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How to Build a Valuable Business: Lessons from Jorge de los Reyes Martínez

In a world where everyone seems to be chasing complexity, it's easy to think that you need to do more to succeed. But what if you could achieve more with a simple, focused approach? Why stretch yourself thin when you can get better results by streamlining?

Curious about what that looks like?

Keep reading.

Jorge's entrepreneurial journey shows the power of simplicity. He's a business consultant, experienced lawyer, and he's built a successful consultancy and e-learning business by sticking to what works. No overcomplication—just smart, straightforward strategies.

Jorge's approach is simple, but it's helped him build a successful business. He leans on curiosity, adaptability, and the willingness to experiment with new tools and technology. This focus has allowed him to navigate the world of digital business without getting lost in the noise.

There's a lot to learn from Jorge's story, and today, you get to explore how he did it. Whether you're just starting out or looking to simplify your current business, Jorge's journey has valuable insights that could make a real difference for you.

Ready to get started? Let's dive into what Jorge's journey can teach you about building a successful business with a simple, focused approach.

Build Your Business Your Way

When it comes to building a successful business, there's no single path to follow. 

You might look around and think everyone else has it figured out, but the real secret to success is creating something that's uniquely yours. The best businesses aren't built by following someone else's blueprint; they're created by people who choose to do it their way.

It's easy to get caught up in comparing yourself to others and wondering if you're on the right track. But the truth is, there's no one "right" way to build a business. The key is to find your own path and stay true to your vision. You're already ahead of the game when you focus on what matters to you and use tools that support your goals.

Jorge de los Reyes Martínez – a lawyer, entrepreneur, and business mentor who helps other people build thriving online businesses.

Even though he started in a different field, he built a successful consultancy and e-learning business – En Busca Del Fuego – by embracing curiosity, staying flexible, and focusing on providing solid solutions to people’s problems. 

Want to know how he did it? In this article, you'll learn some of Jorge’s simple yet super-effective strategies that have led him to where he is today.

Plus, you'll see how Thrive Suite played a role in helping him build the business of his dreams.

Ready to find out how you can build your business your way? Let's dive into Jorge's story and discover some tips that you can apply to your own entrepreneurial journey.

Building a Business That Drives Value & Generates Profit: Five (+1) Key Lessons

Jorge’s key business principles can be broken down into 5 core takeaways. Keep reading to learn how to create a business you love:

1. Put People First, Profits Will Follow

When you're running a business, it's easy to get stuck in the "money trap." 

You know the drill—you're hustling to pay the bills, keep things running, and maybe even turn a profit. Of course, you need money to stay afloat, but if that's all you think about, you're missing the bigger picture: helping people.


Jorge de los Reyes Martínez


"There are multi-million dollar opportunities everywhere – you just have to go for it. I know it sounds cliché  but when you focus on helping people and solving problems, people will come."


For Jorge, he often gets people telling him his business success is a result of the contact he’s accumulated through his successful legal career. But, he stressed that it takes more than knowing people to get potential clients and customers to believe in what you do and invest in it.

But, before he became a business mentor and renowned legal professional, he ran a website dedicated to helping students find funding for their studies.


“When I started everything, my career even, I started with a public aid website. It was a website where everyone, mostly students, could find grants to further their studies. These grants were for all programs – big data, law, blockchain, etc.”-- Jorge de los Reyes Martínez


It always pays to offer solid solutions to problems people are facing.

When profit or progression is your only focus, everything starts feeling transactional. Customer interactions become less about solving their problems and more about closing the sale. Your marketing starts to feel like a hard sell, and your business ends up chasing the quick buck instead of building lasting value.

So, flip the script. If you put people first—really listen to your customers, understand their needs, and offer real solutions—you'll find that profits will follow. It might not happen overnight, but by building genuine relationships and delivering value, you're setting your business up for long-term success.

2. Find Your Authentic Voice

“Authenticity” is more than a LinkedIn buzzword. It can actually be the difference between catching your audience’s attention and drowning in a sea of other businesses trying to do what you do.

With so many companies competing for attention, having an authentic voice helps you stand out and connect with your customers in a real way.

When you’re new to business or trying to find a new direction, it can be tempting to copy other brands' strategies.

But here's the thing: if you're just copying others, you're not bringing anything unique to the table. Your customers can tell when you're not being genuine, and that can make your business fade into the background.


“Having an impact is about being different. Try to look deep within and ask, ‘What makes me different, and how can this help people? Be as much of yourself as possible”-- Jorge de los Reyes Martínez


What are the values that drive you? What do you offer that no one else does? Share your story and what inspires you.

When you focus on being yourself and let your personality come through in your business, customers will feel a genuine connection with you. This authenticity is what makes you memorable and keeps people coming back.

Having an authentic voice also means being consistent in everything your customers see, from your website and social media to how you talk to them in person. 

This consistency builds trust because customers know what to expect when they deal with you. It's not just about the words you use; it's about creating an experience that feels genuine and honest.

3. Take Your Tech Stack Seriously

Your tech stack is more than just the software and hardware you use to run your business—it's the backbone that supports your day-to-day operations and customer interactions. 

Taking your tech stack seriously can save you time, reduce headaches, and improve your overall efficiency. But getting it right isn't always straightforward; it often takes time, testing, and a bit of trial and error to find the tools that work best for your business.

Jorge and his team experimented with multiple paths before they found the right tools for their business. As the business grew, Jorge wanted a stack that would be easy for anyone in the team (and their audience) to understand, regardless of their technical experience.


“We started looking for different solutions. For example, we tried Elementor, and started using Divi, different tools, and while they were amazing, they started to become quite clunky.

