ABOUT ME
The ingredients of my transformation
Sílvia Cubo | Transformational Customer Experience
Although I sign as Sílvia Cubo, I want to introduce myself as Sílvia Cubo Pons because my mother has been—and is—a fundamental and indispensable person in my personal and professional life. And I want to begin by giving weight to my surnames as a recognition of my parents because, if I am who I am today, it is largely thanks to them and my family.
The day I finished high school, I told myself: “As soon as I finish my degree, I don’t want to study anymore!” Well, if you already know that I completed a PhD, you can imagine that plans don’t always turn out as expected: I completed a degree in Business Studies, followed by a Bachelor’s in Business Administration (ADE), Postgraduate degrees in Tax Law, Corporate Legal Advisory, Marketing, Strategy, an MBA, a Degree in Business Management, and various other business-related courses (since for many years of my life I dedicated myself to business advisory and consulting).
The change
One day, I started experiencing symptoms typical of a brain tumor. At that time, my youngest children were still babies, so I naturally didn’t hesitate to see a doctor. After several days of testing, the diagnosis was: stress.
«Stress? Can stress really do that to a person?»
From that moment on, I began researching stress (in fact, I think that’s where I became an expert on it), which inevitably brought me face-to-face with neuroscience.
I began studying and training in disciplines far removed from what I had been doing until then: Mindfulness Consultant, Master in Neuromarketing, Applied Neuroscience, NLP (Neuro-Linguistic Programming), Non-Verbal Behavior, Organizational Development, Neuromanagement… culminating in a PhD applied to CX (Customer Experience).
My career combines academic research, business consulting, and leadership training. I don’t teach theory: I activate capabilities, shift mindsets, and design viable paths for companies to turn customer experience into their most powerful competitive advantage.
I have worked with organizations of all sizes and sectors, and in all of them, one thing remains constant:
People are at the center, whether they know it or not.
And it is at that exact point—how they live, decide, remember, and feel—where real transformation begins.
I integrate neuroscience, human behavior, and strategy to activate organizations from the inside out, connecting purpose, people, and results.
I don’t aim to convince. I aim to create impact.
Connecting this to my background: Balancing professional life with personal life isn’t easy, especially when, on top of managing different companies, you are teaching at the university, finishing a PhD, writing books, and dedicating volunteer hours to projects… I am a feminist, but I am not a superwoman; I am simply fortunate that my family supports me and makes it possible for me to do everything I do.
If you are interested in my book CX in Action (Catalan ans Spanish versión, in English it’s coming soon)
