I still remember the first time I met Miguel. He was seating in the first row at ESADE business school when I was running a workshop on Retail Innovation for top managers via Saint Gallen University. It was mid-September 2011 in Barcelona. I discovered an open-minded person, very curious, ready to explore brain-pleasing marketing methods for his job. At that time, he was managing the Thomy brand business in Switzerland. Since then, I've had the privilege to team up with him in different projects, both in business and academia. If I had to sum up in one sentence, I would underline three things about Miguel: his effective approach to business, wisdom as a person who likes people, and easy smiles.