The other day I went to my parents for lunch.

Returning to the room and going through my old things, I found a pair of yellow shoes, practically new. Why? I had become the one with the yellow shoes.

I remember them teasing me a bit.

For a pair of Nikes,

yellow.

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A warm greeting to everyone, let's return to the classic rhythm of Between the Notes, every two weeks. Also this autumn, which I hope will come, I will continue to tell what it means on a personal and professional level, to create a company at 30 years old, Open.

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But what does a pair of shoes have to do with growing a company? Let's go.

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1. The pleasure of being invisible

They must admit it:

For some people, it's not evil to be immersed in the soft stalemate of a fog that makes you invisible to others. It's comfortable to know that you don't have the spotlight on in the crowd and it gives you peace of mind.

I remember reading about it for the first time in a wonderful book: Radical Candor, by Kim Scott, a former executive of companies like Apple and Google, highly recommended to those who work with people.

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We can divide into two big groups: Super Star and Rockstar.

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And the author describes the people who are part of the Rockstar group, as people who are very good at theirs, who take home the loaf, turn off the plug and see you tomorrow at 9.

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Public recognition is not important to them, quite the contrary:

Zero stimuli,

Zero thoughts,

Concentration and action.

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The superstars well, there's no need to explain so much, either there are continuous stimuli, exposure to the world or:

Zero energy,

Zero desire,

Down the back of the chair and away with apathy.

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Here too, being very much in agreement with my friend Kim, in the process of creating a company, I think that these macro-groups must merge: we must learn to act fluidly, changing our attitude depending on the period in front of us.

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You have to know how to wear yellow shoes, and do the kilometers if necessary.

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2. The importance of being recognizable

We must admit it: for those who work in communication, it seems that everyone around us is doing the same job as us. But let's still expand, in the various subsets of the world of services, defenseless by the convenient objectivity of the characteristics of the world of products, companies often become invisible.

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And here we are at the people, the branding and why not the shoes.

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We need to invest to get noticed,

we must invest to make us remember,

It is necessary to invest those who do it by finding words in English to describe their work differently from the other side of the case.

Excuse me.

I'm going backwards.

Crock.

Ok I'll stop it.

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And without opening the parenthesis of corporate branding, so write to ciao@aperto.studio, companies are people and we know that, but we, who open companies, are the company ourselves and therefore we must make ourselves known and noticed like our logo.

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With the yellow shoes, I was the one in the yellow shoes, and it was a great thing, I just didn't understand it. Sometimes even just one detail, in our clothing, is enough to make you recognizable among others, and I'm not saying it, they can confirm it to you:

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The one with the crown of thorns, if you've been busy on the calendar on Sunday morning,

The one with the black turtleneck pullover, if I can send you a photo on Airdrop,

The one with the bandana, if you'll allow me.

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3. The beauty of knowing each other

I have to admit it.

I bought the bottle and the socks with the clouds, yes because I love them, but also because they are profoundly useful in making me become a brand element for Open.

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And this stuff works, certainly even to pass off as an idiot, but as an idiot in the clouds, the place where I want Aperto to to be in the head of those who met him:

close enough that a glance at the sky is enough to think about it.

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Oddities and contrasts are always excellent ice-breakers:

people are curious and want to solve doubts, so why not put them to them?

But let's do it with a sense, let's create and tell it the story behind the peculiarity that we insert in our image or that of our company, let's choose something that really matters to us (if you want to know the history of clouds) click here ☁️).

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I don't mean the Adelphi totebag, not even the rainbow logo at Pride Month.

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In conclusion, let's have fun, both with the branding of our companies and with our staff. Telling us without talking makes us interesting and gives us more opportunities to tell those who are curious enough to want to find out what's behind it:

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to a logo with a particular font,

to a cloud,

or a pair of Nikes, yellow.

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We'll see you in the next note.

Marco.

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