diff --git a/app/page.tsx b/app/page.tsx
index 83dd8e3..ec603cc 100644
--- a/app/page.tsx
+++ b/app/page.tsx
@@ -2,6 +2,8 @@ import { Header } from '@/components/layout/Header';
 import { Footer } from '@/components/layout/Footer';
 import { Hero } from '@/components/sections/Hero';
 import { FraseAncla } from '@/components/sections/FraseAncla';
+import { PuntosInflexion } from '@/components/sections/PuntosInflexion';
+import { Dolores } from '@/components/sections/Dolores';
 import { ParaQuien } from '@/components/sections/ParaQuien';
 import { Mecanismo } from '@/components/sections/Mecanismo';
 import { Disciplinas } from '@/components/sections/Disciplinas';
@@ -25,9 +27,11 @@ export default function Home() {
       <main>
         <Hero variant="editorial" /> {/* dueña puede cambiar a "hormozi" */}
         <FraseAncla />
-        <ParaQuien />
+        <PuntosInflexion />
+        <Dolores />
         <Mecanismo />
         <Disciplinas />
+        <ParaQuien />
         <Estratega />
         <ComoEmpezar />
         <Cierre />
diff --git a/components/layout/Footer.tsx b/components/layout/Footer.tsx
index 5bcbd57..d826fea 100644
--- a/components/layout/Footer.tsx
+++ b/components/layout/Footer.tsx
@@ -1,6 +1,6 @@
 import { Wordmark } from '@/components/primitives/Wordmark';
 import { Container } from '@/components/primitives/Container';
-import { footer } from '@/lib/content';
+import { footer, creditosFotos } from '@/lib/content';
 
 export function Footer() {
   return (
@@ -10,6 +10,17 @@ export function Footer() {
         <p className="text-sm text-gris-medio">{footer.tagline}</p>
         <p className="text-xs text-gris-medio">{footer.legal}</p>
       </Container>
+      <Container className="pb-6 text-center md:text-left">
+        <p className="text-[10px] leading-relaxed text-gris-medio/60">
+          {creditosFotos.map((c, i) => (
+            <span key={c.href}>
+              {i > 0 && ' · '}
+              <a href={c.href} className="hover:text-gris-medio">{c.desc}</a>, modificada,{' '}
+              <a href={c.licenciaHref} className="hover:text-gris-medio">{c.licencia}</a>
+            </span>
+          ))}
+        </p>
+      </Container>
     </footer>
   );
 }
diff --git a/components/layout/__tests__/Footer.test.tsx b/components/layout/__tests__/Footer.test.tsx
index 7bb10dc..61fd4d1 100644
--- a/components/layout/__tests__/Footer.test.tsx
+++ b/components/layout/__tests__/Footer.test.tsx
@@ -12,4 +12,11 @@ describe('<Footer />', () => {
     render(<Footer />);
     expect(screen.queryByRole('heading', { level: 1 })).toBeNull();
   });
+  it('credits the stock photos per their CC BY-SA 4.0 licence', () => {
+    render(<Footer />);
+    expect(screen.getAllByText(/CC BY-SA 4\.0/)).toHaveLength(2);
+    expect(screen.getByText(/Golden Gate Bridge/)).toBeInTheDocument();
+    expect(screen.getByText(/Monte Nardi/)).toBeInTheDocument();
+    expect(screen.getAllByText(/modificada/).length).toBe(2);
+  });
 });
diff --git a/components/layout/__tests__/Header.test.tsx b/components/layout/__tests__/Header.test.tsx
index bbeb25d..97306b7 100644
--- a/components/layout/__tests__/Header.test.tsx
+++ b/components/layout/__tests__/Header.test.tsx
@@ -3,9 +3,11 @@ import { describe, it, expect } from 'vitest';
 import { Header } from '../Header';
 
 describe('<Header />', () => {
-  it('renders the wordmark', () => {
-    const { container } = render(<Header />);
-    expect(container.textContent).toContain('cre≡er');
+  it('renders the wordmark, linked to the top of the page', () => {
+    render(<Header />);
+    const home = screen.getByRole('link', { name: /creeer/i });
+    expect(home).toHaveAttribute('href', '#top');
+    expect(home.querySelector('[data-accent="true"]')).not.toBeNull();
   });
   it('renders a persistent CTA linking to the contact section', () => {
     render(<Header />);
diff --git a/components/sections/Cierre.tsx b/components/sections/Cierre.tsx
index d04b95d..7c1ea6c 100644
--- a/components/sections/Cierre.tsx
+++ b/components/sections/Cierre.tsx
@@ -3,6 +3,7 @@ import { motion } from 'framer-motion';
 import { Container } from '@/components/primitives/Container';
 import { CTA } from '@/components/primitives/CTA';
 import { Wordmark } from '@/components/primitives/Wordmark';
+import { FondoPuntos } from '@/components/primitives/FondoPuntos';
 import { cierre } from '@/lib/content';
 import { fadeInUp, staggerContainer, viewportOnce, usePrefersReducedMotion, motionProps } from '@/lib/motion';
 
@@ -10,25 +11,24 @@ export function Cierre() {
   const reduced = usePrefersReducedMotion();
   const { whatsapp, email, linkedin } = cierre.contact;
   return (
-    <section id="contacto" className="bg-azul-profundo text-white scroll-mt-24">
-      <Container className="py-24 md:py-32 text-center">
+    <section id="contacto" className="bg-azul-profundo text-white scroll-mt-24 relative overflow-hidden">
+      <FondoPuntos className="top-12 -left-16 w-72 md:w-[30rem] text-dorado/25" distance={36} />
+      <Container className="relative py-24 md:py-32 text-center">
         <motion.div variants={staggerContainer} initial="hidden" whileInView="visible" viewport={viewportOnce} {...motionProps(reduced)}
           className="flex flex-col items-center">
-          <motion.div variants={fadeInUp}><Wordmark size="lg" onDark /></motion.div>
-          <motion.blockquote variants={fadeInUp}
-            className="mt-10 font-sans italic text-2xl md:text-4xl font-bold leading-snug max-w-3xl">
-            <span className="text-dorado">&ldquo;</span>{cierre.quote}<span className="text-dorado">&rdquo;</span>
-          </motion.blockquote>
+          <motion.div variants={fadeInUp}><Wordmark size="lg" onDark showTagline /></motion.div>
+          <motion.p variants={fadeInUp}
+            className="mt-12 font-sans font-black text-3xl md:text-5xl leading-[1.05] tracking-tight max-w-3xl">
+            {cierre.quote}
+          </motion.p>
           <motion.div variants={fadeInUp} className="mt-10">
             <CTA href={whatsapp.href} label={cierre.cta} variant="dark" />
           </motion.div>
-          <motion.nav variants={fadeInUp} aria-label="Contacto" className="mt-12">
-            <ul className="flex flex-wrap justify-center gap-6 text-sm">
-              <li><a href={whatsapp.href} className="hover:text-dorado transition-colors">{whatsapp.label}</a></li>
-              <li aria-hidden="true" className="text-gris-medio">·</li>
-              <li><a href={email.href} className="hover:text-dorado transition-colors">{email.label}</a></li>
-              <li aria-hidden="true" className="text-gris-medio">·</li>
-              <li><a href={linkedin.href} className="hover:text-dorado transition-colors">{linkedin.label}</a></li>
+          <motion.nav variants={fadeInUp} aria-label="Contacto" className="mt-14">
+            <ul className="flex flex-wrap justify-center gap-3 text-sm">
+              <li><a href={whatsapp.href} className="inline-block px-5 py-2.5 rounded-full border border-white/20 hover:border-dorado hover:text-dorado transition-colors">{whatsapp.label}</a></li>
+              <li><a href={email.href} className="inline-block px-5 py-2.5 rounded-full border border-white/20 hover:border-dorado hover:text-dorado transition-colors">{email.label}</a></li>
+              <li><a href={linkedin.href} className="inline-block px-5 py-2.5 rounded-full border border-white/20 hover:border-dorado hover:text-dorado transition-colors">{linkedin.label}</a></li>
             </ul>
           </motion.nav>
         </motion.div>
diff --git a/components/sections/ComoEmpezar.tsx b/components/sections/ComoEmpezar.tsx
index c2de85b..8ac28aa 100644
--- a/components/sections/ComoEmpezar.tsx
+++ b/components/sections/ComoEmpezar.tsx
@@ -1,35 +1,62 @@
 'use client';
 
