diff --git a/components/primitives/Carrusel.tsx b/components/primitives/Carrusel.tsx
new file mode 100644
index 0000000..c735e0e
--- /dev/null
+++ b/components/primitives/Carrusel.tsx
@@ -0,0 +1,90 @@
+'use client';
+
+import { useCallback, useEffect, useState, type ReactNode } from 'react';
+import useEmblaCarousel from 'embla-carousel-react';
+import Autoplay from 'embla-carousel-autoplay';
+import { usePrefersReducedMotion } from '@/lib/motion';
+
+// Thin Embla wrapper shared by the hero's pain-point rotator and the mobile
+// row of inflection points. Autoplay pauses on hover/focus/interaction, and
+// never runs at all for users who asked for less motion — it's still a fully
+// usable carousel (drag, dots, keyboard) with it off, just static.
+export function Carrusel({
+  slides,
+  autoplayMs,
+  className = '',
+  slideClassName = '',
+  ariaLabel,
+  mostrarContador = false,
+}: {
+  slides: ReactNode[];
+  autoplayMs?: number;
+  className?: string;
+  slideClassName?: string;
+  ariaLabel: string;
+  // "01 / 06" + flechas prev/next, en vez de puntos — el patrón de
+  // en-ti.com ("desliza para explorar") para carruseles con más peso.
+  mostrarContador?: boolean;
+}) {
+  const reduced = usePrefersReducedMotion();
+  const plugins = autoplayMs && !reduced ? [Autoplay({ delay: autoplayMs, stopOnInteraction: false, stopOnMouseEnter: true })] : [];
+  const [emblaRef, embla] = useEmblaCarousel({ loop: true }, plugins);
+  const [selected, setSelected] = useState(0);
+
+  useEffect(() => {
+    if (!embla) return;
+    const onSelect = () => setSelected(embla.selectedScrollSnap());
+    embla.on('select', onSelect);
+    onSelect();
+    return () => {
+      embla.off('select', onSelect);
+    };
+  }, [embla]);
+
+  const scrollTo = useCallback((i: number) => embla?.scrollTo(i), [embla]);
+  const scrollPrev = useCallback(() => embla?.scrollPrev(), [embla]);
+  const scrollNext = useCallback(() => embla?.scrollNext(), [embla]);
+
+  return (
+    <div className={`min-w-0 ${className}`}>
+      <div className="overflow-hidden" ref={emblaRef} role="group" aria-label={ariaLabel}>
+        <div className="flex">
+          {slides.map((slide, i) => (
+            <div key={i} className={`min-w-0 shrink-0 grow-0 basis-full ${slideClassName}`}>
+              {slide}
+            </div>
+          ))}
+        </div>
+      </div>
+      {slides.length > 1 && mostrarContador && (
+        <div className="mt-6 flex items-center justify-center gap-5">
+          <button type="button" onClick={scrollPrev} aria-label="Anterior"
+            className="grid place-items-center w-9 h-9 rounded-full border border-azul-profundo/20 text-azul-profundo transition-colors hover:border-dorado hover:text-dorado">
+            ←
+          </button>
+          <p className="font-sans font-bold text-sm tabular-nums text-azul-profundo tracking-wider">
+            {String(selected + 1).padStart(2, '0')} <span className="text-gris-medio font-normal">/ {String(slides.length).padStart(2, '0')}</span>
+          </p>
+          <button type="button" onClick={scrollNext} aria-label="Siguiente"
+            className="grid place-items-center w-9 h-9 rounded-full border border-azul-profundo/20 text-azul-profundo transition-colors hover:border-dorado hover:text-dorado">
+            →
+          </button>
+        </div>
+      )}
+      {slides.length > 1 && !mostrarContador && (
+        <div className="mt-5 flex justify-center gap-2">
+          {slides.map((_, i) => (
+            <button
+              key={i}
+              type="button"
+              onClick={() => scrollTo(i)}
+              aria-label={`Ir a la tarjeta ${i + 1} de ${slides.length}`}
+              aria-current={selected === i}
+              className={`h-2 rounded-full transition-all duration-300 ${selected === i ? 'w-6 bg-dorado' : 'w-2 bg-gris-medio/50 hover:bg-gris-medio'}`}
+            />
+          ))}
+        </div>
+      )}
+    </div>
+  );
+}
diff --git a/components/primitives/ContadorNumero.tsx b/components/primitives/ContadorNumero.tsx
new file mode 100644
index 0000000..193fd6e
--- /dev/null
+++ b/components/primitives/ContadorNumero.tsx
@@ -0,0 +1,44 @@
+'use client';
+
+import { useEffect, useRef, useState } from 'react';
+import { animate } from 'framer-motion';
+import { usePrefersReducedMotion } from '@/lib/motion';
+
+// Counts up to `hasta` once scrolled into view. Only ever used with a number
+// that's already written in the approved copy (e.g. "30+ años") — a visual
+// echo of real content, never a stand-in for real metrics we don't have yet.
