HUMAN EQUITY EP4 S1 | Alessandro Varisco | The Brand Fixer: How Great Brands Become Zombies

Alessandro Varisco, CEO in multiple Fashion powerhouses explore what happens when iconic brands stop growing and slip into a dangerous state known as zombie mode, still alive but lacking direction, energy, and strategic momentum.

Drawing from decades of hands-on leadership, Alessandro Varisco explains why even the strongest brands lose relevance and what it really takes to bring them back to life.

From the industrial legacy of GFT to the transformation of Moschino and the international growth of Twinset, this conversation reveals why success still depends on the same fundamentals: the right product, the right timing, the right price, and the right people.

A powerful dialogue on leadership discipline, Human Equity, and governance, this episode shows how brands are not saved by creativity alone but by clarity, responsibility, and the courage to make hard decisions.


Follow Alessandro Varisco on Linkedin https://www.linkedin.com/in/alessandrovarisco/

Human Equity by Label Ventures:
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Transcript

SPEAKER_00 0:00

Preserve the creativity because without that in our sector you are fair. But if someone does something wrong, really wrong, how do you teach them? If someone makes mistake doing something, I have a lot of respect. If someone made mistakes because they are not used to thinking about what they are doing. In this case.

SPEAKER_02 0:26

Hi everyone, for Label Ventures, I am Giorgio Salvatti and you're watching Human Equity, where the stories of failures become the root of success. Today's episode is called The Brand Fixer. He's a true fashion titan with over 30 years spent transforming iconic fashion powerhouses, leading international teams through the 90s, bringing structure to Moschino after the 2008 crisis, and again a CEO, leading TwinSet for the last decade with fearless clarity and discipline. Please welcome someone who truly knows what it takes to lead, build, and transform a brand. Alessandro Varisco. Oh, thank you very much for uh joining us today.

SPEAKER_00 1:06

Thank you to you for your invitation.

SPEAKER_02 1:09

For sure, the uh amazing uh journey that you went through your entire career must have started from somewhere. But for sure, I see you as when I when people talk about ventures, I see you as Mr. Wolf.

SPEAKER_00 1:25

Have you ever seen Pulp Fiction? I saw a long time ago, but I remember Mr. Wolf. I remember the approach, let me say that, is really characterized and is something that uh can uh be very close to me.

SPEAKER_02 1:38

You know, to us, uh Mr. Wolf is always some guy who comes there when the crash has happened, the the disaster has happened, and is is there to fix uh or to find solutions. And how do you feel that resonate with you?

SPEAKER_00 1:56

Let me say that uh when you join a company, first of all you have to learn where you are, because otherwise you run the risk to make a mistake. You have in your mind your structure, your identity. But every company, thanks to the DNA of the company, has to learn. You have to learn how is the real DNA that is behind and beyond the name of the company, the people, and so on. So when you enter, first of all, it's really important to learn, and then after learning to act slowly, but in a really precise way.

SPEAKER_02 2:36

And uh what about um your you how did you start? I mean, how was your how did you start your journey?

