We recently connected with Kendall Ruiz Jiménez and have shared our conversation below.

Kendall, looking forward to hearing all of your stories today. We’d love to go back in time and hear the story of how you came up with the name of your brand?

Aselecom Abogados is a project that began 29 years ago, founded by Gustavo Ruiz García and Mary Jiménez. They had a business vision for legal and commercial advisory services, which is actually the origin of the name—combining those words in Spanish to form the abbreviation “Aselecom.” Over time and with technological advancements, Aselecom has had to adapt to social realities and commerce, always from a legal perspective. This evolution also required a rebranding effort, carried out in collaboration with the company “GOD BRANDING” and a social media strategy that has generated significant impact, making the firm recognized today by various national and international media outlets.

Kendall, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

About Me – Kendall Ruiz Jiménez:

I am a lawyer and notary public with a passion for bridging traditional legal expertise with modern innovation. My academic journey includes a Doctorate in Commercial and Civil Procedural Law, as well as a Master’s in Business Administration with a focus on Human Resources. I’ve also had the privilege of studying at Georgetown University, which further broadened my perspective on global legal and business practices. Over the years, I’ve received several recognitions, including an honorary doctorate, which I hold dear as a reflection of the dedication I’ve poured into my profession.

What led me into the legal world was the drive to make complex legal issues accessible and actionable for everyone. Early in my career, I realized that many people and businesses struggled to navigate legal frameworks, and I wanted to change that. It became my mission to not only provide legal solutions but also empower my clients with the knowledge they need to thrive.

About Aselecom Abogados:

Aselecom Abogados, co-founded by Gustavo Ruiz García and Mary Jiménez nearly 30 years ago, has grown into a respected firm that blends legal and commercial expertise. The name “Aselecom” itself reflects our core mission: to provide comprehensive legal and commercial advisory services. Over time, we’ve adapted to technological advancements and societal changes, staying ahead by embracing innovation and expanding our service offerings.

What We Do:

At Aselecom, we offer a wide range of legal services, including corporate and commercial law, labor law, intellectual property, litigation, and alternative dispute resolution. Our goal is to address the needs of modern businesses and individuals, solving problems such as regulatory compliance, dispute management, and intellectual property protection, among many others. We take pride in providing creative, tailored solutions that make the law work for our clients.

What Sets Us Apart:

What makes both Aselecom and myself stand out is our commitment to blending tradition with innovation. We have embraced technology not only to modernize our practice but also to connect with clients more effectively through initiatives like our podcast LEGALMENTE. Additionally, we focus on delivering clear, actionable advice that solves real-world problems, ensuring that every client feels confident and supported.

What We’re Most Proud Of:

Personally, I’m proud of the trust our clients place in us and the positive impact our firm has had both locally and internationally. For Aselecom, it’s the ability to evolve while staying true to its roots. Our rebranding and digital transformation have been pivotal, allowing us to reach new audiences and maintain our reputation as leaders in the legal field.

What We Want You to Know:

If there’s one thing to take away, it’s that Aselecom Abogados is more than a law firm—it’s a partner in your success. Whether you’re an individual seeking clarity or a business navigating complex challenges, we are here to provide guidance and solutions with empathy, expertise, and a forward-thinking approach.

Do you have any stories of times when you almost missed payroll or any other near death experiences for your business?

The pandemic was a critical moment, forcing us to innovate beyond what we had been doing. In response, we developed a virtual assembly service for our clients, which has become highly successful. Today, we offer this service using cutting-edge technology. Last year, we won the Techie Awards 2023 in the “Best Technological Innovation” category for our Virtual Assembly product and service, granted by the Costa Rican Chamber of Commerce. This recognition honors and motivates us to continue innovating for the benefit of citizens and the comprehensive business, commercial, and social development of Costa Rica.

How do you keep your team’s morale high?

Discipline is key. You may not always feel motivated, but discipline is the foundation that keeps you steadfast in pursuing your goals. Motivation can be fleeting, and exhaustion can be overwhelming at times, but discipline is the constant that drives progress even on the toughest days. By cultivating discipline, you build resilience, enabling you to achieve objectives regardless of external circumstances.

In managing a team, discipline doesn’t mean rigidity—it means consistency and clarity. It’s about setting clear expectations, fostering accountability, and leading by example. When a leader demonstrates discipline in their work ethic and commitment, it inspires the team to adopt the same mindset.

At Aselecom Abogados, we’ve found that combining discipline with empathy creates a powerful balance. While discipline ensures focus and efficiency, empathy builds trust and morale. Recognizing your team’s efforts, celebrating small wins, and genuinely listening to their needs reinforce their commitment to shared goals.

Ultimately, discipline is what transforms potential into results, both individually and as a team. It’s the cornerstone of perseverance, and when paired with a strong vision, it ensures that even the most ambitious objectives are within reach.

Contact Info:

• Website: https://kendallruizjimenez.com/
• Instagram: https://www.instagram.com/kendallruizjimenez/
• Facebook: https://www.facebook.com/KendallRuizJimenez/
• Linkedin: https://www.linkedin.com/in/kendall-david-ruiz-jimenez/
• Youtube: https://www.youtube.com/@AselecomAbogados

Image Credits

Kendall Ruiz Jiménez