Interview with Founder & CEO: Máximo Gurméndez
Today, we are interviewing Máximo Gurméndez, the Founder and CEO of Montevideo Labs, and Director of the Data Science degree at the University of Montevideo. His passion for technology and artificial intelligence has led him on an incredible journey from studying Computer Science in Uruguay, to obtaining a Master’s degree in Artificial Intelligence from Northeastern University in the United States.
During his time in the US, Máximo’s exceptional talents caught the attention of Dataxu, where he had the privilege of working. As he returned to Uruguay, his potential did not go unnoticed – Dataxu offered him the opportunity to work remotely from Uruguay. It was a remarkable proposition, particularly at that time when remote work was not as prevalent as it is today.
The Path to an Executive
How it All Begun
A crucial moment in Máximo’s journey towards an executive role took shape when he embarked on the Fulbright Scholarship program in the United States. It was during this period that he received an invitation from a professor to join Dataxu, an advanced TV platform company.
“By 2009, I worked for a company with a visionary goal of transforming the marketing landscape, especially in the realm of internet-based media buying. Our primary focus was on developing a system that automated the sale of banners and similar types of advertisements that you often encounter online. Instead of the traditional manual sales process, we pioneered a real-time auction-based approach, creating a system that had yet to be realized in production. This endeavor was all about shaping the future, which made it incredibly exciting. Our team consisted of approximately eight engineers during my time there, and it coincided with the completion of my degree in Boston. What made this experience particularly fascinating was that we were at the forefront of working with big data tools at a time when they were still in their infancy. Systems like Hadoop were in their early stages, and it required considerable expertise to harness the potential of big data during those pioneering days.”
“During that period, we were well aware of the existence of Big Data, especially since companies like Amazon had already integrated it into their operations. However, in the startup landscape, it was still a relatively novel concept. Working at that particular company during that time was an exciting and enjoyable endeavor. What made it fascinating was the fact that not everything was running smoothly yet; we had to ensure that our systems could function at scale. Our work involved managing various types of computer clusters, each with its own unique characteristics. Some were behemoths in terms of size, while others were more compact. Storage capacities ranged from extensive to just a handful of gigabytes. We made use of emerging cloud technology, such as the EC2 AWS service, but we also ventured into the realm of bare-metal computing. It was a time filled with cool challenges. What added to the thrill was that we were actively addressing genuine and complex marketing issues, making the experience both fun and highly rewarding.”
“Upon returning home, I continued working remotely for DataXu, but also started teaching at the University of Montevideo, with the intent to follow the ethos of the Fulbright scholarship, which emphasizes giving back to one’s home country the knowledge gained abroad. During a visit to Boston, I had the opportunity to attend a Red Sox game with the company’s CTO. It was during this outing that I proposed an idea: ‘Hey, I have a few students in my algorithms class who I believe have the potential to excel in solving the kinds of problems we work on.’ His response was enthusiastic: ‘Let’s do it.’ Subsequently, two of my students began working with me in the comfort of my own attic. It was a natural and somewhat improvised progression of events that brought us together.”
“Our journey started with two students, and it has grown into a team of 100 professionals. While we initially focused on big data challenges, we’ve expanded our expertise to assist clients in AI, DevOps and other complementary offerings. As an Amazon Web Services partner, our primary focus remains data engineering, but our ultimate objective is to support our clients in their exciting endeavors and unique journeys while continuously learning alongside them.”
From 0 to 100
Did you ever think of becoming the CEO and Founder of a company with more than 100 employees when you returned to Uruguay? Was it part of your original plan when coming back from Boston?
“You might think I had a meticulous plan in mind, such as wanting to become an entrepreneur or delving into a specific technical field. However, my journey was characterized by focusing on learning and then being open to every opportunity that came my way. I was like a passenger at the train station, waiting for the next exciting train to board. This particular train turned out to be a thrilling ride, but it easily could have been another. Of course once you know the direction there’s a lot of planning necessary to achieve the goals you define. I can’t claim that this path was meticulously mapped out from day one. It all started with a desire to learn, be of service, understanding how different paths unfolded, and then yes, meticulously plan towards success.”
