Institutional Entrepreneurship
2013: Miracle
Founded Miracle, a consultancy applying creative and systemic intelligence to the intersection of technology, organisational change and environmental narratives.
2018: IDMAH
Founded IDMAH — Institute for the Development of Anti-Hegemonic Masculinities — his third organisation built from zero to operational scale.
The Hacks Framework
At IDMAH he developed what became a defining methodological contribution: the Hacks framework, a narrative architecture designed to reach resistant audiences — specifically young men who typically disengage from gender equality discourse — by meeting them within their own cultural reference points rather than against them.
2025: Structural Alignment & Scale
The approach proved scalable: the @demachosahombres community grew to over 0 people across Latin America and Spain, predominantly the audiences most likely to be lost to polarising counter-narratives.
What distinguished IDMAH was not reach alone, but structural alignment. Nogués built and sustained partnerships with UN Women, UNICEF, Nike, Patagonia, Meta, Open Society Foundations and major financial institutions — not as parallel relationships, but within shared narrative architecture.
Corporations, multilateral institutions, civil society organisations and grassroots communities operated simultaneously inside the same framework. That kind of cross-sector alignment — between actors who rarely share strategic logic — required translating complex institutional agendas into common ground while respecting each stakeholder's constraints.
Underpinning it was a MEL system designed as strategic intelligence rather than compliance infrastructure — tracking not only reach but behavioural indicators such as attitudinal shifts and institutional adoption rates, and allowing real-time strategic adaptation as cultural and political conditions evolved across seven years and multiple national contexts. The result: 0+ trained leaders and transformation programmes across 0 international companies.