SPEAKER_00 2:43

Because uh Unfortunately I started a long journey due to the fact that I have the same age as the dinos. This is the problem, but this means that I have a huge experience. So good. That's good. Let me say that I was keen about fashion when I was young, 16 years old. One cousin of my father had a multi-brand, you know, the brand where the the stores where you you sell a lot of stuff, a lot of brands, and so on. And I asked him to have the possibility to work there, because I was really keen about fashion, a women multi-brand store. Let me say after two or two months, because uh I usually, when the school was finished, so in the season in the interseason uh in the summary, in the summary season, and let me say that uh I always acted saying the truth to the women, not just to sell, but why do you need this dress? Why do you need this jacket? Which kind of occasion you have and you want to wear this, and telling the truth, no, this is not good, you are not so you are not nice with this one, but in my opinion, you are better with this, and so on. Telling the truth, what I discovered due to the fact that I was really kidding about fashion, I had a lot of loyal customers, but I was 16 years old. So, from one side, a lot of customers that love me, on the other side, a lot of employees that aid me because I was the cousin of the owner, so I was a little bit challenging, you know. But thanks God I was there just in July and June and July, so not so dangerous for the for the selling people, you know. But on the other side, started there. But uh when I was 23 years old, uh to 22 and a half, let me say that uh I was called by my dean, because I I did my high school in a in a college, and they told me, Alessandro, unfortunately, the mathematician and uh physics professor is not in good shape. Uh, can you start CTT? And I went to the school to teach in a feminine college mathematics and physics. Amazing. Yeah, in 2019 eighty-eight, and I went there. The challenge was okay, I enter in February, okay, I stay till uh June. That's the maturity, you know, the degree. Sure. Sure. After that, I leave. At the end, I had the four and the fifth year, and let me say that the uh I was a professor that uh substitute a an old professor uh of uh if I'm not from 78 or 79 years old. You can imagine the impact. My God. Yeah, because all the women, young girls, 19, 18 years old, with passing from an 80 years old man to a 22 and a half year man, that I was a basketball player, I was a model, you know, you can imagine long hair, completely different. But let me say that uh has been the best experience that I did in my life when I left after three years and a half, due to the fact that all the parents. So you did that for three years and three years and a half, you know why? Two years and a half. It felt like the Diama Jones effect. No, but you know why? Because after six months, when I said, okay, thank you very much, fantastic experience. Uh, I was really tough as a teacher, you know, because my best teacher was the toughest one. You know what I mean. So the parents called me with the dean and they told me, Alessandro, why you want to leave? And I said, because my job, I'm stuck. I I just finished to study to do something that's so you were 25, man. I was 20, 23. I was 23. When you started when you were started, I was 20, 22, 2.5. And when I left, I was 25. Okay. And they said, uh, I I I have to go, I have to go because it's not my my cup of tea. Sure. But no, we want to pay you after the school in order to maintain because my my you know, my son, like fantastic, fantastic. Maybe it's my experience. But I was really keen about fashion. And after uh and I started in 1993 in GFT, that was a fantastic company with a lot of brand, but where the business was not so huge, fashion was fantastic. So I learned a lot about fashion there with women and with men. But due to the fact that I studied Economy, they told me due to the fact that uh GFT was a license with Valentino, Armani, and so on, I was a selling man, you know. I was a seller. I started selling uh Valentino and in uh Northern Italy, every six months I grew up a little bit in career till in uh in five years I was director or commercial director for Italy. So it says uh directory of the entire group or just of a brand, specific brand. No, no, no, for the group. But unfortunately, or fortunately, Jeff T sold Valentino. I was the only one that from GFT I went to Maison Valentino.

SPEAKER_02 8:13

Right.

SPEAKER_00 8:13

And starting from that, I did my journey along a lot of uh brands, Valentino, Versace, Ferret, Moschino and now. And when did you realize you were, you know, you were very much into creating your career? I realized immediately, let me say, because when I joined Jeff T, the proposal was uh to be a sale assistant and I was a seller in uh Finvest. But I said, who cares what I have to do today? It's important what I want to be in some years. So for me was to have the vision because I was really keen. And let me say that uh I remember my first day with Maria Bianca. Do you know the car uh at the stoplight in Milan? With a lot of people opened my door, opened the door. Sorry, you are a taxi, no, I'm not a taxi, you can imagine, you can imagine, but it was a fantastic experience because I started to create something with the fashion that with my love. What was GFT managing? Uh, was what were the brands managed by GFT? Valentino, Armani, uh Saza. One part was private label, that was not my part, and one part was uh with Ungar Valentino, Armani and uh Ungar Valentino Armani and Chiaraban. God, that's uh fantastic. That's a training uh very good.

SPEAKER_02 9:39

That's a training school.

SPEAKER_00 9:42

Because of the possibility that they gave me in order to attend in the production for the men, understanding the fabrics, understanding the shape for the men and for the women. So if today I can speak the same language of the creative director, is due to the fact that I had the chance, thanks to Jeff T to learn a lot about shape, about uh fabrics, about uh all this stuff. And this is something that I I bring with me for the whole life.

SPEAKER_02 10:19

Well, could we also say that you know sometimes people are just about waiting to say their own uh thing? Very few are listening. That is something which uh which really annoys me, right? When people try to they're not listening at you, whatever you're saying, they're just waiting to to speak out and say whatever they need to say.