 import { motion } from 'framer-motion';
+import Image from 'next/image';
 import { Container } from '@/components/primitives/Container';
 import { CTA } from '@/components/primitives/CTA';
+import { Icono, type IconoNombre } from '@/components/primitives/Icono';
 import { comoEmpezar, cierre } from '@/lib/content';
-import { fadeInUp, staggerContainer, viewportOnce, usePrefersReducedMotion, motionProps } from '@/lib/motion';
+import { fadeInUp, staggerContainer, viewportOnce, usePrefersReducedMotion, motionProps, useAutoStep } from '@/lib/motion';
+
+const ICONOS: IconoNombre[] = ['escribeme', 'diagnostico', 'plan'];
 
 export function ComoEmpezar() {
   const reduced = usePrefersReducedMotion();
   const waHref = `${cierre.contact.whatsapp.href}?text=${encodeURIComponent(comoEmpezar.whatsappText)}`;
+  const { active, setActive, hoverProps } = useAutoStep(comoEmpezar.steps.length, 3200);
   return (
-    <section className="bg-white">
-      <Container className="py-24 md:py-32">
-        <motion.p variants={fadeInUp} initial="hidden" whileInView="visible" viewport={viewportOnce} {...motionProps(reduced)}
-          className="text-xs tracking-[0.3em] uppercase font-semibold text-dorado">{comoEmpezar.eyebrow}</motion.p>
-        <motion.h2 variants={fadeInUp} initial="hidden" whileInView="visible" viewport={viewportOnce} {...motionProps(reduced)}
-          className="mt-4 font-sans font-bold text-3xl md:text-5xl text-azul-profundo">{comoEmpezar.title}</motion.h2>
-        <motion.ol variants={staggerContainer} initial="hidden" whileInView="visible" viewport={viewportOnce} {...motionProps(reduced)}
-          className="mt-12 grid gap-10 md:grid-cols-3">
-          {comoEmpezar.steps.map((step) => (
-            <motion.li key={step.n} variants={fadeInUp}
-              className="border-t border-dorado/30 pt-6 transition-all duration-300 ease-out hover:-translate-y-1.5 hover:border-dorado/70 motion-reduce:transform-none motion-reduce:transition-none">
-              <div className="font-sans font-black text-5xl md:text-6xl text-dorado leading-none">{step.n}</div>
-              <h3 className="mt-4 font-sans font-bold text-xl text-azul-profundo">{step.name}</h3>
-              <p className="mt-3 text-gris-medio leading-relaxed">{step.desc}</p>
-            </motion.li>
-          ))}
-        </motion.ol>
+    <section className="bg-gris-claro">
+      <Container className="py-24 md:py-32 grid gap-12 md:grid-cols-[1fr_auto] md:items-center">
+        <motion.div variants={staggerContainer} initial="hidden" whileInView="visible" viewport={viewportOnce} {...motionProps(reduced)}>
+          <motion.p variants={fadeInUp} className="text-xs tracking-[0.3em] uppercase font-black text-dorado">{comoEmpezar.eyebrow}</motion.p>
+          <motion.h2 variants={fadeInUp} className="mt-4 font-sans font-black text-4xl md:text-6xl leading-[0.95] tracking-tight text-azul-profundo max-w-xl">{comoEmpezar.title}</motion.h2>
+          <motion.ol variants={staggerContainer} {...hoverProps} className="mt-12 grid gap-10 sm:grid-cols-3 md:grid-cols-1 md:gap-8">
+            {comoEmpezar.steps.map((step, i) => (
+              <motion.li key={step.n} variants={fadeInUp}>
+                <button
+                  type="button"
+                  onClick={() => setActive(i)}
+                  aria-pressed={active === i}
+                  className={`w-full text-left border-t pt-6 transition-all duration-300 ease-out hover:-translate-y-1.5 motion-reduce:transform-none motion-reduce:transition-none
+                             md:flex md:items-baseline md:gap-4 md:border-t-0 md:border-l-2 md:pt-0 md:pl-5 ${
+                    active === i ? 'border-dorado' : 'border-dorado/30 md:opacity-40'
+                  }`}
+                >
+                  <div className="font-sans font-black text-5xl md:text-3xl text-dorado leading-none shrink-0">{step.n}</div>
+                  <div>
+                    <div className="mt-4 md:mt-0 flex items-center gap-3">
+                      <Icono nombre={ICONOS[i]} className="w-6 h-6 text-dorado shrink-0" />
+                      <h3 className="font-sans font-bold text-xl text-azul-profundo">{step.name}</h3>
+                    </div>
+                    <p className="mt-3 md:mt-1 text-gris-medio leading-relaxed">{step.desc}</p>
+                  </div>
+                </button>
+              </motion.li>
+            ))}
+          </motion.ol>
+          <motion.div variants={fadeInUp} className="mt-12">
+            <CTA href={waHref} label={comoEmpezar.cta} variant="light" />
+          </motion.div>
+        </motion.div>
+        {/* Foto: amanecer sobre la cumbre del Monte Nardi, Tony 1212, CC BY-SA 4.0,
+            modificada (duotono) — créditos en el footer. "Tu siguiente movimiento
+            empieza…": el amanecer como metáfora del comienzo. */}
         <motion.div variants={fadeInUp} initial="hidden" whileInView="visible" viewport={viewportOnce} {...motionProps(reduced)}
-          className="mt-12">
-          <CTA href={waHref} label={comoEmpezar.cta} variant="light" />
+          className="hidden md:block relative w-72 lg:w-96 aspect-[4/5] rounded-lg overflow-hidden shadow-2xl shadow-azul-profundo/20 rotate-2 motion-reduce:rotate-0">
+          <div className="absolute inset-0 bg-gradient-to-br from-azul-profundo to-dorado" />
+          <Image src="/images/comoempezar-bg.jpg" alt="" fill sizes="(min-width: 1024px) 384px, 288px"
+            className="object-cover mix-blend-luminosity" />
+          <div className="absolute inset-0 bg-azul-profundo/20" />
         </motion.div>
       </Container>
     </section>
diff --git a/components/sections/Disciplinas.tsx b/components/sections/Disciplinas.tsx
index a253f19..5702044 100644
--- a/components/sections/Disciplinas.tsx
+++ b/components/sections/Disciplinas.tsx
@@ -1,27 +1,36 @@
 'use client';
 import { motion } from 'framer-motion';
 import { Container } from '@/components/primitives/Container';
+import { TarjetaSpotlight } from '@/components/primitives/TarjetaSpotlight';
+import { Icono, type IconoNombre } from '@/components/primitives/Icono';
 import { disciplinas } from '@/lib/content';
 import { fadeInUp, staggerContainer, viewportOnce, usePrefersReducedMotion, motionProps } from '@/lib/motion';
 
