Xavi Escales will contribute about Leadership

Xavi Escales has a degree in Business Administration and Management and has completed different programs at some of the best business schools in the world such as IESE, IE, ESADE, Columbia, Stanford, Yale, The Wharton School, London Business School and HEC.

He is former Country Manager of ASICS for Spain and Portugal.
Previously, he has developed his professional career in other multinationals in various sectors such as Panasonic, LifeFitness and Accor hotels.

Collaborator of several programs at IESE, IE and ISDI, he is also a Startups Mentor at ESADE and EO and Keynote Speaker. He is the author of the book “Las Personas Primero” by Plataforma Editorial.

He is the founder of the AlwaysPeopleFirst consulting firm specialized in improving the income statement of companies by making the most of their most valuable asset, people. And from AlwaysPeopleFirst Technologies, the first company in the world capable of measuring people’s well-being through wearables and AI.

He is one of the leading experts in Spain in the management and leadership of high-performance teams and in maximizing employee-engagement in companies.

Arancha de las Heras will contribute about Teleworking experience

Aránzazu (Arancha) de las Heras is a Doctor in Labor and Social Security Law and a Master’s Degree in Direction and Management of Human Resources. President of the Madrid Distance University (UDIMA) and the Center for Financial Studies (CEF).

She is the author of scientific articles on teleworking and the reconciliation of family and work life, highlighting her monograph Teleworking in Spain: a critical analysis of norms and practices.

Participate in professional associations and support for female leadership.


Robert Rose, expert in Content Marketing, will contribute to the book

Robert Rose is the Chief Strategy Officer for an organization called The Content Advisory. TCA is the consulting and education group of The Content Marketing Institute – an organization committed to the practice of Content Marketing. TCA works with Fortune 500 companies to help them create strategies for the strategic use of content and marketing. Founded in 2010, TCA is the leading content strategy consulting, research, advisory and education company. TCA’s clients value the company’s counsel on the topics of content strategy, content marketing, digital transformation, data privacy and consumer experience. Since TCA’s in 2010, the company has worked with more than 500 organizations including 15 of the Fortune 100. We’ve consulted directly with organizations such as Capital One, NASA, Microsoft, LinkedIn, Facebook, CVS Health, 3M and The Bill & Melinda Gates Foundation.


During this same time, Robert has also served as the Chief Strategy Advisor of The Content Marketing Institute since its launch in 2010 and helping guide it to be the leading global content marketing education and training organization. Prior to his work at CMI Robert was CMO of CrownPeak – leading the marketing and product development of one of the world’s first enterprise Software-as-a-Service web content solutions.

Robert is the author of three best-selling books on marketing and content strategy, and the co-host of the popular marketing podcast PNR’s This Old Marketing, which has been downloaded more than two million times in 150 countries.

An early internet pioneer, Robert has more than two decades of experience, and a track record of helping brands and businesses develop successful digital and content strategies. In the mid 1990s, Robert developed some of the first Web strategies in the country for companies such as Mediamark Research (MRI) and CTAM (The Cable and Telecommunications Association), and the U.S. Government – literally introducing many of these leading organizations to the Web.

As an Associate Partner with USWeb/CKS/marchFIRST, Robert helped develop strategic online initiatives for numerous startups, as well as larger enterprises such as Sony, Amgen, and Warner Brothers. In 2001, as Vice President of Strategic Planning for Ignited Minds; an advertising agency, Robert advised numerous clients such as the U.S. Army, Activision, and Intuit.

From 2002 to 2009, Robert served as CMO of Crownpeak, an early enterprise software-as-a-service company focused on Web content solutions for online marketers, leading the company’s marketing and product development efforts.



AJ Wilcox, the top LinkedIn Ad expert worldwide, will contribute to the book

AJ Wilcox is a LinkedIn Ads pro who founded B2Linked.com, a LinkedIn Ads-specific ad agency, in 2014. He’s an official LinkedIn partner, host of the LinkedIn Ads Show podcast, and has managed among the world’s largest LinkedIn Ads accounts worldwide.

He’s a ginger & triathlete. He & his wife live in Utah, USA with their 4 kids, and his company car is a wicked-fast gokart.

