Beyond ourselves

“Start where everybody else stops“ One of the many activities I feel passionate about lately is talking to successful businessmen, asking for their testimonials as part of my new book. Last week I met the chairman of a multinational company in the Packaging field. He started working at a very early age, as he also …

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Word of Mouth or Referral Marketing?

“Passaparola” in Italian, “Referral Marketing” in English: two words for the same issue. It’s an excellence marketing tool, the world’s most ancient advertisement strategy and one of the most powerful (probably the most powerful). Even multinational companies have adopted this marketing strategy over the last years. When ideas or company identity lack, satisfied customers share …

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