I’m a digital communication and marketing expert.
I help entrepreneurs and small businesses become the go-to reference in their online niche by teaching them how to increase their credibility, authority and trust. I do this not by teaching how to publish more content, but by showing how to be more transparent, by showing proofs and receipts of how you think and choose.
I take an unconventional approach, prioritizing depth, focus, attention to details and smart AI use.
Inspecting, analyzing and reporting what a prospect / reader / new client sees, perceives and thinks when meeting your presence online across email, web and social.
Helping you identify your ideal online positioning, best matching market niche(s) and reference audience.
Defining key topics and content formats to help you be read and appreciated by humans, ranked by Google and cited by AIs.
Differentiating your communication, through transparency, evidence, "thinking in public", and a sharing approach.
Promoting and raising awareness of your business through alternative, non-mainstream approaches to expand your audience and visibility.
Checking and analyzing results periodically to see what is working, what is not and what should be taken into consideration for the future.
Features
Helping Indie Experts since 2000
Strategy, methods, tools for those looking to leave a mark. Value resources that remain useful and last over time.
Inspired by:
● Thomas Klaffke● Ruben Hassid● Maria Popova● Robert Scoble● Andrej Karpathy● Luciano Floridi● Jakob Nielsen● Edward Tufte
● Alan Watts● John Lilly● Bruce Lee● Ivan Illich● Howard Roark● Ted Nelson● Timothy Leary● Carlos Castaneda
● Art Hough● Jack Nottingham● Roberto Ferranti
Credentials
Why to trust me - Verifiable independent intel about my reputation online
25+ Years Online Publishing
Founder of MasterNewMedia (2003-2014) multilingual EN/IT/ES/PT magazine, among first indie publishers to invoice $1M+ to Google.
20+ Legacy Media
Radio program and music directorDJ - Radio speakerVideo producer / director
Book Author
Author of "da Brand a Friend", ROI Edizioni, 2017 and of the homonymous podcast in Italian (Spotify, Apple Podcasts, YouTube).
Event Speaker
LeWeb, International Journalism Festival, Forum Eccellenze, TedX.
Information Designer
Author, director, producer for many opening titles for television channels Canale 5, Retequattro, Italia 1, RAI TG2, Tribuna Politica
Curation Evangelist
Documenting, experimenting and reporting on content curation role, benefits, skills, methods and tools for independent publishers. ● Content Curation Official Guide● TRUST-able
Tool Reviewer
Discovering, testing and reviewing tools publicly since March 2000, with Mastermind Explorer. Editor of T5 catalog, zero-cost tools for experts and indie authors.
Startup Advisor
Providing in-depth user feedback, on branding, positioning, features, design, usability, bugs to new independently-owned, not VC-funded startups.
I have made my living entirely online since 2004, no employer, no clients to chase for payment, no agency behind me.
I have been the founder and publisher of MasterNewMedia.org, a revenue-making, multi-language (EN, IT, ES, PT) magazine for communication professionals from 2003 until 2014.
My work has been cited in over 100 books along the way, including Howard Rheingold's *Net Smart* and Jay Cross's *Informal Learning*.
Today, I am the author behind TRUST-able, a weekly newsletter for people building real authority and credibility online through curation rather than volume.
I was born in Rome, where I attended the Liceo Classico Marco Antonio Colonna; in my free time I worked as a DJ at private parties (at first) and later on private radio stations.
I dreamed of becoming a modern Jacques Cousteau (an oceanographer), but I graduated with top honors (BFA) in Experimental and Interdisciplinary Arts from San Francisco State University.
My first job in Italy was as an On-Air Promotion TV Producer for Canale 5, basically making trailers for prime-time TV shows and films. I grew skilled at the craft and went on to produce sung themes for Mediaset’s three channels, and the themes for Tribuna Politica together with Piero Gratton.
I then moved to RAI’s TG2 and produced additional themes and music videos. I opened a small graphic and communications studio and gradually took on ever more ambitious projects, up to overseeing the redesign of the entire corporate identity for the Alitalia group. I left the image and advertising sector to work exclusively with non-profit organizations as an editorial consultant and trainer, creating publications, websites, and multilingual CD-ROMs on scientific and social topics, and leading workshops and seminars in developing countries.
In 2003 I left that field as well and devoted myself to writing and sharing what I learn daily about communication and the digital world. Since 2004 I have earned my living solely from online activities: no more chasing clients for payment, consulting lawyers, or fighting banks. I radically changed how I work and now rely on the useful information and resources I share to encourage readers and interested people to support.
From 2015, I have abandoned city life, cars, cement and metal to live alone on beautiful islands around the world: Terceira (PT), Holbox (MX) and now Koh Samui (TH) have been my new homes.
See what I think, choose, recommend on Substack:
Update: This page is a work in progress and it is being edited and updated as you read. August 15th 2026.