B2Linked.com is the top LinkedIn ad agency that specializes in high-performing LinkedIn Advertising campaigns. He was been heavily involved in B2B marketing since 2011, and has managed over $130M in advertising spend on LinkedIn across about every sector. Before that, he specialized in Search Engine Optimization, mostly for B2C companies.

AJ’s journey is a case study on the power of staying passionate and staying focused on the original problem you set out to solve because no one else is.

As an interview in Medium.com, we can learn from him:

AJ was a digital marketer looking for answers, was hooked from day 1 on LinkedIn Ads.

He had worked with Google Adwords but this was something different. LinkedIn Ads spoke to him in a different way. Excited, AJ began searching for information to learn more about the platform and take his strategy to the next level.
But there was a problem.
It was 2014.

No one was writing, speaking or publishing about advertising on LinkedIn. He came up empty almost every time he tried to find answers. Questions on forums and every Quora thread about LinkedIn Ads went unanswered.
Aj was confused. Why weren’t experts sharing their experiences and answering questions?

This went on for months until he start:

First Step: Change from Consumer to Creator
AJ made an important transformation. Deciding to passionately create value where none existed before. He wouldn’t search for answers anymore, he’d be the one providing the answers.

Starting with online forums, he began to develop a name for himself. He found questions related to LinkedIn Ads online and diligently got to work.

AJ started by digging in and providing answers to other peoples’ questions. He has spent days answering questions about LinkedIn advertising.
Since 2014, he has provided detailed answers to 98 LinkedIn related questions on Quora alone.

AJ spends time on Quora because that is where the action is.

It may not be Quora for your niche. Do you continually end up on the same websites where others are asking the same questions about a topic with no answers? There probably is one central hub with a concentration of chatter. Find that source and focus on becoming the expert there.

Don’t worry if it only seems like 20–30 people are involved in the conversations. That means probably hundreds more people are passively reading the threads on sites like Quora and StackOverflow.

Building an audience takes time. It could take months or years to see any traction but the important part is to get started and stay consistent.
AJ did the work and became the go-to expert on LinkedIn advertising. This turned into speaking and interview opportunities.

AJ started leveling up. He began giving talks at digital marketing conferences about LinkedIn Ads. He was the only one pitching to talk about LinkedIn.
AJ didn’t care.

He stayed focused on LinkedIn Ads because he believes deep down more people need to know about how awesome they are! You can’t be a great conference speaker without a true passion for what you are presenting. The audience can sense it.

3 years later and AJ is still focused on LinkedIn Ads.

Is there anyway you can be the first to speak about a topic at a conference? Being cutting edge is an element of a good pitch and gives you a little bit of an advantage.

Depending on your topic of interest, maybe there aren’t conferences that make sense. If that’s the case, record yourself answering questions or presenting about the topic and put it up on YouTube.

Starting endeavors is hard. Starting a company can be scary. But, if you do it right, starting a company gives you the ultimate freedom of how you spend your days.

To ensure that he could focus his days pursuing his passion of LinkedIn advertising, AJ started a company. Piggy backing on his newfound exposure he got his first clients. Starting a company is a lot less scary with clients. AJ’s knowledge lent itself perfectly to an agency business model. That allowed him to generate revenue from day 1.

He only needed three tools. Email, LinkedIn Ads editor and Excel. Most digital marketing companies are able to bootstrap because they are very practical companies to start.

But don’t underrate how hard it can be to get initial traction for any new business. The first 5 customers are hard. You have to earn it. An audience helps immensely whether you are offering a service or product.

After speaking at conferences or landing a few big clients it can be tempting to get distracted.

Many of AJ’s customers asked, ‘Can you run my Google advertising too, what about my Facebook campaigns?’

But AJ had a rule at his new company:
It was LinkedIn Ads work or nothing. He maniacally focused his company on providing clients LinkedIn marketing services. No other work allowed.
I am sure clients were willing to pay hefty prices for other services. It didn’t matter. Every time AJ stayed true to his focus on LinkedIn. He always said no.

Focus is so important. The biggest mistakes many entrepreneurs make are a result of lost focus.
It’s so easy to get distracted. But stick to what got you started in the first place. Stay focused on the original problem you set out to solve.

Enjoy the Ride
Be prepared to stay focused for years.
Even making a lot of great decisions and staying focused doesn’t mean it is going be easy. What sustains you is passion.
It hasn’t been easy, building a company rarely is, but AJ loves it.

