Ricardo Cortines (Santander, 1968) is a born entrepreneur, a businessman with a background in law who is passionate about learning and whose main quality is without doubt his ability to analyse the reality that surrounds him. With his first book, The Bears No Longer Eat Salmon (Los Osos Ya No Comen Salmón), he hopes to call attention to existing facts which are changing but which it seems that we want to ignore. Concepts like failure should be not be viewed as lamentable, but rather as the only worthwhile professional training. He firmly believes that writers are only good if they are efficient, if they achieve their desired outcome using the fewest possible resources, and this was his intention when he came to write this book.