AI and the ability to explain it without jargon.
- The ability to read a room and adjust on the fly.
Start with both founders, on a real case.
Request a Judgment Clinic