+export function ContadorNumero({ hasta, sufijo = '', className = '' }: { hasta: number; sufijo?: string; className?: string }) {
+  const reduced = usePrefersReducedMotion();
+  const ref = useRef<HTMLSpanElement>(null);
+  const [display, setDisplay] = useState(reduced ? hasta : 0);
+
+  useEffect(() => {
+    const el = ref.current;
+    if (!el || reduced) return;
+    let controls: { stop: () => void } | undefined;
+    const observer = new IntersectionObserver(
+      ([entry]) => {
+        if (!entry.isIntersecting) return;
+        observer.unobserve(el);
+        controls = animate(0, hasta, {
+          duration: 1.4,
+          ease: [0.22, 1, 0.36, 1],
+          onUpdate: (v) => setDisplay(Math.round(v)),
+        });
+      },
+      { threshold: 0.5 },
+    );
+    observer.observe(el);
+    return () => {
+      observer.disconnect();
+      controls?.stop();
+    };
+  }, [reduced, hasta]);
+
+  return (
+    <span ref={ref} className={className}>
+      {display}
+      {sufijo}
+    </span>
+  );
+}
diff --git a/components/primitives/FondoFoto.tsx b/components/primitives/FondoFoto.tsx
new file mode 100644
index 0000000..f901521
--- /dev/null
+++ b/components/primitives/FondoFoto.tsx
@@ -0,0 +1,29 @@
+// Full-bleed photo background, tinted into the brand's navy/gold duotone via
+// `mix-blend-mode: luminosity` — the gradient behind supplies the colour, the
+// photo only contributes its tonal range. Keeps "blanco con azul" even when a
+// photograph is on screen. Decorative only: aria-hidden, lazy-loaded.
+export function FondoFoto({
+  src,
+  className = '',
+  imgClassName = '',
+  wash = 'bg-azul-profundo/70',
+}: {
+  src: string;
+  className?: string;
+  imgClassName?: string;
+  wash?: string;
+}) {
+  return (
+    <div aria-hidden="true" className={`absolute overflow-hidden pointer-events-none select-none ${className}`}>
+      <div className="absolute inset-0 bg-gradient-to-br from-azul-profundo to-dorado" />
+      {/* eslint-disable-next-line @next/next/no-img-element -- decorative background on a `output: export` site with images.unoptimized */}
+      <img
+        src={src}
+        alt=""
+        loading="lazy"
+        className={`absolute inset-0 w-full h-full object-cover mix-blend-luminosity ${imgClassName}`}
+      />
+      <div className={`absolute inset-0 ${wash}`} />
+    </div>
+  );
+}
diff --git a/components/primitives/FondoPuntos.tsx b/components/primitives/FondoPuntos.tsx
new file mode 100644
index 0000000..30f3d04
--- /dev/null
+++ b/components/primitives/FondoPuntos.tsx
@@ -0,0 +1,55 @@
+'use client';
+
+import { useEffect, useRef } from 'react';
+import { motion, useMotionValue, useScroll, useSpring, useTransform } from 'framer-motion';
+import { PatronPuntos } from './PatronPuntos';
+import { usePrefersReducedMotion } from '@/lib/motion';
+
+// Decorative background: the manual's dot pattern, drifting slightly against
+// the scroll. Purely presentational — hidden from assistive tech, and it holds
+// still for anyone who asked for less movement.
+export function FondoPuntos({
+  className = '',
+  distance = 40,
+  rows,
+  cols,
+  interactivo = false,
+}: {
+  className?: string;
+  distance?: number;
+  rows?: number;
+  cols?: number;
+  // Además de derivar con el scroll, sigue el cursor levemente — reservado
+  // para los patrones más prominentes (el hero), no para cada instancia.
+  interactivo?: boolean;
+}) {
+  const ref = useRef<HTMLDivElement>(null);
+  const reduced = usePrefersReducedMotion();
+  const { scrollYProgress } = useScroll({ target: ref, offset: ['start end', 'end start'] });
+  const scrollY = useTransform(scrollYProgress, [0, 1], [distance, -distance]);
+
+  const mouseXRaw = useMotionValue(0);
+  const mouseYRaw = useMotionValue(0);
+  const mouseX = useSpring(mouseXRaw, { stiffness: 40, damping: 15 });
+  const mouseY = useSpring(mouseYRaw, { stiffness: 40, damping: 15 });
+
+  useEffect(() => {
+    if (!interactivo || reduced) return;
+    const handler = (e: MouseEvent) => {
+      mouseXRaw.set((e.clientX / window.innerWidth - 0.5) * 16);
+      mouseYRaw.set((e.clientY / window.innerHeight - 0.5) * 16);
+    };
+    window.addEventListener('mousemove', handler);
+    return () => window.removeEventListener('mousemove', handler);
+  }, [interactivo, reduced, mouseXRaw, mouseYRaw]);
+
+  const y = useTransform([scrollY, mouseY], ([a, b]) => (a as number) + (b as number));
+
+  return (
+    <div ref={ref} aria-hidden="true" className={`pointer-events-none absolute select-none ${className}`}>
+      <motion.div style={reduced ? undefined : { y, x: interactivo ? mouseX : undefined }}>
+        <PatronPuntos rows={rows} cols={cols} className="w-full h-auto" />
+      </motion.div>
+    </div>
+  );
+}
\ No newline at end of file
diff --git a/components/primitives/Icono.tsx b/components/primitives/Icono.tsx
new file mode 100644
index 0000000..6c3da48
--- /dev/null
+++ b/components/primitives/Icono.tsx
@@ -0,0 +1,122 @@
+import type { ReactNode } from 'react';
+
+// Set of simple line icons — one per concept used across Mecanismo,
+// ComoEmpezar and Disciplinas. Same stroke weight and geometric language as
+// the manual's own iconography guidance ("líneas simples, geométricas,
+// consistentes en grosor"), hand-drawn to match each step's specific idea
+// rather than generic stock glyphs.
