Do you base your communication on facts or on stories?

"Facts or stories?" Okay, I see something about...

"I do it my way." But let's read the question:"Do you base your communication on facts or stories?" This is kind of the dilemma,not of my life,but certainly of my path, first with my studies and then with my work.

Because my background as an engineer, in terms of studies, is something that's heavily based on facts.

Today's work aims to find the correct words, the right words to build a convincing story, that is, the storytelling.

That's essential.In today's world, in consumer electronics, if we talk mainly about phones,today as technological development,we've kind of reached the limit of the moment.

Often, customers come to the store joking,asking if now the phone also makes coffee.

Like saying: what's the next step, the next technological development?

Nowadays, it's kind of hard to say.We find AI, which prioritizes the customer,but in terms of hardware, products today look very similar.

And that's when storytelling becomes important, that is,it makes the difference by building a convincing story.

That's why I don't think there's a single formula or recipe,especially in the context I work in: an international,multicultural context where people have different needs.

I think the story can have a guide, a background story also built from the product and therefore from the fact,and again, from numbers, from something measurable,objective, quantifiable.

When we talk about stories, it's each person's story,of each one of our individual users.

So first you have to know this user,and then you have to immerse them in a routine with a product, if you like, with a fact, something more objective,like the product itself, a product that combines perfectly so that you say, "God, how did I live without this product until yesterday?" I think it's important to find the right balance between fact and story, because there must be important facts, there must be important hardware products,and you can also help build these facts, these important products.

We're talking about taking and valuing customer feedback,then building a story from it.

There's an anecdote I like to tell, maybe it was one of the first signs,back when I was studying, of what I really liked doing, of what I would have liked to do.

I remember the hardest exam at university was "Construction Techniques." And in my case, where I studied, in Rome, it had many phases:first a written exam lasting several hours, then another called "small composition," then an oral exam and finally the final oral,with the "big boss" of the university.

I remember that after an entire day doing all those tests,I got to the last stage, the oral exam with the professor. After over 40 minutes, when it ended, he said, "Congratulations,Cavalli, you passed with a good grade, but more than an engineer,you look like an actor playing an engineer." And for me, that was the best compliment, because really,for me it meant...

that I had managed to tell a good story even starting from something,from a subject that, at first sight, seems very cold and rigid.

Projects, engineering is numbers, calculations,but I managed, so to speak,to argue, to tell well what a project could be.

So yes, for me, storytelling is essential, it's something we rely on to create stories, to bring experiences from products in stores.

I think today it's the element that can make the difference.

Once you've told a fantastic story, you have to know it again,because then you have to bring numbers, you have to deliver results,the reports.

So yes, it's clear they go hand in hand.