SPEAKER_00 10:36

Um But you have to you have to listen if you want to say something very brilliant, otherwise you're dead before starting. I totally agree with you.

SPEAKER_02 10:45

In fact, I believe that uh period where you were a teacher uh might have helped you to wait for a good reply.

SPEAKER_00 10:53

Yeah. Let me say that uh when I left I wrote a letter saying I hope to give you maximum 50% of what I I learned because it's so huge that I'm more than sure that I've given you 50% is a lot. Because I I learned a lot. You know why? Because when you study, you have your system in order to study mathematics and study and uh physics. You know, you have your system, you uh uh you study, uh you make the exercises, but when you have to explain formulas, equation, and so on, no one has your same method. You have to explain the same argument in different ways in order to catch all the classroom completely different. So if I have to to think about the experience, first of all, holistic view is what I learned as a first uh second to listen a lot. Otherwise, if you don't listen and third, sorry, at the first sight to understand if someone uh was prepared due to the fact that I've studied or not. Fantastic. So that's uh in my opinion, is a school of life to have the possibility to teach something, and in my opinion, you learn more than what you can give them.

SPEAKER_02 12:37

And what about, you know, I was I'm thinking always, you know, someone like you must have been on a number of agendas, and when there's a problem, who do you call? And uh as I imagine, uh to me, I mean, uh, you are a brand fixer fixing um a path, fixing um a way, a road, a yellow road, where maybe at the end of the road is a beautiful um Esmeraldo, right? Right um city. You know, what makes you accept the call? Someone calls you today and maybe tells you about you know certain brands and the situation the brand is, what makes you accept that call? What makes you say, well, I'm I'm gonna think about it. You know, I'm gonna be offered. Well, if someone offers you uh a challenge, someone offers you the possibility to lead a company, what makes you say, Yeah, I can I can do it?

SPEAKER_00 13:41

Yeah, it's a fantastic question. Thank you very much, uh Giorgio. Let me say that first of all, is something that comes from my belly and from my soul. I am a curious man, for sure, and I'm an enthusiastic man, for sure. If uh the offer touches my soul, uh, who cares if the possibilities like you know, like a mountain, uh rose like this, or if uh very, very flat. Who cares? Uh I'm not afraid about it. I need something that touches touch my heart and touch my soul. That is the first. Second is uh, you know, I'm a sporting man. For me, it's not just okay to attend a match, no, it's to win the match. Otherwise, let me say when I play tennis, when I go bicycle and so on, when uh I go riding. Let me say that for me, just okay, I did some exercise, who cares? I I need to make a huge effort. This is my my cup of tea. Let me say that in the office you you never said, or I don't remember, but in Carpi, where I where I live during the week and when I work where I work, CEO for me is not the acronym of chief executive officer, is chief energy officer. Why? Because I think that my first job is to guarantee to my colleague, to the team, that we need energy. And for me, is to give them, to deliver them energy. Otherwise, you are dead before starting.

SPEAKER_02 15:29

I love that. The chief energy officer is something incredible.

SPEAKER_00 15:34

And it's written, huh? In blue, because, in my opinion, the energy has to be blue. So studying the colors, not just the chief energy officer.

SPEAKER_02 15:44

Human equity really needs your support to keep growing. If this conversation resonates with you in any way, subscribe to the channel and give the video a like. Thank you guys. This is so important to us. I mean, that's a curiosity. So your your staff, the the person who manages the um the souls that are part of your your developments, uh, your collaborators or your your your colleagues. Do they pass through you then? I mean, that that's someone that's some that's a role that you also want to you know to be involved in in um in the process when you hire someone, you want to be involved in that process heavily to understand the the individual you're hiring and you'll be working with.

