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Everything the Internet gets wrong about Argentina

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Before people ask me where in Argentina I’m from, they often tell me what Argentines are like.

We’re arrogant. We cheat. We’re racist. We think we’re European. We bring up the Malvinas whenever we lose an argument. Somewhere between football highlights, viral tweets and comment sections, more than forty million people have become a personality type.

Living abroad has made me more aware of Argentina’s reputation than living in Argentina ever did. You don’t notice the stories people tell about your country until you’re the one expected to explain them. The internet, I’ve learned, rarely has the patience for complicated places. It prefers countries the way it prefers people: flattened into a handful of traits that can be repeated often enough to feel like facts.

Argentina is a particularly easy target because we are loud. We celebrate loudly, complain loudly, argue loudly and mourn loudly. We don’t always make ourselves easy to love. But volume is not the same thing as simplicity.


The country the internet invented


The internet doesn’t really understand countries. Countries are too contradictory, too historical, too regional, too full of exceptions. Algorithms prefer certainty. They want a hero, a villain and a sentence that can fit inside a screenshot.  So instead of a country shaped by Indigenous civilizations, Spanish colonisation, African slavery, European and Middle Eastern immigration, military dictatorships, economic crises, public education, literature, science, rock, tango, football and an almost supernatural ability to keep going, the internet offers a much simpler summary: Argentines are arrogant. It is easier to repeat than to investigate. And repetition has a strange power. Once a stereotype circulates often enough, every new image becomes proof of something people have already decided to believe.




“Argentina is uniquely racist”


Racism exists in Argentina. So does the historical erasure of Afro-Argentines and the discrimination Indigenous communities continue to face. Those conversations deserve honesty, not denial. But honesty also requires acknowledging the parts of the story that don’t fit the online stereotype.

María Remedios del Valle, an Afro-Argentine woman who fought in the wars of independence, appears on our currency. Slavery was abolished in Argentina earlier than in countries such as the United States and Brazil. Neither fact proves that racism disappeared, or that Argentina is somehow innocent. They do, however, complicate the idea that the country has no Black history, no racial mixture and no relationship with the African diaspora.

Argentina’s national story has often presented itself as whiter and more European than it really is. That is part of the problem. The country did not simply lack diversity. It frequently erased it from its own image.

My family is a small example of how misleading that image can be. Some of my ancestors came from Croatia. Others from Russia. Others from Syria and Lebanon, Spain and the Basque Country. There is Quechua ancestry too, and probably many more histories that have become harder to trace with every generation. My family tree does not point in one direction. It points everywhere. That doesn’t make my family exceptional. It makes it Argentine.

Perhaps that is why I find it strange when people confidently explain what Argentines are. Which Argentines? The descendants of Italian immigrants in Buenos Aires? The Guaraní communities in the northeast? Welsh Patagonia? Quechua families in the northwest? Afro-Argentine histories that were written out of the national narrative? Syrian-Lebanese families who have been part of the country for generations? Argentina is not racially innocent. But it is not the homogeneous white country the internet imagines either.


“Argentines think they are European”


There are Argentines who think this way. Argentina has spent a long time promoting a European image of itself, particularly through Buenos Aires, its architecture and its immigration mythology. But Buenos Aires is not the whole country, and even Buenos Aires is more complicated than the version exported abroad.

When people say Argentines think they are European, I wonder which part of my own ancestry they mean. The Croatian side? The Russian one? The Spanish or Basque branches? And where do my Syrian-Lebanese and Quechua ancestors fit into that sentence? 

Argentina is European, Indigenous, African, Middle Eastern and Latin American. It is a country formed through migration, colonisation, displacement and mixture, even when its official history has preferred a cleaner story. We are not Europe in South America. We are Argentina.





“Argentines cheat”


Football has become one of the internet’s favourite forms of evidence against us. The Hand of God, theatrical falls, provocation, time-wasting, tactical fouls: every controversial moment becomes proof of a national moral defect. But football has never been only a sport. It is theatre, psychology, ritual, performance and spectacle. The crowd is part of the game. The referee is part of the game. The tension is part of the game. The stories told before and after the ninety minutes are part of the game too.

