Backed by 15 years in corporate sales and marketing and 16 years helping global brands thrive in Latin America’s fiercely price-driven markets, his proven approach forged in the trenches, helps organizations shift from discounting to profitable growth.

David is a renowned international keynote speaker and bestselling author of seven books in Spanish, three of them translated into English and two more on the way. His masterpiece, Stop Competing on Price(originally Bueno, Bonito y Carito), known as the bible of value selling, places a key question: What if price isn’t the problem but that customers don’t see the difference? The answer leads to an eye-opening conclusion: You don’t need lower prices. You need better arguments.

Another of his bestsellers, It's the Small Things (originally Detalles que Enamoran), has become the go-to guide for organizations looking to differentiate themselves by paying attention to small actions delivered consistently, and hence, creating memorable customer experiences. David shows how small details make the biggest difference.

Over the past 10 years as a professional speaker with more than 1,000 keynotes, David has partnered with more than 450 organizations across 21 countries to help them protect their value, clarify what sets them apart, and create jaw-dropping experiences that build loyalty. His framework, The Value Shield, positions brands to lead with value—even in the most price-sensitive markets.

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