SPEAKER_00 16:27

Yes, yes, for me it's important to understand now who is the person that can join us. You know why? Because in my opinion, the belly is the first, it's the first barometer. Why? Because if someone is tired before starting to work, let me say that I I don't like. Maybe he's a professor. We need people that are enthusiasts. It doesn't exist the best and the ideal company, it doesn't exist the best and the ideal boss, it doesn't exist. This is a tale. The reality is that it exists a company where there's a team, where the boss, in my opinion, has to indicate where is the direction, has to be able to lift all the people and to be lifted by the people, because otherwise, you know, if you are a boss that is care about someone can overpass you, you are a bad boss. Why? Because you strike to push all your team down without having the possibility to grow. In my opinion, the best boss is someone that you have the opportunity to grow and maybe if you're able, to overpass myself. Why? Because I can beneficiate from the lifting effect and to become better than in the past. This is important for me. So for me, it's really, really important to understand which are the people that could be part of our company at a certain level. Other level, I don't, I don't have the possibility to see all the companies because we are 1,000, around 1,000 people, so it's impossible. But let me say that in the first year, my first job was to speak with everyone. Everyone. Because, in my opinion, we have, as we said before, is more important to listen than to speak about something that is new for you, and so you don't know.

SPEAKER_02 18:43

Oh, what's the biggest rule you broken? Well, a lot of a lot of biggest.

SPEAKER_00 18:48

The biggest one was uh the biggest one was in Twinset. When I joined Twinset, frankly speaking, I was sure that Simona Barbieri, the old founder and the creative director, I was stronger than what uh I do. And uh I put a person in the communication very strong. The result was that one night she called me and she said to me, Alessandro, I am uh I'm exhausted. Tomorrow I will leave the company. I was in a in a sea without blue water, you can imagine. And uh this is uh I underestimated completely the character of the person that, in my opinion, he remains a fantastic person, very close to the knitwear, very close to the the company. And um my my in my mind was okay, there's Simona Barbieri that is a fantastic person that can be the president, and I have to structure with people that can do the same job in a in a process very well structured, in order to be more retailer, you know, because to have to be a retailer doesn't mean just to open the store. It means to have the right product at the right moment, with the right price, with the right quality, and to have the right people that can sell you not just the product, but the emotion that there's behind and beyond. Unfortunately, I underestimated this and I lost Simona Barbieri. But in my but I always consider Simona Barbieri a genius because of her, I went and I joined Twinset 10 years ago.

SPEAKER_02 20:46

If this conversation gave you something, help human equity grow. Subscribe to the channel and hit the like button. It really helps us bring a new guest and keep sharing stories you won't hear anywhere else. Thank you guys. When you step into something as big as that environment, I'm sure, but maybe not just in that specific environment, because I'm sure someone like you have seen many sized environments, small ones, middle ones, and of course big ones throughout this journey. Um what do you do? I mean, how do you uh what is the first thing you look into a brand that is coming out of a crisis? Is there any specific ingredient you want to set immediately into the into the recipe of success? And if I may, where is that ingredient? Where do you learn how to f to put that ingredient in place in order to sustain your uh previous mistakes? If you haven't did any mistake, of course.

SPEAKER_00 21:57

Let me say that my first uh my first Approach is to accelerate in order to change everything immediately. But let me say that this, I consider this a huge mistake. As I told you before, in my opinion, first of all, you have to, you know, it's like when you have a flight. When you land, before knowing where is a I don't know, a bar, where is a restaurant, where is the hotel, you have to better understand where you are. Because otherwise, and when you arrive in a company, first of all, you have to understand which is the DNA, which are the people where you have to work, what are their skills, which are the main priority that you need to face in order to adjust and to grow with the company. So I don't like to come to a company and to bring all my team, people that I met maybe in previous experiences. No, it doesn't make sense. You know why? Because maybe these kind of people, in the new experiences, they don't fit with the new experience. They may not work. No. Okay. So, first of all, instead of accelerating in the first moment, in my opinion, it's better to understand. For instance, when I joined Moschine, my first question was to call my communication manager, Monica Parcone, and to say, sorry. Okay, um, because you know, when I joined the my I remember the first day, all the Moschino Milan was uh was with the with the employees, with the president, Mr. Ferretti, fantastic guy. Alessandro, congratulations, we believe in you. So this is he introduced myself. Okay, I went after the introduction, I went to my office. I closed the door. My first question was, and now? Because Moschino was not so famous for I was I was coming from Ferre, Versace, completely different. And I remember Moschino. And I I need to better understand the DNA. So I called the communication manager, the marketing manager, and I said, Do you have something in order to better understand Moschino DNA? And uh I remembered that uh she brought to me a lot of look books. Do you know what are the look books? Oh, well, you you can find best dresses, maybe not so not so nice, pants, look, and so on. But okay, I saw a lot of stuff, but without uh understanding anything about the company. So I called back. I called back. And uh she immediately understood that I am not so light, you know, because if I need something, I continue to call in order to have it. And uh I tell thank you very much for the book. I saw a lot of stuff, but you don't have something. And let me say that thanks God, she told me. Alessandro, we have a short movie with a lot of quotes from Franco Moschino. And uh this is my favorite uh short movie that uh I is always with me. And starting from this short movie, I moved the strategy of the company for the next uh seven years because you have to understand where you are, and Franco Moschino said a lot of uh quote with the real intention of Frasco Moschino about his company, and this, in my opinion, is the best thing that you have to do. Thank you. Thank you too. You know, when you enter in into a new company, uh the problem is that if you are the CEO, you have to be first of all the leader. But leader, it doesn't mean that you have a position. You need an action, not a position. To be leader, in my opinion, it means to be more active than the other. And who cares about the position and the name, CEO, who cares? Is what you are doing. Because otherwise, you are not a leader. You are a person that uh is at the top of the pyramid, but that's it. But no one follows you. If you want to be the maker of a strategy, sharing with the other people, otherwise it's important that you is the first in action.

