Saúl Villegas is not your average CEO. He started as a lawyer, tried launching a web company and a magazine, and eventually built Directum, a successful LSP with a human-first approach.
Today, he leads with empathy, vision, and purpose—and he’s helping redefine what leadership looks like in Latin America.
In this Merging Minds episode, host Javi Diaz explores Saúl’s personal journey, his view of LATAM’s role in localization, and the mission behind the Juntos Association.
From Law to Localization
Saúl studied law and practiced for over a decade. But something didn’t feel right.
He noticed legal translation services lacked quality and speed.
That’s when the idea for Directum was born.
“In 2009, we launched Directum. I chose the name because it felt like a real company—not a law firm with three last names,” Saúl said.
Directum has grown steadily and now includes:
- ~35 full-time employees
- Project-based collaborators
- Offices in Mexico and the U.S.
But more than its size, it’s the culture that makes Directum stand out.
Leadership with Values
Leading a team means more than just giving orders.
For Saúl, it's about creating meaningful connections.
“We don’t have to be friends, but we do treat each other with warmth and respect.”
He shared some of Directum’s core values:
- Human treatment: Kindness, “please” and “thank you” go a long way.
- Connection: They strive to “hacer click” with clients and colleagues alike.
- Empathy: Birthdays are celebrated. People are listened to.
- Consistency: “Lead by example. Practice what you preach.”
Let’s Talk About LATAM
Saúl is also a co-founder of Juntos, an association uniting LSPs across Latin America and the Caribbean.
It started with just a few people from Mexico, Peru, Argentina, and Brazil—and now it’s hosting major events like Vamos Juntos.
The goal?
“We’re not just a production hub. We have the talent, the culture, and the vision to be leaders.”
But that mindset shift starts from within:
- LATAM professionals must believe in their global potential.
- The region must move from competition to collaboration.
- Relationships and shared values matter more than pricing alone.
LATAM’s Unique Strength
LATAM culture brings something special to the table:
- Relationship-first approach to business
- Warmth and trust-building as core traits
- A spirit of resilience and flexibility
“Before asking for anything, we give. We build friendships, then business follows.”
Saúl believes LATAM’s human-centered way of working is its biggest advantage in a tech-driven world.
Looking Ahead
In an era of AI, automation, and rapid change, Saúl says one thing will never lose its power: human connection.
“AI will give us time. The question is—how will we use that time? For me, it’s about reconnecting with people.”
He encourages everyone in the industry to:
- Attend events
- Reconnect with peers
- Stay human, even as we embrace tech
Final Thought
LATAM is not just rising—it’s reshaping the localization space. With leaders like Saúl Villegas at the forefront, the region is building a stronger, more connected future.
Unlock the power of glocalization with our Translation Management System.
Unlock the power of
with our Translation Management System.
.png)
