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Internet, communication and the government: a conversation with Iginio Massari

Iginio Massari’s greatest power is that he is Iginio Massari. Certainly, it’s quite evident, but at the same time useful to clarify a whole series of superfluous questions such as “how do you become the best?” In the age of dematerialized atoms into bits that run a thousand kilometers per hour in the optical fibers of the Web, the substance always wins. The real, authentic substance that does not lie even if it must tell you that you suck.

The Master, as “his boys” call him, is in fact one of those people whom you always learn from, whenever we are lucky enough to hear them or stay close to them. A real “predestined” in the first place, because he understood immediately that nothing is taken for granted in life, even when your name is Iginio Massari, you have almost two million followers on social media, you have been recognized with the “World Pastry Star” as the Best pastry chef in the world ”and the national and foreign media compete to have your presence.

Master, do you ever feel the responsibility of being an opinion leader?

I tell you that. As I am, if I felt like an “opinion leader” it would mean that I have driven myself into a corner of presumption. I have never asked myself this question, even though I have all these followers, maybe I should do it, because I always express an opinion and actually have a responsibility. That said, it is obvious that I feel responsible for everything I say or write, and for this reason I always analyze everything to be sure I spread positive messages.

One of his main features is the frank and direct relationship with the truth: what’s your opinion on fake news?

Hamlet wondered “To be or not to be?”. “Having or being” was Eric Fromm’s dilemma. One can speak correctly even without necessarily arise the interest of others. The fake news are two sides of the same coin: you have to put the soul in what you communicate if you want to make a difference and be credible.

The last thirty years have certainly been characterized by the digital revolution, which has literally changed the daily life of billions of human beings all over the world: how do you imagine people in 50 years?

I love technology but I’m afraid of borders. The world is increasingly turning into service, while we should rediscover humanity and the services that are connected to it. The risk is that of a new slavery where our lives will depend on our new knowledge of the world and of things, shaped by those same services that we already consider indispensable. An economy based on slavery, in fact, which model reminds me very much of the Egyptians.

Do technologies like artificial intelligence fascinate or scare you?

Both things: the advantages are many and huge, but I observe that during his existence Mankind has always made the same mistakes. I’m afraid it would repeat what the ancient Romans committed, who, after more than 4 centuries of the Empire, ended up defeated by the barbarians because they were not able to recognize their own limits: where will we arrive at this rate? Are we sure that someone or something will come and bring us back down to Earth? As for technologies, the first thing I wonder is: where does freedom end? Today we are all under control: cameras, internet, credit cards, mobile phones. It’s all beautiful, but we must know that this also means that we are all considered potential criminals.

How important are consistency, quality, identity and constancy in the success of a brand?

These elements are the success of the brand, whoever ignores even one of them is destined to miserably fail. Quality is image and the ability to communicate is absolutely fundamental, because serving a brand is not something that is built around the table, but means constantly meeting the needs of people who believe in that particular brand.

In 2015, many on the Web launched your candidacy for President of the Republic: if you would really became President, what would you aim for and what would you eliminate immediately?

Being president is not a game for children or old fools, it requires quality, experience and uncommon skills and, knowing myself, I know that I would live too intensely a role like that. Personally I would make sure that no one can become a deputy or a senator without being in possession of an adequate culture: I would set up a license to certify the skills to be able to write the laws and perform all the – very delicate – tasks which are proper to those who make politics. We receive freedom from those who produce it, and this makes necessary being governed by people with an adequate culture to be able to govern Being more explicit, if one declares that the TAV is 45 million kilometers long, it means that he has no idea what he is talking about, and should not be able to enter in Parliament. So, I repeat, it needs a license that enables us to represent the state and write the laws.

what is the sweetest word for you?

It will probably make you and your readers laugh, but it’s a word that belongs to every single person and it’s “love”. You love because you love, without obliging or being forced. Probably not many know how to express it correctly and we cannot bargain it or buy it at the supermarket, but we just give it unconditionally. This is why the word love has such a sweet sound for me.



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è consulente di marketing strategico, keynote speaker e docente di branding e marketing digitale all’International Academy of Tourism and Hospitality. È stato inviato di «Vanity Fair» negli Stati Uniti per seguire Donald Trump, a Kiev per la campagna elettorale di Zelensky, collabora con diversi media ed è autore di 10 libri. Nel 2016, per promuovere la versione inglese de Il Predestinato ha inventato la sua finta candidatura alle primarie repubblicane sotto le mentite spoglie del protagonista del romanzo, il giovane Congressman Alex Anderson. Una case history di cui si sono occupati i principali network di tutto il mondo.

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