Publications

Two books.
The method, and what it cost to learn it.

One explains how to decide what's worth doing. The other tells the times I didn't.

Cover of «Nobody did anything wrong. And the company closed.»
September 2026

Nobody did anything wrong.
And the company closed.

How to decide what's worth doing when AI can do everything

The business plan ran to sixty-nine pages. The premises were immaculate. And the business closed, because nobody buys cold juice in winter. Nobody did anything wrong.

Now that AI writes, analyses and answers in seconds, doing things has stopped being the bottleneck. What that leaves in plain sight is the one thing the machine cannot do: decide what is worth doing. This book is the method — and the honest account of the four times its author didn't apply it.

4 parts15 chapters15 real cases296 pagesSpanish edition out now
Buy the Spanish edition Take the book's test
Cover of «The Aleph of Calle Arias»
On sale now

The Aleph of Calle Arias

Eleven true stories

In 1991, on an ordinary afternoon on Calle Arias, a surgeon from Morón told his eighteen-year-old son that journalism was hunger and that he was going to be an accountant. The son did as he was told. He took thirty years to answer him.

Eleven stories that run from a suburb west of Buenos Aires to Melbourne, and from Melbourne to a nightclub in Mallorca where five hundred Argentines watched their country win a World Cup. It is not a book about overcoming anything and it is not a nostalgic chronicle: it is what is left when a son obeys an order for thirty years and works out, at fifty-three, which side the hunger was really on.

11 stories192 pagesCastelar · Melbourne · Palma
Buy in English Comprar en español
Why both are here

The scenes in one are the evidence for the other.

The juice bar that didn't survive the winter. The night he went mute in front of forty people. The fourteen months of drama school he never told anybody about.

In The Aleph they are stories. In Nobody did anything wrong they are the reason a method exists. You can read them separately; together they make more sense.

Inside the new book

Four parts. One argument.

PART I

The noise

Reality before opinion

PART II

Judgement

Proof before scale

PART III

The method

System before dependency

PART IV

The unfiltered organisation

Judgement before speed

The author

Santiago García Solimei

For eighteen years he ran the digital conversation of one of the largest hotel groups in the world: thirty-two people, fifteen brands and more than four hundred hotels. He lectures in digital marketing at business schools and speaks at international conferences on brand, conversation and artificial intelligence.

Before that he was an auditor at one of the world's five largest consultancies, where he was paid to count other people's hours and never counted his own. He implemented management systems in Australia, Scotland and China. He opened a fresh juice bar that didn't survive its first winter. And he studied acting at the Victorian College of the Arts in Melbourne, where he ended up after going mute in front of forty people.

He was born in Castelar, a neighbourhood west of Greater Buenos Aires, and studied Business Administration because his father wouldn't let him be a journalist.

He now runs UNFILTERED, an AI-native strategy studio, from Palma de Mallorca. The Aleph of Calle Arias tells you where all of the above comes from. Nobody did anything wrong. And the company closed. is the method that would have saved him most of it.

From the book to your business

The fifteen questions, applied to yours.

That is exactly what a Reality Check is: one week, one napkin and a figure for what this is costing you today.