Always start from the end

Because in communication, in business, in life ... we always start from the end
With the end in the head. Historically the number 2 principle of "7 Habits of Highly Effective People" by Stephen Covey. Imagine that you want to end up in all the newspapers and newscasts of the world and, at this point, hired a public relations agency to realize your purpose. If this PR agency is good, what is the first thing it does? Part with the end in the head. They try to imagine the exact result, the exact title with which they want CNN or the New Yo

If you think about it, it's what politicians do, an example of Donald Trump: "We close the doors of the United States to refugees". Phrase that obviously said in English, but could also say it in Italian or in any other language ... always begins with the end in mind. Imagine wanting to be good on Facebook, being a business and taking advantage of Facebook opportunities ... How? From the end, what is the end result I want to achieve, who is my audience, is a man, is a woman, is a child, is 18, is 55, earns more, earns less, loves ice cream, he does not like ice-cream, is he in Milan, in Rome, in Turin, in New York? And at that point I rewind the reel to identify the basic steps I have to do in reverse order to conquer my consumer. Consumer, user, person, human being, brother ... It is the concept of the journey of the customer, the journey that the consumer, the customer makes to get to buy my product. And the logic of "beginning with the end in mind" applies to everything clearly, as in Covey's book: "Imagine being at your funeral, how do you want to be remembered?" And apart from touching the iron, it's actually a good starting point to say, ok, but how do I want to be remembered? Like a stinky, disgusting ...? How do I want to be remembered by my children? How do I want to be remembered by my friends? How do I want to be remembered by society? The great chess champion, if I'm not mistaken in the early 1900s, José Raúl Capablanca used to say: "To improve your game, you have to study the game first of all."

Which in Spanish will work as: first study de todo the final part of the juego, that if you do not break fishing! In conclusion: always start ... with the end in mind.rk Times to describe your product.

If you think about it, it's what the politicians are doing, an example of Donald Trump: "We close the doors of the United States to refugees". Phrase that obviously said in English, but could also say it in Italian or in any other language ... always start with the end in mind.

Imagine you want to be good on Facebook, you are a business and you want to take advantage of Facebook opportunities ... How? Starting from the end, what is the final result I want to achieve, who is my audience, is a man, is a woman, is a child, is 18, is 55, earns more, earns less, likes ice cream, not he likes ice cream, is he in Milan, Rome, Turin, New York? And at that point I rewind the reel to identify the basic steps I have to do in reverse order to conquer my consumer. Consumer, user, person, human being, brother ... It is the concept of the customer journey, the journey that the consumer, customer makes to get to buy my product.

And the logic of "begin with the end in mind" applies to everything clearly, as in Covey's book: "Imagine being at your funeral, how do you want to be remembered?" And apart from touching iron, actually it's a good starting point to say, ok, but how do I want to be remembered? Like a stinking, disgusting ...? How do I want to be remembered by my children? How do I want to be remembered by my friends? How do I want to be remembered by society?

If you think about it, it's what the politicians are doing, an example of Donald Trump: "We close the doors of the United States to refugees". Phrase that obviously said in English, but could also say it in Italian or in any other language ... always start with the end in mind.

Imagine you want to be good on Facebook, you are a business and you want to take advantage of Facebook opportunities ... How? Starting from the end, what is the final result I want to achieve, who is my audience, is a man, is a woman, is a child, is 18, is 55, earns more, earns less, likes ice cream, not he likes ice cream, is he in Milan, Rome, Turin, New York? And at that point I rewind the reel to identify the basic steps I have to do in reverse order to conquer my consumer. Consumer, user, person, human being, brother ... It is the concept of the customer journey, the journey that the consumer, customer makes to get to buy my product.

And the logic of "begin with the end in mind" applies to everything clearly, as in Covey's book: "Imagine being at your funeral, how do you want to be remembered?" And apart from touching iron, actually it's a good starting point to say, ok, but how do I want to be remembered? Like a stinking, disgusting ...? How do I want to be remembered by my children? How do I want to be remembered by my friends? How do I want to be remembered by society?

The great chess champion if I'm not mistaken of the early 1900s José Raúl Capablanca used to say:

"In order to improve your game, you must study the endgame before everything."

Which in Spanish will be worked as a: study first de todo the final part of the juego, that if not you break fishing! In conclusion: always parts ... with the end in mind.
If you think about it, it's what the politicians are doing, an example of Donald Trump: "We close the doors of the United States to refugees". Phrase that obviously said in English, but could also say it in Italian or in any other language ... always start with the end in mind.

Imagine you want to be good on Facebook, you are a business and you want to take advantage of Facebook opportunities ... How? Starting from the end, what is the final result I want to achieve, who is my audience, is a man, is a woman, is a child, is 18, is 55, earns more, earns less, likes ice cream, not he likes ice cream, is he in Milan, Rome, Turin, New York? And at that point I rewind the reel to identify the basic steps I have to do in reverse order to conquer my consumer. Consumer, user, person, human being, brother ... It is the concept of the customer journey, the journey that the consumer, customer makes to get to buy my product.

And the logic of "begin with the end in mind" applies to everything clearly, as in Covey's book: "Imagine being at your funeral, how do you want to be remembered?" And apart from touching iron, actually it's a good starting point to say, ok, but how do I want to be remembered? Like a stinking, disgusting ...? How do I want to be remembered by my children? How do I want to be remembered by my friends? How do I want to be remembered by society?

The great chess champion if I'm not mistaken of the early 1900s José Raúl Capablanca used to say:

"In order to improve your game, you must study the endgame before everything."

