AI-native, human-first
The more capable our technology becomes, the more intentional we need to be about human agency, judgment and responsibility.
Costa Rica·Building in public
Felipe Castro
Truque
Entrepreneur · Strategist · Builder
I build systems, products, experiences and companies — and explore how we can become more capable without losing what makes us human.
High capability.Human scale.Pura Vida.
Now
What I'm working on
I'm building Cosmic as an experiment in a new kind of company: one where humans set direction and increasingly capable systems help turn intention into coordinated execution.
In parallel, I'm returning to a question I have explored for years through the Pura Vida Institute and The Pura Vida Way: how do we progress without losing what makes us human?
Ideas
Questions worth building around.
I write from the intersection of strategy, technology, organizations, culture and lived experience.
Progress with meaning
More is not automatically better. The interesting question is whether progress improves the quality of life, relationships and institutions.
Organizations as intelligence systems
Competitive advantage increasingly depends on how well an organization can sense reality, decide, coordinate, learn and act.
Build, don't just comment
Ideas become more useful when they survive contact with products, customers, systems, constraints and real execution.
EssaysNotesFieldwork
Durable ideas, short observations and lessons from things I am actually building.
Read the first essays →Pura Vida
Not a slogan.
A way of deciding
what progress is for.
Pura Vida is usually translated as “pure life.” I think of it as something more useful: a practical philosophy for living, building and progressing with meaning.
The idea has followed my work for years. It asks us to move from expression → philosophy → action, and to make values observable in how we design companies, technologies, relationships and everyday life.
Pura Vida is not perfection. It is practice.
01Hospitality
Give & Receive
Make room for people, ideas and reciprocity.
02Simplicity
Simplify
Remove what does not make life or work better.
03Nature
Connect
Remember that every system lives inside a larger one.
04Solidarity
Lend a hand
Capability matters more when it can be shared.
05Resilience
Adapt
Move with reality without losing direction.
06Happiness
Enjoy
Do not optimize the joy out of the journey.
07Peace
Understand
Choose curiosity before unnecessary conflict.
08Adventure
Explore
Treat uncertainty as a place to learn.
09Spirituality
Find meaning
Ask what the work is ultimately for.
“The more sophisticated our systems become, the more deliberate we need to be about the kind of life they are helping us create.”
Selected work
I like ideas that become things.
Companies, systems, books, products, experiences and experiments. Building is how I test what I believe.
Company / operating system
Cosmic
Building organizational intelligence and trust infrastructure for a world where humans increasingly direct computational organizations.
Explore Cosmic ↗Philosophy / cultural system
The Pura Vida Way
A long-running exploration of Pura Vida as a practical philosophy: from expression, to principles, to observable action.
Explore the philosophy ↓Fieldwork / human + AI
Higher Human Trust
Exploring how consequential AI systems can preserve human authority, evidence, accountability and trust.
See the work ↗Stories / products / experiences
Things I make
Books, digital products, live experiences, narrative systems and ventures that turn ideas into something people can use, feel or join.
Why I build ↓Work with me
Private Working Sessions
A focused conversation for founders, leaders and creators who need to clarify an idea, make a difficult decision, shape a project or move from concept to execution.
This is closer to having a thinking partner, strategist and builder in the room than traditional coaching.
Clarify→Shape→Decide→Move
Start a conversation ↗When the problem requires organizational capability rather than personal perspective, the work can move into Cosmic.
About
I've spent my career moving between ideas and execution.
My work has crossed strategy, communication, entrepreneurship, innovation, products, experiences and organizational change. The common thread is sense-making: turning complexity into something people can understand, decide around and build from.
Today, much of that work sits at the intersection of AI and human agency. I am interested in what happens when intelligence becomes abundant — and what judgment, trust, responsibility, creativity and humanity become more valuable as a result.
I'm from Costa Rica. Pura Vida is not a brand layer I add to that work. It is increasingly the lens through which I ask what all this capability is actually for.