“As you gain experience, you begin to assess which train might lead to a particular destination and which aligns better with your goals. Honestly, very few people can genuinely say that they had a concrete plan 20 years ago, especially in the ever-evolving high-tech world. It’s more about comprehending how businesses operate and seizing opportunities as they come. Gradually, you realize that you’ve accomplished a great deal and that there’s plenty of potential ahead. Now, being a part of Blend opens up a whole new realm of opportunities, and it’s a train we’re eager to ride.”
“Initially, what drove me was the sheer enjoyment and satisfaction of solving real problems for real people. Building a stellar team that could create algorithms making millions of decisions per second was an immensely cool prospect and served as the catalyst for my journey. Moreover, the idea of collaborating with professors at MIT, and other high-profile professionals from the industry, despite being located in Uruguay, was an incredible source of motivation. Providing opportunities for individuals in Uruguay to engage in such high-level roles, which were not typical for the region at the time, was (and still is) another driving force. While IT was prevalent, the focus leaned more towards app development or mobile apps, and the field of data was relatively unexplored.”
The first motivator was just the beginning of a journey filled with challenges, executing on ideas, and undoubtedly great moments. As Máximo embarked on his entrepreneurial path, he encountered numerous hurdles and triumphs. Now, let’s delve into the significant challenges he faced while building Montevideo Labs.
What about Challenges?
What were your biggest challenges making up the company?
“Initially, one of our primary challenges revolved around building trust with our clients. With our first company, it was relatively straightforward because we had been part of the team from day one. They placed their trust in us early on, and as we expanded our team, people quickly became familiar with our work ethic. They recognized that we operated at a world-class level, prioritized transparency, addressed issues openly, and collaborated without hidden agendas. Collaboration was seamless. However, as we grew, maintaining this way of working became essential. We had to establish processes to ensure that we retained the same level of professionalism and trustworthiness that our initial clients had come to rely on.”
“Much of our growth stemmed from referrals, which was initially advantageous because new clients had someone within their organization who already knew us and our working style. However, it wasn’t always the same team, so they needed to trust our methodology. Building trust was an aspect of our journey we prioritized. It compelled us to cultivate a specific culture and work method—always learning, communicating effectively, and consistently delivering high-quality work. Surprisingly, it wasn’t as hard as we first envisioned it would be. We discovered our way of working was actually very “contagious”. New team members observed how we operated, the importance we placed on our work, and how it directly translated into providing top-notch service to our clients.”
“It was still challenging to convince new clients that a team from a remote corner of the world could help them with things such as building a data lake, constructing and activating effective ML models, or enhancing their customer experience. However, today, with established processes and a strong sales team, we have a track record working with esteemed clients like Roku, MasterCard, and Tripadvisor. This track record serves as a valuable credential when initiating discussions with new prospects.”
“Our most significant challenge remains consistent: maintaining our quality, culture and work ethic as we continue to grow. Despite a proven track record of delivering for Fortune 500 companies, we still need to rise to new challenges. We must remain open to solving problems that differ from those we encountered in the past and adapt to new engagement methods. These are the challenges we face today, and they are met with excitement and a commitment to continued growth and excellence.”
Being yourself
If you were to ask anyone who knows him, Máximo is remarkably consistent in his character across all aspects of his life. He embodies several qualities and in particular those of nobility, honesty, curiosity, and humility. When you pose a question to him, you can expect a response that aligns with his genuine thoughts. Máximo has a true calling, and he consistently looks to share what he’s learned. He’s the kind of CEO who frequently inquires about your progress and readily extends his assistance to developers working on their projects. His office door is always open for employees with any questions or to bounce off some ideas. In my time at the company, over the past 5 months, it’s evident that Máximo has firmly established his values within the organization, fostering a positive culture of work, continuous learning, and mutual support.
What are the company’s core values? Do you think that now, with 100 employees, values have changed?