If you find yourself looking for answers online about a topic and repeatedly coming up empty. Maybe you should ask yourself…
Is there a great idea for a company hidden there?
There might be. If you can generate Stay focused on what got you started and maybe you can replicate AJ’s success.

Jan Alessie, Director of World Football Summit, will contribute to the book

Jan Alessie, cofounder and Director of World Football Summit, which has evolved from an annual gathering held in Madrid, focused on the European football industry, to a global platform that hosts a growing series of on-site and digital networking events and congresses that cover the challenges and opportunities of the sports industry’s different regions and sectors. He is also the founder of Nexus Fostering Partnership, the company responsible for the development of World Football Summit.
His background over the years has been focused in the areas of consulting, content and promotion with over 14 years experience across international markets. He has worked in Europe, Latin America, Asia, Africa and the Middle East identifying and building partnerships at the highest level of foreign governments and the private sector, organising high profile investment forums, negotiating and closing commercial deals, producing branded content, managing global media projects and leading commercial teams.

Xu (Alex) Yiran, world top expert in Game Industry will contribute with his thoughts

Xu (Alex) Yiran is one of the top 10 most influential person in China’s game industry with 25 years of very unique “east meets west” experiences in the field.

Alex is one of the first games developers in China where he started his career as an entrepreneur in Beijing and established the first indie game studio in China. Prior to Leyou Technologies Holdings Limited (Leyou Group), Alex was the President of Game Business for Qihoo360, CBO at Perfect World, Investment Director for Giant, Manager at EA, Game Director at RealNetworks China, and Manager at Sohu. He also served as a consultant professional at GLG for 20+ years.

Alex was instrumental in the execution of investment & acquisition deals such as: 17173.com, Runic Studio, Unknown Worlds, Cryptic Studios, SNK Japan, Digital Extremes, Splash Damage.

Leyou is the leading company focusing on free-to-play online multiplayer PC\Console games with 1200+ employees worldwide. Running and working on games like Warframe, Transformers, Civilization, Lord of the Rings etc.

Mr. Xu Yiran, aged 47, has been an executive Director and Chief Executive Officer of the Company since 30 June 2017. In addition, he was appointed as the chairman of the Board, the chairman of the nomination committee of the Company, a member of the remuneration committee of the Company and an authorised representative of the Company under the Listing Rules.

Mr. Xu graduated from Tsinghua University in the PRC with a Bachelor’s degree in Automation in 1996. He obtained a Master’s degree in Precision Instruments and Mechanology from Tsinghua University and a Master of Business Administration in Finance from the Chinese University of Hong Kong in 1999 and 2007 respectively.

Mr. Xu served as Game Director at Sohu Inc (NASDAQ: SOHU) from 2003 to 2005, Investment Director at Giant from 2008 to 2010. Mr. Xu served as Senior Vice President and Chief Business Officer at Perfect World Co., Ltd. (NASDAQ: PWRD) from 2010 to 2015 and president of game business at Qihoo 360 Technology Co., Ltd. from 2015 to 2017 respectively. He was a director of SNK Corporation (KOSDAQ Stock Code: 950180) from 1 September 2015 to 30 October 2019.

Top marketing speaker David Meerman Scott will contribute to the book

David Meerman Scott spotted the real-time marketing revolution in its infancy and wrote five books about it including The New Rules of Marketing and PR, with more than 400,000 copies sold in English and available in 29 languages from Albanian to Vietnamese.

Now David says the pendulum has swung too far in the direction of superficial online communications. Tech-weary and bot-wary people are hungry for true human connection. Organizations have learned to win by developing what David calls a “Fanocracy” – (the subject of his Wall Street Journal bestseller) – tapping into the mindset that relationships with customers are more important than the products they sell to them.

He is a recovering marketing VP for two U.S. publicly traded companies and was Asia marketing director for Knight-Ridder, at the time one of the world’s largest information companies. David has lived and worked in New York, Tokyo, and Hong Kong. He currently lives in the Boston area.

