creator of human satisfaction and multi-creativity
I thank you for being here and hope to make this visit enjoyable and somewhat useful. I was born in Florence and have lived in Milan for many years. I have always worked in communications and marketing. To introduce myself a bit better, here is a link to my Wikipedia page:
The sections contain various pieces of information, and I hope they lead us to a positive exchange of views and ideas. I have been lucky enough to know and spend time with Philip Kotler, the "father" of marketing. He has approved my vision of human satisfaction, inviting me to create the Charter of Values of Humanistic Marketing, also available in English, which you can ask me about directly or download from New Marketing/Visione e metodo in Italian and in English from the English section.
I had many experiences with companies of all sizes in the 70s, 80s, and 90s and up to 2000, and then in 2005 I became responsible for development in a multinational communications company. It was in these years that I came to the conviction that I was going to have to contribute to evolving the old "consumer" model: a horrible concept and word – actually pretty offensive now that I think about it – from the perspective of a new vision and concrete method. In 2005, I called this concept human satisfaction in a book devoted to the subject, to distance it from "consumer" and from customer satisfaction, which often identify the tendency toward purely short-term financial objectives, neglecting a strategic vision.
Human satisfaction comes from a creative method that I called “multi-creativity”:
This concept was inspired by those who designed this site with my multi-colour photos that you can see at the top.
In my books, I described a new method that, based on a vision oriented toward human satisfaction, is able to propose integration at various levels of ''marketing building" to business marketing. This was a metaphor that I thought was useful to emphasise the holistic value of communication and marketing, starting from the fundamental "listening" of ERE (Emotive, Rational, Ethics) needs.
The prospect of a new humanism definitely has the feel of disembarking on a new land to try to improve the quality of life of the final public in addition to collaborators, for the same interests of the company and its brands.
The Wikipedia page describes how, since my high school and university years, I got into writing poetry, aphorisms, short stories, and especially texts and melodies for pop music, also learning guitar harmonies and chords. With a group of friends, I spent many weekends and holidays playing in prestigious venues. Mogol asked me to join a group called "The Etruscans" on a Memories disc and also to create a 45 disc with one of the band’s songs and one of my own, which was quite successful, and I often heard it being sung in the streets. Upon graduation, the group disbanded, but that experience, ending personally with Giorgio Gaber in Milan, was truly fantastic. That passion for writing lyrics and melodies has never left me, so much so that I managed to create a couple of CDs that you will find here in the Music section. This experience also has helped me in my profession, teaching me to understand the importance of human relations and communications.
Philip Kotler once told me that having a hobby is good for life and ... for marketing!
Questo è il mio ultimo libro, presentato alla Bocconi sala editore Egea in Marzo 2019. Ha generato numerosi seminari nelle più importanti Università e il progetto per un convegno a Firenze per la creazione della Carta del Rinascimento Oggi, con il contributo di economisti, filosofi, psicologi, sociologi, docenti delle varie discipline.
Si trova in Amazon e in altre librerie online oltre che nelle librerie tradizionali.