Argentina did not invent gamesmanship. We did not invent provocation, tactical fouls or the desire to win. We simply tend to perform football with very little emotional restraint. And, well, we provide a very good show.

That doesn’t mean every action should be defended or every player excused. It means the game cannot be understood through moral purity. Football is dramatic because people care too much. Argentina is compelling because we make that caring impossible to hide.

During the World Cup, I also found it strange to see so many people from South America and the rest of Latin America supporting Spain, or appearing to celebrate Argentina’s defeat with more enthusiasm than they celebrated their own countries’ trajectories.

Rivalries are part of football. They should be. Supporting one team against another does not require a political thesis. But there was something revealing about the intensity of it, particularly when the joy seemed to come less from Spain’s victory than from the pleasure of seeing Argentina lose.

In a region that has spent centuries defining itself in relation to European power, watching some people celebrate a European victory over another Latin American country with such satisfaction felt, at the very least, curious. Maybe the internet does not only amplify nationalism. Maybe it amplifies resentment too. It transforms old regional rivalries into content, rewards humiliation over analysis and makes another country’s defeat feel more emotionally valuable than one’s own achievement.


What viveza criolla actually means


Perhaps no idea is more frequently used to explain Argentina than viveza criolla. From outside, it is often presented as a national admiration for cheating, cutting corners and getting away with things. But Argentines themselves usually invoke viveza criolla critically. We blame it for corruption, traffic, bureaucracy and everyday acts of selfishness. It is less a value than a diagnosis: the person who believes they are clever because they found a way around a rule, even if everyone else pays the price.

Complaining about a cultural tendency is not the same thing as celebrating it. And there is another kind of Argentine cleverness that is often confused with viveza criolla: resourcefulness. The ability to find a solution when there is no budget, no stable system and no obvious path forward is not necessarily dishonesty. Sometimes it is simply survival. There is a difference between taking advantage of everyone else and making the impossible work. Argentina contains both.


The other Argentine superpower


If there is one stereotype I would gladly accept, it is not arrogance. It is resourcefulness. Argentines have spent generations learning how to build lives in unstable conditions. Inflation teaches you to calculate differently. Economic crises teach you to improvise. Bureaucracy teaches you persistence. Scarcity teaches you to repair, reuse and invent.

We make the maximum with the minimum because, very often, the minimum is what we have. We create businesses in the middle of crises. We solve problems without the right tools. We stretch budgets, repair objects that would be replaced elsewhere and invent systems around systems that have stopped working. We don’t romanticise instability. Most Argentines would gladly exchange this talent for a little more predictability. But repeated uncertainty leaves behind a particular kind of intelligence. Years of crisis do not only create exhaustion. They also create extraordinary creativity.

Perhaps that is a more accurate version of Argentine cleverness: not the person who defeats the rules, but the person who finds a way to continue when the rules, the economy and the institutions have already failed them.




“Malvinas is only propaganda”


Few subjects reveal the gap between Argentina's internal story and the internet's version of it more than the Malvinas. Online, the issue is often treated as a joke. Mentioning the islands is enough for someone to reply, almost automatically, "The Falklands," usually with a laughing emoji or as though they have delivered the final word in an argument that nobody was actually having. 

What fascinates me isn't that people disagree. Territorial disputes exist all over the world, and reasonable people can hold different views about them. What surprises me is how often the subject is reduced to mockery.

For most Argentines, the Malvinas are not simply a football chant or an internet meme. They are part of the country's historical memory. Argentina's claim over the islands did not begin with the military dictatorship in 1982. It goes back to the nineteenth century, after Argentina declared independence from Spain and considered itself the successor to Spain's administration over the islands. In 1833, British forces took control of the territory, and since then both countries have maintained incompatible claims over its sovereignty. That history matters because it means the dictatorship did not invent the dispute.

What the dictatorship did was something even more tragic. In 1982, a regime that had already kidnapped, tortured, and disappeared more than 30.000 of its own citizens decided to invade the islands in a desperate attempt to regain legitimacy. It sent thousands of young conscripts—many of them barely adults, poorly trained and poorly equipped—to fight one of the world's most powerful militaries. Those boys did not choose that war. Many never came home. Many who did returned carrying trauma that Argentina is still trying to understand more than forty years later. For Argentines, that wound is complicated because it contains two different truths that are often collapsed into one. The dictatorship was criminal. The pain surrounding the Malvinas is real.

