17 April 2020

Fear, anxiety and post Covid-19

Another episode of Theoria Talks in which we face the feelings of fear and anxiety that we are almost all experiencing right now.

Theoria asked Dr. Daniel Bulla, psychologist and psychotherapist, to explain the deep meaning of these two emotions that now pervade our daily lives.

The video also gives some advice on how to deal with fear and anxiety and learn to live with it even after the emergency will be over and we’ll return to our (almost) normal lives.

16 April 2020

Theoria joins #theshowmustgohome campaign to support the Italian Red Cross

Theoria supports #theshowmustgohome campaign promoted by UNA – United Communication Companies and PRHUB, a network of Public Relations Agencies, in support of the Italian Red Cross.

The moment we are experiencing represents one of the greatest changes that our generations have ever faced and the responsibility to which we are called is that of learning how to carry on and lay the foundations for a more effective and efficient ecosystem than the previous one.

So also the world of communication wanted to make its contribution with a clear and direct message: the show must go on, but it must go on at home!

The campaign aimed at supporting the projects of the Red Cross, blending the principles of Humanity, Impartiality, Neutrality, Independence, Volunteering, Unity and Universality.

It is an appeal to everyone – creatives, public relations experts, event managers, show business men and women, influencers – and Theoria decided to support this initiative to create a single voice.

All the details to join on: https://showmustgohome.it/

9 April 2020

Theoria embraces and coordinates the #unastoriadiversa project: the initiative that wants to give smiles and hope in this difficult moment

Theoria starts a new adventure and embraces the #unastoriadiversa initiative. The project involved a team of web designers, social experts, creatives, freelance journalists and photographers who worked in a very short time to create a small island of serenity online where only beautiful stories can be found.

Born from an idea of ​​the Marketing & Digital Specialist Salvatore Ducato, founder of the Italian digital agency Nova Strategy, and supervised by Theoria, #unastoriadiversa project becomes reality through the website www.unastoriadiversa.it and on a Facebook page and collects only the positive stories on the Coronavirus emergency.

In the daily hammering of worrying news about the pandemic, #unastoriadiversa wants to give everyone hope and smiles, highlighting the beauty that can be born also in the difficult period we are all experiencing thanks to the solidarity of normal people and companies. These are special stories and events found on authoritative sources, which tell of generosity, support among people, concrete help from companies. The initiative has no commercial purpose and all those who have worked on it have done so completely free of charge.

Some non-professional photographers also joined the #unastoriadiversa initiative with great enthusiasm, and, from Italy and abroad, they made their photos available free of charge to accompany the stories presented on the website.

The stories featured on unastoriadiversa.it have been organized into 4 categories, which correspond to 4 actions currently interrupted and that are missing to all of us: kisses, hugs, meetings and even smiles, now hidden under the masks:

Baci tells stories of everyday life, moments of sharing that make everyone feel closer despite the distances. We are isolated in our homes, but small and large acts of heroism make us feel part of a whole.

Abbracci focuses on solidarity stories, which are many but are often lost in the daily tsunami of alarming news: from gestures of attention towards the neighbor or more fragile strangers to donations.

Smiles brings together the most curious news, able to give us a moment of good humor. Like that of the 80-year-old husband who takes care of his wife’s hair, revealing to the world a love story that began a very long time ago…

Incontri is the section dedicated to the initiatives of companies: fortunately, there are many more or less well-known brands that started giving their contribution of solidarity. Here we will collect the less known stories.

There is also no lack of space for charitable initiatives. The #unastoriadiversa team carefully selects the most relevant and serious initiatives every day, publishing direct links so that every reader can choose their preferred charity. These banners are also published entirely free of charge: no gain will be received. The only purpose is the amplification of beneficial initiatives.

#unastoriadiversa because nothing will ever be the same again, but also because, all together, we will be able to build a different story, founded – why not? – on people’s good hearts. Who does not want a more peaceful life based on shared values ​​such as friendship, solidarity, support for minorities and the ‘different’ of any kind? Why don’t we begin to consider ourselves all different and special, protagonists of a new world less tied to having and more attentive to being? This could be #unastoriadiversa. The most beautiful of all.


Salvatore Ducato, Marketing & Digital Specialist and founder of the Italian digital agency Nova Strategy

Antonio Copiello, Webmaster

Ilaria Perretta, Graphic Designer

Matilde Geraci, freelance journalist

Sabina Baccaro, Senior Account Theoria

Photos: Giancarlo Zorzetto @gicizor, Luigi Stranieri @ klunk22, Laura Gramantieri @laurinogram, António Fonseca @tozzzze, Renzo P., Paolo Marabini @ paolomarabini65, Riccardo Zorzi, Antonella Milone @milonetta

Check it out!
Facebook: @unastoriadiversa.it

8 April 2020

A video reporter on the field

In this episode of the Theoria Talks in the days of Coronavirus, our friend and LaPresse agency video reporter Stefano Bertolino tells us how the profession of journalists changed at the time of Covid-19.