To predict the future, just look at what the rich are using today

A useful technique according to Hal Varian, American economist Hal Varian is an economist and Chief Economist of Google and is given this phrase about predicting the future that says: "If you want to predict the future, one way you have is to look at what the rich have today. What they have today, the middle class will have in ten years and those with less money in twenty years. "


This sentence, dictated by anyone else, would attract many complaints. But let's stop for a second to reason, because Hal Varian is not really the last run away from home. The reality is that if we analyze a whole series of products we realize that these, at the beginning, were used only by a few. Cars, at the beginning, who could afford them? Fly, at the beginning, who could afford it? Eating out at the beginning was just one thing for the rich. And now, everyone eating pizza outside. Or let's move to today. How many can give 30,000 dollars to Human Longevity on duty to make you stretch your life a little? Use all the machines, cryotherapies, various decompositions ... that make you one who lives longer, in theory. To date only those who have a lot of money and this means that the rich see the future first. This is what Hal Varian says, it can be a filter, a tomorrow, to understand in what direction the future is going. See which products they use the most and which will probably reach the general public. If you do not like this magnifying glass, there is no problem. Consider, however, that it is certainly true of luxury. As someone claims: luxury is already here, too bad that it is not distributed fairly.

Prada "is not for sale" and Miuccia's son is studying as head of the company

Lorenzo Bertelli, the 30-year-old son of the couple who leads the Prada group, is studying to take the reins of the Italian luxury group, "if he wants it". To say it was the same father, Patrizio Bertelli, CEO of the fashion group listed on the Hong Kong Stock Exchange, during the presentation of the new headquarters of Valvigna. Lorenzo is the eldest of Miuccia Prada's two sons, has a rally record and is currently responsible for the company's digital communication.

Lorenzo Bertelli, il figlio 30enne della coppia che guida il gruppo Prada, studia per prendere le redini del gruppo italiano del lusso, «se lo vorrà». A dirlo è stato lo stesso padre, Patrizio Bertelli, Ceo del gruppo della moda quotato alla Borsa di Hong Kong, durante la presentazione della nuova sede di Valvigna. Lorenzo è il maggiore dei due figli di Miuccia Prada, ha un passato da rallysta e attualmente è il responsabile della comunicazione digitale dell’azienda.  A prospect, that of succession, however still distant considering that "pension" Bertelli does not seem to want to speak, but that puts a gravestone on the hypothesis of sale of Prada: "I'm not going to sell, I've never sold anything in my life, "said the CEO sharply. Also because after some years of suffering (2017 closed with revenues of 3 billion, down 2% at constant exchange rates and 3.6% current, and a profit of 4.3% to 249 million), Prada seems having taken the road to recovery. «I can say that the weather is good» is the only anticipation on the accounts of the first months of 2018 that Bertelli has let slip, even if for him that + 6/8% in the revenues that Altagamma estimates for this year for the entire world luxury segment could even be exceeded.

 

The entrepreneur spoke during the presentation of the Valvigna factory-garden in Arezzo. An industrial recovery project, costing "something less than 70 million euros", capable of combining design and landscape, and designed for the well-being of those who work there. And of factories the CEO of Prada does not hide what he would like others. To date, 35% of the Group's leather goods production is made in owned factories, but "if we want to reduce the time of the production process one can only go with its own factories".

 

Convinced that the digitalization revolution will not be the only way for the group to grow, because a robot is good for the warehouse or for sneakers for Bertelli, but "to make a luxury product like a bag of a certain quality is impossible" .

The human factor that works, therefore, remains the same for which Valvigna has been studied. A "mechanical cathedral of modern work" capable of communicating "an active calm" according to the definition of Italo Lupi, the architect who oversaw the volume on the factories, like the one presented today, designed by Guido Canali for Prada.

Una prospettiva, quella della successione, comunque ancora lontana visto che di «pensione» Bertelli non sembra proprio voler parlare, ma che mette una pietra tombale su ipotesi di vendita di Prada: «io non ho intenzione di vendere, io non ho mai venduto niente in vita mia», ha detto secco il Ceo. Anche perché dopo alcuni anni di sofferenza (il 2017 si è chiuso con ricavi a 3 miliardi, in calo del 2% a cambi costanti e del 3,6% correnti, e un utile sceso del 4,3% a 249 milioni) Prada sembra aver preso la strada della ripresa. «Posso dire che il tempo è buono» è l’unica anticipazione sui conti dei primi mesi del 2018 che Bertelli si è lasciato sfuggire, anche se per lui quel +6/8% nei ricavi che Altagamma stima per quest’anno per l’intero comparto mondiale del lusso potrebbe addirittura essere superato. 

L’imprenditore ha parlato durante la presentazione della fabbrica-giardino di Valvigna, nell’aretino. Un progetto di recupero industriale, costato «qualcosa di meno di 70 milioni di euro», capace di coniugare design e paesaggio, e studiato per il benessere di chi ci lavora. E di fabbriche il Ceo di Prada non nasconde di che ne vorrebbe altre. Ad oggi il 35% della produzione di pelletteria del Gruppo è fatta in stabilimenti di proprietà, ma «se noi vogliamo ridurre i tempi del processo produttivo uno può andare solo con fabbriche proprie».  

Convinto che la rivoluzione della digitalizzazione non sarà la unica via per la crescita del gruppo, perché un robot va bene per il magazzino o per fare sneakers per Bertelli, ma «per fare un prodotto di lusso come una borsa di una certa qualità è impossibile». 

Resta quindi sempre il fattore umano che lavora, quello per il cui è stata studiata Valvigna. Una «cattedrale meccanica del lavoro moderno» capace di comunicare «una calma attiva» secondo la definizione di Italo Lupi, l’architetto che ha curato il volume sulle fabbriche, come quella presentata oggi, progettata da Guido Canali per Prada.