Giuseppe Stigliano

«THE BUSINESS IMPLICATIONS OF AI»

One of the Most Inspiring Global Leaders by Thinkers50. Member of the Advisory Council of HBR. Top Voice Linkedin. Co-author with Philip Kotler.

Giuseppe Stigliano speaker, conferencias, marketing, kotler
English · Italian
Digital and Social Media · Futurist and Technology · Marketing and Branding

Giuseppe Stigliano is a recognized thought leader and sought-after advisor and keynote speaker on Marketing, Management, Leadership, Business Transformation, and Corporate Innovation.

Giuseppe is an entrepreneur and manager with over two decades of international marketing and communication experience. He has served three times as CEO at international agencies, including leading a WPP EMEA team dedicated to FCA, J. Walter Thompson, and Spring Studios, partnering with more than 300 companies globally.

With a Ph.D. in Marketing and Economics, Giuseppe has co-authored three business books with Philip Kotler: ‘Retail 4.0’, ‘Onlife Fashion’, and the most recent ‘Redefining Retail’. His books have been translated into eight languages, reaching a total readership of over 100,000 people worldwide. As a keynote speaker, he has been invited to give talks in more than 30 countries to both B2B and B2C audiences across various industries.

As an advisor and board member, he leverages his international cross-industry experience to help business leaders assess the status of their organizations against market benchmarks and develop actionable marketing & sales strategies that exceed customer expectations and maximize ROI.

 

Giuseppe is also an active angel investor and an Adjunct Professor of Marketing at prestigious international universities and business schools. His TEDx talk, ‘How To Become a Marketing Superhero,’ has garnered over 1 million views worldwide.

 

A member of the Advisory Council of HBR, a regular contributor to Forbes and a LinkedIn Top Voice, Giuseppe was recognised by Thinkers50 in 2024 as one of the most inspiring global leaders whose ideas are set to make a significant impact on management thinking.

In his keynote “The Business Implication of AI”, Giuseppe Stigliano explore the profound business implications of AI, from operational enhancements to strategic transformations, as well as its impact on marketing, sales, and brand loyalty. Participants will gain insights into how businesses can harness AI’s potential to thrive in the modern market.

Conferences

The Business Implications of AI.

SUMMARY OF SESSION:

Artificial Intelligence (AI) is revolutionising the business landscape, driving efficiency, innovation, and the creation of new business models. In this new phase, companies must navigate the complexities of AI integration to remain competitive and relevant. This masterclass will explore the profound business implications of AI, from operational enhancements to strategic transformations, as well as its impact on marketing, sales, and brand loyalty. Participants will gain insights into how businesses can harness AI's potential to thrive in the modern market.

KEY COMPONENTS:

> Examine how AI is reshaping business processes, from automating routine tasks to enhancing decision-making capabilities.
> Discuss the strategic shifts required for effective AI integration across various business functions.
> Explore the role of AI in personalising customer interactions and improving service delivery.
> Delve into the ethical considerations and governance frameworks necessary for responsible AI deployment.
> Learn how to leverage AI to gain a competitive edge in a rapidly evolving market landscape.

LEARNING OUTCOME:

> Learn how to identify and implement AI solutions that align with your business goals and operational needs.
> Gain insights into how AI can augment decision-making processes with predictive analytics and data-driven recommendations.
> Explore the ways AI can fuel innovation and help businesses stay ahead of the competition.
> Learn how to strategically position your organisation to leverage AI for long-term success and market leadership.

The Future of Retail.

SUMMARY OF SESSION:

The retail landscape is undergoing a transformative shift, driven by technological advancements and evolving consumer expectations. As we move into this new era, companies must develop a more sophisticated approach to integrating these innovations, focusing not just on the technology itself, but on creating meaningful and seamless customer experiences. This transformation is redefining traditional operating models and business strategies.

Key Components:

> Explore the shift from the urgency to digitize to understanding the specific digital transformations that individual companies can absorb and implement effectively.
> Analyze the evolving concept of the customer journey that now spans physical, digital, and virtual realms and understand how to create seamless and integrated experiences across these three dimensions.
> Delve into the importance of optichannel, a strategy that optimally combines multiple sales and communication channels to meet customer needs in a fragmented world.

LEARNING OUTCOME:

> Understand the importance of tailored digital transformation strategies that align with a company’s unique capacity to absorb and implement change.
> Gain insights into designing customer experiences that seamlessly integrate physical, digital, and virtual touchpoints.
> Develop the skills to implement an optichannel strategy that ensures cohesive and personalized customer interactions across multiple platforms.
> Explore the future implications of AI-driven interactions on consumer behavior and business operations.

Post-Digital Leadership.

