DATTER-Change Agent. A Journey Through Books and Tips for Change‍ | Francesco Pozzobon

The Journey of the “DATTER.”

This is what I want to explore 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 discover and share what lies in the dreams, studies, experiences, and—more generally— the “mindset” of those who—in this period marked by the “Great Resignation” or “major life choices,” as Cristina Casadei recently renamed it in an article published in *Il Sole 24 Ore*—are investing themselves, working day and night, driven by a strong conviction.

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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.

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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.

Following Luca Argenton, CEO, and Davide Pellegatta, Strategy & Governance Officer at Digital Attitude, Francesco Pozzobon, Chief Sales & Marketing Officer, will be introduced today.

1) Hi Francesco, first of all, I’d like to ask you to share a childhood photo, the job you dreamed of having when you were little, and how that connects to what you do today at Digital Attitude

Ever since I was a child, I’ve had this clumsy desire in my head and heart: to change the world. The interesting thing is that this desire continued to grow stronger over time (and caused me quite a few worries 😊) until, in my third year of college—I was studying economics at Bocconi at the time—I wanted to drop everything (talk aboutthe “great resignation”...), since I couldn’t find a way to “change the world” through the more traditional paths that characterized my studies at the time (finance, marketing, management, etc.). Of course, dropping out of college wasn’t exactly a sensible idea, especially given the cost and my father’s efforts to make this education possible for me. Summer was approaching—which for me has always been the most beautiful and enriching time of year—and so, on the spur of the moment, I thought of my uncle, a missionary in Brazil, and the idea of organizing a trip with my lifelong friends to discover a world that was so new and different to us: the favelas of the Amazon. That opportunity marked, shaped, and set in motion my personal and professional journey, leading me to return to that land during my first work experience with an NGO after finishing university, where I presented a thesis—certainly disruptive and unusual for the Bocconi context at the time—on the Brazilian favelas. The most important and fundamental benefit of that first trip and my introduction to Brazilian reality was returning with my feet firmly planted on the ground and the conviction that “changing the world” is nothing but hypocrisy, but changing oneself in relation to the world and in one’s relationship with one’s own reality is the most beautiful challenge one pursues throughout one’s life—one that remains new and fascinating every single day, even today at Digital Attitude.

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2) Change: Can you recommend a book, a movie, and a song that can help us deal with it in the best way possible, explaining the reasoning behind each choice?

A brief introduction to explain my choice: I have always sought to combine two sides of myself in my professional and personal life: the first—the creative side—driven by a passion for art and innovation, and the second—the more pragmatic side (I was born at seven months and am a Virgo 😊)—in which strategy and entrepreneurship temper or seek to practically channel the benefits of the first. Thanks to these inclinations, I’ve learned that almost none of our ideas, innovations, or paths are generated or emerge as something entirely new in and of themselves—or even as something never seen before—but rather, everything is composed of and originates from the interpretation of something that already exists, perhaps giving it different forms and content.

This introduction explains why I chose a book that I find interesting:“Steal Like an Artist: Learn to Copy Ideas to Be More Creative at Work and in Life” by Austin Kleon!

As for the movie , I have no doubt it’s *Forrest Gump*, for many reasons—and among them, in light of my own journey, his famous line: “Life is like a box of chocolates; you never know what you’re gonna get.” I believe it’s a wonderfully true statement and a daily reminder to cultivate a positive attitude and a sense of wonder in every moment or activity that life calls us to.

As for the song, however, I return to the combative and dreamy spirit of that era in Brazil and suggest Patti Smith’s“People Have the Power”— with the message that, aside from the fact that everything is a gift, a great deal ultimately depends on each individual and how they choose to live their lives, use their talents, and work on the areas that are missing or in need of improvement. So everyone has the power to… change themselves and help bring about and support change in others.

3) Each of us has at least one project close to our hearts because it has led to significant and tangible professional growth. What was your first one?

I was fortunate enough—at the intersection of opportunity and the ability to seize it—to encounter people and situations that went on to shape important paths and years in my life. The first, and certainly the most significant in absolute terms, was meeting Enzo Manes and the great opportunity he gave me to work alongside him, first on the design and then on the construction of the Dynamo Camp project. Having a teacher is often a rare thing; having a mentor like him is perhaps even rarer: I had the daily opportunity to work alongside him, learning and absorbing (and eventually making them my own over time) so many elements—from the most subtle details to the broad strokes of his approach to working with and relating to various stakeholders, as well as the worlds of business and finance. Finally, it was exciting to have been part of Italy’s first venture philanthropy project—where business and social impact found their point of convergence, creating the greatest value.

4) A mistake on a project that allowed you to improve your skills and/or products 

There are many mistakes, but the great thing is that you learn a lot from each one. Recently, thanks to a valuable career coaching program, I’ve been able to reflect on and focus on the difference between action and reaction—in daily decisions, in business relationships (with colleagues and stakeholders), as well as during times of professional and career change. Looking back on my past experiences, I’ve come to realize just how central and decisive this difference (reactive errors) has been in shaping the medium- to long-term outcomes: re-acting (even while acknowledging the importance of decision-making skills) often leads to only short-term benefits, whereas acting—which requires first listening and then processing—leads to successful choices in the medium and long term that are more aligned with one’s aptitudes, inclinations, and true goals.

5) 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 (up to five) that can help foster change?

I’d like to shift the perspective a bit by offering a different take: I believe that today it is essential to start over with the simplest, most immediate things—those that are inherent to our specific nature as human beings and that unite us, especially in the workplace.

Work takes up the largest portion (at least in terms of time) of our lives, so I think that—not only to manage or foster change, but also to live better—we should reconnect with our five senses during our daily work hours.

How often, when we stop to reflect on our habits, do we use our five senses in a conscious, profound way, savoring their effects as we work:

1. Breathing: For the most part, we breathe simply because the body is a perfect machine and does it on its own, but how aware are we of the air that becomes breath, speech, a breath of life, and a touch of life?

2.Hearing: We think we hear, but how much do we really listen to ourselves and those around us?

3.Sense of smell: To what extent are our workspaces designed to allow us to experience this and broaden our sensory experience?

4.Vision: Where is our gaze directed, and how do we use it? How do we weave together the various scenes on our horizon, which in turn fuel the engine of our lives?

5.Enjoyment: In the constant flow from one meeting to the next (not to mention those who make the serious mistake of skipping even their lunch breaks), how can we bring some enjoyment and flavor to our days?

Today, a lot is “changing” for the better, but there is still much to be done, both on an individual level and at the organizational level.

6) 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 every letter of your name—I’d like you to tell us about the company as you experience it.

Digital Attitude for:

Wow, that won't work—my name's too long. I'll just split it up and combine the letters of my name:

FR stands for “freshness”: at DA, there’s always an atmosphere of freshness and simplicity, especially thanks to the people who make up the team.

ANC stands for “ancora” (still): as someone who loves the sea, I’ve found a group and a company in DA that are firmly rooted in reality, with all the positive aspects that this entails.

And “eclectic” in spirit—that is, capable of many different facets to best connect with people and meet their needs for change.

SCO as a “discovery”: the kind you can make every day when interacting with a client or partner, or when you find unexpected ways to resolve pain points, or when you go straight to the heart of change and discover how wonderful it is to be part of it.

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