+
+export type IconoNombre =
+  | 'inmersion'
+  | 'desafiar'
+  | 'estrategia'
+  | 'escribeme'
+  | 'diagnostico'
+  | 'plan'
+  | 'comunicacion'
+  | 'digital'
+  | 'experiencias';
+
+const PATHS: Record<IconoNombre, ReactNode> = {
+  // A line dives through two layers down to a core point — "me sumerjo
+  // hasta comprenderla desde dentro".
+  inmersion: (
+    <>
+      <path d="M12 3v11" />
+      <path d="M7 8h10" />
+      <path d="M9 12h6" />
+      <path d="m8 14 4 4 4-4" />
+      <circle cx="12" cy="20.5" r="0.75" fill="currentColor" stroke="none" />
+    </>
+  ),
+  // A circle (the assumption) cracked by a bolt — "cuestiono lo que todos
+  // dan por hecho".
+  desafiar: (
+    <>
+      <circle cx="12" cy="12" r="8.5" />
+      <path d="m13 6-4 6h4l-2 6 5-7.5h-4z" fill="currentColor" stroke="none" />
+    </>
+  ),
+  // A path rising to a flag — "una estrategia que puedas ejecutar".
+  estrategia: (
+    <>
+      <path d="M4 20 10 12 14 15 20 6" strokeDasharray="1.5 3" />
+      <path d="M20 6v6" />
+      <path d="M20 6h-5l2.5-3.5L20 6" fill="currentColor" stroke="none" />
+    </>
+  ),
+  // A speech bubble mid-thought — "cuéntame dónde está tu negocio hoy".
+  escribeme: (
+    <>
+      <path d="M4 5.5h16v10H10l-4 3.5v-3.5H4z" />
+      <path d="M8 9.5h8" />
+      <path d="M8 12.5h5" />
+    </>
+  ),
+  // A magnifying glass over a short list — "una conversación para ubicar tu
+  // punto de inflexión".
+  diagnostico: (
+    <>
+      <path d="M5 4h9v9.5" />
+      <path d="M8 8h5" />
+      <path d="M8 11h2.5" />
+      <circle cx="15.5" cy="15.5" r="4" />
+      <path d="m18.6 18.6 2.4 2.4" />
+    </>
+  ),
+  // A short checklist — "sales con claridad y tu siguiente movimiento
+  // definido".
+  plan: (
+    <>
+      <rect x="5" y="3.5" width="14" height="17" rx="1.5" />
+      <path d="m8.3 8.5 1.2 1.2L11.7 7.5" />
+      <path d="M14 8.5h5" />
+      <path d="m8.3 14 1.2 1.2 2.2-2.2" />
+      <path d="M14 14h5" />
+    </>
+  ),
+  // Two overlapping bubbles — mensaje que alinea a tu equipo y tu mercado.
+  comunicacion: (
+    <>
+      <path d="M3 6.5h11v7.5H9l-3 2.5v-2.5H3z" />
+      <path d="M12 6.5A2.5 2.5 0 0 1 14.5 4H20v6.5h-3v2.5l-2.7-2.5" />
+    </>
+  ),
+  // A screen with a signal — presencia y procesos que escalan.
+  digital: (
+    <>
+      <rect x="3.5" y="5" width="17" height="12" rx="1.2" />
+      <path d="M9 20.5h6" />
+      <path d="M12 17v3.5" />
+      <path d="M8.5 12.5a3.6 3.6 0 0 1 7 0" strokeDasharray="0.1 3" />
+      <circle cx="12" cy="12.5" r="0.9" fill="currentColor" stroke="none" />
+    </>
+  ),
+  // A ripple from a single touch — cada toque con tu marca construye
+  // confianza.
+  experiencias: (
+    <>
+      <circle cx="12" cy="12" r="1.3" fill="currentColor" stroke="none" />
+      <circle cx="12" cy="12" r="5" />
+      <circle cx="12" cy="12" r="9" strokeOpacity={0.55} />
+    </>
+  ),
+};
+
+export function Icono({ nombre, className = '' }: { nombre: IconoNombre; className?: string }) {
+  return (
+    <svg
+      viewBox="0 0 24 24"
+      fill="none"
+      stroke="currentColor"
+      strokeWidth={1.6}
+      strokeLinecap="round"
+      strokeLinejoin="round"
+      className={className}
+      aria-hidden="true"
+      focusable="false"
+    >
+      {PATHS[nombre]}
+    </svg>
+  );
+}
diff --git a/components/primitives/IlustracionInflexion.tsx b/components/primitives/IlustracionInflexion.tsx
new file mode 100644
index 0000000..6caa26c
--- /dev/null
+++ b/components/primitives/IlustracionInflexion.tsx
@@ -0,0 +1,89 @@
+'use client';
+
+import { useEffect, useRef, useState } from 'react';
+import { motion } from 'framer-motion';
+import { usePrefersReducedMotion } from '@/lib/motion';
+
+// A literal small illustration of the section's own idea: a business grows,
+// hits its inflection point (the dot), and from there either drifts flat
+// without direction (grey, dashed) or keeps climbing with a clear strategy
+// (dorado). Draws itself in once scrolled into view; a decorative aside, not
+// data, so it stays purely presentational.
