Playcraft: Start Here

I have spent thirty years at the intersection of design and strategy. We just didn't call it design thinking then.

Thirty years connecting dots across entertainment, advertising, and brand strategy in various media outlets around Times Square.

‍The front lanes of the industry are exhilarating until the physical tax of a sedentary, high-pressure job becomes unsustainable. I left at 50 to train as a classical Pilates teacher. Contrology, third generation. The real deal. If I was going to switch professional direction, I wasn't going to do it halfway. I went straight to the source, first and second generation teachers, the ones who learned directly from the people who built the method.

‍When you're starting over at 50, you don't have time for a diluted version of anything.

Teaching bodies to move from A to B taught me to locate the source of a potential problem as it was happening. I could see the problem before clients felt it. A tight hip flexor and a weak core have opinions. Strong ones. To link pain to pattern, restriction to habit, compensation to fear. The body speaks a language most people haven't been taught to read.

We are taught that creative people think and business people strategize. That the body is what you neglect on your way to the top. That choosing a lane means leaving the other one behind. But the most expensive mistakes I have seen in branding, in entrepreneurship and in business, happen precisely at that divide.

‍When intelligence disconnects from instinct. When the plan loses the body that has to carry it.

It wasn't until I became a Pilates studio owner that I understood what was missing. I had a vision, packages, a logo, equipment, hours of training. I lived and breathed Pilates. But the skills that had served me for thirty years weren't enough to make a clear business plan.

That was before AI.

Now everybody can write a decent business plan that looks great on paper. Either way, the real challenge remains the same. Knowing what you're worth and how to talk about it without sounding like you're selling something.

There has to be another way.

That thought arrived as a brief and a eureka moment. What if I were to design games for the creative entrepreneur's journey, something that worked the way we actually think, that loosely mirrored the Lean Canvas Model but moved the way a creative mind moves.

Playcraft is where I think out loud about all of it. How to unthink what doesn't serve me anymore. How to move differently. How to lead with more clarity and above all, how to have fun while doing it.

Now that you know what Playcraft digs into, and how I came to design strategic games for entrepreneurs and use Pilates as a business operating system, welcome. I'm glad you're here.

Welcome to the playground!

‍Myriam López is a former TV executive turned strategic creative mentor, National Certified Pilates Teacher (NCPT), and founder of Ló&Co. She lives in Madrid and works everywhere.