SPEAKER_02 26:42

My father used to say, my father is a military guy, right? Um so as a general, he always uh said to me, you know, a true leader is when he's not there. Yeah. Because it means he has done his job on leading his uh, you know, his uh his colonel or his army.

SPEAKER_00 27:07

They can they can continue without having you in presence. Absolutely.

SPEAKER_02 27:13

This episode of human equity is supported by Spiritorino, the Italian excellent in art of listening. These are not simple devices, they are engineered and crafted musical instruments where sound and words reach us exactly as the author intended. It is a celebration of human equity at its finest. I believe in spiritorino. I believe in excellent over mediocrity because mediocrity is a mere accumulation while excellence creates emotions, belongings, truth, and beauty. If you want to know more, you'll find all the details in the bio. So when a company is in a situation where he doesn't really, he's not really dead, is not alive, or he's not lively active, I call it a zombie effect. How how do you manage that kind of situation where you have a kind of a dormant, dormant situation where uh you are full of excitement, full of ideas, you have talked to all your people, and you talk to all your colleagues, because that's the beauty of companies, you go, you find peers where you can, you know, in a in an in an old smoothest way, you can basically create new ideas. So how do you when you find yourself in in that zombie effect, how do you move on?

SPEAKER_00 28:32

First of all, let me say that uh after speaking with and after uh considering all the people that you have uh on board with you, in my opinion, there are some people that they are not wrong. But maybe with you they don't they don't work. So first of all, okay, but you have to change it. Because maybe they in another situation can give the best that you they have, and in with me, they are not in the in the in the in the right shape, you know what I mean.

SPEAKER_02 29:05

And how do you how do you win back your the trust of the other people, of the company that has been left by itself throughout the those years or months that have been without your leadership, for instance? I mean, what's gonna be happening uh you know in your environment? How do you build that trust again of those new employees to you that might become your new arm to get into buffer?

SPEAKER_00 29:36

Yeah. Because I I think that is important. If uh me and you today we decide that tonight we want to spend our time in a restaurant, is not just to say, okay, we see in the restaurant. You need the name and maybe you need the address because there's another restaurant that with the same name. To be a leader is the same and to to you know to work with people is the same things. You don't need just to say, okay, see you tonight or we have to go there. How we go, and maybe if there during the path there are some obstacles, you have to be ready to change your idea. Otherwise, you go against the wall. And for this reason, in my opinion, you can maintain a fantastic relationship with your team. And first of all, you need a real clear assumption. The responsibility of what you are doing is mine. But if something is successful, you are the key point. So if I share with you that you want to do this tent black for me, if the shareholder don't like the black, is my responsibility, is not yours. But if black is the best color, I have to thank you because you suggest me black. So this it means to be leader. Otherwise, why? I have to I I'm not afraid about to manage. If you are a leader, you are a captain. And due to the fact that today the company are not just a company where they have to sell the product. They have to sell a storytelling, they have to sell a way of being part of a community. You are the leader, you have to take your responsibility. That is means that is the sum of the responsibility that everyone could take. Because you need that they take responsibility in order to grow. And if you are smart, thanks to the growth of the other people, you can grow again and you can become better, and you could be ready for another challenge, maybe bigger.

