The book

Nobody did anything wrong.
And the company closed.

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

Cover of «Nobody did anything wrong. And the company closed.»
Out now

A book about judgement.

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 cases312 pagesAlso in Spanish
Buy the English edition Spanish edition
Inside

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 UNFILTERED Test

Fifteen questions. One per chapter.

They exist to have in front of you the day somebody proposes something that sounds like a good idea and the whole room nods. The first three:

  1. What question does the data we're about to base this decision on actually answer?
  2. What would have to be true for us to decide to stop?
  3. Why should I trust this enough to make a decision on it?
The author

Santiago García Solimei

For eighteen years he led the digital conversation of one of the world's largest hotel groups. He teaches digital marketing at business schools and speaks at international conferences on brand, conversation and artificial intelligence.

Today he runs UNFILTERED, an AI-native strategy studio, from Palma de Mallorca. Keynotes and workshops · Both books

FAQ

What people usually ask

What is «Nobody Did Anything Wrong. And the Company Closed.» about?

How to decide what's worth doing when AI can do everything. Now that producing things is no longer the bottleneck, the book sets out a method in four parts (the noise, judgement, the method and the unfiltered organisation), built on fifteen real cases.

Who is the author?

Santiago García Solimei, founder of UNFILTERED, an AI-native strategy studio in Palma de Mallorca. For eighteen years he led the digital conversation of one of the world's largest hotel groups, and he teaches digital marketing at ESERP.

Where can I buy it?

On Amazon. The English edition is on amazon.com; the Spanish edition, «Nadie hizo nada mal. Y la empresa cerró.», is on amazon.es.

What is the UNFILTERED Test?

The book's fifteen questions, one per chapter, on a single printable sheet. Free to download at unfilteredworks.com/en/test.

Is it a book about AI tools?

No. It doesn't explain how to use any tool. It's about the decision that comes first: what's worth doing, what needs to stop, and who answers for it when something doesn't work.

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 number for what it is costing you today.