05 Sep 22
05 Sep 22
Interview to Fulvio Furbatto, CEO Advice Group
1. What does "entrepreneurship" mean to you?
In order to talk about "entrepreneurship", we have to start with its etymology, because we often forget its meaning. The word in Italian comes from a verb meaning to initiate, to start a new initiative with the aim of opening up possibilities. People often think that all you have to do to be an entrepreneur is register for VAT, but entrepreneurship is all about generation: "entrepreneurship" means generating opportunities for yourself and for other people who are part of the entire ecosystem. For me, generating opportunities has always gone hand in hand with promoting change, which is necessary to have a significant impact on the market.

2. What has been the most significant experience you’ve gained or lesson you’ve learned in the course of your journey?
That nothing, not even luck, counts more than commitment and teamwork: I’ve learned it - and am still learning it - from every person I meet on my journey. I think a good entrepreneur is the perfect combination of the ability to absorb and share information, the ability to direct without imposing, and the ability to think outside the box. Vision, people, and sharing have always been key elements; then, as I got older, I began to see mistakes as a starting point and admitting your mistakes as the basis of leadership. I've put this belief into practice at ELITE as well, involving all the area managers in the programme, the same managers I define objectives and budgets with. 

3. What makes the Advice Group stand out from the competition?
Advice promotes change in the Martech segment. At Advice, we know we will never be the biggest on the market, but we compete to be the best, the bearers of a new philosophy that can change paradigms. In fact, thanks to our technology based on understanding virtuous behaviours and predictive attitudes, we are spreading a new form of loyalty that is more democratic, expanded, and aimed at all consumers, rather than only those who can "afford" to spend and consume more. Loyalty will become an attitude towards every level of customer, moving away from the idea of points and rewards programmes that are only aimed at a few big spenders. Every day, we can see with our own eyes virtuous examples of how recognition and attention is the highest form of loyalty: at Advice, we are making it industrialisable and thus widespread. The impact of this will be an improvement in social conditions, in line with companies' ESG objectives, so customers won't need to spend so much for brands to listen to them. 

4. What is your personal and professional motto?
For every arrival, there is a new departure. Think progress. 

5. ELITE: the private market and network that creates value for companies, market participants, and the real economy. Why is this an opportunity that other companies need to consider?
You just said it: ELITE "creates value for companies that make up the real economy". I would also add 'companies with high social impact'. It wouldn't be called "enterprise" if it weren't so hard to change something, would it?