David serves as an advisor to emerging companies including HubSpot, GrabCAD, VisibleGains, Expertfile, GutCheck, and Newstex, as well as nonprofits including the Grateful Dead Archive at UC Santa Cruz, HeadCount, and Nashaquisset. Previously, he was on the boards of directors of NewsWatch KK (sold to Yahoo Japan) Kadient (merged with Sant), and on the Advisory board of Eloqua (successful IPO in mid-2012 and sale to Oracle in early 2013).

He is a massive live music fan, having been to 790 live shows since he was 15 years old, is passionate about the Apollo lunar program, and he loves to surf but isn’t very good at it.

Carol Stewart will share her vision from her coach perspective to the book

Carol Stewart is an Executive, Career and Business Coach, founder of Abounding Solutions and author of Quietly Visible: Leading with Influence and Impact (listed as one of the 10 best self-development books written by women to read during lockdown by BEYOUROWN).

With over 25 years coaching and leadership experience, Carol specialises in working with introverted women leaders. She coaches them to be great leaders who lead with influence and impact. She also provides workshops, webinars, training and talks to corporate employee networks on career development, personal development, and leadership development.

She has provided coaching, training and talks to organisations such as the GLA (Greater London Authority), Royal Bank of Scotland, Barclays, Asurion, Department of Health, NHS England, NHS London, Westminster City Council, Crown Prosecution Service, Metropolitan Police Service, London Borough of Croydon, London Borough of Waltham Forest, London Borough of Lambeth, National Association of African Americans in Human Resources and more, as well as private clients.

Carol was named as one of Britain’s Top 50 Business Advisers in 2015 by Enterprise Nation; a LinkedIn Top Voice UK in 2017, 2018 and 2019; a We Are The City Rising Stars Champion in 2018 for her work helping women to develop as leaders, and listed as one of Britain’s inspirational Christian women making major impact by Keep the Faith Magazine in 2019.

Prior to starting her business, Carol worked for the Ministry of Justice. Starting in one of the most junior roles, she progressed to a senior role with responsibility for the operation of a group of magistrates’ courts where she was a member of the Local Criminal Justice Board for four London boroughs.

She is a co-founder of Northern Women of Colour, a social enterprise whose aim is to elevate the presence and voice of women of colour in the north of England.

Carol is also a semi regular columnist for the Sheffield Telegraph, a weekly newspaper established in 1855, and has also written for several other publications including US site CNBC and The Muse. She volunteers her time mentoring women business owners in developing, volunteers for a youth charity
(having previously been Chair of the Board of Trustees), she is a school governor, and leads the careers and business ministry at her church.

Ingrid Gerstbach will give her point of view about creativity and design thinking

Ingrid Gerstbach is an expert in Design Thinking. She is bestselling-author, consultant and coach living in Vienna, Austria. Her topics are empathy, creativity and innovation.

Top Voice in LinkedIn from 2019.

The team of Ingrid Gerstbach supports people and organizations on their way to more success, enthusiasm and satisfaction, while inspiring a new ease and fun in the process. They specialize in intensive and exciting trainings, workshops and consultancy. And their mission is to keep companies – and especially the people in them – on the road to success.

Well-known companies from all over the world have been relying on them for years to introduce and live innovation, creativity and empathy as part of their growing culture. And they are convinced that our know-how, their international network and their market knowledge are of great benefit to you.

Jon Camp will participate showing their engineering vision of this new ERA

Jon Camp joined Tube Tech International as managing director in 2017. Tube Tech provides engineered cleaning and maintenance solutions for the petrochemical and energy sector, working with most of the world’s leading refiners.

Tube Tech specialise in innovation, and in the last three years Tube Tech has secured more than six million euros in funding for our research and development programme to develop fouling removal solutions for heavy industries that will significantly impact safety, performance, and carbon emissions. During his tenure, the business has grown significantly, with dedicated bases in the UK, Asia and the United States and blue-chip contracts in more than twenty countries.

Jon’s background is in finance, but for the last twenty years he has taken on MD and consultancy roles in the petrochemical industry, but also in sports and leisure, which ties in with his love of golf.

Mid-way through his career, Jon completed his degree, and take a hands-on interest in the petrochemical industry, including a committee role with the Water Jetting Association (WJA). In 2019, Jon was incredibly proud to have his work as a director recognised by winning the Institute of Directors (IoD) award for Director of the Year.

Contact Info

Los Prados 166, Madrid


16192 Coastal Highway, Delaware 



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