The websites were loading slowly, and that was a problem because we were oriented to perform.” -- Jorge de los Reyes Martínez


According to Jorge, Thrive Suite was the game-changer for their business. But their Thrive journey started with Thrive Leads, as they were looking for a tool to support an efficient system for generating leads for the business.


"We entered the Thrive Universe through Thrive Leads. We were using Convert Pro before that, and while it was amazing we fell in love with Thrive Leads. So, we started purchasing different licenses from the start, got in touch with the founder of Thrive, and when we saw how Thrive Suite is integrated – and how friendly the API is… we were like, “This is the place.”” -- Jorge de los Reyes Martínez


Now, Jorge uses the entire suite to run educational programs, promote their products and services, and segment their audience to offer a personalized experience to their clients.

This takes us to our next point…

4. Need to Segment Your Audience? Use Quizzes

Personalization is one of the best ways to make your customers feel like they're not just another number. When you customize your products, services, or communication, you show them you care about what they really want. This builds a stronger connection and keeps them coming back for more. Personalization can boost customer loyalty, increase engagement, and even drive more sales.

A great way to achieve this is through quizzes.

Quizzes can be interactive and engaging, encouraging customers to spend more time on your website or in your app, and they often lead to higher conversion rates.

For Jorge and his team, they use quizzes to segment their audience into four “profiles”.


For example, [after taking a qualifying quiz], Tony logs in to our website. He won’t see the same courses or training as Luthia or George because they have different profiles. 

We have four levels of profiling and a personal interview that’s for mentorship programs where we help people create businesses online.

So, anyone who learns with us opts in for that profiling, and at the end of it, they get the perfect mentorship program [tailored for their exact needs]

-- Jorge de los Reyes Martínez

Quizzes work because they add a creative spin to interacting with your audience and appeal to their interest in learning more about themselves. Jorge and his team managed to tap into this strategy to encourage engagement from their clients and use those insights to provide a highly valuable learning experience.

And the tool that made it happen? Thrive Quiz Builder.


“If you want to capture leads and potential clients effectively, then you need to start using Thrive Quiz Builder.

I’m inviting anyone here in the audience to study (creating audience profiles) because this is our main use for the tool. That, coupled with Thrive Architect’s conditional display feature is what helps us show different things to each profile.

It’s not ideally what Thrive Quiz Builder was created for, but these tools allow us to use our imagination and creativity to squeeze out all this potential.” -- Jorge de los Reyes Martínez

5. Build Your Lifestyle Around Your Business, Not the Other Way Around

“Work wisely. Don’t just work hard. Like the 80/20 rule from the Pareto Principle. Where you can, focus on growing the way you want to.

Don’t create a business and then mold your life around it. Otherwise, you’ll become a slave to your business.”

When you're starting a business, it's easy to get caught up in the grind. 

“Hustle Culture” dictates that you should work long hours and always be on call, but that's not sustainable in the long run. If you design your business in a way that forces you to sacrifice your personal life, you'll quickly burn out and start resenting what you've built.

Instead, take a step back and think of your ideal lifestyle. How much time do you want to spend on work versus family, friends, or hobbies? What are your non-negotiables? 

Use these answers to guide your business decisions. It could mean setting boundaries, automating repetitive tasks (something Jorge recommends), or building a team that shares your vision. When you design your business around the life you want, you'll have a greater sense of balance and fulfillment.

Remember, the goal is not just to work hard; it's to work wisely. By focusing on the 20% of activities that drive 80% of your results, you can grow your business without sacrificing the things that matter most to you. This approach not only leads to a healthier work-life balance but also helps you stay motivated and enjoy the entrepreneurship journey

Bonus: Stay Curious

Jorge mentions curiosity as a key aspect of his professional journey, explaining that his interest in technology and a desire to learn new things led him to explore different areas, including blockchain and cryptocurrencies.

In his interview, he also shares that his approach to business involves constant learning and experimenting with new tools. His curious nature drives him to understand how technology works, enabling him to build and optimize websites that meet legal requirements and customer expectations.

If you can take anything from Jorge's approach, it's this: curiosity can drive your business forward. You're better equipped to adapt to changes and stay competitive by embracing a continuous learning mindset. Curiosity sparks creativity, helping you find unique solutions and new opportunities. If you foster a culture of curiosity in your business, you're setting yourself up for a successful and sustainable future.

Ready for Your Competitive Advantage?

Often, "standing out" boils down to having a clear goal on what you want to do -- and using the right tools to support your vision.

This was true for Jorge and his team, and it can be the same for you.

Jorge de los Reyes Martínez


"I think it's important to mention how well optimized Thrive is for SEO (search engine optimization. I've tried a lot of different tools and software, but we saw a hug improvement when we changed to Thrive."


A key player for Jorge and his team was Thrive Suite. This toolkit allowed them to easily consolidate their different platforms in a way that was straightforward to manage and offer a stellar user experience.

Start Your Journey with Thrive Suite

You can do the same thing, too. Starting with building a website that offers value and drives revenue.

Thrive Suite, our premium WordPress plugin bundle, is your key to creating a profitable online business.

Thrive Suite landing page

You’ve waited long enough to bring your new ideas to life. There’s no better time to start like now.

Purchasing this bundle saves you from spending $1000+ on five to six plugins to try to achieve the same results. Giving you more time and resources to implement marketing strategies that lead to more sales for your business.

These plugins are easy to use, offer an expansive library of customizable templates, and are updated regularly – helping you stay ahead of the competition.

What are you waiting for?

Get started with Thrive Suite today.

About the Author Chipo


Chipo is a content marketer, digital consultant, and seasoned freelancer with a keen interest in tech, marketing, and the future of work. She helps both graduates and solopreneurs set up their personal brands so they can thrive online. When she’s not working, she’s reading, dining out, and watching old seasons of Grey's Anatomy.

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