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Alejandro Salazar Yusti (born June 22, 1967, in Cali, Colombia) is the creator of the Emergent Strategy and a strategist educator. Through his consulting firm, Breakthrough, he has revolutionized the practice of strategy. With his intellectual leadership, more than 250 companies (including Argos, Celsia, Postobon, Odinsa, among other multinationals) have developed powerful corporate strategies that have not only transformed them but also contributed to the rise of Latin American multinationals.

Early Career
Salazar holds a degree in Industrial Engineering from the University of Los Andes (Colombia), a Master of Science in Industrial Engineering, and a Ph.D. in Operations Research from Northwestern University (Evanston, Illinois). However, his greatest learning has come from practical experience, assisting numerous organizations in winning in the market.

After completing his studies, he served as a lecturer and director of postgraduate studies in Industrial Engineering at the University of Los Andes. It was during this time that he encountered the international consulting firm, Monitor Company. At Monitor, he had exposure to influential figures such as Michael Porter, Chris Argyris, and Roger Martin.

Breakthrough
In 1998, Alejandro Salazar Yusti founded Breakthrough, a consulting firm that would redefine the landscape of strategic thinking in Colombia. His vision and leadership played a pivotal role in taking the most significant economic groups in Colombia to new heights in terms of strategy.

Within the firm, Salazar applied the Theory of Emergent Strategy, challenging the conventional approach of strategic planning. The theory advocates starting from what is done rather than what is planned, allowing organizations to learn from their business activities. Notably, Breakthrough's impact extended to over 250 companies, including prominent entities like Argos, Celsia, Postobon, and Odinsa. The strategies developed under Salazar's guidance not only transformed these companies but also contributed significantly to the ascent of Colombian multinationals.

Salazar's theory diverged from the typical consulting approach, focusing on catalyzing hard choices within companies. Instead of introducing new methodologies annually, he aimed to break entrenched paradigms, viewing unplanned events as opportunities for transformative change. This unique approach distinguished him from traditional consultants and solidified his reputation as a strategist and educator.

The Emergent Strategy
In 2021, Alejandro Salazar published The Emergent Strategy, where he encapsulated the frameworks and ideas that had made his consulting practica so successful. Within a couple years, the book sold over 20,000 copies and has recently been published in English.