+const ICONOS: IconoNombre[] = ['comunicacion', 'digital', 'experiencias'];
+
 export function Disciplinas() {
   const reduced = usePrefersReducedMotion();
   return (
     <section className="bg-white">
       <Container className="py-24 md:py-32">
         <motion.p variants={fadeInUp} initial="hidden" whileInView="visible" viewport={viewportOnce} {...motionProps(reduced)}
-          className="text-xs tracking-[0.3em] uppercase font-semibold text-dorado">{disciplinas.eyebrow}</motion.p>
+          className="text-xs tracking-[0.3em] uppercase font-black text-dorado">{disciplinas.eyebrow}</motion.p>
         <motion.h2 variants={fadeInUp} initial="hidden" whileInView="visible" viewport={viewportOnce} {...motionProps(reduced)}
-          className="mt-4 font-sans font-bold text-3xl md:text-5xl text-azul-profundo">{disciplinas.title}</motion.h2>
+          className="mt-4 font-sans font-black text-4xl md:text-6xl text-azul-profundo tracking-tight">{disciplinas.title}</motion.h2>
         <motion.p variants={fadeInUp} initial="hidden" whileInView="visible" viewport={viewportOnce} {...motionProps(reduced)}
           className="mt-4 text-gris-medio text-lg">{disciplinas.lead}</motion.p>
         <motion.ul variants={staggerContainer} initial="hidden" whileInView="visible" viewport={viewportOnce} {...motionProps(reduced)}
-          className="mt-12 grid gap-8 md:grid-cols-3 list-none p-0">
-          {disciplinas.items.map((item) => (
+          className="mt-12 grid gap-6 md:grid-cols-3 list-none p-0">
+          {disciplinas.items.map((item, i) => (
             <motion.li key={item.name} variants={fadeInUp}
-              className="border-t-2 border-dorado pt-5 transition-all duration-300 ease-out hover:-translate-y-1.5 hover:border-dorado motion-reduce:transform-none motion-reduce:transition-none">
-              <h3 className="font-sans font-bold text-2xl text-azul-profundo">{item.name}</h3>
-              <p className="mt-3 text-gris-medio leading-relaxed">{item.desc}</p>
+              className="transition-transform duration-300 ease-out hover:-translate-y-1.5 motion-reduce:transform-none motion-reduce:transition-none">
+              <TarjetaSpotlight className="h-full rounded-lg bg-azul-profundo text-white p-7">
+                <div className="grid place-items-center w-14 h-14 rounded-full bg-white/10">
+                  <Icono nombre={ICONOS[i]} className="w-7 h-7 text-dorado" />
+                </div>
+                <h3 className="mt-5 font-sans font-black text-2xl">{item.name}</h3>
+                <p className="mt-3 text-gris-medio leading-relaxed">{item.desc}</p>
+              </TarjetaSpotlight>
             </motion.li>
           ))}
         </motion.ul>
diff --git a/components/sections/Dolores.tsx b/components/sections/Dolores.tsx
new file mode 100644
index 0000000..2465aa4
--- /dev/null
+++ b/components/sections/Dolores.tsx
@@ -0,0 +1,41 @@
+'use client';
+
+import { motion } from 'framer-motion';
+import { Container } from '@/components/primitives/Container';
+import { TarjetaSpotlight } from '@/components/primitives/TarjetaSpotlight';
+import { dolores } from '@/lib/content';
+import { fadeInUp, staggerContainer, viewportOnce, usePrefersReducedMotion, motionProps } from '@/lib/motion';
+
+export function Dolores() {
+  const reduced = usePrefersReducedMotion();
+  return (
+    <section className="bg-white">
+      <Container className="py-24 md:py-32">
+        <motion.p variants={fadeInUp} initial="hidden" whileInView="visible" viewport={viewportOnce} {...motionProps(reduced)}
+          className="text-xs tracking-[0.3em] uppercase font-black text-dorado">{dolores.eyebrow}</motion.p>
+        <motion.h2 variants={fadeInUp} initial="hidden" whileInView="visible" viewport={viewportOnce} {...motionProps(reduced)}
+          className="mt-4 font-sans font-black text-4xl md:text-6xl text-azul-profundo leading-[0.95] max-w-3xl tracking-tight">{dolores.title}</motion.h2>
+        <motion.ul variants={staggerContainer} initial="hidden" whileInView="visible" viewport={viewportOnce} {...motionProps(reduced)}
+          className="mt-14 grid gap-8 md:grid-cols-2 list-none p-0">
+          {dolores.quotes.map((quote) => (
+            <motion.li key={quote} variants={fadeInUp}
+              className="transition-transform duration-300 ease-out hover:-translate-y-1.5 motion-reduce:transform-none motion-reduce:transition-none">
+              <TarjetaSpotlight className="h-full rounded-lg bg-gris-claro shadow-lg shadow-azul-profundo/5 border-l-4 border-dorado p-7">
+                <blockquote className="font-sans italic text-xl md:text-2xl leading-snug text-azul-profundo">
+                  <span className="text-dorado not-italic">“</span>
+                  {quote}
+                  <span className="text-dorado not-italic">”</span>
+                </blockquote>
+              </TarjetaSpotlight>
+            </motion.li>
+          ))}
+        </motion.ul>
+        <motion.p variants={fadeInUp} initial="hidden" whileInView="visible" viewport={viewportOnce} {...motionProps(reduced)}
+          className="mt-16 font-sans font-black text-3xl md:text-5xl leading-[1.05] text-azul-profundo max-w-4xl tracking-tight">
+          {dolores.remate.before}{' '}
+          <span className="text-dorado">{dolores.remate.accent}</span>
+        </motion.p>
+      </Container>
+    </section>
+  );
+}
diff --git a/components/sections/Estratega.tsx b/components/sections/Estratega.tsx
index 7433370..ac3529b 100644
--- a/components/sections/Estratega.tsx
+++ b/components/sections/Estratega.tsx
@@ -1,6 +1,9 @@
 'use client';
 import { motion } from 'framer-motion';
 import { Container } from '@/components/primitives/Container';
+import { PatronPuntos } from '@/components/primitives/PatronPuntos';
+import { Wordmark } from '@/components/primitives/Wordmark';
+import { ContadorNumero } from '@/components/primitives/ContadorNumero';
 import { estratega } from '@/lib/content';
 import { fadeInUp, staggerContainer, viewportOnce, usePrefersReducedMotion, motionProps } from '@/lib/motion';
 
@@ -11,15 +14,25 @@ export function Estratega() {
       <Container className="py-24 md:py-32">
         <motion.div variants={staggerContainer} initial="hidden" whileInView="visible" viewport={viewportOnce} {...motionProps(reduced)}
           className="grid gap-12 md:grid-cols-[auto_1fr] md:items-center">
-          {/* Portrait — placeholder gradient until dueña provides a photo */}
+          {/* TODO dueña: real portrait. Until then, a branded placeholder built
+              from the manual's dot pattern rather than a stand-in stock photo. */}
           <motion.div variants={fadeInUp}
-            className="w-40 h-40 md:w-56 md:h-56 rounded-full flex-shrink-0 bg-gradient-to-br from-azul-profundo to-dorado"
-            aria-label="Retrato de la estratega"
+            className="w-44 h-44 md:w-64 md:h-64 rounded-full flex-shrink-0 overflow-hidden relative bg-azul-profundo grid place-items-center ring-4 ring-dorado ring-offset-4"
+            aria-label="Retrato de la estratega — pendiente"
             role="img"
-          />
+          >
+            <PatronPuntos rows={4} cols={7} className="absolute inset-0 m-auto w-[150%] h-auto text-white/15" />
+            <span className="relative"><Wordmark size="sm" onDark /></span>
+          </motion.div>
           <div>
-            <motion.p variants={fadeInUp} className="text-xs tracking-[0.3em] uppercase font-semibold text-dorado">{estratega.eyebrow}</motion.p>
-            <motion.h2 variants={fadeInUp} className="mt-4 font-sans font-bold text-3xl md:text-5xl text-azul-profundo">{estratega.title}</motion.h2>
+            <motion.p variants={fadeInUp} className="text-xs tracking-[0.3em] uppercase font-black text-dorado">
+              {estratega.eyebrow.before} <span className="normal-case">{estratega.eyebrow.brand}</span>
+            </motion.p>
+            <motion.h2 variants={fadeInUp} className="mt-4 font-sans font-black text-4xl md:text-6xl text-azul-profundo tracking-tight">{estratega.title}</motion.h2>
+            <motion.div variants={fadeInUp} className="mt-6 flex items-baseline gap-3">
+              <ContadorNumero hasta={30} sufijo="+" className="font-sans font-black text-5xl md:text-6xl text-dorado leading-none" />
+              <p className="text-xs uppercase tracking-[0.2em] text-gris-medio font-semibold max-w-[8rem] leading-tight">años construyendo marcas</p>
+            </motion.div>
             <motion.p variants={fadeInUp} className="mt-6 text-lg text-gris-medio leading-relaxed max-w-2xl">{estratega.bio}</motion.p>
             <motion.blockquote variants={fadeInUp} className="mt-6 font-sans italic text-xl md:text-2xl text-azul-profundo border-l-4 border-dorado pl-4">
               {estratega.quote}
diff --git a/components/sections/FraseAncla.tsx b/components/sections/FraseAncla.tsx
index ab15332..0328f4b 100644
--- a/components/sections/FraseAncla.tsx
+++ b/components/sections/FraseAncla.tsx
@@ -2,27 +2,35 @@
 
