This presentation will be based on confirmed facts, tendencies and tensions expected in the future. Latin ADN is breathed deeply. The magic of our roots is in life´s contradictions. We have been defined as spirit hackers and we are fighting against the system in a reality between passion and cynicism. We still talk about technological revolution, but we all are beginners in the subject and we are learning in our way. Who says this is not true is a liar. Technology gives more power to those who have power already. Purpose killed positioning. The simple, honest brands win because of their transparency. The average of a person´s initial attention is 8 seconds. The same which the short term memory of a golden fish takes. Collaborative work is a tendency, but it´s not useful if you don´t learn something while practicing it.