+export function IlustracionInflexion({ className = '' }: { className?: string }) {
+  const reduced = usePrefersReducedMotion();
+  const ref = useRef<SVGSVGElement>(null);
+  const [inView, setInView] = useState(false);
+
+  useEffect(() => {
+    const el = ref.current;
+    if (!el || reduced) return;
+    const observer = new IntersectionObserver(
+      ([entry]) => {
+        if (entry.isIntersecting) {
+          setInView(true);
+          observer.unobserve(el);
+        }
+      },
+      { threshold: 0.4 },
+    );
+    observer.observe(el);
+    return () => observer.disconnect();
+  }, [reduced]);
+
+  // `motion.path` applies its own dash-based pathLength scaffolding even with
+  // no initial/animate props, which left the lines invisible for
+  // reduced-motion users — so that branch renders plain, non-motion <path>s
+  // instead of trying to neutralise the animated ones.
+  if (reduced) {
+    return (
+      <svg viewBox="0 0 320 180" className={className} aria-hidden="true" focusable="false">
+        <path d="M20 140 C 70 150, 110 40, 165 60" fill="none" stroke="currentColor" className="text-azul-profundo" strokeWidth={3} strokeLinecap="round" />
+        <path d="M165 60 C 210 76, 250 92, 300 88" fill="none" stroke="currentColor" className="text-gris-medio" strokeWidth={2.5} strokeLinecap="round" strokeDasharray="1 9" />
+        <path d="M165 60 C 205 48, 245 8, 300 14" fill="none" stroke="currentColor" className="text-dorado" strokeWidth={3} strokeLinecap="round" />
+        <circle cx="165" cy="60" r="6" fill="currentColor" className="text-dorado" />
+        <circle cx="165" cy="60" r="10" fill="none" stroke="currentColor" className="text-dorado" strokeWidth={1} strokeOpacity={0.4} />
+      </svg>
+    );
+  }
+
+  const draw = (delay: number) => ({
+    initial: { pathLength: 0 },
+    animate: inView ? { pathLength: 1 } : { pathLength: 0 },
+    transition: { duration: 1.1, delay, ease: [0.22, 1, 0.36, 1] as const },
+  });
+
+  return (
+    <svg ref={ref} viewBox="0 0 320 180" className={className} aria-hidden="true" focusable="false">
+      <motion.path
+        d="M20 140 C 70 150, 110 40, 165 60"
+        fill="none"
+        stroke="currentColor"
+        className="text-azul-profundo"
+        strokeWidth={3}
+        strokeLinecap="round"
+        {...draw(0)}
+      />
+      <motion.path
+        d="M165 60 C 210 76, 250 92, 300 88"
+        fill="none"
+        stroke="currentColor"
+        className="text-gris-medio"
+        strokeWidth={2.5}
+        strokeLinecap="round"
+        strokeDasharray="1 9"
+        {...draw(0.5)}
+      />
+      <motion.path
+        d="M165 60 C 205 48, 245 8, 300 14"
+        fill="none"
+        stroke="currentColor"
+        className="text-dorado"
+        strokeWidth={3}
+        strokeLinecap="round"
+        {...draw(0.5)}
+      />
+      <circle cx="165" cy="60" r="6" fill="currentColor" className="text-dorado" />
+      <circle cx="165" cy="60" r="10" fill="none" stroke="currentColor" className="text-dorado" strokeWidth={1} strokeOpacity={0.4} />
+    </svg>
+  );
+}
diff --git a/components/primitives/PatronPuntos.tsx b/components/primitives/PatronPuntos.tsx
new file mode 100644
index 0000000..5cb5fb2
--- /dev/null
+++ b/components/primitives/PatronPuntos.tsx
@@ -0,0 +1,46 @@
+// "Patrón de puntos" from the Manual de Identidad Visual (recursos visuales).
+// Geometry measured off the manual: the dots shrink and tighten from left to
+// right, resolving complexity into focus — the same idea as the ≡ symbol.
+// Colour comes from `currentColor`, so callers set it with a text-* class.
+
+const R0 = 5.5;        // radius of the leftmost dot
+const R_DECAY = 0.847; // per column
+const S0 = 29;         // gap between the first two columns
+const S_DECAY = 0.97;  // per column
+const ROW_GAP = 24.5;
+
+export function PatronPuntos({
+  rows = 3,
+  cols = 8,
+  className = '',
+}: {
+  rows?: number;
+  cols?: number;
+  className?: string;
+}) {
+  const columns: { cx: number; r: number }[] = [];
+  let cx = R0;
+  for (let i = 0; i < cols; i++) {
+    const r = R0 * R_DECAY ** i;
+    columns.push({ cx, r });
+    cx += S0 * S_DECAY ** i;
+  }
+  const last = columns[columns.length - 1];
+  const width = last.cx + last.r;
+  const height = (rows - 1) * ROW_GAP + 2 * R0;
+
+  return (
+    <svg
+      viewBox={`0 0 ${width.toFixed(1)} ${height.toFixed(1)}`}
+      className={className}
+      aria-hidden="true"
+      focusable="false"
+    >
+      {Array.from({ length: rows }, (_, row) =>
+        columns.map(({ cx: x, r }, col) => (
+          <circle key={`${row}-${col}`} cx={x.toFixed(2)} cy={(R0 + row * ROW_GAP).toFixed(2)} r={r.toFixed(2)} fill="currentColor" />
+        )),
+      )}
+    </svg>
+  );
+}
diff --git a/components/primitives/TarjetaSpotlight.tsx b/components/primitives/TarjetaSpotlight.tsx
new file mode 100644
index 0000000..45797ea
--- /dev/null
+++ b/components/primitives/TarjetaSpotlight.tsx
@@ -0,0 +1,42 @@
+'use client';
+
+import { useRef, type ReactNode } from 'react';
+
+// Adapted from React Bits' SpotlightCard (reactbits.dev, MIT) — a soft glow
+// that follows the cursor, recoloured to the brand's dorado instead of the
+// original's plain white. Pure CSS custom properties + a `before:` pseudo
+// element, so no separate stylesheet is needed.