 import { motion } from 'framer-motion';
 import { Container } from '@/components/primitives/Container';
+import { SimboloTresLineas } from '@/components/primitives/SimboloTresLineas';
+import { TextoDesenfoque } from '@/components/primitives/TextoDesenfoque';
 import { fraseAncla } from '@/lib/content';
 import { fadeInUp, viewportOnce, usePrefersReducedMotion, motionProps } from '@/lib/motion';
 
 export function FraseAncla() {
   const reduced = usePrefersReducedMotion();
   return (
-    <section className="bg-white">
-      <Container className="py-24 md:py-32 text-center max-w-4xl">
-        <motion.blockquote
+    <section className="bg-azul-profundo relative overflow-hidden">
+      <Container className="relative py-28 md:py-40 text-center max-w-5xl">
+        <motion.div variants={fadeInUp} initial="hidden" whileInView="visible" viewport={viewportOnce} {...motionProps(reduced)}
+          className="flex justify-center">
+          <SimboloTresLineas className="pointer-events-none select-none w-14 text-dorado" />
+        </motion.div>
+        <motion.p
           variants={fadeInUp}
           initial="hidden"
           whileInView="visible"
           viewport={viewportOnce}
           {...motionProps(reduced)}
-          className="font-sans italic text-2xl md:text-4xl font-bold leading-snug text-azul-profundo"
+          className="mt-10 font-sans font-black text-4xl md:text-6xl leading-[0.95] tracking-tight text-white"
         >
-          <span className="text-dorado">“</span>
-          {fraseAncla.quote.before}{' '}
-          <span className="text-dorado">{fraseAncla.quote.accent}</span>
-          <span className="text-dorado">”</span>
-        </motion.blockquote>
+          <TextoDesenfoque
+            segments={[
+              { text: fraseAncla.quote.before },
+              { text: fraseAncla.quote.accent, className: 'text-dorado' },
+            ]}
+          />
+        </motion.p>
       </Container>
     </section>
   );
diff --git a/components/sections/Hero.tsx b/components/sections/Hero.tsx
index 7011afe..9a863f1 100644
--- a/components/sections/Hero.tsx
+++ b/components/sections/Hero.tsx
@@ -4,7 +4,11 @@ import { motion } from 'framer-motion';
 import { Wordmark } from '@/components/primitives/Wordmark';
 import { CTA } from '@/components/primitives/CTA';
 import { Container } from '@/components/primitives/Container';
-import { hero } from '@/lib/content';
+import { FondoPuntos } from '@/components/primitives/FondoPuntos';
+import { Carrusel } from '@/components/primitives/Carrusel';
+import { TextoDesenfoque } from '@/components/primitives/TextoDesenfoque';
+import { TarjetaSpotlight } from '@/components/primitives/TarjetaSpotlight';
+import { hero, dolores } from '@/lib/content';
 import { fadeInUp, staggerContainer, usePrefersReducedMotion, motionProps } from '@/lib/motion';
 
 type Variant = 'hormozi' | 'editorial';
@@ -15,28 +19,55 @@ export function Hero({ variant = 'editorial' }: { variant?: Variant }) {
   const headlineBase = isHormozi
     ? 'font-sans font-black uppercase tracking-tight'
     : 'font-sans font-bold';
-  const headlineSize = 'text-4xl md:text-6xl leading-[1.1]';
+  const headlineSize = 'text-5xl md:text-7xl leading-[0.98] tracking-tight';
+  const clarityBorder = isHormozi ? 'border-b-[5px] border-dorado pb-0.5' : 'border-b-[3px] border-dorado pb-0.5';
 
   return (
-    <section className="bg-white">
-      <Container className="min-h-[88vh] flex flex-col items-center justify-center text-center py-24">
-        <motion.div variants={staggerContainer} initial="hidden" animate="visible" {...motionProps(reduced)} className="flex flex-col items-center">
-          <motion.div variants={fadeInUp}><Wordmark size="xl" /></motion.div>
-          <motion.p variants={fadeInUp} className="mt-6 text-xs md:text-sm tracking-[0.3em] uppercase font-semibold text-dorado">
-            {hero.eyebrow}
-          </motion.p>
-          <motion.h1 variants={fadeInUp} className={`mt-8 ${headlineBase} ${headlineSize} text-azul-profundo`}>
-            {hero.headline.line1}{' '}
-            <span className="text-dorado">{hero.headline.effort}</span>{' '}
-            {hero.headline.line3}{' '}
-            <span style={{ borderBottom: isHormozi ? '5px solid #C4942E' : '3px solid #C4942E', paddingBottom: 2 }}>
-              {hero.headline.clarity}
-            </span>
-          </motion.h1>
-          <motion.div variants={fadeInUp} className="mt-10">
-            <CTA href="#contacto" label={hero.cta} variant="light" />
+    <section className="bg-white relative overflow-hidden">
+      <FondoPuntos className="top-24 -right-16 w-72 md:w-[28rem] text-azul-profundo/10" interactivo />
+      <FondoPuntos className="bottom-16 -left-20 w-64 md:w-96 text-dorado/20" distance={28} rows={2} interactivo />
+      <Container className="relative min-h-[88vh] flex items-center py-24">
+        <div className="grid gap-14 lg:grid-cols-[1.1fr_0.9fr] lg:items-center w-full">
+          <motion.div variants={staggerContainer} initial="hidden" animate="visible" {...motionProps(reduced)}
+            className="min-w-0 flex flex-col items-center text-center lg:items-start lg:text-left">
+            <motion.div variants={fadeInUp}><Wordmark size="xl" showTagline /></motion.div>
+            <motion.p variants={fadeInUp} className="mt-6 text-xs md:text-sm tracking-[0.3em] uppercase font-black text-dorado">
+              {hero.eyebrow}
+            </motion.p>
+            <motion.h1 variants={fadeInUp} className={`mt-8 ${headlineBase} ${headlineSize} text-azul-profundo`}>
+              <TextoDesenfoque
+                as="span"
+                segments={[
+                  { text: hero.headline.line1 },
+                  { text: hero.headline.effort, className: 'text-dorado' },
+                  { text: hero.headline.line3 },
+                  { text: hero.headline.clarity, className: clarityBorder },
+                ]}
+              />
+            </motion.h1>
+            <motion.div variants={fadeInUp} className="mt-10 flex flex-col md:flex-row items-center gap-4">
+              <CTA href="#contacto" label={hero.cta} variant="light" className="md:whitespace-nowrap" />
+              <CTA href="#mecanismo" label={hero.ctaSecundario} variant="ghost" className="md:whitespace-nowrap" />
+            </motion.div>
           </motion.div>
-        </motion.div>
+          {/* Rota las frases textuales de `dolores` — quien llega al hero se ve
+              reflejado antes de haber bajado a leer la sección completa. */}
+          <motion.div variants={fadeInUp} initial="hidden" animate="visible" {...motionProps(reduced)}
+            className="hidden lg:block min-w-0">
+            <Carrusel
+              ariaLabel="Lo que sienten nuestros clientes"
+              autoplayMs={4500}
+              slides={dolores.quotes.map((quote) => (
+                <TarjetaSpotlight key={quote} className="rounded-2xl border border-azul-profundo/10 bg-white shadow-xl shadow-azul-profundo/5 p-8 lg:p-10 min-h-[15rem] flex flex-col justify-center">
+                  <p className="text-xs uppercase tracking-[0.3em] font-semibold text-dorado">lo que escuchamos</p>
+                  <blockquote className="mt-4 font-sans italic text-xl lg:text-2xl leading-snug text-azul-profundo">
+                    <span className="text-dorado not-italic">&ldquo;</span>{quote}<span className="text-dorado not-italic">&rdquo;</span>
+                  </blockquote>
+                </TarjetaSpotlight>
+              ))}
+            />
+          </motion.div>
+        </div>
       </Container>
     </section>
   );
diff --git a/components/sections/Mecanismo.tsx b/components/sections/Mecanismo.tsx
index 1eb705a..ac74384 100644
--- a/components/sections/Mecanismo.tsx
+++ b/components/sections/Mecanismo.tsx
@@ -2,26 +2,78 @@
 
