Backed by 15 years in corporate sales and marketing, and 16 years helping global brands thrive in Latin America’s fiercely price-driven markets, David’s approach helps organizations to shift from discounting to commanding value. A renowned international keynote speaker and bestselling author of seven books—several translated into English—David is best known for Stop Competing on Price (originally Bueno, Bonito y Carito), a framework adopted by hundreds of companies worldwide.

Over the past decade as a professional speaker, David has partnered with more than 450 organizations across 21 countries to help them protect their value, clarify what sets them apart, and create customer experiences that build loyalty. His signature framework, The Value Shield, positions brands to lead with value—even in the most price-sensitive markets. His motto is “You don’t need lower prices. You need better arguments.”