“Doing this job well to me means consuming the soles of my shoes, being in places, talking to people, getting my hands dirty”. Which in these days is not so simple to carry on, but the responsibility of a reporter is also to overcome the barriers to go on telling the facts.

For Stefano, if on the one hand there is a very serious problem related to the health emergency that cannot be underestimated, on the other, there is the responsibility for the narration that is made.

This is an open testament on what it means to be on the field in these difficult weeks to tell everyone about this epidemic and its symbolic places.

3 April 2020

“Giving up” in the time of Covid-19

On the third appointment with Theoria Talks, the psychologist and psychotherapist Ilenia Sussarellu talks about the difficulty of elaborating the experience of forced imprisonment due to the emergency and the problems that are emerging in many of us.

The central theme of his speech is that great variable that unites us all in this period: the “giving up”. We give up our job, our hobbies, our own escape valve, our social relationships, our time spent away from home and, in the obviously wider sense of the term, we give up our freedom.

Dr. Sussarellu explains how the absence of a very important moment, a path that in cognitive terms is called “processing”, can destabilize us in this forced seclusion. That is to say, there is no continuity between a before and an after which helps our brain to pack a given experience and integrate it in a way that suits our identity. This emergency has effectively catapulted us into a new reality and has brought about substantial changes in our lives, overnight and without our choice. Thus, in our brain between the beginning and the end a chasm has been created, a cognitive hole difficult to process that puts us in a position to live everything with greater stress.

1 April 2020

How to stay in shape while staying at home in the Coronavirus era

Here we are at the second episode of the Theoria Talks series in the Coronavirus era. In these weeks of forced confinement, the days, hours, minutes have suddenly widened and, perhaps precisely because we are facing a new and unusual situation, many still struggle to understand not only how to manage in a better way our long days but also how to stay in shape while at home.

Leaving everything to hazard is certainly not the ideal option. This is why Theoria asked for expert advice. Dr. Francesco Confalonieri, health doctor, has given us a few simple suggestions to focus on some healthy habits especially in this difficult time. There are three key aspects to keep under control: the sleep-wake rhythm, nutrition and physical activity.

19 March 2020

Coronavirus, a reading with the glasses of Theory of Constraints

In this moment of forced imprisonment due to the coronavirus emergency, we asked customers, partners, friends to share interventions that help us support the moment and, together, to deepen important issues taking advantage of more time available. The first is that of Claudio Vettor, Managing Director at Winwin Consulting. His is a brand new application to the current moment of one of the most famous theories of organization and business management. The aim is making us reflect both on how to transform a bond (the forced stay at home) into an opportunity, both on why we have to go along with what we are asked to do by the authorities. In doing so, it brings companies closer to what the Constraint Theory is and how it works, in a simple and clear way. Below, the video and the text of the speech.

Coronavirus, an interpretation through the Theory of Constraints
What is TOC – Theory of Constraints

It is a methodology developed to simplify management and continuously improve the performance of companies and organizations operating in contexts characterized by complexity, uncertainty, variability and limited availability of resources.

The TOC was created by Eliyahu Goldratt over a period of more than three decades and has had worldwide success in the United States, Latin America, India, South Africa, China, Taiwan and Japan, as well as in Europe, albeit to a lesser extent. In Italy its application has been much less extensive. Why? Maybe I’ll tell you in another video.

The focus on the flow of operations and the simplicity of the approach allow for rapid, significant and continuous results over time.

The TOC provides an answer to the following questions:

– What is it that limits the company’s performance and prevents it from achieving much more?
– What is the easiest, fastest, lowest cost and lowest risk way to get much more, now and in the future?

The versatility of its solutions, which cover all management areas, makes the Theory of Constraints compatible with most of the methods for continuous improvement.

What does the TOC have to do with Coronavirus?
The Coronavirus emergency seems to have all the requirements that justify the use of the TOC. It is a situation characterized by complexity (there are many variables involved; it is a global phenomenon), uncertainty and variability (we know very little about the virus, how it propagates, how it evolves) and limited availability of resources (beds in hospital intensive care units, masks, etc.).

We will use what I love to call the TOC “mother procedure”, the 5 focus steps. It is useful for quickly reaching the maximum of the objective within a time interval called operating interval, which is to say the time interval that does not allow you to structurally change the available resources.

But first we need to define what is “the system” on which we want to operate and what is the goal we are trying to achieve.

It is an important choice. And my choice is to consider the entire nation as a system, made up of citizens, but also by social relations between people, factories, schools, etc. The well-being of this system is jeopardized by the speed at which the virus is spreading. If its speed was 10 times slower we would be much less at risk.

As a result, I would decline the goal like this: reduce the rate of expansion of the infection by losing the minimum of well-being reduce as much as possible the rate of expansion of the infection by losing the minimum of well-being. I repeat, only by reducing this speed does the system as a whole stand. And it is equally evident that imprisoning 16 million people would stop the infection immediately, but, from the point of view of psychological and physical well-being, this is not a great idea.

And now that we’ve laid the foundations, let’s see how the TOC helps.

We will follow the procedure step by step in this way:

Step 1 – identify the constraint or factor that more than any others determines the achievement of the objective. The lever to use to obtain the maximum in terms of effort/result.

