Piero Netti - Marketing Guru
The "has nothing to do with it" as a necessary ingredient for a marketing plan ... the pursuit of diversity (refined or crude, hyper or primitive) pivotal to the way of thinking ... turning the world upside-down (with all its businesses and brands) ... this is the essence of Pensiero Multiplo. Quiet Revolutions that strive for increasingly ambitious goals, with a patent desire to see how far simple ideas can go ....(Piero Netti 2010).
Accademia Apulia UK has asked Piero Netti the following questions:
What is the MIKY MOUSE THINKING project?
It’s course on creativity that I have put together in collaboration with a psychologist directed at researchers and designers. The idea is to use their forma mentis of major figures of the past and present (Picasso, Rimbaud, Tim Barton, Philp Stark, etc. ..) real or unreal (Mickey Mouse, Sherlock Holmes, Spider-Man, etc. .. ) and use their mindset to develop products and services.
In what way a MIKI MOUSE THINKING course can have an effect on students’ creativity?
I believe that a further step towards the enhancement of creativity is to consider and evaluate as many associations that exist between disparate materials. We think of courses that deal with poetry, fiction, special effects, television history and anything else that is fun and innovative. Anything that can help run wild students’ imagination.
CO-CREATE ABROAD is another project you have devised. What exactly is the objective of this initiative?
We are making contact with NGOs who operate in the southern hemisphere to help artisans improve their income by teaching them how to be more creative with their crafts. As an organisation we strongly believe that we need to provide the developing world with the fishing rod and not fish. The objective of this initiative is therefore to promote local craftsmanship.
And what about the LOW-COST Theme Park?
We are planning to establish theme parks based not on characters (Robin Hood, Asterix) or places (sea, forest, castle), but for products (Coke, Pampers) or mood (vanity, longing, pride)
Which had been so far the most gratifying moment so far?
Being able to change the fortunes of a company as a consequence of my own intuition. Leaving work after an 8-hour class and meeting a new and intelligent client.
Which has been the most difficult and how have you overcome it?
Eight years ago I lost everything because of bad investments. After a period of utter confusion I managed to gradually ascend to the top. I owe this also to my hunger for knowledge and my passion for books.
What is your connection with the UK?
Have two friends in the city of London and many others I hope to meet.
What is hope?
Allowing my children the freedom to choose and make mistakes.
What is your next dream?
Becoming a consultant for a multinational company that pays a proportionate wages – work less and earn what’s faire.
What is your message for your young aspiring professionals around the world?
Follow your dream and gain experience, even the most absurd. Those really count.
