DATTER-Change Agent. A Journey Through Books and Tips for Change | Luca Argenton
The Journey of the “DATTERs.”
This is what I want to share in the second column I’m contributing to Digital Attitude. While in “Surfer People” I engage with those within companies who are riding the waves of organizational change, here I want to explore and share what lies within the dreams, studies, experiences, and—more generally—the “mindset” of those who—in this era marked by the “Great Resignation”—are investing themselves, working day and night, driven by a strong conviction.
I'll start with the name, which isn't obvious to me.
Dàt·ter, those who believe in Digital Attitude.
But that's not all: anyone who works to turn a shared dream into reality
Synonyms: Nerd, dreamer, explorer of new worlds.
People united by their focus on listening: to guide and embrace the true needs of those embarking on the extraordinary journey of change. People who believe that the best way to grow is through action and the ability to take care of ourselves, others, and the world around us.
People who know what it means to take on responsibility and love that feeling. That’s right, because the Datters have—and will always have—a startup mindset: speed, agility, initiative, and a willingness to take risks are at the heart of their approach to a changing world.
This brief description is what I read in their manifesto—which they give to anyone who joins the team—and it’s what convinced me that each of them had an interesting story to tell that could inspire us. So I decided to highlight their perspectives and experiences.
To kick off this column, Luca Argenton —CEO of Digital Attitude, a DATTER member since the very beginning.
- Hi Luca, what job did you dream of having when you were a kid, and how does that relate to what you do today at DA?
Among the many snapshots that take me back to when I was a child, the first ones that come to mind are those filled with the sounds, flavors, and traditions of family life. That’s where I learned to become the father, husband, and man I am today.
I think of a photo with my dad—my first time at San Siro. I remember the overwhelming excitement of seeing the stadium spread out before me, surrounded by the passion and enthusiasm of nearly 80,000 people. In that moment, I realized that sports could be a career path for me.
After high school, I was fortunate enough to go study in Australia, and there, almost by chance, I discovered psychology and its application in the world of sports. Upon returning to Italy, I pursued that path. I became a psychologist, earned a Ph.D. in Communication Psychology, and a master’s degree in sports psychology.
During my master’s program, I met someone very special to me: Marisa Muzio, a psychologist and mental trainer for professional athletes and teams, national teams, Olympic medalists, and world record holders. For me, Marisa wasn’t just a great mentor—she was a true guiding light in shaping my professional path. She taught me what it truly means to work and how it’s possible to make a difference in increasingly challenging environments. Together, we’ve worked with athletes, coaches, managers, and executives from sports organizations of all kinds and levels. From Olympic medalists and Serie A players to those taking their first steps in sports. Each of these experiences shared a common thread: success—and I’m talking about true, lasting success—cannot be achieved without preparation, sacrifice, determination, and well-being. These elements apply in sports, as they do in life—and in business as well.
Perhaps this is precisely the connection between what I dreamed of doing as a child and what I do today, working closely with organizations and the challenges they face in the process of change.
- Change: Can you recommend a book, a movie, and a song that will help us deal with it as best as possible, explaining the reasoning behind each choice?
I’ll start with Andre Agassi’s *OPEN: My Story* because it’s a story of real life—of sacrifices, personal and family struggles, and choices; of authentic, courageous, and sometimes unpopular choices. It’s a story that captures the very essence of life. And it made me reflect a little on myself as well.
First in college and then at work, I’ve always been considered a “talent.” A word that’s always pissed me off a little (we can say that, right, Vale?). Without any false rhetoric: I’ve never felt more gifted than others. However, I’ve learned to nurture my strengths, without fear of making sacrifices, doing the dirty work, taking on responsibility, and seizing an opportunity—even if I didn’t feel fully ready to do so yet.
When it comes to the movie, I think of a classic of contemporary philosophy: *Kung Fu Panda* J. Master Oogway teaches:“Yesterday is history. Tomorrow is a mystery, but today is a gift—that’s why it’s called the present.” That’s quite something. Whether in the ambition that propels us toward the future or in the roots we have in our history, we must not lose sight of the most precious gift: the here and now. This is where our game is played.
The song, on the other hand, is “Buongiorno Vita” by Ultimo. There’s a part of the lyrics that’s been running through my head a lot these days:
“Discover yourself when spring comes
"Because there's a flower here now, and there wasn't one before"
- Each of us has at least one project that is close to our hearts because it has led to significant and tangible professional growth. What was your first one?
I’m thinking of a truly fortunate experience—a wonderful project carried out with one of Italy’s leading companies in the energy sector. Our task was to assess the level of engagement well-being among people working in what they described as“unfriendly environments,”such as the desert, the tundra, or an isolated offshore platform. This project taught me that listening knows no bounds and that well-being is built through small gestures, as well as by leading by example.
- A mistake on a project that allowed you to improve your skills and/or products
One of the very first projects we worked on for a major client immediately comes to mind. We had been chosen because we had an innovative and truly distinctive technological solution. Unfortunately, on that occasion, the technology didn’t hold up… nothing worked. And the analog experience wasn’t able to live up to the expectations that the digital solution had created.
What are the lessons learned?
Certainly, the importance of preparation—just like in sports, where you win the competition through training. But that’s not all: a Plan B is an essential part of operations and a smart response to a possible and likely unforeseen event that may occur. But above all, it was the trust shown by Methodos—the company that had presented us with that opportunity—which continued to believe in me, moving beyond that “failure.” If Digital Attitude, which is part of the Methodos group, exists today, it is also thanks to that setback.
- Given the experience you've gained over the years through your studies and working with various clients, could you share a short list of habits (no more than five) that can help foster change?
- Listening and kindness are the most powerful tools we have to drive change
- The main thing must remain the main thing: focus and consistency are the keys to building lasting value
- Change comes from small steps, not (just) from good intentions
- Example is the primary form of influence
- Communicate, communicate, communicate… and communicate some more
- To wrap up, here’s a disruptive question—just like everything Digital Attitude supports through change. Using an acrostic with your name—that is, using all the letters in your name—I’d like to ask you to tell us about the company from your perspective.
Digital Attitude for:
Lessonlearned. What I’ve learned from Digital Attitude is far greater than what I’ve been able to contribute to our organization.
Onestep at a time. Small steps toward big changes. That’s our philosophy: one nudge at a time.
Consistency, because we are undoubtedly a company made up not only of tough people, but also of people of character who uphold strong values.
Attitude—because while many look to technology for answers, what really matters is our approach. How do we view what happens to us? A challenge or bad luck (as L. Mazzucchelli would say)? That “d” or “g” makes all the difference in the world…
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