A. M. As part of the SNBX Innovation Summit 2025, Monica (Money) Albarrán, founder of MOOK, shared her vision on the impact of new technologies on entrepreneurship and business. In an exclusive conversation with Dinero.com.sv, Albarrán stressed the importance of keeping people at the center of technological development, rather than letting technology dictate the course of business.
MOOK, which means “power” in Mayan, is a company that helps entrepreneurs, business people and high-performance teams discover their unique potential. Its goal is to build businesses aligned with their values, promoting not only profitability, but also well-being and balance in their professional lives. Albarrán emphasized that the key to success is not in adopting any technology, but in identifying which ones really add value to each business model.
During the event, Albarrán stressed that, in a highly technological world, it is essential to reflect before implementing new tools. Many companies invest in expensive management software without evaluating whether it really suits their needs, generating operational clutter instead of efficiency. “It’s not just about the technology, but about what’s behind it”, she said.
On the economic impact of technology on companies, she pointed out that there are cases where automation has proven to be inefficient or even counterproductive. While replacing repetitive tasks with artificial intelligence can be beneficial, it is critical to evaluate which functions really need to be automated. “It’s not about replacing meaningless people, but about enhancing the value they bring”, she commented.
As for artificial intelligence, Albarrán described it as a powerful tool that depends on how it is used. She explained that, although it facilitates many tasks, its misuse can lead to the loss of critical thinking. “If we get used to not thinking, we will face consequences in the future”, she warned, noting that technology should complement human intelligence, not supplant it.
The challenge for entrepreneurs, according to Albarrán, lies in choosing the right tools for their business rather than following trends without strategic analysis. In her experience, she has seen how many companies invest in technology because of social pressure, without taking advantage of its true potential. “It’s not about being trendy, it’s about using technology with purpose”, she said.
Monica sent a message to salvadoran entrepreneurs: “Don’t let artificial intelligence rule you. Make sure your authentic intelligence drives you. For Albarrán, the key is for each entrepreneur to recognize his or her own capacity and use technology as an ally, without losing his or her essence or entrepreneurial vision.
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