+export function TarjetaSpotlight({
+  children,
+  className = '',
+  spotlightColor = 'rgba(196, 148, 46, 0.16)', // dorado, low alpha
+}: {
+  children: ReactNode;
+  className?: string;
+  spotlightColor?: string;
+}) {
+  const ref = useRef<HTMLDivElement>(null);
+
+  const handleMouseMove = (e: React.MouseEvent<HTMLDivElement>) => {
+    const el = ref.current;
+    if (!el) return;
+    const rect = el.getBoundingClientRect();
+    el.style.setProperty('--spot-x', `${e.clientX - rect.left}px`);
+    el.style.setProperty('--spot-y', `${e.clientY - rect.top}px`);
+  };
+
+  return (
+    <div
+      ref={ref}
+      onMouseMove={handleMouseMove}
+      style={{ ['--spot-color' as string]: spotlightColor }}
+      className={`group relative overflow-hidden
+        before:absolute before:inset-0 before:pointer-events-none before:opacity-0 before:transition-opacity before:duration-500
+        before:[background:radial-gradient(circle_at_var(--spot-x,50%)_var(--spot-y,50%),var(--spot-color),transparent_70%)]
+        hover:before:opacity-100 focus-within:before:opacity-100 motion-reduce:before:hidden
+        ${className}`}
+    >
+      {children}
+    </div>
+  );
+}
diff --git a/components/primitives/TextoDesenfoque.tsx b/components/primitives/TextoDesenfoque.tsx
new file mode 100644
index 0000000..81a93a2
--- /dev/null
+++ b/components/primitives/TextoDesenfoque.tsx
@@ -0,0 +1,91 @@
+'use client';
+
+import { motion } from 'framer-motion';
+import { useEffect, useMemo, useRef, useState, type ElementType } from 'react';
+import { usePrefersReducedMotion } from '@/lib/motion';
+
+// Adapted from React Bits' BlurText (reactbits.dev, MIT) — generalised to take
+// several independently-styled segments instead of one plain string, so a
+// gold/underlined word can blur in beside plain navy text in the same headline.
+type Segmento = { text: string; className?: string };
+
+const FROM = { filter: 'blur(10px)', opacity: 0, y: 14 };
+const KEYFRAMES = {
+  filter: ['blur(10px)', 'blur(4px)', 'blur(0px)'],
+  opacity: [0, 0.6, 1],
+  y: [14, 4, 0],
+};
+const TIMES = [0, 0.5, 1];
+
+export function TextoDesenfoque({
+  segments,
+  delayMs = 45,
+  stepDuration = 0.35,
+  className = '',
+  as: Tag = 'span',
+}: {
+  segments: Segmento[];
+  delayMs?: number;
+  stepDuration?: number;
+  className?: string;
+  as?: ElementType;
+}) {
+  const reduced = usePrefersReducedMotion();
+  const [inView, setInView] = useState(false);
+  const ref = useRef<HTMLElement>(null);
+
+  useEffect(() => {
+    const el = ref.current;
+    if (!el || reduced) return;
+    const observer = new IntersectionObserver(
+      ([entry]) => {
+        if (entry.isIntersecting) {
+          setInView(true);
+          observer.unobserve(el);
+        }
+      },
+      { threshold: 0.4 },
+    );
+    observer.observe(el);
+    return () => observer.disconnect();
+  }, [reduced]);
+
+  const words = useMemo(
+    () => segments.flatMap((seg, si) => seg.text.split(' ').map((w, wi) => ({ w, si, wi, className: seg.className }))),
+    [segments],
+  );
+
+  if (reduced) {
+    return (
+      <Tag ref={ref} className={className}>
+        {segments.map((seg, i) => (
+          <span key={i} className={seg.className}>
+            {seg.text}
+            {i < segments.length - 1 ? ' ' : ''}
+          </span>
+        ))}
+      </Tag>
+    );
+  }
+
+  return (
+    <Tag ref={ref} className={className} style={{ display: 'inline' }}>
+      {words.map(({ w, si, wi, className: segClass }, i) => (
+        // The joining space is a sibling text node, not the span's own trailing
+        // character — a space at the very end of an inline-block's own content
+        // collapses to zero width, which silently glued every word together.
