JJ De La Torre, CEO of the consulting firm Raven, told Forbes that with the recent expansion into Mexico, they are looking to rethink the way companies invest in technology.

Juan José De La Torre, known as 'JJ', has traveled the Spanish-speaking countries of Latin America reviewing digital transformation strategies and his evaluation is devastating: on the one hand, companies that invest large sums of money without disrupting their own businesses and on the other, a market problem in which there are traditional consultancies that do not have the capacity to execute or experience related to disruption.

“We realized that in Latin America companies continue to digitize and the disruption is not even touching. We see there a great opportunity for traditional companies to take a direct leap to direct, restructure or update their value proposition. Traditional companies are such a big ocean liner that moving it around a bit doesn't work. You have to focus on seeking efficiencies and digitizing,” said De La Torre, who returned to his country Chile three years ago to join Virtus Partners as a partner, after two decades of career in Europe and Asia at companies like IBM.

Now, conceived as a spin-off from Virtus Partners, Raven, a disruptive boutique agency, wants to strengthen its operation in Santiago de Chile, Bogotá, Berlin and Madrid with a recent expansion to Mexico City, serving sectors such as banking, retail trade and industry.

Raven, whose name comes from the English word crow, refers to an ancient belief that a special type of raven could get from one point to another before any other messenger. With their proposal they have advanced 45 projects in 7 different countries and a sales growth of more than 300% to their clients.

“Most organizations have a vision of investment in technology or infrastructure that is not always linked to the evolution of the business or the customer experience, enabling things in the business that are often not necessary and that generate little impact for the user. end, who does not see anything tangible and complains more, "says De La Torre. “We tell our clients what happens if we make a value proposition where you are the disruptor, instead of looking back and complaining about how startups come to eat your roast.”

In Raven they assure that all of their consultants have had operational positions and that they are the ones who guide investments to enable and evolve the value proposition.

"If I'm talking about transparency and fluid communication, define what technology I need to do that, at the service of the business, something that most organizations have poorly planned," notes De La Torre. "We're not afraid to tell customers the things they don't want to hear."