Business Innovator: Jose Kont

Every entrepreneur aims to reinvent the world, but José Contreras went one step further by reinventing his identity. The 28-year-old Guatemalan, who has brought a social media marketing technique called “neuromarketing” to companies in Central America, not only established a new firm called iLifebelt to promote it; he gave himself a new name.

Under the name “Jose Kont,” he has used neuromarketing to help clients improve their product packaging, develop effective billboard designs, and make websites easier to navigate. As Kont explains it, neuromarketing goes beyond traditional...

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