Paolo Cilfone - Business Manager
Paolo Cilfone is the editorial Director of Pugliaeccellente.com - a cultural web magazine dedicated to giving visibility to Apulian professionals worldwide. Graduated from the Faculty of Political Science, University of Bari, he received his Masters in Business Management at the Business School "Il Sole 24 Ore". He is also the recepient of two Executive Programs in Advanced Leadership and General Management from SDA Bocconi in Milan. Paolo is a founding member of the Communication Agency Blumedia. Paolo Cilfone delivers training in self-marketing and effective communications.
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Accademia Apulia has asked Paolo Cilfone the following questions:
You are the founder of Blumedia Agency, an agency that deals with the management of communications and marketing. How well placed are Apulian businesses internationally?
Puglia is becoming, or perhaps already is, a competitive Brand. This is happening through a number of factors: economics, political and business enterprises. Not only do our entrepreneurs have a sound technical knowledge of their products, but also the passion that makes stand out in the eyes of the business world. This is certainly a point in our favour, but we still need to cover ground with regards to managerial skills, what I call "the necessary corporate culture". Our entrepreneurs need to invest more on human resources, training, in order to nurture new talents and professional growth.
In today's global economic environment, how important is it to have a product that sells and how important is the way in which it is brought to market? Given today’s recession, is it better to sell a standard product, or is it better to sell a highly differentiated product, but that carries a high price?
As a Marketing expert, I'm always in favour of product differentiation, in short, I’m against Steve Jobs’ school of thinking of implementing a "cannibal marketing" style. Product differentiation wins customers confidence who, having already purchased a car battery from Bosch, they may want to buy a toaster also by Bosch. This is the marketing policy on product differentiation. It’s about interpreting Customers’ needs, satisfying and loving the customers. And in a global context this might be the only way forward to reap positive economic results.
Recently, you introduced a new project called Puglia Eccellente, a website that introduces a new communication model. What has been the reaction of your users?
It has been excellent in every respect. The study of the naming has been fundamental in letting users know or how truly excellent Puglia is in every respect: food, tourism and people. Apulian people are so hospitable! We regularly post details of our journey to all our Facebook followers, hence we receive their on our video profiles and latest news on cultural events from Puglia. We are indeed getting noticed which, of course, pleases us. And this is only the beginning!
Considering your extensive experience in branding, what are the chances of introducing an on-line magazine? What are the potentials of a brand closely linked to your region of origin?
In September we will officially launch the Puglia Eccellente on-line newspaper. It's the result of a planned transition, something I was passionate about - a dream come true!
Regarding the potentials of the brand "Puglia Eccellente" I can only say that they are huge, there is so much to tell but also so much to discover. I do not mean the usual Puglia stuff, there are so many hidden talents. I assure you.
"High profiles - ideas of success," is a slogan associated with Puglia Eccellente, How can one actually raise their professional profile and/or deliver a successful idea?
Good question! I can only convey my professional and personal experience that can be condensed into two phases: the determination and willingness to work hard on yourself. The latter part is at the heart of any success story. I discovered that I had a hidden talent for the creation of new ideas and projects, without focusing too much on external factor, but more on my inner emotions and attitudes. Do not work for the sake of reaching success (it eventually become demotivating), but try to look for factors that turn out to be stimulating for everyone. It takes time, it is not always easy but with tenacity you get there. I guarantee.
The website Puglia Eccellente, contains the filmed interviews of several successful entrepreneurs, politicians, entertainers, athletes, musicians, scientists and writers from Puglia. Do you think this new way of communication will eventually make traditional newspapers a thing of the past?
Absolutely not. Pugliaeccellente.com is a medium with a dynamic website that has nothing to do with traditional newspapers. Are more inclined to the idea that the newspapers should adopt a web supporting role: the new generation of mobile communication is going in this direction. But again, paper communications will never die. If only to let Murdoch rest in peace.
How do you think that the ease of digital communication is facing up to the recent turmoil of the "Gag Law" and to the threats against the freedom of the press? Do you believe that in Italy there is freedom of expression and information as per art. 21 of Italian Constitution, or is this simple idealism?
I can give two answers: the first is that freedom of expression in Italy is in not being affected. Indeed, we are free to write and to express our ideas in a concrete and reassuring manner. The second answer is more provocative: it would take a more ethical and less personal interpretation on events in journalism in general. Hans Kelsen was a great Austrian jurist who wrote extensively on his "Pure Theory of Law": that is, norms that are free from any sociological and metaphysical contamination. I strongly agree with this theory - journalism should be free of any personal or forced interpretation.
Can you please tell aspiring professionals out there, what has been fundamental to the shaping of your career?
As I said previously, you need to fully understand your aptitudes without forcing yourself to pursue money and success I come from many interrelated experiences: web communication, strategic marketing and human resources selections. But there is a common thread among them: passion. Without passion work becomes a burden and you’ll arrive late at the finish line.
