e live in a world of constant change: advancements in AI, cryptocurrencies, robotics, and the metaverse are reshaping everything. The economy is shifting towards technology and services, evolving from ownership to usage. Work is increasingly project-based, with more freelancers and entrepreneurs than ever before.‍

To thrive, we must create value and adapt to these changes, but many of us are stuck with a 20th-century mindset. Success now requires thinking and acting differently. You need to think like a villain.

But… What Does Thinking Like a Villain Mean?‍

I’ve just published a book, Think Like a Villain and Act Like a Hero, where I share insights from my 20-year career founding and advising startups worldwide. By analyzing heroes and villains, we can learn to face life’s challenges and adapt to the times ahead.

Thinking like a villain means embracing dissent, feeling comfortable outside your comfort zone, and developing skills like self-awareness, planning, creativity, and cooperation. These tools will help you pursue what you love and what makes you happy.
Villains inspire understanding, and heroes inspire action.

Thinking Like a Villain, Acting Like a Hero‍

It’s about strategic thinking like a villain while acting ethically like a hero. Heroes often simplify the world into black-and-white terms, but being an ethical person requires daily discipline and resilience.‍

Heroes possess qualities like ethics, discipline, resilience, cooperation, and generosity. These are essential for achieving goals and creating value. Surround yourself with curious minds and learn from everyone you meet.

So, How Do You Create Value?

Creating value requires self-awareness, motivation, creativity, wisdom, and cooperation. In my book, I explain how these elements combine to generate value. Observe, listen, and think. Understand how to create value through meaningful work, not just work for the sake of working.
Prepare for change—those who adapt will succeed, while those caught unprepared will struggle.

Facing Uncertainty with a Villain’s Mind and a Hero’s Heart‍

In uncertain times, combine the intelligence of villains with the ethics of heroes. The key is to act despite fear.

If you’re scared, do it scared—but do it.

Get your book HERE (available in Spanish)!

Where to find me

• Twitter: https://twitter.com/NachoLucea
• Instagram: https://www.instagram.com/nacholucea/
• YouTube: https://www.youtube.com/channel/UC6vRcumzUfp1vL55aUdlmtg
• Linkedin: www.linkedin.com/in/ignacio-lucea

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