About

I have built companies and digital products. I did not advise on them from the outside: I made them, with the time they cost and the mistakes they teach.

From that experience comes a conviction that runs through everything I write. Companies don't lose money on marketing. They lose time. They lose it in tools that pile up, in postponed decisions, in digital projects treated as a phase when digital is the permanent condition businesses live in.

The lens

I am interested in how people decide. Not in the abstract: how an owner decides in front of a quote, how a customer decides between two offers, how a board decides on a project nobody knows how to evaluate. The evidence on the brain and on social dynamics is plentiful, some of it solid and some less so, and my work is to translate it into probabilistic choices for those who have to choose today, with the information they have.

When I write, I always separate what is documented from what I infer from it. It is the least one can do to be believed.

Background

I have founded two companies, one in communication and one in artificial intelligence. I have worked with international technology companies, including Google and Alibaba, and with national and European institutions. I served as communication advisor to the President of the European Parliament. For years I have spoken about decisions and digital at events and seminars.

I am good at what I do. I am not up to the jobs I turn down, and that is why I turn them down.

What I don't do

I don't replicate trends. I don't fix technical problems in place of those who should fix them. I don't make promises: I build relationships and reach results, and when a result is out of reach I say so beforehand.