Success Stories

From Fast to Purposeful: Building with Shared Value

Communication & Collaboration, Shared Value, Success Stories

By Guillermo Tena

Team collaborating around a shared project, symbolizing how Shared Value in product strategy combines profitability with positive social impact.

A few years ago, I discovered something that changed the way I build. I’ve worked on everything from launching zero-budget apps to transforming forgotten public spaces into cultural landmarks. I’ve built for startups, for governments, for brands. And I’ve learned something I wish more product and strategy leaders would talk about:

Today, we can build faster than ever. But if we’re not careful about what we build—and for whom—we’re just adding noise.

That’s why I now believe deeply in something called Shared Value—the idea that businesses can be profitable because they create meaningful value for society. Not as charity. Not as ESG compliance. But as strategy. As a model that works because it’s built to benefit everyone in the system.

Let me show you what I mean.

What Is Shared Value?

Michael Porter and Mark Kramer defined it as:

"Policies and operating practices that enhance the competitiveness of a company while simultaneously advancing the economic and social conditions in the communities in which it operates."

In plain terms? Business models that win when society wins.

Shared Value isn’t a donation. It’s not a marketing campaign. It’s not an add-on.

It’s a smarter way to build.

The Three Lenses of Creating Shared Value (CSV)

To bring this strategy to life, there are three powerful lenses you can use:

1. Re-imagining Products & Markets
Build offerings that meet an unmet social need. Think affordable fintech for the unbanked, or healthy food options in food deserts.

2. Redesigning the Value Chain
Reduce costs or risks by tackling structural inefficiencies—like waste, energy use, or poor supplier livelihoods.

3. Building Local Clusters
Strengthen the local ecosystems (schools, suppliers, infrastructure) that your business depends on to thrive.

These lenses aren't theoretical. They’re practical. I’ve applied all three across the projects I’m about to share with you.

Khero app and cultural event visuals, showcasing how running and walking are converted into donations for social causes through Shared Value strategy. — Khero turns every kilometer walked or run into donations for NGOs, aligning brand sponsorship with measurable social impact.

Case Study 1: KHERO — Running with Purpose

KHERO was born out of a simple but powerful insight: People want to do good. They just need a simple, meaningful way to do it.

We built an app that lets people turn every kilometer they walk or run into a donation to a cause they believe in—funded by brand sponsors.

We called it KHERO (kilometer + hero). We called the movement Runfunding.

Our MVP? A 21-day challenge, 468 users, $30,000 pesos donated to a cancer shelter. No paid marketing. Just belief.

In our first year:

10,000+ users
Over 200,000 kilometers logged
5 NGOs supported
2 innovation awards

Why did it work?
Because people weren’t just moving—they were mobilized. Brands weren’t just sponsoring—they were activating purpose.

We re-imagined the product and market: turning exercise into purpose, and marketing into measurable impact.
That’s Shared Value.

Case Study 2: Calaverandia & Navidalia — Culture as Experience

Later, we saw a different opportunity: what if we could transform abandoned public parks into cultural destinations?

That’s how Calaverandia (Día de Muertos park) and later Navidalia (a multicultural Christmas experience) were born.

Here’s the model:

Government grants seasonal access to a public park
We invest in infrastructure, design and experience
Locals sell food and crafts inside
The public enjoys the park free by day, and buys tickets for the immersive night version

In year one, over 40,000 people came.
The economic ripple effects were immediate.
The cultural pride was palpable.

We didn’t just build a theme park.
We activated a dormant space, created jobs, inspired communities, and generated revenue.

We built a local cluster, enhanced public assets, and activated a neglected value chain.

That’s Shared Value, too.

Illustration of building blocks with icons representing growth, innovation, and team members, symbolizing the competitive advantages of Shared Value strategies. — Visual metaphor of Shared Value: aligning business growth with innovation, talent attraction, and societal benefits.

Why Shared Value Works

I’ve seen firsthand why Shared Value isn’t just a feel-good idea—it’s a competitive edge:

Demand catalyst: Solving real problems unlocks new customers and long-term loyalty.
Defensible edge: Competitors can copy features, but not a mission-critical impact model.
Talent magnet: Purpose-fueled teams outperform when they see their work making a tangible difference.

In both KHERO and Calaverandia/Navidalia, our CAC was lower. Our brand equity was higher. Our partnerships were stronger. And our growth was sustainable because people wanted us to win.

Questions I Ask Before I Build Anything Now

If we disappear tomorrow, who would miss us, and why?
Is this solving a problem for real people, not just the bottom line?
Can our success translate into value for communities, not just customers?

If I can answer those honestly, I know I’m on the right path.

A Word to Fellow Builders

If you’re a CTO, CEO, or COO reading this: you already know how to move fast.
You already know how to scale, automate, optimize.

But I’d invite you to ask:

Are we building something that only serves us, or something that serves everyone involved?

Tech is moving fast. AI is accelerating everything. Capital is more efficient.

But the companies that will truly endure are the ones that build trust, create belonging, and solve deeper problems.

Not just fast. But better.