Rejecting the dictatorship does not require abandoning every historical argument about sovereignty. Likewise, believing Argentina has a legitimate claim does not require defending the military junta that turned a territorial dispute into a national tragedy. Those are two different conversations.

Living abroad, I've occasionally had people mention "the Falklands" with a smile, as though it were an easy way to provoke an Argentine. Sometimes it happens within minutes of learning where I'm from. It's a strange experience. Not because I expect everyone to agree with Argentina's position. They shouldn't. Historical disputes deserve debate. But because making light of a conflict that sent teenagers to die feels oddly disconnected from the human reality behind it. Imagine meeting someone whose country experienced a war and deciding that your first joke should be about the people who never came back.

Whether you call them the Malvinas or the Falklands, nearly a thousand people lost their lives in that conflict. Thousands more returned permanently changed. Entire generations in Argentina grew up looking at photographs of boys who never became men, listening to veterans describe nights spent in freezing temperatures, wearing sneakers soaked through by the cold, surviving without food, carrying rifles that often felt heavier than their own bodies. Those images became part of our collective memory. There is room to disagree about sovereignty. There should be very little room to mock grief.


“Argentina is Zionist”

This is another strange reduction that has appeared more strongly online: the idea that Argentina, as a country and as a population, is “Zionist.” Argentina has one of the largest Jewish communities in Latin America. That is part of our history and should not be used as evidence of a national political ideology. Jewish identity, support for Israel, Zionism, criticism of the Israeli government and opposition to the war in Gaza are not interchangeable positions, however convenient the internet finds it to collapse them into one.

Argentina’s current president, Javier Milei, has made his support for Israel unusually visible and has aligned himself closely with its government. But a president is not a country. His position does not automatically represent millions of Argentines, many of whom strongly oppose him and his policies. This is one of the internet’s most persistent mistakes: confusing a government with its people.

I can believe Argentina has a legitimate claim over the Malvinas without defending the dictatorship that sent young men to die there. I can recognise the importance of Argentina’s Jewish community without endorsing the Israeli state. I can be Argentine without supporting the president who currently represents Argentina abroad. And, personally, I think our president is terrible. But even that is not “what Argentines think.” It is what I think. Argentina elected him. Argentina also resists him, protests against him, defends him, regrets him, admires him and argues about him constantly. As always, the country contains the contradiction.



The myth of the bought World Cup

Another accusation that became almost impossible to avoid after the 2022 World Cup was that FIFA had somehow decided Argentina should win. Depending on who was posting, Messi had "bought the World Cup," FIFA was rigging matches, or referees had been instructed to help Argentina. The conspiracy became so widespread that it stopped sounding like a football opinion and started sounding like accepted history. The funny part is that, as an Argentine, it always felt detached from reality. We are a country that spends half its time trying to figure out how to protect our savings from inflation. We have defaulted on our debt multiple times, lived through recurring economic crises and watched governments struggle to keep the economy afloat. The idea that Argentina secretly controls FIFA is almost surreal. We can't even keep the value of our own currency stable.

The notion that we somehow bought the most powerful sporting institution in the world says far more about how conspiracy theories spread online than it does about Argentina. Was every refereeing decision perfect? Of course not. They never are. Football has always generated controversy, and every World Cup leaves supporters convinced that someone else received favourable calls. But there is a difference between arguing about a penalty and constructing an entire mythology in which millions of people, dozens of referees, players, officials and one of the biggest sporting events on Earth all became actors in a secret plan to hand Lionel Messi a trophy.

The simpler explanation is usually the correct one. Argentina had one of the greatest players in football history. It also had one of the strongest teams in the tournament. Those two things are much less exciting than a conspiracy.


A country does not need to be innocent to be misunderstood


The longer I live outside Argentina, the less interested I become in defending it as though it were a perfect country. It isn’t one. Countries do not need public relations. They need perspective.

