Back to school

This year it’s a double challenge, back to vacancies and ready for a new job. I’m going to set up a new business from scratch. This adventure will allow me to report and analyze every step of a startup.
I have the idea to share these outcomes as I did for my consolidated business.
I intend to use The Camel Theory as the core methodology of the new entity. Previously, the theory was built simultaneously with the business.
We will check everything.
Good luck.

The strategist

If you think in terms of opportunities, you are not a strategist. Everyone can understand one opportunity.
There are other items more valuable for the strategy.
The first one is the understanding of how to achieve the target.
The second one is the understanding of business strategy. The matter is deleting something to win the challenge. Selecting what you will not do and having the straight of not do. This is the core of a business strategy. Know your team, your weapons and deploy them to support the focus.
Dismiss what you don’t need to win the challenge is simple, but it is the essence of the strategy.


In the first post, we tried to drow a picture of a new type of consumer. Someone who is not only interesting in owning think but is looking for something different, new. An experience that is part of the journey: the discovery of a new way.
It could be new types of consumption or different things, such as exclusive or customized stuff. Probably, something without an industrial scale production could not be sold (yet) using mass-market channels.
The discussion has no end and both parts have a lot of arguments to support themselves.
But …
There is another important point: (probably) the only thing that can stop theme are taxes, laws and governments.
Only a few people know that Google invoices more advertising than RAI, but the second one employes, in Italy, more than 10000 people. We don’t have the number but Google should employ no more than 100 people and they are fighting against the governments for how many euro they must pay for their business in the country.
I did the example on Google because I don’t have any information concerning Amazon. Both of them are leading the global economy, they are in the 5 most capitalized companies in the world with billions of capital gains but they don’t pay the same amount of taxes as local corporations.
In the end, they have the best technology, the best business model and a huge gap in terms of financial competition.
Only our government can change this, just to permit equal competition.


We guess they are dominating the world. In our towns, most of the shops have been closed or they are in troubles and experts are telling everyone that e-commerce is the present and the future of our economy. They are predicting Amazon as the giant that will dominate over every transaction from books to food and goods. They are re-inventing retail.

Buying from Amazon is more straightforward, quick and safe. We can purchase powered by an impulse buy it is free from anxiety about payments, we can change idea and return the stuff and we have the assurance of the best price.
On the other hand, we are moving forward to the extreme of the concept of consumerism, where eco-friendly and community would be stapled. Those are such high minded ideals but not enough to make a change in the general conduct. Or not?

Maybe the recycle and the time we spend over this activity could be a compelling event for a new route? This is a new mindset based on a different behavior: we want a better world. And the only way is making little changes.
We can conduct the problem to the concept of “value”: which is the compelling event for a human being for action, the right move. At the end we all want to reward a wish.

We still require material goods and personal successes, but it isn’t a permanent satisfaction. Material production is only the base of our happiness. Maybe saving the planet could be a better reward. Actions that feel us in a better way are the future of our choices. Which is our best reward? Saving money, owning every stuff or keeping a little part of the world?

Most of us don’t recycle due to formal law; we do because we feel better. We satisfy our social responsibility, we try to build a better future for our children.
We have everything we need, and the satisfaction from unnecessary will decrease.

The answer is in how the human being works; we are fond of biochemical signals sent by our brain when we think we are on the way for an ancestral target.

The upper segment of the population eats tofu, salad and quinoa the others still wants hamburgers, suits and pizza. Amazon is fast food.

The “early adopters” love the discovery of something new.

Amazon will not dominate the world. People who recycle can discharge it.
Amazon will not dominate the world. People with more-spiritual needs can discharge it.
Amazon will not dominate the world. People are looking for something new.
But Amazon still has the best asset for the near future: our data! They can leverage to invent new business models.


Either you are facing a customer or you are designing a business model you must persuade someone to do something.
The persuasion has a specific graphic that can explain how it works.

In the end, persuasion isn’t scientific, it depends on wishes and dreams. If we want to convince someone we should consider that he/she isn’t so rational as a graphic or an algorithm.
It is so crazy that online and offline persuasion work very similar. It changes if there is human interaction, but the value assigned by someone to a product/service has the same motivation.

In fact, if you start pushing, at the beginning you will obtain an opposite result: your potential customer will refuse. This happens because of the normal self-defense against someone who enters our no-fly zone. But we cannot discharge this case, we should use it to identify wishes and potential attacking points: something that cares to the customer. When we find that, the route starts to get down.
Now we can begin the qualification process.

At the end of the process, the persuasion become negotiation.