SPEAKER_02 31:59

That's a very interesting concept for sure. I have personally always fought with situations such as creativity and business. Maybe the creativity is not fit for the growth of the business. You mentioned just now uh a similar situation. But in situations where you have your shareholders who are just focused on the business, how do you mitigate the fact that in a way or in another, you have to have your uh an ingredient, which is creativity, in place, not just the business. So, how do you cope with business and creativity?

SPEAKER_00 32:38

I try to preserve the creativity because without that, in our sector, you are dead. On the other side, I try to gain time with the investment fund. Because, you know, it's fantastic. My job, why? Because you have to work with creative directors that they are thinking today, that is uh the end, almost the end, in the middle of November, they are thinking about the autumn-winter 2026-2027. So they are used to think ahead. And they are used to fly, because otherwise they are not creative, you know. But the problem is that I need to be real, because on the other side, I have my shareholders that they want a BDA, they want a cash, they want to turn over, and so on. So, which is the real job that I have with the creator, that is fantastic. First of all, to speak the same language. But on the other side, I usually say you are my guide in terms of creativity. And you have a white paper where you can draw what you want. But let me be frank with you. You have to stay on the paper. If you write on the table, I cut your hands. This is the this is the let me say, the relationship that I try to build with them in order to have, you know, from one side the shareholders that, okay, we give you the time. From the other side to say them, okay, fly, but let me say that after the takeoff, we have to learn. How would you punish those people? I usually let me say that uh every week I I try to better understand if they are on the paper and I punish with them. When I can, I do it. But if someone does something wrong, really wrong, how do you teach them? Ah, fantastic. I call him or I call her, and let me say that for me is important to explain why they did a mistake, to give them a second chance, because if you do something, you have the chance to make a mistake. Otherwise, you are perfect, you are a god, okay, but you have to tell me six numbers from one to ninety, and that's it, I don't want to work. But let me say that if someone makes a mistake doing something, I have a lot of respect. If someone makes a mistake because they are not used to think about what they are doing. In this case, uh, one, two, three options, but uh the third one is the last one, maybe the second one, frankly.

SPEAKER_02 35:18

I um I respect that.

SPEAKER_00 35:20

Um company, it's always a democratic environment. Yes, he's a human being due to the fact that is is composed by human beings. Every organ, in fact, needs to function in a certain way, right? So you need blood pressure, you need uh the heart, but you need a process that is very clear. Otherwise, if you don't eat, you are you're under risk to that. If you if you don't drink, and you have to give food, you have to give water to the to the organization. Because uh, you know, the company is a human being.

SPEAKER_02 35:54

We reached out to a person uh which is so close to you, and uh we asked uh that person to to send you an a message, if he could summarize that message in such a way. So I'm gonna hand out to you uh a card, uh and I want you to to read it. Uh well you can you can keep it for yourself, you can share it, and um and please if you can tell us you know what you think about what he why do you feel that answer might that question might be you know picking up and then we just want to see how do you you react. Um this is for you. Thank you.

SPEAKER_00 36:44

Carlo Piana. Yes a brother, not a friend, a brother. Tomorrow is still exist tomorrow. Yeah, for sure. Because I'm an optimistic man, because uh what yeah I I didn't have time to do today for me, tomorrow is important in the sport with Carlo. I have always tomorrow, tomorrow we have to do this, we have to do this. Because, in my opinion, in your life, if you are uh a leader, you have to train people in order to do something, because with the sportive experience, you have the chance to be very close to your friend, because you are exhausted, because uh you are in a beautiful view, because the life is as a beautiful view, but uh you have to climb in the life. And for this reason, in my opinion, to think that tomorrow is another day and uh is a day where you are different, due to not better or worse, I don't know, but you are different thanks to the journey that you started a long time ago. And every day, thanks to your experience, you have different. And tomorrow there's another day where you can, due to the fact that I'm really curious, you can get a lot of sensation, you can get a lot of emotion due to the fact that you don't know what will happen tomorrow. It's fantastic. So this is something that uh I believe a lot, but Carlo knows me very, very well.