Argentina is capable of generosity and arrogance, extraordinary creativity and spectacular dysfunction, deep solidarity and painful inequality. We can be welcoming and prejudiced, brilliant and self-destructive, hopeful and permanently convinced that everything is about to collapse. All of those things can be true at once. Maybe that is what the internet struggles with most. Contradictions do not go viral. Stereotypes do.

The Argentina that exists online is easy to understand. It is built from football compilations, screenshots, viral tweets and recycled jokes. The Argentina I know is infinitely more difficult. It smells like asado on a Sunday and sounds like grandparents speaking languages that disappeared two generations ago. It argues about politics at family dinners, reads Borges and Fontanarrosa, fills theatres, produces scientists and Nobel laureates, invents businesses in the middle of crises and somehow manages to laugh through another economic collapse.

It is stitched together from Indigenous roots and immigrant stories, from impossible crises and impossible optimism, from people who keep finding ways to build lives with fewer resources than should ever be enough. It is contradictory, exhausting, generous, infuriating and endlessly creative. In other words, it behaves exactly like a real country. The internet rarely has time for those.


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On remaining interesting

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There are certain conversations that only happen when you're young. I don't necessarily mean when you're a teenager. I mean that period of life where an entire afternoon can disappear because someone asked a question nobody knew the answer to. What exactly makes someone an adult? Would you rather travel through space or through time? What happens after we die? Is talent something you're born with or something you build?


Somehow those conversations felt urgent then. Not because they would change anything, but because they made the world feel bigger. We would spend hours talking about music, books, films, politics, people we admired or people we couldn't stand. We read interviews with musicians as if they contained the secret to life. We bought albums because of one song and ended up discovering entire worlds hidden inside them. Sometimes we became obsessed with a writer or a band for months, almost as if that obsession itself was a way of understanding who we were becoming.


I don't know exactly when those conversations begin to disappear. I suspect nobody notices the moment it happens. One day you're debating whether God exists, and a few years later you're trying to remember whether you already bought toilet paper. It sounds like a joke, but I don't think it is. Adulthood has an extraordinary ability to become operational.



The days slowly fill with things that need to be done. None of them are particularly memorable on their own, but together they occupy an astonishing amount of mental space. Emails. Deadlines. Grocery lists. Bills. Appointments. Tax forms. Passwords. Paperwork. The quiet maintenance required to keep an ordinary life functioning.


When we moved to Croatia, for example, there was very little room for anything else. Residence permits were followed by citizenship. Citizenship was followed by identity cards and passports. Then came opening a business, opening the barbershop, understanding how things worked in a country that was becoming home but still felt unfamiliar. Every step mattered because every step brought us closer to the life we wanted. Looking back, I wouldn't change any of it.


But I also understand why, during those years, my world became smaller. Not emotionally. Mentally. There wasn't much space left for wandering.


I stopped reading as much, not because I loved books any less but because reading requires a kind of attention that scrolling doesn't. It's much easier to watch short videos after a long day than it is to sit with a novel that asks something of you. The same thing happened with music. Instead of listening to albums, I started listening to whatever happened to come next. Curiosity quietly gave way to convenience.


I don't think this happens because we become less interesting. I think it happens because adulthood asks us, every single day, to become more efficient. Efficiency is useful. It is also a terrible substitute for curiosity.


Lately I've been thinking about this because I have become completely absorbed by Star Wars. Not in the casual way people watch a series because everyone else is watching it. I mean in the slightly ridiculous way adults occasionally allow themselves to become fascinated by something. We watched the films one after another, then The Mandalorian, then The Book of Boba Fett. We started building a Darth Vader LEGO. We discuss theories over breakfast. We imitate Tusken Raiders. When we go snorkeling, one of us inevitably starts making Darth Vader's breathing sound underwater. It makes absolutely no sense. That's probably why I enjoy it so much.



Somewhere along the way I realised it wasn't really about Star Wars. It was about remembering what fascination feels like. Children understand this instinctively. Lana can spend ten minutes watching a line of ants crossing the pavement as if she's witnessing something extraordinary. She picks flowers for no reason other than she likes them. She asks questions whose only purpose is to satisfy her own curiosity. Watching her, I'm reminded that imagination isn't something children possess and adults lose. It's something adults stop protecting.


