The Brand can be the real game changer

One of my major challenge of the last years has been to move the Brand positioning of the company from a pure B2B “technical” approach to a “consumer insights” approach. The Brand has been crucial in this process in order to push the organization to define in a new way its own “reason why”. In…

Moving the mountain

Moving the mountain is a motto that I like very much and I use a lot: According to dictionary, moving mountain means Achieving spectacular and apparently impossible results. Make every possible effort. Without 2. you cannot get 1. And here is the approach… This was the starting point of my speech during the conference CMCX…

C’era una volta Esselunga …

Era un caldo pomeriggio di inizio agosto quando fui contattata in urgenza dalla Direzione del Personale di Esselunga. Lavorare per un’azienda così prestigiosa era considerata allora una fortuna inestimabile! Il direttore del personale organizzò nel giro di due giorni un secondo colloquio con il Dottor Giuseppe Caprotti e, all’inizio di settembre, entrai negli uffici di…