Félix Cuesta

About Félix Cuesta

Félix Cuesta was born in Madrid in June 1952 and in December 2008 was the first Spanish person invited to participate in the annual meeting of Nobel Laureates in Economics (Nobel’s Colloquia, 2008). Here, he gave a speech regarind a methodolgy created by himself named “customering”. His methodology, “customering”, is specially relevant as well as his model of client valuation which facilitates the chimera of client orientated strategy implementation, starting with the client objective valuation, changing the way for client segmentation, based on numeric variables, to focus in the real most valuable clients and acting in a systematic manner.

During the meeting he had the opportunity to share his theories with 5 Nobel Laureates (R. Solow, R. Mundell, E. Prescott, JA Mirrlees and E. Maskin) and gurus such as E. de Bono or Chan Kim, where his proposal was accepted as a stable medium term solution, which had to be complemented through short-term macroeconomic policies.

Félix holds a PhD in Economics – his doctoral thesis was awarded the Special Prize and was published immediately upon reading with the following title “The business transformation as the basis for competitiveness.”

Additionally he holds a masters title in Physics. Félix argues that his first studies have allowed him to establish the mindset that has led him to develop the theories and the methodologies focused on in business today. This, is also the reason why he is internationally acknowledged. His formation has been complemented with various Masters alongside an Executive MBA in the IE Business School.

Félix has over 35 years of experience as a manager in various multinational companies (ITT, Digital Equipment Corp., Unisys, MISCO, Banesto, Proudfoot and Coopers & Lybrand) and as an advisor. He has advised companies coining the term “pymemización”. A recommendation of what big companies should do to overcome the current situation and adapt to the environment in which they currently do their economic activities.

During this period Félix received a noteworthy award: the Luis Alberto Petit Award given to his research team at the ITT for the development of the family of data capture terminals ITT 3470, having to immediately assume an international management position. It was at Digital Equipment Corporation where he changed his professional orientation and began his professional career as a manager in Marketing and Sales.

Alongside his numerous activities, Félix is also the founder of MISCO in Spain and its first Country Manager. Due to the results gained, he is often referenced at international level. Félix has published 10 books, a chapter in an encyclopedia and more than 100 articles, sharing experiences, methodologies and tools, with anyone who is interested. He emphasizes the focus on a low cost society and how to overcome the crisis, which according to his theories, is the current status of companies. In fact in his last book “Enthusiasm Generator”, he gives us a sample, very enjoyable and affordable through creating 18 sketches about how to succeed in difficult situations such as crises in the present, focusing on the client and opening up to the opportunities that arise in the day to day.

He currently combines his dedication as advisor for companies with his teaching activity, his activity as a speaker and writer, being professor at the University of Alcala, the IE Business School and Visiting International Colleges and Schools. Furthermore, he is part of the platform named Top Ten Speakers.

As a speaker, he shares his knowledge and experience with managers and students from around the world, highlighting his accessibility and communication skills that are capable of making complex subjects and theories simple and understandable to all.