Jose Luis Izquierdo, better known as More, studied at the Universidad Politécnica de Madrid, where he almost graduated as a computer engineer. He completed his post-graduate studies in the General Management program of the IESE-Universidad de Navarra. He launched his successful career in 1994 as a magician, lecturer, trainer, author, and businessman.

More uses simple tools to stimulate and add value to organizations. With his help they learn to introduce imagination, innovation, and creativity into their production processes and to improve their competitiveness. Some of the most important companies have sought him out: PwC, Banco de Santander, Acciona, Cepsa, Telefónica, BBVA, Morgan Stanley, Renault, Chrysler, ING, Repsol, BMW, Endesa, Ferrovial or Microsoft.