 import { motion } from 'framer-motion';
 import { Container } from '@/components/primitives/Container';
+import { FondoFoto } from '@/components/primitives/FondoFoto';
+import { Icono, type IconoNombre } from '@/components/primitives/Icono';
 import { mecanismo } from '@/lib/content';
-import { fadeInUp, staggerContainer, viewportOnce, usePrefersReducedMotion, motionProps } from '@/lib/motion';
+import { fadeInUp, staggerContainer, viewportOnce, usePrefersReducedMotion, motionProps, useAutoStep } from '@/lib/motion';
+
+const ICONOS: IconoNombre[] = ['inmersion', 'desafiar', 'estrategia'];
 
 export function Mecanismo() {
   const reduced = usePrefersReducedMotion();
+  const { active, setActive, hoverProps } = useAutoStep(mecanismo.steps.length, 3200);
   return (
-    <section className="bg-azul-profundo text-white">
-      <Container className="py-24 md:py-32">
+    <section id="mecanismo" className="bg-azul-profundo text-white scroll-mt-24 relative overflow-hidden">
+      {/* Foto: Golden Gate Bridge, Dietmar Rabich, CC BY-SA 4.0, modificada (duotono) — créditos en el footer */}
+      <FondoFoto src="/images/mecanismo-bg.jpg" className="inset-0 opacity-25" wash="bg-azul-profundo/80" />
+      <Container className="relative py-24 md:py-32">
         <motion.p variants={fadeInUp} initial="hidden" whileInView="visible" viewport={viewportOnce} {...motionProps(reduced)}
-          className="text-xs tracking-[0.3em] uppercase font-semibold text-dorado">{mecanismo.eyebrow}</motion.p>
+          className="text-xs tracking-[0.3em] uppercase font-black text-dorado">{mecanismo.eyebrow}</motion.p>
         <motion.h2 variants={fadeInUp} initial="hidden" whileInView="visible" viewport={viewportOnce} {...motionProps(reduced)}
-          className="mt-4 font-sans font-bold text-3xl md:text-5xl">{mecanismo.title}</motion.h2>
-        <motion.ol variants={staggerContainer} initial="hidden" whileInView="visible" viewport={viewportOnce} {...motionProps(reduced)}
+          className="mt-4 font-sans font-black text-4xl md:text-6xl tracking-tight">{mecanismo.title}</motion.h2>
+
+        {/* Conector de pasos: avanza solo cada ~3s (se pausa con hover o si el
+            usuario elige un paso), y adelanta la línea de progreso — el mismo
+            lenguaje de "proceso conectado" de en-ti.com. */}
+        <div {...hoverProps} className="mt-14 hidden md:flex items-center" role="tablist" aria-label="Pasos del mecanismo">
+          {mecanismo.steps.map((step, i) => (
+            <div key={step.n} className="flex items-center flex-1 last:flex-none">
+              <button
+                type="button"
+                role="tab"
+                aria-selected={active === i}
+                aria-label={`Paso ${step.n}: ${step.name}`}
+                onClick={() => setActive(i)}
+                onMouseEnter={() => setActive(i)}
+                className={`shrink-0 grid place-items-center w-14 h-14 rounded-full border-2 font-sans font-black text-lg transition-colors duration-300 ${
+                  active === i ? 'bg-dorado border-dorado text-azul-profundo' : 'border-white/25 text-white/60 hover:border-dorado/60 hover:text-white'
+                }`}
+              >
+                {step.n}
+              </button>
+              {i < mecanismo.steps.length - 1 && (
+                <div className="flex-1 h-px mx-2 bg-white/15 relative overflow-hidden">
+                  <motion.div
+                    className="absolute inset-y-0 left-0 w-full origin-left bg-dorado motion-reduce:transition-none"
+                    initial={false}
+                    animate={{ scaleX: active > i ? 1 : 0 }}
+                    transition={{ duration: 0.4, ease: 'easeOut' }}
+                  />
+                </div>
+              )}
+            </div>
+          ))}
+        </div>
+
+        <motion.ol variants={staggerContainer} initial="hidden" whileInView="visible" viewport={viewportOnce} {...motionProps(reduced)} {...hoverProps}
           className="mt-12 grid gap-10 md:grid-cols-3">
-          {mecanismo.steps.map((step) => (
-            <motion.li key={step.n} variants={fadeInUp}
-              className="border-t border-dorado/30 pt-6 transition-all duration-300 ease-out hover:-translate-y-1.5 hover:border-dorado/70 motion-reduce:transform-none motion-reduce:transition-none">
-              <div className="font-sans font-black text-5xl md:text-6xl text-dorado leading-none">{step.n}</div>
-              <h3 className="mt-4 font-sans font-bold text-xl">{step.name}</h3>
-              <p className="mt-3 text-gris-medio leading-relaxed">{step.desc}</p>
+          {mecanismo.steps.map((step, i) => (
+            <motion.li key={step.n} variants={fadeInUp}>
+              <button
+                type="button"
+                onClick={() => setActive(i)}
+                aria-pressed={active === i}
+                className={`w-full text-left border-t pt-6 transition-all duration-300 ease-out hover:-translate-y-1.5 motion-reduce:transform-none motion-reduce:transition-none ${
+                  active === i ? 'border-dorado md:-translate-y-1.5' : 'border-dorado/30 md:opacity-40'
+                }`}
+              >
+                <div className="flex items-center justify-between">
+                  <div className="font-sans font-black text-5xl md:text-6xl text-dorado leading-none">{step.n}</div>
+                  <Icono nombre={ICONOS[i]} className="w-10 h-10 md:w-12 md:h-12 text-white/70" />
+                </div>
+                <h3 className="mt-4 font-sans font-bold text-xl">{step.name}</h3>
+                <p className="mt-3 text-gris-medio leading-relaxed">{step.desc}</p>
+              </button>
             </motion.li>
           ))}
         </motion.ol>
diff --git a/components/sections/ParaQuien.tsx b/components/sections/ParaQuien.tsx
index 6d171d3..b7e06e3 100644
--- a/components/sections/ParaQuien.tsx
+++ b/components/sections/ParaQuien.tsx
@@ -8,23 +8,41 @@ import { fadeInUp, staggerContainer, viewportOnce, usePrefersReducedMotion, moti
 export function ParaQuien() {
   const reduced = usePrefersReducedMotion();
   return (
-    <section className="bg-white">
-      <Container className="py-24 md:py-32">
-        <motion.div variants={staggerContainer} initial="hidden" whileInView="visible" viewport={viewportOnce} {...motionProps(reduced)} className="max-w-3xl">
-          <motion.h2 variants={fadeInUp} className="font-sans font-bold text-3xl md:text-5xl text-azul-profundo leading-tight">
-            {paraQuien.title}
-          </motion.h2>
-          <motion.p variants={fadeInUp} className="mt-6 text-lg text-gris-medio">{paraQuien.lead}</motion.p>
-          <motion.ul variants={fadeInUp} className="mt-8 space-y-3">
+    <section className="bg-white relative overflow-hidden">
+      <Container className="relative pt-24 md:pt-32 pb-12 md:pb-16">
+        <motion.h2 variants={fadeInUp} initial="hidden" whileInView="visible" viewport={viewportOnce} {...motionProps(reduced)}
+          className="font-sans font-black text-4xl md:text-6xl text-azul-profundo leading-[0.95] max-w-4xl tracking-tight">{paraQuien.title}</motion.h2>
+      </Container>
+      {/* Pantalla partida: luz contra oscuridad, para dramatizar la bifurcación
+          "sí es para ti / no es para ti" — sale del ancho del Container a
+          propósito, a todo lo ancho de la ventana. */}
+      <motion.div variants={staggerContainer} initial="hidden" whileInView="visible" viewport={viewportOnce} {...motionProps(reduced)}
+        className="grid md:grid-cols-2">
+        <motion.div variants={fadeInUp} className="bg-white px-6 md:px-16 py-16 md:py-20 border-t-4 border-dorado">
+          <p className="text-xs tracking-[0.3em] uppercase font-black text-dorado">Sí</p>
+          <p className="mt-3 text-2xl font-sans font-bold text-azul-profundo max-w-sm">{paraQuien.lead}</p>
+          <ul className="mt-8 space-y-4">
             {paraQuien.criteria.map((c) => (
               <li key={c} className="flex items-start gap-3">
-                <span className="text-dorado font-bold mt-1" aria-hidden="true">✓</span>
-                <span className="text-azul-profundo text-lg">{c}</span>
+                <span aria-hidden="true" className="grid place-items-center w-7 h-7 rounded-full bg-dorado text-azul-profundo font-black text-sm shrink-0">✓</span>
+                <span className="text-azul-profundo text-lg leading-snug">{c}</span>
               </li>
             ))}
-          </motion.ul>
+          </ul>
         </motion.div>
-      </Container>
+        <motion.div variants={fadeInUp} className="bg-azul-profundo text-white px-6 md:px-16 py-16 md:py-20 border-t-4 border-white/10">
+          <p className="text-xs tracking-[0.3em] uppercase font-black text-white/50">No</p>
+          <p className="mt-3 text-2xl font-sans font-bold text-white/70 max-w-sm">{paraQuien.leadNo}</p>
+          <ul className="mt-8 space-y-4">
+            {paraQuien.criteriaNo.map((c) => (
+              <li key={c} className="flex items-start gap-3">
+                <span aria-hidden="true" className="grid place-items-center w-7 h-7 rounded-full border border-white/30 text-white/50 font-black text-sm shrink-0">✕</span>
+                <span className="text-white/60 text-lg leading-snug">{c}</span>
+              </li>
+            ))}
+          </ul>
+        </motion.div>
+      </motion.div>
     </section>
   );
 }
diff --git a/components/sections/PuntosInflexion.tsx b/components/sections/PuntosInflexion.tsx
new file mode 100644
index 0000000..4141e14
--- /dev/null
+++ b/components/sections/PuntosInflexion.tsx
@@ -0,0 +1,64 @@
+'use client';
+
+import { motion } from 'framer-motion';
+import { Container } from '@/components/primitives/Container';
+import { FondoPuntos } from '@/components/primitives/FondoPuntos';
+import { Carrusel } from '@/components/primitives/Carrusel';
+import { TarjetaSpotlight } from '@/components/primitives/TarjetaSpotlight';
+import { IlustracionInflexion } from '@/components/primitives/IlustracionInflexion';
+import { puntosInflexion } from '@/lib/content';
+import { fadeInUp, staggerContainer, viewportOnce, usePrefersReducedMotion, motionProps } from '@/lib/motion';
+
+function Tarjeta({ n, name, desc }: { n: number; name: string; desc: string }) {
+  return (
+    <TarjetaSpotlight className="relative h-full rounded-md border-t-2 border-dorado pt-5 pl-1 pr-1 pb-1 overflow-visible">
+      <span aria-hidden="true" className="pointer-events-none absolute -top-2 right-0 font-sans font-black text-5xl text-azul-profundo/[0.06] leading-none select-none">
+        {String(n).padStart(2, '0')}
+      </span>
+      <h3 className="relative font-sans font-bold text-xl text-azul-profundo">{name}</h3>
+      <p className="relative mt-2 text-gris-medio leading-relaxed">{desc}</p>
+    </TarjetaSpotlight>
+  );
+}
+
+export function PuntosInflexion() {
+  const reduced = usePrefersReducedMotion();
+  return (
+    <section className="bg-gris-claro relative overflow-hidden">
+      <FondoPuntos className="-bottom-6 -right-12 w-80 md:w-[32rem] text-azul-profundo/10" distance={32} />
+      <Container className="relative py-24 md:py-32">
+        <div className="flex flex-col md:flex-row md:items-center md:justify-between md:gap-12">
+          <div>
+            <motion.p variants={fadeInUp} initial="hidden" whileInView="visible" viewport={viewportOnce} {...motionProps(reduced)}
+              className="text-xs tracking-[0.3em] uppercase font-black text-dorado">{puntosInflexion.eyebrow}</motion.p>
+            <motion.h2 variants={fadeInUp} initial="hidden" whileInView="visible" viewport={viewportOnce} {...motionProps(reduced)}
+              className="mt-4 font-sans font-black text-4xl md:text-6xl text-azul-profundo leading-[0.95] tracking-tight max-w-3xl">{puntosInflexion.title}</motion.h2>
+          </div>
+          <motion.div variants={fadeInUp} initial="hidden" whileInView="visible" viewport={viewportOnce} {...motionProps(reduced)}
+            className="mt-8 md:mt-0 shrink-0">
+            <IlustracionInflexion className="w-56 md:w-72 h-auto mx-auto" />
+          </motion.div>
+        </div>
+
+        {/* Carrusel táctil en móvil (contador "01 / 06", como en-ti.com); grid fijo desde md. */}
+        <div className="mt-12 md:hidden">
+          <Carrusel
+            ariaLabel="Los seis puntos de inflexión"
+            mostrarContador
+            slides={puntosInflexion.items.map((item, i) => <Tarjeta key={item.name} n={i + 1} {...item} />)}
+            slideClassName="pr-4"
+          />
+        </div>
+        <motion.ul variants={staggerContainer} initial="hidden" whileInView="visible" viewport={viewportOnce} {...motionProps(reduced)}
+          className="mt-12 hidden md:grid md:grid-cols-3 md:gap-8 list-none p-0">
+          {puntosInflexion.items.map((item, i) => (
+            <motion.li key={item.name} variants={fadeInUp}
+              className="transition-transform duration-300 ease-out hover:-translate-y-1.5 motion-reduce:transform-none motion-reduce:transition-none">
+              <Tarjeta n={i + 1} {...item} />
+            </motion.li>
+          ))}
+        </motion.ul>
+      </Container>
+    </section>
+  );
+}
diff --git a/components/sections/__tests__/ComoEmpezar.test.tsx b/components/sections/__tests__/ComoEmpezar.test.tsx
index 250f457..315b4f0 100644
--- a/components/sections/__tests__/ComoEmpezar.test.tsx
+++ b/components/sections/__tests__/ComoEmpezar.test.tsx
@@ -1,5 +1,5 @@
-import { render, screen } from '@testing-library/react';
-import { describe, it, expect } from 'vitest';
+import { render, screen, act } from '@testing-library/react';
+import { describe, it, expect, vi, beforeEach, afterEach } from 'vitest';
 import { ComoEmpezar } from '../ComoEmpezar';
 
