Matteo Miotto has worked for years in strategic marketing consultancy for small and medium-sized B2B businesses. The problem he observes most often is not about tools: it is about businesses led by competent people who end up deciding on price, product and communication without ever having decided, first, what to rule out.
After graduating in Communication Studies from the Università degli Studi di Trieste, which gave him the tools to address widely differing subjects without having to bring them within a single discipline, he built the rest of his method case by case, through his consultancy work: understanding why organisations struggle to let things go, and what changes on those rare occasions when they genuinely do.
He believes that success, whether personal or organisational, depends on acknowledging an uncomfortable truth: resources (time, attention, expertise and money) are finite, and every choice that commits them automatically rules out others. Most of the failures he observes stem from this failure to make an explicit choice about what to forgo.
He runs www.matteomiotto.it where he guides SME owners towards deciding what to stop doing before deciding what to do.
He writes on the website’s blog, which introduces the subject to those encountering it for the first time, and in the more in-depth newsletter La quinta P. As a labour of love, he also runs Venexia: an archive of the history and stories of the Serenissima.
You can follow him on LinkedIn.