SPEAKER_02 38:24

Yeah, he was uh he was indeed very excited to give you that uh that message. Yeah. I feel you guys are close. Uh very close. You you have good friends.

SPEAKER_00 38:35

Yeah, we are good friends. And let me say that uh we try when we have we are uh in some places, try to do a lot of sport together.

SPEAKER_02 38:44

In fact, um we actually interview few people you know around your network just to just to and they all gave us the same sentiment that your energy is contagious. In such a way people are completely overwhelmed by by this positiveness that surrounds you. That's good. I met you many years ago, and uh I never forget the few things that you taught me, and that the energy the energy has to be the real ignite of um or ignition, I would say, of every venture. I'm trying to you know build our business uh along with my partners in a way that uh we truly understand how important is this ingredient. Sometimes people are sleepy or say maybe they are tired, they are no longer cures. So what we try to give to the to our parties, all our environment, is energy. And you are an enormous amount of energy.

SPEAKER_00 39:45

Yeah, because let me say what I learned in my life is enthusiastic. Every day I thank God to be awake and to have the possibility to live a lot of uh a lot of different things. For instance, today for me is the first time that I spent two hours like uh like being in holidays, you know, in a studio. And let me say that for me is important because it's something that tomorrow, there's this uh occasional opportunity. I would be different. I for sure. Because we are the sum of the experience that we did. Thank you. Thank you to you.

SPEAKER_02 40:21

But you know, it's the good thing is when uh when you you really understand that people around you have understood you.

SPEAKER_00 40:28

Yeah.

SPEAKER_02 40:29

What that makes you, you know.

SPEAKER_00 40:31

Yeah, if I can speak with the from when I I have to speak uh about my friend, I think that this is fantastic because during the fact that you live a lot of uh situation and emotion uh together, you can uh see your friend completely naked.

SPEAKER_02 40:50

We we chose this um this uh format to to make you hear the music because we feel that's uh uh the best expression of hearing. It's a musical instrument. So what we really think of that specific product is that we'll make you feel exactly what you're going to hear in a way which we hope will maybe raise some emotion, maybe raise some thoughts, anger, whatever is that output, it's yours.

SPEAKER_00 41:47

The emotion is uh is to be to be ready to face uh all the challenges that the life could present you. That's important. Why? Uh first of all, let me say that uh these headphones are fantastic. They are uh they are amazing because it's like uh they are amazing. Is is pure music, is not just to listen to music, but is listen pure music. That is make the difference. And regarding to the music, let me say that in my opinion, it's important because you know there are a lot of constraints in your life, not that uh can present every day because it's the life, you know, up and down, up and down, like uh like the stairs. And this music, in my opinion, it means that you have to be ready. And you have to you have to be positive always when you are going up, but you have to be always positive when you are going down. That's that's in my opinion, the different approach because it's an opportunity. Because if you fail, you have the opportunity to learn, and maybe in the future, thanks to this learning, to make a different way of acting, and so to make a different uh behavior and to take a different behavior.

SPEAKER_02 43:09

What do you really see, if I may? What do you see in your future?

SPEAKER_00 43:14

Uh in my future, let me say that uh I would say if I think at uh you know at uh candles, you know, and what I lie on in the past are a lot. If I I look at I look back, I saw a lot of candles in the wind. If I look at, I don't know, but let me say that uh what I see to get uh today is that for the future is that what uh I had to do in my life, thanks God I did. But if God give me the possibility to continue, I have a lot of things to do, still to do. And uh this is because every day I I usually Approach the day with the curiosity, like if my last one in reality with the same curiosity as was my first one. And so this contrast and this uh to see the the same day in two opposites, the last one and the first one, in my opinion, is the perfect balance to live in deep your journey. Fantastic.