 describe('<ComoEmpezar />', () => {
@@ -15,4 +15,26 @@ describe('<ComoEmpezar />', () => {
     expect(href).toMatch(/^https:\/\/wa\.me\//);
     expect(href).toContain('text=');
   });
+  it('renders the sunrise photo panel as decorative, not real content', () => {
+    const { container } = render(<ComoEmpezar />);
+    const img = container.querySelector('img');
+    // next/image rewrites `src` through its loader in this test environment;
+    // the static export (images.unoptimized: true) serves the plain path.
+    expect(img?.getAttribute('src')).toContain('comoempezar-bg.jpg');
+    expect(img).toHaveAttribute('alt', '');
+  });
+
+  describe('auto-advancing step highlight', () => {
+    beforeEach(() => { vi.useFakeTimers(); });
+    afterEach(() => { vi.useRealTimers(); });
+
+    it('highlights the first step by default, then advances on its own', () => {
+      render(<ComoEmpezar />);
+      const first = screen.getByText('Escríbeme').closest('button');
+      const second = screen.getByText('Sesión de diagnóstico').closest('button');
+      expect(first).toHaveAttribute('aria-pressed', 'true');
+      act(() => { vi.advanceTimersByTime(3300); });
+      expect(second).toHaveAttribute('aria-pressed', 'true');
+    });
+  });
 });
diff --git a/components/sections/__tests__/Dolores.test.tsx b/components/sections/__tests__/Dolores.test.tsx
new file mode 100644
index 0000000..f7a4ae9
--- /dev/null
+++ b/components/sections/__tests__/Dolores.test.tsx
@@ -0,0 +1,23 @@
+import { render, screen } from '@testing-library/react';
+import { describe, it, expect } from 'vitest';
+import { Dolores } from '../Dolores';
+
+describe('<Dolores />', () => {
+  it('renders the four pains verbatim, in the client\'s first person', () => {
+    render(<Dolores />);
+    expect(screen.getByText(/Trabajo más y gano casi lo mismo que hace dos años\./)).toBeInTheDocument();
+    expect(screen.getByText(/no sé en cuál enfocar mi tiempo y mi dinero\./)).toBeInTheDocument();
+    expect(screen.getByText(/no puede crecer si yo no estoy en cada decisión\./)).toBeInTheDocument();
+    expect(screen.getByText(/ya no me sirve para el siguiente nivel\./)).toBeInTheDocument();
+    expect(screen.getAllByRole('listitem')).toHaveLength(4);
+  });
+  it('closes with the resolution, not with more effort', () => {
+    const { container } = render(<Dolores />);
+    expect(container.textContent).toContain('Esto no se resuelve con más esfuerzo.');
+    expect(container.textContent).toContain('Se resuelve con una estrategia clara.');
+  });
+  it('does NOT introduce scarcity', () => {
+    const { container } = render(<Dolores />);
+    expect(container.textContent).not.toMatch(/cupos|cohorte|generación fundadora/i);
+  });
+});
diff --git a/components/sections/__tests__/Estratega.test.tsx b/components/sections/__tests__/Estratega.test.tsx
index 88d142f..56b7a49 100644
--- a/components/sections/__tests__/Estratega.test.tsx
+++ b/components/sections/__tests__/Estratega.test.tsx
@@ -11,4 +11,12 @@ describe('<Estratega />', () => {
     render(<Estratega />);
     expect(screen.getByText(/El tiempo no se compra/i)).toBeInTheDocument();
   });
+  it('never lets CSS uppercase turn the brand name into CREEER', () => {
+    const { container } = render(<Estratega />);
+    const brand = screen.getByText('creeer');
+    expect(brand.className).toContain('normal-case');
+    // the eyebrow around it may be uppercase, the brand name may not
+    expect(brand.closest('p')?.className).toContain('uppercase');
+    expect(container.textContent).not.toMatch(/CREEER|Creeer/);
+  });
 });
diff --git a/components/sections/__tests__/FraseAncla.test.tsx b/components/sections/__tests__/FraseAncla.test.tsx
index ccca774..d966990 100644
--- a/components/sections/__tests__/FraseAncla.test.tsx
+++ b/components/sections/__tests__/FraseAncla.test.tsx
@@ -1,11 +1,11 @@
-import { render, screen } from '@testing-library/react';
+import { render } from '@testing-library/react';
 import { describe, it, expect } from 'vitest';
 import { FraseAncla } from '../FraseAncla';
 
