An interview with Gianmario "Gimmy" Volpi

Gianmario Volpi, founder and owner of Studio Volpi, an international point of reference in design, engineering and branding for large corporations and small dynamic companies alike, shares his take on the special relationships that the Studio builds with its preferred clients, Homa being possibly its most cherished one, in this open-heart interview.

How did Studio Volpi start supporting Homa as its choice communication partner?

Let’s throw a couple of stones in the pond. Who knows, the ripples might move something inside us. Often times in life, you happen to do things because of the relationships you established previously. You already know you’re doing the right thing, it’s a natural consequence, almost effortless. When there’s that chemistry, that affinity between the entrepreneurial souls of individuals, things work out. I’m talking about entrepreneurs, even if we represent a corporation or a company, because in our minds we are entrepreneurs, and this is part of Homa’s managerial culture, too. When entrepreneurs look at expanding their reach, they look out for that something special, for a particular energy, for that unique spark that helps them recognise souls that are akin to theirs.

What kind of leader are you?

My role at Studio Volpi is not that of an achiever, but rather to herd the Studio’s energy, and never according to pure business criteria but almost always on intuition and feelings. In other words, I try to decide whether a certain energy I can sense from a potential client or project gives me the right vibes. Also, I look ahead and see whether it makes sense from a strategic standpoint, anticipating where that collaboration might lead.
Relationships need to be built and nurtured. In that, the “why” one does something is fundamental, without a shared “why” there’s no point in doing things together, it will never be special. When I interview new employees, beyond asking them the classic questions about their professional backgrounds, I also care to understand what makes them tick, their own “why”. I inquire about their family backgrounds, where they come from, what their fathers and grandfathers did, because that’s important to understand what motivates people, what gives them pride and pleasure in what they do. One is never fully oneself, as a standalone personality, but the product of one’s roots, parents and grandparents. According to Freud, it takes at least three generations for a personality trait to wash away. My passion for motorcycles, for instance, comes from my father. He was a motorcycle test rider. I often show a picture of him during a gymkhana competition. That attitude, that taste for engines, speed and adventure is now part of my personality, of my vision of the world.

Without a shared ‘why’, there is no point in doing something together

Gianmario Volpi started his career as an engineer for Whirlpool Corporation nearly 30 years ago, at the European headquarters in Varese, Italy. Volpi soon decided to start his own business, creating a consulting firm that could initially support industrial companies in shaping their product performance and features, and then evolve the relationship and become a full partner able to provide valuable support in problemsolving and in the definition of product strategy. Today, Studio Volpi is a trusted strategic and innovative consultancy agency working with a significant number of multinational companies worldwide, in various sectors. Beyond his innate passion for motorcycles, Volpi is married and father to a lovely girl.

How does that influence the way you select clients and interact with them?

At the start of one’s career, one needs to do things, to deliver on objectives and tasks. It’s all very concrete and focussed. That’s alright, that’s the way it goes. It’s never too high level, it’s a simple, efficient response to what one was asked to do. Later on in life, when one has achieved a lot, when one has learned many things and has proven oneself, that primary need to concentrate on simply delivering seems to fade away. It may be an unconscious process in the beginning, but one starts selecting the projects in which to invest one’s energy. That’s how you end up dedicating the best of you, your premium-self, to those privileged projects, and that’s how some clients naturally become best clients. It’s never a rational process, and best is not intended here in the traditional sense based on figures and accounting standards, but in a more holistic, spiritual way: you literally enjoy doing things for and with that organisation, because there’s that special sheen, that intellectual kinship. It’s always satisfying, and rewarding. In the end, your best clients are also your best adventures.

In life you often do things because of feelings rather than out of calculations

What about Homa?

That’s how it worked out with Homa, too. It wasn’t a deliberate choice, it just happened. Because of the people. So when we first met, we immediately knew there was the right chemistry. It may all sound very romantic and intangible, but on the contrary it’s a lot more tangible and concrete than might appear. Take the Covid pandemics, for instance: when the world was frozen into a global lockdown, the only contacts we could have were through the webcams. Now, in a conference call, If you can’t convey your thought in a true and convincing manner, your’e not going anywhere, and there’s no way you can achieve that if the right kind of energy is not there. With Homa, there was the added issue of the cultural divide, but it worked out just fine because we were on the same wavelength, that spark was never blown away, no matter the circumstances. With Homa we had already built that special relationship, which might have been more complex in the beginning, but in the end, with a good dose of respect, faith and trust, that bond became stronger, and stood the test of time, and of webcams!
It’s not always been an idyllic romance, mistakes have been made on either part, that’s part of being human, but our relationship is such that the accidental mistakes become opportunities, to learn, to improve, to strengthen our bond and consolidate the belief in our shared values.

What’s the importance of values such as trust and respect?

For an agency such as Studio Volpi, made up of grey matter, they are particularly important. Trust, respect and care, are fundamental values to keep everybody engaged and involved. Think of the motorcycle analogy: the wheel is the circle of trust, supporting all the rest. If one of the spokes, representing our shared values, breaks, the wheel collapses. Respect is one of them. Continuing with the bike analogy, if we’re missing a wheel hub, which we can identify with passion, the wheel won’t turn and you won’t be going anywhere. Passion is what makes the world go round!
If my father, in that picture, is seen trying to clear the bar from below, because that’s what the exercise is all about, I do it the other way round, raising the bar and attempting to clear it from above! Above the competition, above any current difficulty or issue, above our own limits.

When we first met with Homa, we immediately knew there was the right chemistry

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