In this emergency context, given the system and the objective, the constraint to leverage is the “number of personal contacts”: if I do not control them closely, reaching the objective is a chimera, given the fact that who is positive to the virus does not have a sign that makes them recognizable from a distance.

Step 2 – exploit the constraint, which means “use” the constraint in such a way that it produces the maximum objective. In our case it means two things: reduce unsafe contacts to a minimum + take all precautions to make contact safe (gel, masks, distance…)

Step 3 – subordinate, or adapt all the processes of the entire system so that the decisions taken in the two previous steps are implemented.
In our case, I interpret it this way: reorganize one’s life in order to minimize unsafe contacts (i.e. staying at home and not going out if not necessary)

Step 4 – how do I increase the constraint without penalizing the goal, or rather achieving more?
At this point, it is very easy for you to find yourself in a conflict, a situation that TOC welcomes. TOC likes conflicts very much. Only when the conflict that limits you in achieving the goal is clear, only then, with a special tool that I will talk about soon, it is possible to invent a brilliant solution.

Here the conflict is evident, on one hand I should reduce contacts to a minimum (to reduce the rate of contagiousness), on the other I should not reduce them to a minimum (a lonely life sucks).

The direction of the solution for me is: maintain enough sociality (at a distance) in the presence of the constraint. Like? For example, inventing dinners with friends via Skype! Once the direction is indicated, fantasy takes over.

Step 5 – prevent inertia from becoming the constraint – At the end of this emergency, once the constraint has been removed – I haven’t told you yet: the constraint is like the Pope, when a constraint dies another one is born – it would be a crime to resume old habits, for two fundamental reasons:

1 – many of the new habits, both professionally and privately, must be absolutely maintained. For the sake of your well-being, is it better to have a workshop from home or drive 700 km to go to the customer? New habits cost us less and give us more well-being.
2 – almost always some of the old habits become the new constraint. So, if you don’t want to do again the effort that just ended, better abandon them.

26 February 2020

We have been working from home for 4 years …

On these days of concern about Coronavirus many companies were encouraged to choose remote working for the first time, often finding themselves unprepared. At Theoria we have been working from home for 4 years, clearly governed by a shared regulation. So for us it is a natural and non-traumatic thing. Some advice for companies approaching remote working now for the first time?

  1. Activate a secure VPN (any IT technician can explain how) with remote access to company servers from employees’ PCs, made secure by strong antivirus protections and a clear illustration of rules of conduct.
  2. An alternative to the VPN is the cloud (we use both), using platforms such as Google (G Suite) or Facebook (Workplace). To work as if you were in the office you need to have all the shared documents on the platform. However, the cloud can still be used to share work in progress with teams and customers, as well as to organize video calls in a very simple way and communicate in real time via chat in couples or in a group (avoiding the phone when you need to exchange fast information). If you start using these platforms, you won’t be able to do without them.
  3. Empower employees and trust them (which, moreover, should be part of a modern concept of work, in the office or from anywhere). Our approach, now consolidated and shared by all Theoria teams, is: the important thing is that you do the work you are supposed to, no matter if you start at 10, 8 or 9, no matter if you take an hour off to go shopping or to pay attention to the plumber. We trust you and we won’t control you. Trust will always be rewarded. In 4 years Theoria has never had any unpleasant episodes. Furthermore, being an agency mainly made up of women (some mothers), remote working is highly appreciated because it allows you to combine life and work.
  4. Take the opportunity to take off high heels and business clothes to work in complete relaxation for once. To make videocalls with clients, you just have to comb your hair and look great only from the waist up. Below, overalls and slippers will do fine!

These are very few rules for a new way of working, Coronavirus or not.

15 January 2020

Ford chooses Theoria to make its debut on the Italian truck market with F-Trucks Italia

After much anticipation and a great deal of awaiting, Ford has finally landed on the Italian truck market. And it did so by choosing Theoria for the organization of the press conference with which it announced the debut of F-Trucks Italia and the arrival on the Italian roads of the giant F-Max, elected International Truck of the Year 2019.

The press conference at Superstudio, Via Tortona, Milan registered the presence of over 50 journalists, involving not only the vertical outlets, but also nationale news agencies and newspapers.

The numbers of the press conference organized by Theoria

53 journalists participated

4 national news agencies: Ansa, Agi, Askanews, MF-Dowjones

8 national newspapers: Il Sole 24 Ore, La Gazzetta dello Sport, Avvenire, Il Messaggero, Affari Italiani, Il Mattino, Il Giornale, Italia Oggi

3 news portals: Yahoo, Virgilio, Libero

36 verticals among which

13 interviews/video-interviews conducted on site with:
La Gazzetta dello Sport
Il Giornale
Affari Italiani
Vado e Torno
Business Community
Camion Supermarket e Trasporto Commerciale
Notiziario Veicoli Industriali
Omni Furgone
Professione Camionista
Trasporti Italia
Camion e Furgoni Mag
Logistica e Trasporti

Over 85 pieces of coverage on all target media.