Perhaps that's why I no longer think of reading, writing, museums or music as cultural consumption. The expression has always sounded strangely transactional to me, as if books and films existed to improve us somehow. As if the purpose of reading McLuhan or listening to The Strokes were simply to become more creative, more informed or better at our jobs. Maybe they do all those things. But that's no longer why they matter to me.


They matter because they remind me who I am when nobody is asking anything from me. The books I choose. The music I can't stop listening to. The ideas I disappear into for weeks. The strange rabbit holes that begin with one question and end somewhere completely unexpected. None of those things appear on my résumé, yet they probably explain me better than most professional achievements ever could.


For years I thought protecting those parts of myself was a luxury, something to return to once work became less demanding. I'm beginning to suspect the opposite is true. Perhaps they're the very things that make demanding periods bearable. Not because they make us more productive, but because they remind us that we are more than the sum of our responsibilities.


Every now and then, I think it's worth asking a question we almost never ask adults. Not what they do. Not where they work. Not how busy they are. But what they're obsessed with these days. The answer might reveal something they had almost forgotten about themselves.

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What I would tell my twenty-five-year-old self

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I don't usually think about talking to previous versions of myself. Maybe because I know she wouldn't have listened. At twenty-five I was convinced that the people who succeeded were simply the ones who worked the hardest. So I worked longer hours, answered emails at impossible times, said yes far more often than I should have, and quietly accepted responsibilities that had never been part of the original plan. I wasn't trying to prove anything to anyone in particular. I just thought that was how careers were built. Looking back, I don't regret working hard. I still enjoy working hard. What I regret is confusing commitment with the inability to draw a line.


On boundaries


If I could sit down with that younger version of myself today, the first thing I would tell her is to protect her boundaries. Not because she needs to work less, but because boundaries protect much more than free time. They protect creativity, energy, and, surprisingly enough, they also protect the relationship with the client or the person you're working for.

For years I watched projects quietly expand. What began as one responsibility slowly became two, then three, then five. There was never a dramatic conversation where someone announced that the scope had changed. It simply happened one request at a time. "Could you also take care of this?" "Since you're already doing that..." It always felt easier to say yes than to stop and redefine the agreement. At the time I thought I was demonstrating commitment. What I was actually doing was teaching people that my limits were infinitely flexible.

One of the hardest lessons to accept is that overachieving is rarely rewarded the way we imagine when we're young. Most of the time it isn't rewarded at all. It simply becomes the new expectation. If you consistently deliver more than what was agreed upon, people eventually stop seeing it as extra. It becomes the baseline. Nobody wakes up thinking, "Let's take advantage of this person." It just happens naturally when nobody defines where the work begins and where it ends.

The irony is that nowadays I have those conversations much earlier. I explain what is included, what isn't, and when I don't have the capacity to take on something else. I remember being terrified that setting boundaries would damage relationships. The opposite has been true. Most people simply say, "Okay." The few relationships that didn't survive those conversations probably weren't sustainable in the first place.


On building your own work


The second thing I would tell her is to keep building something that belongs only to her. There were periods when I spent all my energy helping other people grow their brands while quietly neglecting my own. I barely wrote on my blog because client work always felt more urgent. There was always another campaign to finish, another presentation to prepare, another meeting, another deadline. Operational work has a remarkable ability to occupy every available hour. The problem is that operational work keeps everything moving, but it doesn't always move you forward.

Every article I wrote, every talk I gave, every project that existed outside my day-to-day work ended up opening doors I could never have planned for. Even today I sometimes forget about my own blog until I look at the analytics and discover that hundreds of people have been reading articles I wrote years ago. It reminds me that investing in your own voice is never wasted time. Clients come and go. Companies change. Your body of work stays with you.


On curiosity


I would also tell her never to stop feeding her curiosity. For a long time my job was my entire world, especially when I worked in magazines. I loved it enough to believe that it was all I needed. It took me years to understand that creativity rarely comes from doing more of the same thing. It comes from stepping outside it. Some of the ideas I'm most proud of were born while reading novels, walking through unfamiliar cities, visiting museums, listening to music or simply having conversations that had absolutely nothing to do with marketing. We often talk about productivity as if creativity were something we manufacture through discipline alone, but I suspect curiosity has always been a much better investment.