+        <span key={`${si}-${wi}`}>
+          <motion.span
+            className={`inline-block will-change-[transform,filter,opacity] ${segClass ?? ''}`}
+            initial={FROM}
+            animate={inView ? KEYFRAMES : FROM}
+            transition={{ duration: stepDuration * 2, times: TIMES, delay: (i * delayMs) / 1000 }}
+          >
+            {w}
+          </motion.span>
+          {i < words.length - 1 ? ' ' : ''}
+        </span>
+      ))}
+    </Tag>
+  );
+}
diff --git a/components/primitives/__tests__/Carrusel.test.tsx b/components/primitives/__tests__/Carrusel.test.tsx
new file mode 100644
index 0000000..f801919
--- /dev/null
+++ b/components/primitives/__tests__/Carrusel.test.tsx
@@ -0,0 +1,48 @@
+import { render, screen } from '@testing-library/react';
+import userEvent from '@testing-library/user-event';
+import { describe, it, expect } from 'vitest';
+import { Carrusel } from '../Carrusel';
+
+describe('<Carrusel />', () => {
+  it('renders every slide', () => {
+    render(<Carrusel ariaLabel="test" slides={[<p key="a">Uno</p>, <p key="b">Dos</p>, <p key="c">Tres</p>]} />);
+    expect(screen.getByText('Uno')).toBeInTheDocument();
+    expect(screen.getByText('Dos')).toBeInTheDocument();
+    expect(screen.getByText('Tres')).toBeInTheDocument();
+  });
+  it('renders one position dot per slide, and marks the current one', () => {
+    render(<Carrusel ariaLabel="test" slides={[<p key="a">Uno</p>, <p key="b">Dos</p>]} />);
+    const dots = screen.getAllByRole('button', { name: /ir a la tarjeta/i });
+    expect(dots).toHaveLength(2);
+    expect(dots[0]).toHaveAttribute('aria-current', 'true');
+  });
+  it('moves to a slide when its dot is clicked', async () => {
+    const user = userEvent.setup();
+    render(<Carrusel ariaLabel="test" slides={[<p key="a">Uno</p>, <p key="b">Dos</p>]} />);
+    const dots = screen.getAllByRole('button', { name: /ir a la tarjeta/i });
+    await user.click(dots[1]);
+    expect(dots[1]).toHaveAttribute('aria-current', 'true');
+  });
+  it('hides the dots entirely for a single slide', () => {
+    render(<Carrusel ariaLabel="test" slides={[<p key="a">Solo una</p>]} />);
+    expect(screen.queryByRole('button', { name: /ir a la tarjeta/i })).not.toBeInTheDocument();
+  });
+  it('exposes the slide group with the given accessible name', () => {
+    render(<Carrusel ariaLabel="Frases de ejemplo" slides={[<p key="a">Uno</p>]} />);
+    expect(screen.getByRole('group', { name: 'Frases de ejemplo' })).toBeInTheDocument();
+  });
+  it('shows a numbered counter with prev/next arrows instead of dots when mostrarContador is set', () => {
+    render(<Carrusel ariaLabel="test" mostrarContador slides={[<p key="a">Uno</p>, <p key="b">Dos</p>, <p key="c">Tres</p>]} />);
+    expect(screen.getByText('01')).toBeInTheDocument();
+    expect(screen.getByText(/\/ 03/)).toBeInTheDocument();
+    expect(screen.getByRole('button', { name: 'Siguiente' })).toBeInTheDocument();
+    expect(screen.getByRole('button', { name: 'Anterior' })).toBeInTheDocument();
+    expect(screen.queryByRole('button', { name: /ir a la tarjeta/i })).not.toBeInTheDocument();
+  });
+  it('advances the counter when the next arrow is clicked', async () => {
+    const user = userEvent.setup();
+    render(<Carrusel ariaLabel="test" mostrarContador slides={[<p key="a">Uno</p>, <p key="b">Dos</p>]} />);
+    await user.click(screen.getByRole('button', { name: 'Siguiente' }));
+    expect(screen.getByText('02')).toBeInTheDocument();
+  });
+});
diff --git a/components/primitives/__tests__/ContadorNumero.test.tsx b/components/primitives/__tests__/ContadorNumero.test.tsx
new file mode 100644
index 0000000..9129ef6
--- /dev/null
+++ b/components/primitives/__tests__/ContadorNumero.test.tsx
@@ -0,0 +1,20 @@
+import { render } from '@testing-library/react';
+import { describe, it, expect } from 'vitest';
+import { ContadorNumero } from '../ContadorNumero';
+
+describe('<ContadorNumero />', () => {
+  it('starts at 0 and only counts up once scrolled into view', () => {
+    const { container } = render(<ContadorNumero hasta={30} />);
+    expect(container.textContent).toBe('0');
+  });
+
+  it('appends the given suffix', () => {
+    const { container } = render(<ContadorNumero hasta={30} sufijo="+" />);
+    expect(container.textContent).toBe('0+');
+  });
+
+  it('applies the given className to the counter span', () => {
+    const { container } = render(<ContadorNumero hasta={30} className="text-dorado" />);
+    expect(container.querySelector('span')).toHaveClass('text-dorado');
+  });
+});
diff --git a/components/primitives/__tests__/FondoFoto.test.tsx b/components/primitives/__tests__/FondoFoto.test.tsx
new file mode 100644
index 0000000..7e239dc
--- /dev/null
+++ b/components/primitives/__tests__/FondoFoto.test.tsx
@@ -0,0 +1,19 @@
+import { render } from '@testing-library/react';
+import { describe, it, expect } from 'vitest';
+import { FondoFoto } from '../FondoFoto';
+
+describe('<FondoFoto />', () => {
+  it('is decorative: hidden from assistive tech, empty alt text', () => {
+    const { container } = render(<FondoFoto src="/images/test.jpg" />);
