Engineer. Entrepreneur. Author_
I'm Herbert Cuba Garcia — a technology leader working at the intersection of AI, strategy, and human potential.
After 20+ years building products and leading engineering teams, I now spend my time on one question: how organizations turn AI capability into actual outcomes — without losing the people in the process.
//What I do
Write
Deep, practical insights on agentic engineering, AI operating models, and what leadership looks like when software becomes cheap.
Read the insights →Advise
I work with leadership teams on AI operating models — turning individual productivity gains into organizational outcomes, using the APEX framework.
Get in touch →Author
Two books on the forces reshaping technology and business: The 3 Crucibles and The Digital Singularity Shift.
See the books →I started as an engineer, became a founder, and spent the last decade leading technology organizations through platform shifts. The AI shift is the third one I've worked through — and the first where the constraint moved from building to deciding.
That's what this site is about. Not tool reviews, not hype cycles — the operating models, team structures, and leadership habits that determine whether AI capability compounds or evaporates inside an organization.
When I'm not writing or advising, I'm usually building something anyway. Old habits.