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The core issue is talent and technology. The problem, the question, is developing, recognising, a plan in our new age. This plan, this vision has become necessary to enable us to take decisions, to choose, to follow a path, to develop an outlook. The first plan is outlined for us by Oscar Di Montigny, Banca Mediolanum. Its title is: "Reflections for the Third Millennium". So let's move on... without ado, you have 15 minutes. Thank you! All I have to do is tell you when your time is up. Good morning! Good morning! [in chorus] Good morning! Thank you! You can't have growth without good manners. How are you? That's the end of our chat today, otherwise... Right, the countdown. We're in the "Quick & Deep" paradigm. Will it be a problem if I get down from the stage? I was referring to them. Yes? The cameras say it could be a problem. I won't get down. And you can't have growth without connection. That's why I wanted to get down. Because there's an empty space here in the middle. Now I'll show you my concept of growth. I usually have a load of slides when I talk, but this time I've chosen just one slide. I found this on the web the other day, on Facebook and it's great. For me, obviously. It sums up my idea of growth. I don't think there's... Let me start with a provocation we're in the Quick & Deep anyway, so that's what I'll be. Then in 13 minutes and 42 seconds I'll leave. Yes, meaning... then I'll be off. Meaning I'll stay. I'll be off to avoid anyone who reacts violently to what I'm about to tell you. I think the concept of growth is a falsehood, it doesn't exist. Unless you think the concept of growth is based on an idea that precedes it, the idea that comes first, which is development. Growth only exists because it is instrumental to another concept, the concept of evolution. Development. If you look in a dictionary for the etymology of the word, you'll find it is unfolding, develop, unfolding. Evolution is "ex volvere" that is, leaving somewhere to turn, to go somewhere else. So growth, economic growth for example, since I work in a bank, growth is activated when it is preceded by development, otherwise, what is it that grows? A plant grows provided there was a seed. And for a seed to be there, there must have been a ...? Fruit! And for a fruit to be there, there must have been a ...? Plant. Economic cycle. So growth is possible only if first there was something that unfolded. If something is to unfold it's probably because it had been wrapped up or had wrapped itself up. Growth isn't an end in itself. Growth is instrumental for a third phase which is evolution. You've grown, you've produced a fruit which will mark your presence on the planet, which will mark the presence of your company on the planet, which will be the mark your article leaves when someone's read it, which will be the mark your product leaves when someone's consumed it or your service when someone's used it. Today unfortunately on the news, in books about economics, microeconomics, macroeconomics, banks, institutions... continue to give us a concept of growth I think is misleading because it takes responsibility away from people. We all depend on something or someone, the streets are full of people protesting, the papers are full of people claiming their rights, the banks are often criticised because they don't create, they don't give... What I'm seeing as a free citizen and that's how I'm talking to you because I don't think my perspective as a marketer is particularly interesting or as a company active in finance, in economics. I prefer to talk to you as someone who is this: I'm the Marketing Director of Italy's fourth most important banking group, the third most recognised bank, lots of great things, I work in communication, heaps of budgets, lots of people... None of that's interesting. What I am and what I do is not interesting if I don't produce a fruit with what I am and what I do. Economic cycles don't grow: they appear and they disappear. They appear and they disappear. If we're lucky enough to live at the peak of an economic cycle, we'd say we've been clever or we've been lucky. At the moment, we have the misfortune, some people say, I say the very great good fortune, to live at a time when the economic cycle is bottoming out. This is a very interesting time to ask ourselves some questions. What can I do and I'm asking you as a citizen, as the father of 5 children, all with the same wife, which is a pretty good record in Italy today, what can we do to grow? What responsibilities do we have to shoulder, I know there are master degree directors, entrepreneurs, managers here today... so that this growth naturally becomes evolution? Otherwise we'll be leaving my kids, so I'm being selfish, another situation that will be subject to difficulties. What responsibility do you want to take on, as free citizens, in what you do, responsibility, the ability to provide answers? Right now, our country and the critical situation we're experiencing are raising questions for us. We're all focused on growth which, ultimately, in economic terms means: a bit more money for everyone so my question is: money for what? We're in a Quick & Deep world, as Morace demonstrates in his four paradigms, each consisting of two values: Unique & Universal, Quick & Deep... I'm a great student of his paradigms, Trust & Sharing and Crucial & Sustainable. I've studied them. Quick & Deep. We live in a very fast-moving world, where everyone wants everything straightaway. Be careful if you're running a business! The key issue, speed in this case, is a neurological process. You press a button with your finger, and you activate a function. In every activity in our lives, we press a button, and we activate a function. Neurologically speaking... I've been interested in neuroscience for 15 years, I'm not an expert but it's a fascinating subject... we are setting ourselves at spectacular speed standards. Man has not evolved at the speed at which technology is evolving. We are slower because we naturally tend to ask questions, but if we don't try to find the answers, we'll hit a brick wall. Quick & Deep is as true as it is dangerous. I'm just back from a trip to Silicon Valley where I saw the frontiers of nanotechnology, of biotechnology and I've come back worried sick because I saw marvellous inventors invent fantastic things but I wondered whether they were asking themselves questions, because Quick & Deep is true. Do you know Ray Kurzweil? He's one of the theorists of exponential technology, things that travel 10, 30, 40 times faster in terms of cutting costs towards increased speed, effectiveness, efficiency. He is studying ways to extend life. A few years ago, he was studying an extension to 120 years and Google recently said they were already targeting a life extension to 500 years. Quick & Deep doesn't even get a look in! They've already bypassed Morace 30 times. But I say: live 500 years for what? For what? To be a Marketing Director for another 400 years? How many children will I have by the time I'm 500? For what? Quick is running away with us, we're not paying attention to Deep. At one level, I could say, for example in the interpretation I've developed, that Deep could be... Big Data are a Deep world. How deep can I go to understand phenomena, to read what's happening, our targets? Our bank has 10 targets. A few days ago a friend who's here today told me that Netflix has already decoded... how many clusters? 