 describe('<FraseAncla />', () => {
   it('renders the anchor quote', () => {
-    render(<FraseAncla />);
-    expect(screen.getByText(/Las empresas no dejan de crecer/i)).toBeInTheDocument();
-    expect(screen.getByText(/falta de claridad/i)).toBeInTheDocument();
+    const { container } = render(<FraseAncla />);
+    expect(container.textContent).toMatch(/Las empresas no dejan de crecer/i);
+    expect(container.textContent).toMatch(/falta de claridad/i);
   });
 });
diff --git a/components/sections/__tests__/Hero.test.tsx b/components/sections/__tests__/Hero.test.tsx
index 540cb9c..72c12c5 100644
--- a/components/sections/__tests__/Hero.test.tsx
+++ b/components/sections/__tests__/Hero.test.tsx
@@ -8,17 +8,26 @@ describe('<Hero />', () => {
     expect(screen.getByText(/tu estratega de crecimiento/i)).toBeInTheDocument();
   });
   it('renders the headline copy', () => {
-    render(<Hero variant="hormozi" />);
-    expect(screen.getByText(/Tu negocio/i)).toBeInTheDocument();
-    expect(screen.getByText(/más esfuerzo/i)).toBeInTheDocument();
-    expect(screen.getByText(/más claridad/i)).toBeInTheDocument();
+    const { container } = render(<Hero variant="hormozi" />);
+    expect(container.textContent).toMatch(/Tu negocio/i);
+    expect(container.textContent).toMatch(/más esfuerzo/i);
+    expect(container.textContent).toMatch(/más claridad/i);
   });
   it('renders the CTA', () => {
     render(<Hero variant="editorial" />);
-    expect(screen.getByRole('link', { name: /define tu siguiente movimiento/i })).toBeInTheDocument();
+    expect(screen.getByRole('link', { name: /define tu siguiente movimiento/i })).toHaveAttribute('href', '#contacto');
+  });
+  it('offers a secondary route into the process for readers not ready to convert', () => {
+    render(<Hero variant="editorial" />);
+    expect(screen.getByRole('link', { name: /ver cómo trabajo/i })).toHaveAttribute('href', '#mecanismo');
   });
   it('does NOT render scarcity (cupos/cohorte)', () => {
     const { container } = render(<Hero variant="editorial" />);
     expect(container.textContent).not.toMatch(/cupos|cohorte|generación fundadora/i);
   });
+  it('mirrors the client\'s own words back in a rotating carousel', () => {
+    render(<Hero variant="editorial" />);
+    expect(screen.getByRole('group', { name: /lo que sienten nuestros clientes/i })).toBeInTheDocument();
+    expect(screen.getByText(/Trabajo más y gano casi lo mismo/i)).toBeInTheDocument();
+  });
 });
diff --git a/components/sections/__tests__/Mecanismo.test.tsx b/components/sections/__tests__/Mecanismo.test.tsx
index d6123c0..d76c377 100644
--- a/components/sections/__tests__/Mecanismo.test.tsx
+++ b/components/sections/__tests__/Mecanismo.test.tsx
@@ -1,5 +1,5 @@
-import { render, screen } from '@testing-library/react';
-import { describe, it, expect } from 'vitest';
+import { render, screen, fireEvent, act } from '@testing-library/react';
+import { describe, it, expect, vi, beforeEach, afterEach } from 'vitest';
 import { Mecanismo } from '../Mecanismo';
 