SPEAKER_02 44:29

May I ask? Um another question which you know sometimes uh comes as a consequence to what you said. So, what's your sentiment of leadership then? How would you define leadership in your future or upcoming future? Would that leadership be going in a direction based on what you already know? Because if the world has changed and has changed since 2020, pretty much so. And again, we have been having a lot of earthquakes. 21, 22, 23, 24, every year is an earthquake. How would you define your next steps into a leadership role that I'm sure kind of, I'm kind of sure, because I'm not you. How would you then point on your references as a guidance to net the next path or the next step? Thank you.

SPEAKER_00 45:34

Smart question. Uh let me say that there are two different floors in order to speak about the leadership for the future. First of all, is leadership, in my opinion, is something that you have to continue to feed because uh not due to the experience that you had, you are a leader and you arrived. That's your first fault to be a leader. In my opinion, it's something that you have continued to feed and to move. Second is uh and you have to feed with curiosity, with uh listening to people. And in my opinion, today, you know, today, thanks to the technology, there's a lot of possibility to say a lot of things, but there are few people that are able to listen to these things. And in my opinion, today is more important to listen than to say, because to say is easy. You have a lot of instruments, you know, technology, you know, today is completely symmetric, the technology, the information technology. You can say a lot of messages, you can say a lot of things. But who is able to listen? And this is the first, the first thing, in my opinion, that you have to be open to listen. Why? Because today we're, you know, we are living in a quick mode, very quick mode, and very easy to say you make a mistake by if it's someone that is part of you, you may you made a mistake by academic uh and that's it. But in my opinion, today is definitely important, if you're a leader, to better understand why this person did a mistake. And to say to the other, this is something that I always say. So if someone is not going straight, it's not our problem to say, oh, look at it, it's in the wrong direction. No, is our main job has to be, hey friends, come with us that because we know where we want to go. That's the problem. That today everyone is, you know, there's everyone one has to be tested, you know. You have the test to enter the university, you have the test to join the company, you have the test uh, you have the test for everything. If you are not tested, uh you are no one. Okay, but the human part of a company that is the behavior, that is what there's behind the person that is your colleague, that the family, the memories, and so on. If you are able to understand this and you are open to listen, in my opinion, you can move the person the right way. Third, in my opinion, and the second floor is that maybe you are not preferred to make this gap, but maybe you are preferred to feel what there's in this gap. So I listen to you in order to better understand which are which are your skills. And my job has to be to put you in the perfect path where you are comfortable with yourself first of all and with the others in second.

SPEAKER_02 48:57

We asked your another closest person to you to based on the the future outcomes or when whatever they will be, to give you another message on another piece of note which they want to slip into your pockets. So would you kindly have a look at this?

SPEAKER_00 49:15

Yeah, thank you. This is my wife. Fantastic. Fantastic. My wife. Let me say that the person that is my North Pole, you know, is my um polar star, you know, because uh as uh we said before, to have a woman uh aside you that can understand you is for your job. Otherwise you spend all the week working, and then when you go back to your home and you have your wife that shouting you in the ears, you're dead. If there's in my opinion What did she write? Because I didn't uh no, she wrote that the better thing will be tomorrow. So they have to they have to come. Very similar to one of your best friends. Yes. The best thing they have to come. And I am more than sure because uh life is rich. And uh we have to be positive and we have to be open for the life. And let me say that uh this is something that uh with earn, I have no doubt, that uh the best thing uh has to come.

SPEAKER_02 50:38

And into that, you got this camera, this camera, and this camera. Is there anything you want to tell us uh that you are about to do or you wish to do, or there are any dreams you wish to achieve?

SPEAKER_00 50:53

I have a wrong dream for a long time that you need to reach the the peak of the Monte Bianco. Wow. Yes. This is something that uh you know you have to prepare your uh your body, you have to prepare yourself. Uh but this is my dream because the the second one was to fly, but thanks God in Brazil uh with uh the parachute uh I went now. My limit is to reach the peak of Monte Bianco. This is my dream, and let me say that if God gave me the possibility in order to have the right body the right, I wanted to reach it because this is my my limit.

SPEAKER_02 51:38

Alessandro, thank you for joining us. Uh thank you for uh thank you for enjoying this beautiful conversation.

SPEAKER_00 51:44

Thank you to you because uh you have been able to take my my Eden part, and that is not uh is not uh is not simple. So thank you very much, Roger.

SPEAKER_02 51:59

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