The Camel Theory is a methodology that aims to help people to design and execute their winning value proposition.

The core of the theory is the qualification process for each opportunity and the customer segment.

The theory is based on the belief the behind a professional there is a human: as a person, he/she uses his/her emotions in the decisional process more than he/she thinks.

The book


A new book, new research, two years of studying and writing.

The book aims to give a why to some facts: how human being are influenced by the digital word and if they are acting or not a primary role.

There is anyone who has established a new power? Higher than nations, constitutions, democracy and so on? A new international culture that will assimilate ours?

If you are interested in some answer, give a look.


Paperback and Kindle editions available on amazon.com, amazon.co.uk and amazon.it

What happens when we propose our idea, our value proposition, to others? In a world with many options, but not enough time to examine them, people will act in one of two ways: either they will ignore it, or they will use decisional shortcuts to make a choice.

The second one is the best option, but is it a coincidence or the result of a strategy? 

How can a great idea, about a product or service, become a success? 

The answer lies in emotional marketing; making it possible to create successful propositions based on the simple premise of telling one’s own story(only) to those who’re willing to listen. Finding someone “who cares”. 

In the B2B world, things are only seem to be different. We still have to convince someone about our idea and our passion, our dedication and competence.Behind the specialized communication, there’s a human being who makes decisions, according to their own beliefs and experiences. Their being human affects their choices more than their being a “professional”.

Therefore, the goal doesn’t change: it’s about finding people who are willing to listen, just using a different channel that is, nonetheless, able to take advantage of the same decisional mechanisms. The channel will be the relationship, while the mechanisms will be our interlocutor’s personal needs

The process through which we succeed is qualification: making our product/service appear unique, irresistible and tailor-made for that specific customer. 

This isThe Camel Theory: how to design and execute your unique value proposition.

About me and the Camel

A humanistic with a great passion for technology; IT professional skill in a management career. Natural ability to think at a strategic level, never losing the big picture and reliable in processes, details and execution. Still growing with an off-work passion: historical military strategy.

Very focused on targets, often reached thanks to a 10 year trained negotiation capabilities and a more recent, but intensive, deepening in the human being and how bare reactions, typically depending from emotions, can be used to understand the next move.

Professional lover of understanding and creating business models and value propositions (example); innovative author of a methodology for designing and executing complex sales cycle proposals.

Often associated with my sports: bike races and fighting where you have to mix heart, strategy and technics without moving to rashness. Staying close to the blade, never touching it.


The Camel

Is the symbol of old economy, the Way used for millennials to sail across the desert. The image of a camel looking at a train was the metaphor of an old style businessman looking at the digital transformation. The revolution started with the introduction of the Smartphone, something that computes in every pocket is too fast be faced up with old methodologies.

So, as the need for qualifying new opportunity was changing our job, the concept of Value Proposition become The Camel Theory.

When something was wrong, we were using the image of the Camel, chewing grass and looking at a train, as a joke: the mask of obsolete processes and untouchable beliefs.