About
I'm Miguel Martín Lacoma. With CherryPick, you work with me.
I help leadership teams at mid-sized and large companies decide where AI genuinely changes operations. I do the diagnosis, design the solution, build it with AI and answer for it, with no layers of consultants in between.
Why CherryPick
To cherry-pick is to choose, from everything available, what is worth it. Today AI can build almost anything, and everyone has access to the same AI. What's scarce is no longer the ability to build. It's knowing what to build, saying no to the rest and answering for what was chosen.
That's why I always start with a list and a red pen. AI helps me see everything that's possible; I cross out what isn't worth it and explain why.
How I design what I build
Human oversight doesn't disappear: it changes jobs, from operating to governing. In every solution I decide with you what the AI does alone, what it asks you and what you always decide. Asking for a click on everything isn't control, it's fatigue.
And the problem is rarely intelligence. It's plumbing: data, context and the connections between the systems you already have.
Background · 2012–2025
Before CherryPick, thirteen years building digital products.
From 2012 to 2025 I was CTO and COO at Redradix, a digital product design and development studio. I was involved in all its projects, with companies like these:
- For years, custom digital products for GMV and its aerospace clients, including ESA.
- Maintainer Month for GitHub, honoured at the Webby Awards.
These were Redradix clients during my time there, not CherryPick clients.
- Telecoms and media
- Telefónica · Movistar+ · Canal+ · El Confidencial · Prensa Libre
- Technology and engineering
- GMV · Indra · GitHub
- Finance and insurance
- BME · Aegon · Liberty Seguros · Alantra · Edenred
- Consumer and travel
- L'Oréal · La Roche-Posay · Hugo Boss · eDreams · Intropia
- Health, infrastructure and education
- IQVIA · Abertis · Anaya · UNIR
- Marketing and digital product
- The Cocktail · Antevenio · Essence · Citix
The talk
In June 2026 I gave a talk on the age of scarcity: why today's wealth depends on intelligence being scarce, and what happens when it stops being so. It's the best explanation of why I work the way I do. The talk is in Spanish.
What I write
I write every month in El Economista (in Spanish). The three most recent columns:
- La empresa que aprendió a dormir · 18 Sept 2026
- La empresa que nadie decidió vaciar · 15 Jul 2026
- La edad de la escasez · 16 Jun 2026
Let's talk
The first step is a free diagnosis.