45,000 clusters. I was pretty happy with my 10 clusters! Netflix has 45,000. But back to a sensitive audience. If you're here today at a Festival of Growth I imagine you've asked yourselves some questions. Last Friday, you were probably doing something a bit more ordinary in your life and you probably will be next Friday. Development. Evolution. Growth is the only thing of little interest because it's in the middle. If we don't develop as human beings, as managers, as parents, Francesco, allow me to play devil's advocate, the growth we achieve will be simply the mechanical result of a process on which we have not exerted any intention. Those of you who head a work group a company, a team, a family have a responsibility today you have to be super quick, in depth. And I'm asking you nicely because the world needs sensitive people. A few months ago for the hundredth time I met up with a very special person: her name is Tara Gandhi. Tara Gandhi is the granddaughter of Mahatma Gandhi, the daughter of his son. Listening to someone telling you about Mahatma Gandhi, of whom I have a poster at home and in my office, from someone who lived for a number of years in the ashram with him... The stories about my grandfather aren't the stories about Tara's grandfather because the stories about Tara's grandfather are written in the history books. One day she said to me, in connection with the Quick & Deep paradigm, "You know Oscar, there was something my grandfather always used to tell me." Her grandfather had already foreseen a time when things would begin travelling at a different speed, a long way away from our current speed indicators. Tara told me: "You know Oscar, my grandfather would say: Tara, speed isn't important." To be precise, he said: "The important thing isn't ..." ...yes, speed... "What's important is the way you go. "What's important is the direction." This is a natural economic cycle. Life envisages that we are born, we haven't the slightest awareness, some people say, I say emphatically no, of the context, we die, and in the middle is life. Growth is life. These are the companies. This cycle, talking about busines organisations, for example, is shortening dramatically. Standard&Poor's 500. the list of the 500 top companies in the world dated 1958: life span of a company in the list: 61 years. In 1980, the average life of a company in the S&P list: 25 years. Companies that joined between 2005 and 2012, the average stay of a company in the list: 18 years. There are companies we watch today, worshipping them as the companies of the age which, in 2030, which is one of the first key milestones for many changes currently taking place (people says many things will change between 2020 and 2030), which will no longer exist. So, it's not growth, the idea is evolution. Growth for what? The provocation I wanted to leave you with is that tomorrow will probably be led by those people, who today, hopefully, after a moment of development, of unwrapping, are focusing their sights on the exact place they want to reach, which is much more interesting than "how much can I make out of the situation I'm in now?" Your advantage is the consequence of having produced a vision. If you don't have a vision, you're a thief. You take home a short-term advantage. This is the thought I want to leave you with, I think it's very interesting to see all those managers, those journalists, those companies who are busy producing an advantage and this is the marketing man speaking, not just for themselves. I have to sell a product. When I've made my profit I could be satisfied. I've earned my salary. That's not enough any more. Advanced marketing people, who are far fewer than those who tell you they're doing this, have realised they have to produce a benefit for themselves and also an advantage for the people who buy that product, which isn't the purchase of a product because until now all marketing was done by people... Fight Club: Brad Pitt, Edward Norton. Did you see it? We buy things we don't need with money we don't have to impress people we don't like. That's been marketing until now. So let's stop selling to earn. Selling to make a customer happy isn't enough today because people are buying things they couldn't give a damn about. Our houses are full of stuff we don't need. We have to produce an advantage for ourselves, an advantage for the next man and an advantage for the community. Without this third element, there's no real growth and so, in my view, evolution is impossible. I hope we soon see the end, just as my time is coming to an end, of a world where people think only about themselves, think they are doing a good job thinking only about the customer but fail to understand that you also have to think for the whole that contains themselves and their customers because if I have the world's purest spring of water and I sell the water at the lowest possible price, I'll make loads of money and my customer will be happy because he has the best water at the lowest price. But if the bottle that contains that water, continues to be in a container that will decompose naturally in 450 years time on the planet I'm overlooking the essential problem of the transaction, which is the public good. My grandchildren will have to deal with a plastic island the size of central Europe, which is already floating in the Pacific, to a depth of 3 metres. This is a problem that concerns us. Making a pile of money by offering the best and making other people happy isn't enough today. Growth is simply contemplating the whole. And if you can do it quickly and deeply because there's not much time... There's not much time, ladies and gentlemen. And it won't be a question of living 500 years because we'll have hit a brick wall much sooner. We have a serious problem and I assure you that my financial perspective isn't the truth but it leads me to think the problem is serious because we've damaged the roots of the whole that produced us and contains us. Zero, I've finished.

Video Details

Duration: 17 minutes and 25 seconds
Language: Italian
License: Dotsub - Standard License
Genre: None
Views: 22
Posted by: gabriella61 on Nov 3, 2015


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