SUMMARY OF SESSION:

The term "Post-digital" refers to the beginning of a maturity phase in the so-called digital era, where people, institutions, and companies develop a more mature relationship with what was previously seen as a disruptive technological revolution. In the postdigital age, we take that disruption for granted and focus on creating a new reality. This phase has widened the gap between old and new leadership models. Leaders at both emerging and established companies must navigate different customer expectations, consumer behavior, experiential benchmarks, and a competitive landscape.

KEY COMPONENTS:

> Understanding Organisations: Explore how different organisational structures adapt to the post-digital landscape.
> Different Leaders for Different Companies and Stages: Identify the types of leadership required for companies at various stages of their lifecycle.
> What Makes a Leader: Delve into the essential qualities and skills that define effective leadership in the post-digital era.
> The ‘Right’ Leadership: Discuss strategies for cultivating the appropriate leadership style to meet contemporary challenges.

LEARNING OUTCOME:

> Understand how to integrate digital technologies in a mature and sustainable manner that aligns with current organisational needs and goals.
> Develop the ability to assess and implement different leadership models suited for both emerging and established companies in a
post-digital context.
> Gain insights into evolving customer expectations and behaviors, and learn how to design experiences that meet these new
benchmarks.

Consultative Selling.

SUMMARY OF SESSION:

As Jeffrey Gitomer famously said, “People don’t like to be sold—but they love to buy.” The "Consultative Sales Masterclass" focuses on evolving sales techniques in a rapidly changing marketplace. This session explores how professionals can adopt a consultative, customercentric approach, transforming from ‘sellers’ into trusted ‘advisors’. Participants will learn to align the needs and challenges of clients with the solutions offered by their organizations, fostering long-term relationships and driving mutual growth. This approach goes beyond selling products or services, emphasizing the creation of genuine shared value for clients through deep understanding and partnership.

KEY COMPONENTS:

> Understanding the Consultative Sales approach: delve into the core principles that shift focus from selling products to solving client problems.
> Building Trust and Credibility: learn techniques for establishing and maintaining trust, ensuring credibility in all client interactions.
> Tailoring Solutions: develop skills in customizing solutions based on deep client insights, addressing unique challenges and goals.
> Leveraging Data: use data analytics to inform sales strategies, enhance client engagement, and provide value-driven insights.
> Managing Complex Sales Cycles: explore methods to effectively navigate longer sales processes, including stakeholder management and maintaining engagement.

LEARNING OUTCOME:

> Gain a comprehensive understanding of consultative selling and its importance in modern sales environments.
> Develop skills in building and maintaining trust with clients, essential for long-term relationships.
> Learn to create tailored solutions that address client-specific challenges, enhancing customer satisfaction and loyalty.
> Utilize data and analytics to support decision-making and refine sales strategies.
> Navigate complex sales processes with confidence, ensuring sustained engagement and effective stakeholder management.

Leading Transformational Change.

SUMMARY OF SESSION:

Effective leadership in transformational change has become a critical skill for business leaders. The challenge is not just in implementing change but in leading it in a way that inspires confidence, overcomes resistance, and creates a sense of shared purpose across the organization. While change is often situational and reactive, true transformation is cultural—it involves a deeper shift in mindset rather than just a change in skillset. To leave a lasting impact, leaders must aim for transformation that permeates the organization’s culture and values, fostering adaptability and resilience at every level. This masterclass will provide a comprehensive framework for leaders and managers to understand the dynamics of transformational change, emphasizing the need to balance structured planning with the flexibility to adapt to
unforeseen circumstances.

KEY COMPONENTS:

> Understand the critical elements of a transformative vision that resonates with all stakeholders.
> Learn strategies to communicate the vision effectively, addressing concerns and anxieties, and turning resistance into support.
> Discuss real-world examples of businesses that successfully navigated transformational change by blending strategic planning with agility.
> Learn how to cultivate an organizational culture that embraces change, values innovation, and is resilient in the face of challenges.
> Identify common barriers to transformational change, from silos to cultural resistance, and develop strategies to overcome them.

LEARNING OUTCOME:

> Understand the critical role of leadership and management in driving transformational change.
> Develop practical skills to create a compelling vision, engage stakeholders, and build a roadmap that balances structure and flexibility.
> Learn from firsthand CEO experience and real-world examples to refine your approach to leading change.
> Leave with a toolkit of strategies and techniques to lead successful transformational change initiatives in your organization.

Scaling Your Business.

