Guests

From selling potatoes at Bogotá’s main wholesale market … to transforming logistics in Colombia. It all starts with a spark

Luz Mary Guerrero takes us back to her roots in rural Boyacá, where hard work and a simple life awakened a different kind of hunger in her — a thirst for knowledge, growth, and entrepreneurship. From a young age, every small “reward” her father gave her for good behavior —like selling bread with her uncle or traveling to Bogotá to sell potatoes— became, in truth, a training ground for entrepreneurship.

Together with her brother Jesús, she identified a need no one else was seeing: to centralize and simplify the deliveries that companies handled by hiring in-house messengers. That insight became an idea —to be the boss of the messengers— and that idea turned into bold action: Servientrega.

What began with buses and messengers grew into a national logistics network, powered by the vision of building something bigger than themselves.

💥 SparkLab Skill in Action: Creativity – Luz Mary spotted an opportunity where others only saw routine: turning a scattered, inefficient process into an integrated solution. Her ability to connect the dots and imagine a new way of doing things was the spark that ignited Servientrega.

Leadership isn’t about giving orders… it’s about showing up. Sleeping on-site, greeting every shift, and staying close to the operation

For Luz Mary Guerrero, leadership doesn’t happen behind closed doors — it happens on the ground. For years, she slept at the same site where she worked, and to this day she keeps a simple room at every Servientrega platform. Why? To be present. To greet every team member, every shift, and to stay fully connected to the operation.

She leads by example. For Luz Mary, developing people and strengthening processes means getting involved. It’s not about reaching a place of comfort, but about being ready to take the next step — always together.

💥 SparkLab Skill in Action: Bridge-builder – Luz Mary leads through connection. Her constant presence builds trust, inspires teams, and strengthens a culture of unity that drives long-term impact.

Life beats with ups and downs. If everything were perfect… we’d be dead

Luz Mary Guerrero reflects on what truly shapes a leader: not constant success, but the ups and downs. Health, finances, family, business, country — life is full of shifting scenarios. And each one, no matter how hard, leaves a mark that builds character.

From economic crises to personal struggles, Luz Mary has learned that leadership isn’t about avoiding difficulty — it’s about embracing it, preparing for it, and using it as a school for growth. Just as she inherited strength from her parents, she now passes it on to her children and her team.

💥 SparkLab Skill in Action: Adaptability – Luz Mary embraces uncertainty and prepares for every scenario. Her ability to stay grounded through change and grow from every challenge makes her a resilient and deeply human leader.

Knowing yourself is the first step to transcend. Only those who know who they are play to win

For Luz Mary Guerrero, self-awareness is the foundation of leadership. At Servientrega, they call it the “virtuous spiral”: Who are you? What do you know? What do you do? What do you have? What do you want? Where do you wish to transcend? Only by letting go of comparisons and embracing your reality can you activate your full potential.

Luz Mary invites us to see life —and work— as a game played with passion. A game to grow, to transcend, to win. To be a millionaire, yes — but a millionaire in love, culture, development, and sustainable entrepreneurship. Because those who know themselves, project themselves… and those who project themselves, leave a mark.

💥 SparkLab Skill in Action: Self-confidence – Luz Mary shows that true leadership begins with knowing and valuing yourself. Her deep conviction in who she is and what she brings allows her to inspire, transcend, and multiply impact from a place of authenticity.

A true leader doesn’t accumulate. They multiply. Over 15,000 entrepreneurs have grown around Servientrega

Luz Mary Guerrero shares how Servientrega has not only built a company, but an entire ecosystem of entrepreneurs. Some are family members who became shareholders. Others started as employees who now own cars, operate service points, produce delivery gear, or offer insurance services — all connected to the mission of Servientrega.

Thanks to a strong culture of saving —with 100% of employees participating— and a model where providers own and operate their services, over 15,000 people across the Andean region now run their own ventures. Even in the U.S., Servientrega has built a logistics hub and an entrepreneurial network with international reach. For Luz Mary, this is real power: creating businesses with purpose, rooted in community.

💥 SparkLab Skill in Action: Impact amplifier – Luz Mary doesn’t just build for herself — she creates the conditions for others to thrive. Her vision turns every role, service, and opportunity into a platform to multiply entrepreneurial impact at scale.

It’s easier to start a business today… but also easier to stay the same. Differentiation is the key

Luz Mary Guerrero acknowledges that today’s entrepreneurs have access to more support than ever before: chambers of commerce, associations, foundations, financing… resources that simply didn’t exist when she started. But even in this more favorable environment, the challenge remains the same: to stand out.

Through programs like Mi Primera Vez con Servientrega (My First Time with Servientrega) and Corporación Entrégate a Colombia (Commit Yourself to Colombia Foundation), Servientrega supports new entrepreneurs by helping them build from what they already have. And while commerce —whether physical or digital— may offer quicker entry points, Luz Mary insists that without real value creation, there is no future. It’s about going back to the essence: building a unique, differentiated value proposition, creating, innovating, and offering something truly valued by the customer.

💥 SparkLab Skill in Action: Critical thinking – Luz Mary challenges the status quo and pushes entrepreneurs to go beyond what’s easy. Her strategic mindset uncovers gaps in the system and guides the way toward more sustainable, differentiated, and customer-centered ventures.

Leadership is about making real connections — with your team, your family, your partners… and yourself

For Luz Mary Guerrero, leading a major company starts with one essential thing: connecting with people. With shareholders, with the board, with collaborators, with family. It’s not about pleasing everyone, but about doing the work to click with others, honoring your word, and building relationships that last.

From business to personal life, Luz Mary emphasizes the importance of choosing who you walk the path with. After 33 years of marriage, she sees strong relationships —both in the company and at home— as a blessing that requires time, preparation, and consistency. Because leadership, above all, is about weaving real bonds that sustain a shared vision.

💥 SparkLab Skill in Action: From business to personal life, Luz Mary emphasizes the importance of choosing who you walk the path with. After 33 years of marriage, she sees strong relationships —both in the company and at home— as a blessing that requires time, preparation, and consistency. Because leadership, above all, is about weaving real bonds that sustain a shared vision.

Full Interview

Want to go beyond the highlights?

Here’s the full conversation with Luz Mary Guerrero, uncut. A journey packed with insights, real-life challenges, and powerful messages.

Because sometimes one quote sparks an idea… but seeing the full story can change your whole perspective.