Book: How to Do Business with Technology
A practical guide for founders, commercial consultants, developers, and sales teams who want to turn technology into real, profitable, and scalable business.
The Midas Touch applied to technology commercialization
How to Do Business with Technology, also framed as "The Midas Touch", is built on Daniel Cestau Liz's real-world experience positioning and growing technology businesses in Mexico, Spain, and other markets across the region. The book does not stay at an abstract technology level: it explains how to take platforms, services, solutions, and developments to market with commercial judgment, showing that selling technology requires method, client reading, and the ability to translate value.
Across the book, Daniel lays out a practical formation for a new generation of technology-oriented commercial consultants. From market research, investment, business models, and opportunity generation to cross-selling, retention, marketing, industry events, networks, support, scalability, and consultative selling, the book organizes field-tested lessons to help companies and professionals sell more, build longer-term relationships, and make technology commercialization a disciplined capability.
Core ideas in the book
- How to research the market before trying to sell technology.
- What investment, structure, and commercial model make growth viable.
- How to build trust, opportunities, and consultative sales closings.
- Why cross-selling, retention, and customer lifetime value matter.
- How to scale with marketing, networks, events, and industry relationships.
- Why support, implementation, and professional services are also part of the business.
Useful for both commercial and technical profiles
It is written for founders with technology products, developers who need a stronger commercial path, consultants who want to professionalize their offer, and sales teams aiming to sell technology with a less improvised and more profitable approach.
This book is available on Amazon.
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