SUMMARY OF SESSION:

Scaling a business is a complex and demanding process that requires a fundamental shift in leadership style and approach. This masterclass
will explore the critical leadership adjustments needed to successfully scale an organization. Participants will examine the unique challenges
that arise during rapid expansion—such as decision-making bottlenecks, communication breakdowns, and the 'success trap' where past
achievements can hinder future innovation. The session will also delve into strategies for cultivating a robust leadership pipeline and fostering
an environment that empowers individuals at all levels to contribute effectively to the organization’s ongoing success.

KEY COMPONENTS:

> Learn to adapt leadership styles to suit different phases of growth, ensuring alignment with evolving organizational needs.
> Explore how to transition from hands-on management to strategic oversight, fostering a culture of trust and delegation.
> Recognize key challenges like decision-making bottlenecks, communication failures, and stagnation from the 'success trap,' and learn strategies to streamline processes and improve cross-functional communication.
> Understand the role of leadership in fostering an environment where team members feel empowered to make decisions and contribute to the company’s strategic goals.
> Learn how to maintain the agility and entrepreneurial spirit of a startup even as the organization scales.

LEARNING OUTCOME:

> Gain a clear understanding of the leadership transformations required to scale an organization effectively.
> Develop practical skills to overcome common scaling challenges, ensuring sustainable growth and continued success.
> Learn from firsthand CEO experience and real-world examples how to refine your approach to scaling the business.
> Leave with actionable strategies to build a strong leadership pipeline and create an empowering culture that drives innovation and growth.

Books

REDEFINING RETAIL | GUIDING PRINCIPLES FOR A POST DIGITAL WORLD.

Discover the new realities of working in the post-digital era of consumer brand and retail marketing.

In Redefining Retail: 10 Guiding Principles for a Post-Digital World, renowned international marketers Prof. Philip Kotler and Dr. Giuseppe Stigliano deliver a timely and insightful examination of retail and consumer brand marketing. In the book, you’ll find practical and concrete techniques for redefining your organisation’s internal operations and processes, as well as its business strategy. You’ll rethink the entire value chain as you consider the growing importance of sustainability, diversity and inclusion, working policies, and more.

The authors describe ten critical principles that should guide the actions of your company, whether you work with a startup, an SME, or a large, established organization. They also discuss:

> The main challenges retailers face in a world that’s been fundamentally transformed by the digital revolution.
> How to future-proof your marketing strategy, including 10 guiding principles for a new customer experience at retailers and consumer brands.
> The opportunities and threats of creating a seamless customer journey in the physical, digital, and virtual realms.

Perfect for managers, entrepreneurs, consultants, and investors in both the B2B and B2C sectors, Redefining Retail: 10 Guiding Principles for a Post-Digital World will also prove invaluable to students of management, marketing and business administration, as well as anyone with an interest in the evolution of commerce.

REDEFINING RETAIL | GUIDING PRINCIPLES FOR A POST DIGITAL WORLD.

ONLIFE FASHION | 10 RULES FOR A WORLD WITHOUT RULES.

In an era marked by rapid and profound changes, the world of fashion has also undergone major transformations. Its boundaries, its logic, and its key players have been redefined, continue to evolve, and will keep changing in the coming years. Onlife Fashion offers entrepreneurs, professionals, industry operators, consultants, and students an interpretive framework to understand the current state of fashion and manage its developments. In the first part, the authors analyze the forces that have driven the deep transformations in the fashion industry, which have been further accelerated by the ongoing pandemic. The second part outlines the ten guiding principles on which to build or rebuild fashion companies' business models, while the final section features interviews with the CEOs of leading companies in the sector. This valuable book analyzes the fashion market, focusing on the "high-end" segment, and dedicates a special section to the business strategies of some of the world's top brands.

ONLIFE FASHION | 10 RULES FOR A WORLD WITHOUT RULES.

RETAIL 4.0 | 10 RULES FOR THE DIGITAL AGE.

The technological revolution of the last decades has changed many of the assumptions on which the retail world was based. Customer expectations are evolving at the speed of digital: those who buy want to live an increasingly engaging, personalized and rewarding experience. The information circulates at an extraordinary speed, the market has become more horizontal, inclusive and social, the customer journey is less and less linear and predictable, and those who used to be only a "recipient" of marketing and communication campaigns now become increasingly protagonist . If for many this is a problem - or even the "retail apocalypse", as has been stated with a certain superficiality - for others it is an extraordinary opportunity. Digital changes the rules of the game.

In this book, Philip Kotler and Giuseppe Stigliano offer a brief overview of the changes taking place, and together a series of strategic tips - 10 rules, in fact - for retailers who want to merge traditional and digital marketing, choose the most functional technologies, align information transmitted at all points of contact - online and offline - between brands and customers, transforming physical stores into destinations.

RETAIL 4.0 | 10 RULES FOR THE DIGITAL AGE.

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