On asking questions


Another lesson took me much longer than it should have. Ask before you assume. I spent an embarrassing amount of energy trying to interpret emails, messages and conversations. I could build an entire narrative around a sentence that sounded colder than usual, only to discover later that the other person was simply busy or that I had misunderstood what they meant. Clarifying something takes two minutes. Imagining every possible interpretation can take days. The older I get, the less interested I am in guessing and the more interested I am in asking.


On perspective


Finally, I would tell her that almost nothing is the end of the world, although at twenty-five I probably wouldn't have believed it. I remember genuinely feeling that missing a deadline or postponing a project by a day meant I had failed in some irreversible way. Today I still care deeply about my work. I still try to meet deadlines and deliver the best work I can. But experience has taught me something that anxiety never could: we are not doctors, firefighters or emergency responders. Nobody is going to die because a presentation goes out tomorrow instead of today. Things happen. Priorities change. People get sick. Life interrupts even the best planning. Doing your best has never meant controlling everything. It simply means showing up with honesty and doing the best work you can under the circumstances.


I don't think my twenty-five-year-old self needed to become someone different. She was curious, ambitious and willing to work incredibly hard, and I hope she never loses those things. I just wish someone had told her that building a career isn't only about saying yes, working longer hours or proving your value over and over again. Sometimes it's about protecting your time, your ideas and your enthusiasm so that, ten years later, you still love what you do. Looking back, that may have been the most important lesson of all.


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En La Nación

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"It has been a beautiful fight, still is" como dice Bukowski. 

Hace mil años, cuando empecé mi primer blog, tenía la premisa de vivir no para ser feliz sino para coleccionar buenas historias. Estaba bastante deprimida y pensaba que nunca iba a estar bien -como todo adolescente básicamente- entonces mejor hacer las cosas interesantes. Y lo fueron. Me recuerdo en ese momento porque en un posteo escribí que tuve momentos, aparentes finales felices, en los que parecía que la trama había llegado a su fin. Alguien podía decir "corte" y que empiecen los créditos. El problema, para mí en ese entonces, era que la vida seguía. Después de ese momento feliz, culminante, hay un mañana. No hay créditos, hay que seguir. Y por supuesto que los finales felices no existen, son momentos y mientras tanto uno intenta conseguir más momentos porque el mundo puede ser un lugar bastante horrible si no. Bueno, esta nota parece un final. Finalmente, después de tanto esfuerzo, tanta burocracia, tantas crisis, de dejar nuestra casa y todo nuestro mundo, "lo logramos". Logramos una estabilidad moderada -la vida adulta es así y moderada es a lo máximo que se puede aspirar porque uno nunca sabe, por lo menos yo acabo de salir del hospital después de casi dos semanas, estabilidad moderada suena muy bien-. A lo que voy es que es una hermosa nota, nos llena de orgullo, pero al día siguiente hay que seguir. Por suerte, tenemos muchos "finales felices" a los que aspirar y también desafíos que hacen que las cosas tengan otro gusto. Muchas gracias @gabrielaoriglia y @lanacioncom por esta nota hermosa. Se lee completa en lanacion.com.ar ✨

___________✨

"It has been a beautiful fight, still is," as Bukowski said.

A thousand years ago, when I started my first blog, I had a simple premise: not to live in order to be happy, but to collect good stories. I was pretty depressed back then and genuinely thought I would never really be okay. Like most teenagers, basically. So I figured I might as well make things interesting. And they were.

I remember writing a post around that time about those moments that feel like happy endings. Moments where it seems like the plot has finally reached its conclusion, where someone could yell "cut" and the credits would start rolling. The problem, at least for me back then, was that life kept going. After the happy, climactic moment... there’s a tomorrow. There are no credits. You just keep going. And of course, happy endings don’t really exist. They’re moments. And meanwhile, we spend our lives trying to collect more of them because the world can be a pretty terrible place otherwise.

