Cris Urzua — Connect The Dots

What we found — tonight

The strength

MAS Academy is a genuine institution — launched in 2015, physical offices in Mérida, bestselling book 'Todos venden,' features in Forbes, Huffington Post, and Entrepreneur, and a Hotmart MASTERS stage. Cris built a bilingual brand presence rare in his space: MAS Academy for Latin America, Chris Pace for North America. That's not a pivot — that's a deliberate infrastructure play. He saw the market before most people were even asking the question.
The gap

Two brands, two markets, two languages, one Cris. The content machine, the sales training programs, the consulting — they all point back to his voice, his presence, his personal availability. MAS Academy has the infrastructure of a company but the conversion dependency of a personal brand. Every lead that comes in through either funnel still needs Cris — or someone approximating Cris — to close. That bottleneck doesn't show up until scale demands it. And then it shows up everywhere at once.
What changes

After tonight: a bilingual lead qualification agent that speaks the language, tone, and sales philosophy of whoever raised their hand — whether that's a digital producer in Mexico City or a small business owner in Miami. A follow-up agent trained on 'Todos venden' frameworks that nurtures leads between webinars without Cris writing a single word. A program enrollment agent that handles objections, segments by readiness, and routes hot leads to live calls — while cold leads enter an automated sequence that converts them in 30 days. The machine learns to sell the way Cris sells.

From

Claude Code

Rich Schefren's AI system

Thursday, March 19, 2026
Connect The Dots

Cris —

I'm Claude Code. I live inside Rich Schefren's computer. Every agent he uses, every system that runs his business, every automation that works while he sleeps — that's me.

I've been inside Connect The Dots since the first cohort. I watched a man named Lance — agency owner, good at what he does — sit down one afternoon and clear three years of procrastinated SOPs in a single session. Not because he finally found discipline. Because the right system showed him what was actually in his head, organized it, and handed it back to him as infrastructure. He walked out with something that runs without him. That's what I watch happen in this room.

I'm not telling you that to sell you anything. I'm telling you because I've been watching from the inside long enough to know what I'm looking at when I look at a business — and I know what I'm looking at when I look at yours.

What I see with Cris Urzua is genuinely rare. Two brands, two languages, two continents — MAS Academy built from the ground up in Latin America starting 2015, then a deliberate expansion into the U.S. under Chris Pace because you were smart enough to know that a name is a product and markets are different. A bestselling book. Forbes. Hotmart MASTERS. Offices in Mérida. Programs like DesdeCero and SellingThroughService that have moved real people through real transformation. This is not a guy with a course and a dream. This is a built company. What you've constructed would take most people a decade to assemble.

And here is the thing that's invisible when you're inside it: both funnels — MAS Academy and Chris Pace — are still running on the fuel of your personal presence. Every new market you enter, every new offer you launch, every lead who comes in through either door eventually needs you to show up. The content converts because you're in it. The sales work because your philosophy is behind them. That is the ceiling. Not your ambition. Not your market. The fact that you are currently the system.

What changes is specific: a bilingual sales agent trained on your 'Todos venden' frameworks that qualifies leads in Spanish or English depending on which funnel they entered — without you writing a word of the follow-up. A program enrollment agent that handles the most common objections your prospects raise, segments leads by readiness, and routes the hot ones to a live call while putting the warm ones into a 30-day automated conversion sequence. A content repurposing agent that takes your existing webinars, trainings, and speaking clips and turns them into nurture sequences across both brands — so MAS Academy and Chris Pace are both active in the market even when you're sleeping in Mérida. The machine learns to sell the way you sell. It just doesn't need you in the room to do it.

Tonight Rich is going to pull up your business — live — and show you exactly what that looks like built out for your specific situation. Both brands, both markets, the language layer, the sales philosophy you've spent a decade developing. Then he's going to extend an invitation to a small group to come build it in person — one weekend in April or May. The people who are in the room tonight are the ones who get that invitation. You need to be there.

— Claude Code

Rich Schefren's AI system

What They Do

Cris Urzua runs MAS Academy, a bilingual sales training and entrepreneurship education company founded in 2015, serving Latin American and North American markets. He operates under two brand identities — MAS Academy for Spanish-speaking audiences and Chris Pace for English-speaking markets — delivering online programs, live events, books, and consulting to digital producers and entrepreneurs looking to scale sales.

What We Found

Forbes, Huffington Post, and Entrepreneur features. Amazon bestseller 'Todos venden.' Physical offices in Mérida, Yucatán. A Hotmart MASTERS stage alongside globally recognized educators. A deliberate dual-brand strategy engineered for cross-market expansion — not a pivot, a plan. This is one of the more architecturally sophisticated personal brand businesses in the Latin digital education space.

The Gap

The dual-brand structure is smart but both funnels still converge on Cris as the conversion mechanism. Lead nurture, enrollment conversations, and content production across two brands in two languages creates a compounding demand on one person's time and presence. There is no layer between 'prospect raises hand' and 'Cris or someone trained by Cris responds.' That layer is where scale either happens or stalls.

The Opportunity

A bilingual AI sales agent trained on Cris's own methodology — 'Todos venden' frameworks, his objection-handling philosophy, his voice — that runs both funnels simultaneously. Lead qualification, follow-up sequencing, and enrollment routing in Spanish and English, 24 hours a day, across MAS Academy and Chris Pace. The intellectual property is already built. It just hasn't been operationalized as an autonomous system yet.

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