Culture & Execultive Development Lead at Booking, Axialent Associate, and author of the book “Be the Change: The art of becoming our own innovation Project”.

Fran Cherny is a business leader, inspirational speaker, and advisor to executives driving cultural transformation processes. Born in Buenos Aires and currently based in Barcelona, Fran leads Axialent Global, an international consulting firm pioneering conscious change in organizations. Fran is recognized in the industry for his ability to facilitate change processes that last and produce real business results. His methodology is based on agile and innovative practices applied in real day-to-day situations and has proven eective. He generates sustainable transformations, and helps leaders and teams to align business strategy with their values and practices. His proven methodology is based on agile and innovative practices applied in real day-to-day situations.


For over 15 years and in more than 20 countries, Fran has supported leading multinationals — such as Procter & Gamble, Microsoft, Facebook, and AXA — through cultural transformation projects, conferences, direct coaching to executives, and facilitation of leadership teams. Fran was responsible for opening Axialent’s European market. As CEO (2012-2017), he led global expansion eorts, developed new markets, and expanded the Axialent Advisory board bringing the most relevant content clients needed. He also led the recruitment and development of hundreds of consultants and inspired many others through his speaking engagements.

His book


Both personally and professionally, we are sometimes faced with new challenges that require us to change to overcome them. Sometimes, this change is much more complex than it seems, and thus the obstacles become limits. Other times the change does take place, but we do not manage to sustain it over time. Thus, the change is diluted and the original problem resurfaces. Be the Change invites us to reflect on the diculties we may encounter when undertaking any change, and to transform ourselves into a person capable of innovating on ourselves successfully in all of our fields of action. From his experience as an international consultant, Fran proposes that each of us become our innovation project and find, in each situation, the next “best version” of ourselves.

José Suárez is a member of the Board and Strategic Partner of Axialent with nearly 30 years of experience in general management and administration. Throughout most of his career, he worked in the corporate world. As a consultant, he focuses on strategy, management, and business development.

In addition to consulting,  he is a member of management boards in Liberbank, the Radio Television of the Principality of Asturias, the Museum of Fine Arts of Asturias, and the Futbol con Corazón Foundation in Colombia. As a manager, he is a Director at the consulting firm E&Y in Mexico, Colombia, and Brazil, and General Director of International Development at the Inmark Group, also focused on Latin America.

As CEO, he worked at Agua de Cuevas, Makeateam, and Axialent. He also has experience in the public sector, having been a Government Councilor in the city of Oviedo during the 2007-2011 legislature.

Jose has a degree in Geography and History from the University of Oviedo, a Master’s degree in Business Administration from IEDE Madrid, and a specialization in leadership from the Sloan School of Management at MIT.

In addition to his other activities, Jose has contributed to the media since 1993. He also received the Grand Cross of Humanitarian Merit in Barcelona in 2010 and are a co-founder of the Conscious Capitalism Foundation and a professor at the University Institute of Business at the University of Oviedo.