Juan Tejeda on Purpose, AI, and the Discipline of Top Consulting Firms

In this episode of BRANDIDOS – The Voice of the Brand Makers, I’m
joined by Juan Tejeda (ex VCG Digital Ventures, McKinsey &
Company, BCG) — a builder of brands, ventures and leadership
communities.

We talk about how branding has shifted from “one message to many”
into a world with no mainstream, where people buy (or cancel)
brands based on values, trust, and experience — and how that
changes strategy, design, and leadership.

We also dive into Juan’s new project Leadership Club: a learning
hub for product leaders with a unique discussion format where
anyone can step into the panel — turning passive listening into
real conversation.

If this conversation sparked something in you: subscribe, share
it with a friend, and drop a comment — What do you BURN
for?

Key Topics

Why “mainstream” is gone — and what brands must do now
Cancel culture, transparency & switching costs near
zero
Why design is a language (and everyone is a critic)
What top consultancies do extremely well in branding
Leadership Club: building belonging + safe spaces for
leaders
AI impact: what happens when jobs are already being
replaced


Chapters
00:40 Intro & who Juan is
01:37 Origins: identity, family, moving countries
05:05 Curiosity, experimentation & finding design
07:08 How branding changed (no mainstream)
12:09 Values, trust, switching fast & transparency
16:40 What McKinsey/BCG teach about brand discipline
22:59 “What do you BURN for?”
27:56 Leadership Club: strategy, positioning & what it is
NOT
35:17 The “open panel” discussion format
41:11 Segments, privacy & safe spaces
47:55 Translating physical experience into a digital
product
49:14 Juan’s next LinkedIn post: AI replacing jobs
50:02 Closing

Guest
Juan Tejeda – Founder of Leadership Club, brand & product
leader, ex McKinsey/BCG/VCG Digital Ventures.

https://www.linkedin.com/in/juanteje/

Host
Hans Albu Sanmiguel – SANMIGUEL strategy design | BURN
Position
https://www.linkedin.com/in/hans-sanmiguel/

#brandidos #branding #leadership #design #strategy