Not just profitable. But resonant.

That’s Shared Value.
That’s what I build for now.

Interested in designing products, services, or experiences around Shared Value? Let’s build something meaningful together.

Guillermo Tena

Head of Growth

Founder @ KHERO (clients: Continental, AMEX GBT, etc.) Head of Growth @ SCIO Consultant & Lecturer in Growth and Consumer Behavior

Enriching the Space for Women in Tech: The Power of Circles

High-Performance Collaboration, Interculturality, Project Management, Strategic Digital Nearshoring, Success Stories

Written by Yamila Solari -

HOW WOMEN CIRCLES IN TECH SUPPORT DIVERSITY

Women have gathered in circles since the beginning of history, sharing stories, offering support, and cultivating growth—a practice that continues to shape the professional landscape today. In this article, I focus on professional women circles, which are created to support the advancement of women in the workplace. Specifically, I will share our own experience at Scio with our circles for women in tech, explore the impact these circles could have in the male-dominated tech industry and reflect on how men circles are also important to increase diversity.

Background

The history of women’s circles experienced a significant interruption during the 16th and 17th centuries. The rise of the witch trials in Europe led to the persecution of women who participated in these gatherings, forcing them to dissolve or go into secrecy. However, by the 19th century, women’s circles reemerged as organized clubs and societies in parts of the world, including the United States. These groups focused on education, social reform, women’s rights, and community improvement.

While the structure of these gatherings has evolved, their core purpose of connection and empowerment remains steadfast. Today, modern women’s circles address a wide range of interests, from spiritual exploration and collective healing to professional and personal growth.

Most recently, Sheryl Sandberg’s Lean In movement has reinvigorated the concept of professional circles by making them more accessible through free educational materials. Lean In circles emphasize leadership development, career advancement, and mutual support, among other topics, and have inspired countless women to create their own circles.

Our Experience at Scio

At Scio, we wanted to support women in tech and decided to start within our organization, so two senior colleagues and I began exploring options. We discovered LeanIn.Org, an organization that has inspired the creation of over 60,000 circles in more than 188 countries, with 85% of participants reporting positive changes in their lives due to their involvement.

We launched our first circle in June 2023 and have been meeting monthly ever since. Initially, we followed the topics provided by LeanIn.Org, but we soon began developing our own. These have included not only general leadership issues but also challenges uniquely faced by women in male-dominated industries. Topics have included Being the Only One in the Room, How to Respond to Microaggressions, Overcoming Self-Doubt, and Getting the Recognition You Deserve, among others.

In a recent retrospective session, participants shared how the women circle has benefited them:

Learning skills and tools to grow professionally

Building stronger relationships with other women in the organization

Increasing self-confidence by reflecting on achievements

Becoming more assertive

Feeling supported by other women

Gaining the courage to try new things

One participant shared how strategies discussed in the circle encouraged her to advocate for her ideas during a critical project meeting. Another mentioned that the circle’s support was invaluable during a turbulent personal time. These achievements fill us with pride and determination. We plan to continue meeting monthly, rotating moderation and topic preparation to develop leadership skills further.

Women in Tech Circles Can Support Diversity

Globally, only 47.7% of working-age women participate in the workforce. In technology-related fields, women make up less than a third of the global workforce, according to the World Bank. The picture is slightly better in advanced economies like the United States, where women held 35% of tech jobs at the end of 2023. However, their representation drops to less than one-third in leadership positions.

In LATAM, representation varies by country. For instance, women make up an average of 20% of the tech workforce in Brazil and 17% in Mexico. While progress has been made in promoting the entry of women into the industry, much work remains to be done.

At Scio, we’ve found that women’s circles effectively empower women in tech to overcome obstacles in their careers and help them remain in the industry. While quantitative data on the direct impact of women in tech circles on increasing diversity is limited, we believe these groups can also serve as a tool for attracting more women to tech. By creating and publicizing spaces that specifically support women, companies can demonstrate their commitment to fostering an inclusive environment.

Men’s Circles Are Important Too

Professional men’s circles, while sometimes critiqued for perpetuating exclusivity, can play a pivotal role in advancing workplace equity. By incorporating discussions on gender dynamics and the unique challenges faced by women in tech, these groups can raise awareness and inspire male professionals to become allies. Programs like Catalyst's Men Advocating Real Change (MARC) exemplify this approach, equipping men with the tools to advocate for gender equality within their organizations.

Engaging men in these conversations is essential, as their involvement significantly enhances the success of equity initiatives. Research indicates that such programs are three times more effective when men actively participate. By fostering understanding and allyship, men’s circles can support individual growth and drive systemic change toward more inclusive workplaces.

Create Your Own Circle

Whether you’re seeking personal support or aiming to foster inclusivity in your organization, professional circles can be a transformative tool. If you cannot find a circle to join, create one yourself. Resources like Lean In Circles or WomenTech Circles offer guidance on getting started. Once you’ve mastered the basics, explore other topics that resonate with your group. The key is to take the first step—because creating a circle can lead to meaningful change, one meeting at a time.