“Our core values are the foundation of our organization, and they guide everything we do. These values include honesty, transparency, helpfulness, continuous learning, and a service-oriented attitude. Transparency is essential; we’re open about what we know and what we don’t, and if we lack knowledge in a certain area, we commit to learning. We understand that education is a lifelong journey, and no one can claim to know everything after studying a specific field.”
“Helpfulness is another critical value. We’re not only here to support our clients but also to assist our teammates. This spirit of helpfulness creates a positive cycle of mutual assistance within our team and extends to others. These values are contagious, and they naturally permeate our organization, even as we grow.”
“To ensure these values remain ingrained in our culture, we stress them consistently. While some may tease me for repeating these values during our All Hands meetings, it’s not just about what we say; it’s about what we do. We’ve been mindful about our growth, ensuring that individuals who were part of the core team or had a deep understanding of our values played a role in our expansion. This approach allowed us to maintain our way of working and values as we transitioned from one customer to another, from one team to another.”
“We believe in role modeling these values, and we have a saying: ‘The only person who does not have the obligation to pass on the culture is the person who started today.’ For the rest of us, it’s our responsibility to ensure that this way of working and our culture are transmitted to others within the organization. We have a structured onboarding process that covers these aspects to ensure consistency.”
“As we grow, we recognize the need to adapt. Some practices that worked when we were smaller may not be feasible with a larger team. For example, our initial brainstorming sessions for all employees became impractical as we reached 100 people. However, we’ve adapted by forming focus teams with specific interests. Adapting and understanding what strategies work best is part of our transparency value. While our processes may evolve, our core values remain unwavering.”
The Road to Success
I would describe Máximo as a truly successful individual. He pursues his passions in various roles, including that of a professor, entrepreneur, executive, leader, and data scientist. He founded a thriving company that embodies his core values, allows him to apply his educational background, and provides a service he is genuinely passionate about. He not only embodies passion for his work but also motivates others to adopt his methods.
In my personal view, Máximo has undeniably attained success.
What is success? How is it measured? Do you feel like you’ve achieved it?
“No, achieving complete success is an ongoing journey; there’s always more to attain. When you claim success, it’s pertinent to specify the particular phase or stage you’ve reached. Not attaining success is also valuable; it’s a repository of valuable lessons. I’ve personally faced numerous setbacks, and each failure has provided valuable insights into my shortcomings. Sometimes, despite your best efforts, circumstances may lead to failure, but even in those cases, it’s an opportunity to reflect and learn. Resilience is key; by absorbing lessons from these failures, I firmly believe they pave the way for eventual success. Success is not a final destination; it’s a continuous process marked by both failures and triumphs. In statistical terms, you could liken this to a Bernoulli trial, where each attempt contributes to the larger picture of success.”
Executive, Professor, or Data Scientist? Which defines you the most? Which do you enjoy the most? Which one do you feel you excel at?
“My immersion in the world of data science has honed my computational and mathematical thinking, fostering a mindset that seeks solutions through analytical rigor. Meanwhile, my experience as an executive has taught me the art of making high-stakes decisions in the face of limited information—a valuable skill in leadership. Being a professor taught me to be clearer about how to express ideas and explore novel ways to support the team.”
“All three roles share a common thread: a commitment to serving a purpose. As an executive, you serve your team and organization, while as a professor, you guide and mentor students in their career growth. As a data scientist, your work towards specific complex goals which often provide tremendous value to our clients.”
“The underlying motivation for me in all these roles is the desire to be of service. This service-oriented mindset is a shared trait among the people at Montevideo Labs and Blend360. Many of us have academic backgrounds, and curiosity is another common trait. Curiosity fuels our desire to explore innovative ways to assist others and push the boundaries of what’s possible. Ultimately, the common factor among these roles always has to be a deep vocation for service.”
Thank you, Máximo!
Stay ahead of the curve on the latest trends and insights in big data, machine learning and artificial intelligence. Don’t miss out and subscribe to our newsletter!