Well, this article feels a little bit like one of those endings. After so much effort, so much bureaucracy, so many crises, leaving our home and our entire world behind... we “made it.” We reached a kind of moderate stability. Adult life is like that. And honestly, moderate stability is probably the highest thing we can aspire to because you never really know. I mean, I just got out of the hospital after almost two weeks. Moderate stability sounds pretty amazing right now.

What I mean is that this article is beautiful and it makes us incredibly proud. But the next day, life keeps going. Thankfully, there are still many happy endings left to chase. And challenges too, because they give things a different flavor.

Thank you so much @gabrielaoriglia and @lanacioncom for this beautiful article. Full story at lanacion.com.ar ✨



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More than 20k

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En febrero mi blog tuvo más de 20.000 visitas. De la nada. Publicando poco, sin promocionarlo en ningún lado.

Lo empecé cuando los influencers no existían. Solo las bloggers que compartían su día a día, su vida, sus outfits y su mundo interior. Me encantaba leer qué escuchaban, qué pensaban, amaba esa ligereza para contar cómo desayunaban sushi directo de la heladera con café calentito, o las tostadas de camino a la estación de tren para ir a trabajar. Me las imaginaba, me imaginaba. Y eso es algo que extraño de Internet. Hay tanto pero a la vez tan poco. Por eso amo ver los estados de WhatsApp pero esa ya es otra historia.

Y dirán pero ¿Qué posteos se están leyendo? Los viejos. No los de ahora hablando de Marketing o de hitos laborales. Se lee cuando me mudé a La Plata, cómo hice para terminar la tesis, por qué está genial comprar en tiendas de segunda mano, mis frases favoritas de Hunter Thompson, lo que escribí sobre participar en Miss Argentina. Eso se lee.

Todavía no tengo idea cómo combinar esos dos mundos. El de “che si no me muestro en las redes no genero valor, no me ven, no me contratan” a “che si no expreso lo que tengo ganas me aburro, no conecto, se me evapora el alma”. El de "hablo en español, escribo en español" a "también quiero explorar en inglés aunque ahí sí necesite algunas correcciones de la IA por las dudas"

Es una búsqueda. Estoy escribiendo, experimentando, probando. Quizás llegue a algo muy bueno. O quizás no, pero no importa porque me estoy divirtiendo mucho con el proceso.

__________✨


In February, my blog had more than 20,000 visits. Out of nowhere. Posting very little, without promoting it anywhere.

I started it before influencers even existed. Back when there were only bloggers sharing their day-to-day lives, their outfits, and their inner worlds. I loved reading what they were listening to, what they were thinking. I loved that lightness in the way they would describe having sushi straight from the fridge with a hot cup of coffee, or grabbing toast on the way to the train station before work. I would imagine them. I would imagine everything.

And that’s something I miss about the internet. There’s so much, and yet so little. That’s probably why I love watching WhatsApp statuses, but that’s another story.

And you might ask, what posts are people actually reading? The old ones. Not the recent ones about marketing or professional milestones. People read about when I moved to La Plata, how I managed to finish my thesis, why buying second-hand is such a great idea, my favorite Hunter Thompson quotes, what I wrote about participating in Miss Argentina. That’s what gets read.

I still have no idea how to combine those two worlds. The “if I don’t show up on social media, I don’t generate value, I’m not visible, I don’t get hired” world, and the “if I don’t express what I truly feel like expressing, I get bored, I disconnect, my soul evaporates” world. The “I speak in Spanish, I write in Spanish” world, and the “I also want to explore in English, even if I sometimes need a little help from AI just to be safe” one.

It’s a search. I’m writing, experimenting, trying things. Maybe I’ll arrive at something really good. Or maybe I won’t. But it doesn’t matter, because I’m having a lot of fun with the process.



