Since mid-2025, Lorena van den Berg (Barcelona, 1975) has served as CEO of Netsense, a consultancy specializing in digital strategy, user experience, and communications for large organizations. With more than twenty years of experience in the sector, she knows exactly what she is most passionate about in her work: driving innovation and constantly learning from the changes shaping the digital landscape.

TB: What is the purpose of your project?

LB: To build digital strategies that have a real impact on our clients’ businesses. At a time of profound technological change, we want to help companies adapt without losing sight of what matters most: people.

TB: Where does your project stand today, and where do you see it in two years?

LB: We are currently in a period of evolution. After many years of consolidating our position, we are incorporating new areas such as GEO, or Generative Engine Optimization, and visibility in AI-driven environments. In two years, I would like Netsense to be one of Europe’s leading consultancies in this field.

TB: What key decision has shaped your project?

LB: Always prioritizing knowledge over volume. We have chosen to grow sustainably by specializing and working with clients for whom we can create genuine value.

TB: What has been the greatest challenge you have faced, and what has it taught you?

LB: Maintaining our ability to reinvent ourselves. In the digital world, what works today may stop working tomorrow. I have learned that adaptation is not a response to uncertainty, but a way of working.

TB: What is the best piece of advice you have ever received?

LB: Do not make important decisions in the heat of the moment.” Over time, I have learned that gaining perspective almost always leads to better decisions.

TB: We all change over time. Have you changed your mind about anything?

LB: I used to think that you needed to have all the answers. Today, I believe the most important thing is to ask the right questions and surround yourself with people who know more than you do in many areas.

TB: Who is a professional role model who inspires you?

LB: Genís Roca. I have always been inspired by his ability to explain the impact of technology from a strategic and human perspective, distancing himself from noise and passing trends.

TB: What do you value most in the people you work with?

LB: Curiosity, honesty, and a willingness to build as a team. Talent adds a great deal, but trust multiplies it.

TB: What technology will shape the future?

LB: Quantum computing. Although it is still in its early stages, it will transform entire sectors such as healthcare, energy, and cybersecurity.

TB: Name a startup or company you admire, and explain why.

LB: Airbnb. It succeeded in transforming a traditional industry by putting people at the center. Beyond the technology itself, I admire its ability to build a global brand based on trust, experience design, and a sense of community.

TB: What do you do to switch off?

LB: I walk by the sea, travel, and spend time with my family. I also really enjoy reading about subjects that have nothing to do with my work.

TB: A book you would recommend.

LB: ‘Infinito’, by Marcos Abollado. It is a book that invites readers to reflect on purpose, the attitude with which we face challenges, and the importance of continuing to evolve both personally and professionally.

TB: A song that defines this moment in your life.

LB: ‘Beautiful Day’ by U2.  

TB: A recipe, a dish, or a restaurant.

LB: A good fish rice dish shared with friends. And a restaurant: Pez Vela.

TB: A place in the world.

LB: Lanzarote. Its volcanic landscape, its light, and the way nature and architecture coexist in harmony inspire me. It is one of those places that helps you disconnect and return with new ideas.

TB: Where would you invest €100,000?

LB: I would invest part of it in purpose-driven technology startups, another part in continuous learning, and the rest in projects that help improve digital education for future generations.

TB: If you were not an entrepreneur…

LB: I would probably work in education or provide strategic guidance to companies. I really enjoy sharing knowledge and helping others grow.

TB: What does Tech Barcelona mean to you?

LB: Tech Barcelona represents a community that connects talent, innovation, and business. It is a space in which to share experiences, create opportunities, and continue building a strong technology ecosystem from Barcelona.