+    expect(container.firstElementChild).toHaveAttribute('aria-hidden', 'true');
+    expect(container.querySelector('img')).toHaveAttribute('alt', '');
+  });
+  it('lazy-loads the image', () => {
+    const { container } = render(<FondoFoto src="/images/test.jpg" />);
+    expect(container.querySelector('img')).toHaveAttribute('loading', 'lazy');
+  });
+  it('tints the photo into the brand duotone via mix-blend-mode, not raw colour', () => {
+    const { container } = render(<FondoFoto src="/images/test.jpg" />);
+    expect(container.querySelector('img')?.className).toContain('mix-blend-luminosity');
+  });
+});
diff --git a/components/primitives/__tests__/FondoPuntos.test.tsx b/components/primitives/__tests__/FondoPuntos.test.tsx
new file mode 100644
index 0000000..5f81a41
--- /dev/null
+++ b/components/primitives/__tests__/FondoPuntos.test.tsx
@@ -0,0 +1,21 @@
+import { render, fireEvent } from '@testing-library/react';
+import { describe, it, expect } from 'vitest';
+import { FondoPuntos } from '../FondoPuntos';
+
+describe('<FondoPuntos />', () => {
+  it('is decorative: hidden from assistive tech', () => {
+    const { container } = render(<FondoPuntos />);
+    expect(container.firstElementChild).toHaveAttribute('aria-hidden', 'true');
+  });
+
+  it('renders the dot pattern', () => {
+    const { container } = render(<FondoPuntos />);
+    expect(container.querySelectorAll('circle').length).toBeGreaterThan(0);
+  });
+
+  it('does not throw when the cursor moves, with or without interactivo', () => {
+    const { container } = render(<FondoPuntos interactivo />);
+    expect(() => fireEvent.mouseMove(window, { clientX: 100, clientY: 100 })).not.toThrow();
+    expect(container.querySelectorAll('circle').length).toBeGreaterThan(0);
+  });
+});
diff --git a/components/primitives/__tests__/Icono.test.tsx b/components/primitives/__tests__/Icono.test.tsx
new file mode 100644
index 0000000..cf9452f
--- /dev/null
+++ b/components/primitives/__tests__/Icono.test.tsx
@@ -0,0 +1,34 @@
+import { render } from '@testing-library/react';
+import { describe, it, expect } from 'vitest';
+import { Icono, type IconoNombre } from '../Icono';
+
+const NOMBRES: IconoNombre[] = [
+  'inmersion',
+  'desafiar',
+  'estrategia',
+  'escribeme',
+  'diagnostico',
+  'plan',
+  'comunicacion',
+  'digital',
+  'experiencias',
+];
+
+describe('<Icono />', () => {
+  it('is decorative: hidden from assistive tech', () => {
+    const { container } = render(<Icono nombre="inmersion" />);
+    expect(container.querySelector('svg')).toHaveAttribute('aria-hidden', 'true');
+  });
+
+  it.each(NOMBRES)('renders a non-empty svg for "%s"', (nombre) => {
+    const { container } = render(<Icono nombre={nombre} />);
+    const svg = container.querySelector('svg');
+    expect(svg?.children.length).toBeGreaterThan(0);
+  });
+
+  it('takes its colour from currentColor via className, not a hardcoded fill', () => {
+    const { container } = render(<Icono nombre="plan" className="text-dorado" />);
+    expect(container.querySelector('svg')).toHaveAttribute('stroke', 'currentColor');
+    expect(container.querySelector('svg')).toHaveClass('text-dorado');
+  });
+});
diff --git a/components/primitives/__tests__/IlustracionInflexion.test.tsx b/components/primitives/__tests__/IlustracionInflexion.test.tsx
new file mode 100644
index 0000000..32ec849
--- /dev/null
+++ b/components/primitives/__tests__/IlustracionInflexion.test.tsx
@@ -0,0 +1,20 @@
+import { render } from '@testing-library/react';
+import { describe, it, expect } from 'vitest';
+import { IlustracionInflexion } from '../IlustracionInflexion';
+
+describe('<IlustracionInflexion />', () => {
+  it('is decorative: hidden from assistive tech', () => {
+    const { container } = render(<IlustracionInflexion />);
+    expect(container.querySelector('svg')).toHaveAttribute('aria-hidden', 'true');
+  });
+
+  it('draws the growth line, the drift-away line and the strategy line', () => {
+    const { container } = render(<IlustracionInflexion />);
+    expect(container.querySelectorAll('path')).toHaveLength(3);
+  });
+
+  it('marks the inflection point itself', () => {
+    const { container } = render(<IlustracionInflexion />);
+    expect(container.querySelectorAll('circle').length).toBeGreaterThanOrEqual(1);
+  });
+});
diff --git a/components/primitives/__tests__/PatronPuntos.test.tsx b/components/primitives/__tests__/PatronPuntos.test.tsx
new file mode 100644
index 0000000..df0e094
--- /dev/null
+++ b/components/primitives/__tests__/PatronPuntos.test.tsx
@@ -0,0 +1,26 @@
+import { render } from '@testing-library/react';
+import { describe, it, expect } from 'vitest';
+import { PatronPuntos } from '../PatronPuntos';
+
+describe('<PatronPuntos />', () => {
+  it('draws rows x cols dots', () => {
+    const { container } = render(<PatronPuntos rows={3} cols={8} />);
+    expect(container.querySelectorAll('circle')).toHaveLength(24);
+  });
+  it('shrinks the dots left to right, as the manual does', () => {
+    const { container } = render(<PatronPuntos rows={1} cols={6} />);
+    const radii = Array.from(container.querySelectorAll('circle')).map((c) => Number(c.getAttribute('r')));
