Wednesday, September 1, 2010

Gustavo Razzetti >

Gustavo Razzetti, Founder & President, StrategicSense.

What do you need to be an entrepreneur?
Intuition, persistence and boredom (dissatisfaction is the best motivation to fight the status quo).
And, of course, common sense.

What did inspire you to start your business?
Years of listening to clients and agencies asking the same question, “I know there’s a great growth opportunity targeting the Hispanic market, but what’s the right approach or strategy for my business?”

How did you finance it?
Starting a professional services firm doesn’t require a huge investment.

Being Hispanic…Does it have any influence on your business?
Yes and No. I work on multicultural because of my experience in that market not because I’m Hispanic. But being Hispanic provides a more fresh and straightforward approach to my business.

In the face of adversity, how do you decide to keep going?
Adversity and success are the two sides of the same coin. And the coin is flipped every day.

What is the biggest challenge your business has faced?
After so many years working in ad agencies, I always saw other agencies as competitors. Today Marketers as well as Agencies are my clients. I provide consulting services to both, on their path to grow their multicultural business.

If you could change one thing about your business, what would it be?
I would have started it earlier.

What was your childhood ambition?
Becoming a successful fiction writer.

Tell us about three entrepreneurs that you admire?
Steve Jobs x 3:
He invented Apple.
He re-invented Apple when he was re hired as CEO.
He re-invented himself.

For business meetings: breakfast, lunch, or dinner?
Dinner, there are fewer interruptions (people tend to check their Blackberry less)

What sacrifices on your personal life did you have to make in order to become a business success?
Personal and family time. But I’ve learned to dedicate more quality time to the people I love.

What is your favorite quote?
“What got you here, won’t get you there”. Many people believe that because they made great achievements in the past that they would be successful forever. Future success is a consequence of today’s actions and decisions.

Is it difficult to be unconventional?
Actually, I think it’s easy. I guess that copying other people and not being you must be much harder.

Biggest mistake made?
Having worked for others for a long time, making money for others that I could have made for myself.

Do you consider yourself an innovator? Why?
Yes, because I get bored pretty easily and I’m always trying to find a better way to do my job. And I like to challenge people to test the limits.

About the Company:
StrategicSense helps bridge the gap between advertising agencies and marketers that want to grow the business tapping into the fastest growing segments: Hispanic and African American consumers.
Gustavo Razzetti, President & Founder has been familiar with U.S. Hispanic and Latin American markets for more than 20 years, working with top consumer brands such as DIRECTV, Walgreens, Verizon, Nestlé, Chivas Regal, General Motors, Coca-Cola and BBVA. A veteran agency manager and strategist, Gustavo is the former President of GlobalHue NY and former CEO of Euro RSCG Latino. He has run five different agencies in New York, Argentina and Puerto Rico.

StrategicSense is about helping clients enhance growth and shareholder value capitalizing on the opportunities presented by today’s dynamic multicultural America. Consulting Services are focused on: Multicultural Opportunity, Multicultural Strategy & Agency Management. Clients are well aware that if they want to grow the business, multicultural is the way to go, but they need strategic consulting to build an effective strategy and approach.

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