 describe('<Mecanismo />', () => {
@@ -13,4 +13,31 @@ describe('<Mecanismo />', () => {
     const { container } = render(<Mecanismo />);
     expect(container.textContent).toMatch(/01.+02.+03/);
   });
+  it('keeps the background photo subtle enough not to fight the text', () => {
+    const { container } = render(<Mecanismo />);
+    const bg = container.querySelector('img');
+    expect(bg).toHaveAttribute('src', '/images/mecanismo-bg.jpg');
+    expect(bg?.closest('[class*="opacity-"]')).not.toBeNull();
+  });
+
+  describe('auto-advancing step indicator', () => {
+    beforeEach(() => { vi.useFakeTimers(); });
+    afterEach(() => { vi.useRealTimers(); });
+
+    it('highlights the first step by default, then advances on its own', () => {
+      render(<Mecanismo />);
+      const tabs = screen.getAllByRole('tab');
+      expect(tabs[0]).toHaveAttribute('aria-selected', 'true');
+      act(() => { vi.advanceTimersByTime(3300); });
+      expect(tabs[1]).toHaveAttribute('aria-selected', 'true');
+    });
+
+    it('stops advancing while the pointer is over the steps', () => {
+      render(<Mecanismo />);
+      const tabs = screen.getAllByRole('tab');
+      fireEvent.mouseEnter(screen.getByRole('tablist'));
+      act(() => { vi.advanceTimersByTime(6000); });
+      expect(tabs[0]).toHaveAttribute('aria-selected', 'true');
+    });
+  });
 });
diff --git a/components/sections/__tests__/ParaQuien.test.tsx b/components/sections/__tests__/ParaQuien.test.tsx
index 967f1c4..1a5a544 100644
--- a/components/sections/__tests__/ParaQuien.test.tsx
+++ b/components/sections/__tests__/ParaQuien.test.tsx
@@ -7,10 +7,23 @@ describe('<ParaQuien />', () => {
     render(<ParaQuien />);
     expect(screen.getByText(/punto de inflexión/i)).toBeInTheDocument();
   });
-  it('renders all 3 criteria', () => {
+  it('renders the qualifying criteria', () => {
     render(<ParaQuien />);
     expect(screen.getByText(/tienes tracción/i)).toBeInTheDocument();
     expect(screen.getByText(/trabajar más ya no rinde/i)).toBeInTheDocument();
     expect(screen.getByText(/necesitas claridad/i)).toBeInTheDocument();
+    expect(screen.getByText(/sin perder tu esencia/i)).toBeInTheDocument();
+  });
+  it('renders the disqualifying criteria from the dueña deck', () => {
+    render(<ParaQuien />);
+    expect(screen.getByText(/Esto no es para ti si/i)).toBeInTheDocument();
+    expect(screen.getByText(/fase inicial o sin tracción/i)).toBeInTheDocument();
+    expect(screen.getByText(/solución rápida de venta/i)).toBeInTheDocument();
+    expect(screen.getByText(/un curso, no una transformación/i)).toBeInTheDocument();
+    expect(screen.getByText(/crisis de supervivencia/i)).toBeInTheDocument();
+  });
+  it('keeps the disqualifiers impersonal, so they read as a profile and not an accusation', () => {
+    render(<ParaQuien />);
+    expect(screen.getByText(/fase inicial o sin tracción/i).textContent).not.toMatch(/\btú\b|\btu\b/i);
   });
 });
diff --git a/components/sections/__tests__/PuntosInflexion.test.tsx b/components/sections/__tests__/PuntosInflexion.test.tsx
new file mode 100644
index 0000000..31ff628
--- /dev/null
+++ b/components/sections/__tests__/PuntosInflexion.test.tsx
@@ -0,0 +1,24 @@
+import { render, screen } from '@testing-library/react';
+import { describe, it, expect } from 'vitest';
+import { PuntosInflexion } from '../PuntosInflexion';
+
+describe('<PuntosInflexion />', () => {
+  it('renders the section title', () => {
+    render(<PuntosInflexion />);
+    expect(screen.getByText(/llegan a un punto de inflexión/i)).toBeInTheDocument();
+  });
+  it('renders the six inflection points from the dueña deck', () => {
+    render(<PuntosInflexion />);
+    // Each point renders twice in the markup — once in the mobile carousel,
+    // once in the desktop grid — with CSS `hidden`/`md:` toggling which one
+    // is actually visible at a given breakpoint.
+    for (const name of ['Crecer', 'Consolidarse', 'Recuperar rentabilidad', 'Simplificar', 'Expandirse', 'Replantear el portafolio']) {
+      expect(screen.getAllByText(name).length).toBeGreaterThanOrEqual(1);
+    }
+    expect(screen.getAllByRole('listitem')).toHaveLength(6);
+  });
+  it('does NOT introduce scarcity', () => {
+    const { container } = render(<PuntosInflexion />);
+    expect(container.textContent).not.toMatch(/cupos|cohorte|generación fundadora/i);
+  });
+});
diff --git a/lib/content.ts b/lib/content.ts
index 47f378a..450ccb3 100644
--- a/lib/content.ts
+++ b/lib/content.ts
@@ -5,6 +5,12 @@ export const wordmark = {
   parts: { before: 'cre', accent: '≡', after: 'er' },
 };
 
+export const brandPillars = {
+  pillar1: "Claridad",
+  pillar2: "Dirección",
+  pillar3: "Crecimiento",
+};
+
 export const hero = {
   eyebrow: '— tu estratega de crecimiento —',
   // Headline broken into segments for emphasis styling
@@ -15,6 +21,7 @@ export const hero = {
     clarity: 'más claridad.',   // underlined gold
   },
   cta: 'Define tu siguiente movimiento',
+  ctaSecundario: 'Ver cómo trabajo',
 };
 
 export const fraseAncla = {
@@ -25,6 +32,39 @@ export const fraseAncla = {
   },
 };
 
+// The six inflection points, verbatim from the dueña's deck
+// "Rumbo Estratégico · Propuesta Socio" (slide 2).
+export const puntosInflexion = {
+  eyebrow: 'el contexto',
+  title: 'Todos los negocios consolidados llegan a un punto de inflexión',
+  items: [
+    { name: 'Crecer', desc: 'Dar el siguiente salto sin saber por dónde.' },
+    { name: 'Consolidarse', desc: 'Ordenar lo construido antes de escalar.' },
+    { name: 'Recuperar rentabilidad', desc: 'El esfuerzo ya no se traduce en resultado.' },
+    { name: 'Simplificar', desc: 'Demasiada complejidad operativa.' },
+    { name: 'Expandirse', desc: 'Nuevos mercados, mismo mapa de decisión.' },
+    { name: 'Replantear el portafolio', desc: 'Qué seguir, qué dejar ir.' },
+  ],
+};
+
+// Slide 3 of the same deck. The four quotes are the client's own words —
+// keep them verbatim, in first person.
+export const dolores = {
+  eyebrow: 'lo que realmente sientes',
+  title: 'Los dolores detrás del punto de inflexión',
+  quotes: [
+    'Trabajo más y gano casi lo mismo que hace dos años.',
+    'Tengo varios proyectos y no sé en cuál enfocar mi tiempo y mi dinero.',
+    'Mi empresa no puede crecer si yo no estoy en cada decisión.',
+    'Lo que me trajo hasta aquí ya no me sirve para el siguiente nivel.',
+  ],
+  // Split so the resolution renders in gold.
+  remate: {
+    before: 'Esto no se resuelve con más esfuerzo.',
+    accent: 'Se resuelve con una estrategia clara.',
+  },
+};
+
 export const paraQuien = {
   title: '¿Llegaste a tu punto de inflexión?',
   lead: 'Esto es para ti si…',
@@ -32,6 +72,16 @@ export const paraQuien = {
     'tienes tracción y ya demostraste que sabes crecer',
     'trabajar más ya no rinde como antes',
     'necesitas claridad para decidir el siguiente movimiento',
+    'quieres profesionalizar sin perder tu esencia',
+  ],
+  // Deck slide 9, "NO ES PARA". Kept impersonal on purpose: this disqualifies
+  // a profile, it does not accuse the reader.
+  leadNo: 'Esto no es para ti si…',
+  criteriaNo: [
+    'el negocio está en fase inicial o sin tracción',
+    'buscas una solución rápida de venta',
+    'buscas un curso, no una transformación',
+    'la empresa está en crisis de supervivencia, no en transición',
   ],
 };
 
@@ -57,7 +107,9 @@ export const disciplinas = {
 };
 
 export const estratega = {
-  eyebrow: 'la mente detrás de creeer',
+  // Split so the brand name keeps its lowercase inside an uppercase eyebrow —
+  // CSS text-transform would otherwise render it as CREEER.
+  eyebrow: { before: 'la mente detrás de', brand: 'creeer' },
   title: 'Sobre la estratega',
   bio: 'Más de 30 años construyendo marcas. Hoy acompaño a empresarios que ya lograron tracción y necesitan claridad para su siguiente movimiento.',
   quote: 'El tiempo no se compra, se invierte.',
@@ -94,3 +146,10 @@ export const footer = {
   eslogan: 'Estrategia que transforma.',
   legal: '© 2026 creeer',
 };
+
+// CC BY-SA 4.0 requires attribution + a link to the licence + noting the
+// image was modified (both got a navy/gold duotone treatment).
+export const creditosFotos = [
+  { desc: 'Foto: Golden Gate Bridge — Dietmar Rabich', href: 'https://commons.wikimedia.org/wiki/File:San_Francisco_(CA,_USA),_Golden_Gate_Bridge_--_2022_--_3023_(bw).jpg', licencia: 'CC BY-SA 4.0', licenciaHref: 'https://creativecommons.org/licenses/by-sa/4.0/' },
+  { desc: 'Foto: amanecer, Monte Nardi — Tony 1212', href: 'https://commons.wikimedia.org/wiki/File:Sunrise_over_the_summit_of_Mount_Nardi_from_the_south.jpg', licencia: 'CC BY-SA 4.0', licenciaHref: 'https://creativecommons.org/licenses/by-sa/4.0/' },
+];
diff --git a/public/images/comoempezar-bg.jpg b/public/images/comoempezar-bg.jpg
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diff --git a/public/images/mecanismo-bg.jpg b/public/images/mecanismo-bg.jpg
new file mode 100755
index 0000000..72941e4
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