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Ghost of corporate future

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"Well, maybe you should just drink a lot less coffee. And never ever watch the ten o'clock news. Maybe you should kiss someone nice. Or lick a rock or both. Maybe you should cut your own hair. 'Cause that can be so funny. It doesn't cost any money and it always grows back. Hair grows even after you're dead. People are just people. They shouldn't make you nervous. The world is everlasting. It's coming and it's going. If you don't toss your plastic. The streets won't be so plastic. And if you kiss somebody. Then both of you'll get practice. The world is everlasting. Put dirtballs in your pocket. Put dirtballs in your pocket. And take off both your shoes. 'Cause people are just people. People are just people. People are just people like you"


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Más cronopio

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Anoche la encontré en mi mesita de luz que en realidad no es una mesita sino una baulera detrás de la cama, una funcionalidad que solo se le podría haber ocurrido a alguien en los 70 porque ahora los muebles son, en su gran mayoría, aburridisimos. No es casualidad porque yo la traje hasta acá. A ella. No al mueble. Mi cama de verdad está muy lejos. La extraño, pero a ella más. Quizás se haya perdido para siempre, o quizás recuperándola pueda encontrar algo mejor. Es tan triste ponerla en mi lista de tareas como no hacerlo. Más cronopio, menos fama.

__________✨

Last night I found it on my nightstand, which isn’t really a nightstand but a storage box behind the bed, a feature that could only have occurred to someone in the 70s, because now most furniture is unbearably boring. It’s not a coincidence, because I brought it here. Her. Not the piece of furniture. My real bed is very far away. I miss it, but I miss her more. Maybe she’s been lost forever, or maybe by finding her again I can discover something better. It’s just as sad to put her on my to-do list as it is not to. More cronopio, less fame.


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Branding Lessons from Patti Smith

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Sometimes I think marketing is just an elegant excuse to talk about the artists we love.


I could pretend this is about strategy frameworks and positioning models. It is. But it’s also about Patti Smith and the way she walked into rooms like she had already decided who she was. And that’s lesson number one.


1. Identity is a decision, not a reaction

Patti did not wait for the market to tell her what version of herself would be acceptable. She did not test different aesthetics to see what performed better. She didn’t soften her edges to increase mass appeal. She decided. The poetry. The rawness. The intellectual references. The androgyny. The refusal to behave. It wasn’t accidental chaos. It was chosen coherence. Branding is the same. The strongest brands are not discovered by accident. They are declared. If you don’t define yourself clearly, the market will define you lazily. And laziness is the enemy of positioning.


2. Depth is more powerful than visibility

Patti read obsessively. Rimbaud, Genet, Burroughs. Her work was layered, referential, almost inconvenient at times. You had to lean in. That’s uncomfortable for modern marketing, which worships immediacy. But depth builds gravity. Gravity pulls people back. There’s a reason some brands feel disposable and others feel permanent. It’s not frequency. It’s intellectual weight. When your brand has nothing beneath the surface, it floats. When it has references, thought, internal logic, it anchors. People don’t stay for surface. They stay for substance.


3. Coherence creates mythology

There’s a difference between repetition and coherence. Repetition is mechanical. Coherence is structural. Patti’s tone, imagery, attitude, and choices aligned. You could recognize her world immediately. That recognition builds memory. Memory builds myth. In cognitive science, memory forms through repeated, consistent signals. If your messaging changes every week, your brand never becomes easy to recall. It never becomes shorthand for something specific. Strong brands don’t just appear often. They appear consistently as themselves.


4. Imperfection is not a flaw. It’s texture.

Her voice was not polished for comfort. It cracked. It moved unpredictably. It felt human. We are entering a strange era where everything sounds smooth. Balanced. Optimized. Sterile. Texture is becoming rare. And rare things become valuable. There is something deeply strategic about allowing your brand to have edges. It signals confidence. It signals that you are not engineered for mass approval. It signals authorship. I would choose textured over perfect every time.


5. Art and strategy are not opposites

There’s a myth that strategy is corporate and art is chaotic. Patti Smith dissolves that binary. Her work was instinctive but also deliberate. Emotional but also literate. Rebellious but deeply informed. That’s how powerful branding works. Creative direction is not decoration. It’s authorship. It’s choosing symbols. It’s choosing references. It’s choosing what you align with and what you reject. It’s saying: this is my world. Enter if you resonate. And maybe that’s why I like using artists as case studies. Because culture understands something business often forgets: meaning compounds. And the brands that endure are the ones that feel authored, not assembled.


Patti is pure soul and sometimes is what we need the most. I'm sorry in advance for putting your name next to the world branding. 

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