+    for (let i = 1; i < radii.length; i++) expect(radii[i]).toBeLessThan(radii[i - 1]);
+  });
+  it('is decorative, so it stays out of the accessibility tree', () => {
+    const { container } = render(<PatronPuntos />);
+    const svg = container.querySelector('svg');
+    expect(svg?.getAttribute('aria-hidden')).toBe('true');
+  });
+  it('takes its colour from currentColor so it works on light and dark', () => {
+    const { container } = render(<PatronPuntos rows={1} cols={2} />);
+    for (const c of Array.from(container.querySelectorAll('circle'))) {
+      expect(c.getAttribute('fill')).toBe('currentColor');
+    }
+  });
+});
diff --git a/components/primitives/__tests__/TarjetaSpotlight.test.tsx b/components/primitives/__tests__/TarjetaSpotlight.test.tsx
new file mode 100644
index 0000000..9659107
--- /dev/null
+++ b/components/primitives/__tests__/TarjetaSpotlight.test.tsx
@@ -0,0 +1,35 @@
+import { render, fireEvent } from '@testing-library/react';
+import { describe, it, expect } from 'vitest';
+import { TarjetaSpotlight } from '../TarjetaSpotlight';
+
+describe('<TarjetaSpotlight />', () => {
+  it('renders its children', () => {
+    const { getByText } = render(
+      <TarjetaSpotlight>
+        <p>Contenido de la tarjeta</p>
+      </TarjetaSpotlight>,
+    );
+    expect(getByText('Contenido de la tarjeta')).toBeInTheDocument();
+  });
+
+  it('disables the glow for reduced-motion users via a motion-reduce guard', () => {
+    const { container } = render(<TarjetaSpotlight>hola</TarjetaSpotlight>);
+    expect(container.firstElementChild?.className).toContain('motion-reduce:before:hidden');
+  });
+
+  it('tracks the cursor position as CSS custom properties on mouse move', () => {
+    const { container } = render(<TarjetaSpotlight>hola</TarjetaSpotlight>);
+    const card = container.firstElementChild as HTMLDivElement;
+    fireEvent.mouseMove(card, { clientX: 40, clientY: 20 });
+    expect(card.style.getPropertyValue('--spot-x')).toMatch(/px$/);
+    expect(card.style.getPropertyValue('--spot-y')).toMatch(/px$/);
+  });
+
+  it('accepts a custom spotlight colour', () => {
+    const { container } = render(
+      <TarjetaSpotlight spotlightColor="rgba(0,0,0,0.5)">hola</TarjetaSpotlight>,
+    );
+    const card = container.firstElementChild as HTMLDivElement;
+    expect(card.style.getPropertyValue('--spot-color')).toBe('rgba(0,0,0,0.5)');
+  });
+});
diff --git a/components/primitives/__tests__/TextoDesenfoque.test.tsx b/components/primitives/__tests__/TextoDesenfoque.test.tsx
new file mode 100644
index 0000000..7fee9c1
--- /dev/null
+++ b/components/primitives/__tests__/TextoDesenfoque.test.tsx
@@ -0,0 +1,28 @@
+import { render } from '@testing-library/react';
+import { describe, it, expect } from 'vitest';
+import { TextoDesenfoque } from '../TextoDesenfoque';
+
+describe('<TextoDesenfoque />', () => {
+  it('renders the full phrase across all segments', () => {
+    const { container } = render(
+      <TextoDesenfoque
+        segments={[{ text: 'Tu negocio no necesita' }, { text: 'más esfuerzo.', className: 'text-dorado' }]}
+      />,
+    );
+    expect(container.textContent).toBe('Tu negocio no necesita más esfuerzo.');
+  });
+
+  it('joins words with a plain space, not a stray non-breaking space', () => {
+    const { container } = render(<TextoDesenfoque segments={[{ text: 'Uno dos tres' }]} />);
+    expect(container.textContent).toBe('Uno dos tres');
+    expect(container.textContent).not.toMatch(/ /);
+  });
+
+  it('applies each segment\'s className to its own words only', () => {
+    const { container } = render(
+      <TextoDesenfoque segments={[{ text: 'texto plano' }, { text: 'texto dorado', className: 'text-dorado' }]} />,
+    );
+    const goldWords = Array.from(container.querySelectorAll('.text-dorado')).map((el) => el.textContent?.trim());
+    expect(goldWords).toEqual(['texto', 'dorado']);
+  });
+});
diff --git a/lib/motion.ts b/lib/motion.ts
index e3f5c49..4c40caf 100644
--- a/lib/motion.ts
+++ b/lib/motion.ts
@@ -35,3 +35,25 @@ export const motionProps = (reduced: boolean) =>
   reduced
     ? { initial: 'visible' as const, animate: 'visible' as const, whileInView: undefined, viewport: undefined }
     : {};
+
+// Cycles through `count` steps on its own (Mecanismo, ComoEmpezar): each
+// manual change restarts the dwell timer, hovering pauses it, and it never
+// advances at all for reduced-motion users — same shape as the Carrusel
+// autoplay, for step indicators that aren't a carousel.
+export function useAutoStep(count: number, intervalMs = 3500) {
+  const reduced = usePrefersReducedMotion();
+  const [active, setActive] = useState(0);
+  const [paused, setPaused] = useState(false);
+
+  useEffect(() => {
+    if (reduced || paused || count <= 1) return;
+    const id = setTimeout(() => setActive((a) => (a + 1) % count), intervalMs);
+    return () => clearTimeout(id);
+  }, [active, reduced, paused, count, intervalMs]);
+
+  return {
+    active,
+    setActive,
+    hoverProps: { onMouseEnter: () => setPaused(true), onMouseLeave: () => setPaused(false) },
+  };
+}