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About Marco Lucchina
Marco Lucchina is a Cybersecurity director and former Chief Technology Officer, as well as a business and product strategist.
I have a degree in literature, but I have always worked with technology, since the moment I assembled my first computer on my own, until 2006, when my professional path led me to the discovery of «product management».
After a while, I also discovered the concept of emotional intelligence and for the ten years that followed, I studied, experimented and applied emotional stimuli to value propositions, people management and negotiations.
I consider myself as a humanistic with a great passion for technology; IT professional skills in a management career. Natural ability to think at a strategic level, never losing the big picture and reliable in processes, details and execution. Still growing with an off-work passion: historical military strategy (thesis).
Very focused on targets, often reached thanks to a 10 year trained negotiation capabilities and a more recent, but intensive, deepening in human being and how bare reactions, typically depending from emotions, can be used to understand the next move.
Professional lover of understanding and creating business models and value propositions; innovative author of a methodology for designing and executing complex sales cycle proposals (https://www.thecameltheory.com). I strongly believe that technology is a game changer for everything and I’m able to hold speeches and debates from vision, to market trends and solutions, deep to the relations between features and business outcomes.
Often associated with my sports: bike races and fighting where you have to mix heart, strategy and technics without moving to rashness. Staying close to the blade, never touching it.
The second one is the best option, but is it a coincidence or the result of a strategy?
How can a great idea,about a product or service, become a success?
The answer lies in emotional marketing; making it possible to create successful propositions based on the simple premise of telling one’s own story (only) to those who’re willing to listen. Finding someone “who cares”.
In the B2B world, things are only seem to be different. We still have to convince someone about our idea and our passion, our dedication and competence.Behind the specialized communication, there’s a human being who makes decisions, according to their own beliefs and experiences. Their being human affects their choices more than their being a “professional”.
Therefore, the goal doesn’t change: it’s about finding people who are willing to listen, just using a different channel that is, nonetheless, able to take advantage of the same decisional mechanisms. The channel will be the relationship, while the mechanisms will be our interlocutor’s personal needs.
The process through which we succeed is qualification: making our product/service appear unique, irresistible and tailor-made for that specific customer.
This isThe Camel Theory: how to design and execute your unique value proposition.