Italy and Indonesia have one thing in common, Bruno Calabretta. On the show today Bruno talks about working with an international team, shaping trends and some surprising but have-to-watch moves being made by the Italian Government. From projects to communities, being a global citizen and the fundamentals of decentralization, his insights make you wanna go ‘Bellisimo’!
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Transcript
Aurora Coaching - Bruno Calabretta
Participants:
• JP (CMO of AdLunam)
• Bruno Calabretta (Founder of Aurora Coaching)
JP
Ladies and gentlemen, welcome. Welcome to this episode of Diving into Crypto. Thank you so much for your patience and while we’re getting into the room, of course, this is one of those days where Murphy comes into play. But welcome once again. This is JP from AdLunam, Inc. bringing you everything about web3. Before we begin, ladies and gentlemen, I'd like to remind you that views expressed on this program belong to that of the speaker and is meant for educational purposes only. It is not to be construed as financial advice in case we get kept cut off in the same way that we took some time to get into the room. Go to AdLunam Inc. On Twitter and you will find the new link to get back into this spectacular episode that I know that we're going to have.
JP
We've been in touch with our speaker who's in the room today, and I know that he's got a lot of insight. He's got a variety of experiences in the industry from various places, well-traveled. I won't introduce him just yet. I'll do that a little more formally in a minute. But in case we do get cut off, you know where you have to get back into the room. And now, finally, I'm going to ask everyone in the audience to do a quick test. Check the emojis that you have. You will be able to laugh, to cry, to smile, to give 100% and clap. And please use that whenever you hear the speaker saying something that interests you so that we can have a more engaged session. And you give that feedback to the speaker as well, that they have shared something with you that is meaningful, because that's why we do the show.
JP
Finally, at the end, before we close, ladies and gentlemen, we'll have time for question and answers that come in from the audience. You can tweet them directly to the speaker or to AdLunam Inc. And we will take them up if there's enough time during the show. In case there isn't, we will still get back to you with the answers after checking with our speaker. All right, that being said, ladies and gentlemen, once again, welcome to this episode of Diving into Crypto. Today we are speaking with Bruno Calabretta, who is the founder of Aurora Coaching. He's a blockchain development manager at FEDERITALY and a crypto coach, a Web3 expert public speaker, crypto event organizer, and a whole lot more. So, ladies and gentlemen, let's give him a clap and applause with those reactions as welcome Bruno. Bruno, thank you so much for being here.
Bruno
Hello, JP. And thank you so much for everyone for being here. My pleasure.
JP
All right, I'm going to check sound once again, Bruno, I think I lost your sound at the moment.
Bruno
JP, there you are. Can you hear?
JP
I can.
Bruno
Okay. Okay. I was talking. Maybe you lost me. Okay. Thank you, everyone. My pleasure to be here with so many listeners. It's my pleasure to share a little bit of what I did, what I know, and bring a little bit of awareness about the space, about the industry. So let's dive in.
JP
Thank you. Thank you. Bruno, I see that you have, of course, when we’re speaking earlier on the group and you shared a little about your background, I've had the privilege of getting a glimpse about the journey that Bruno has gone through. But please tell us a little about yourself for the audience that's in the room.
Bruno
Okay, so, everyone, my name is Bruno Calabretta. As you can hear from my accent, I'm Italian. At the moment, I live in Bali, Indonesia. I basically changed my life one year and a couple of months ago. I love to dedicate myself fully to the space, to web3, blockchain, crypto, NFT, Metaverse, you just name it. I have a big passion for all of it. So just to give you a little bit of background about myself, I'm a biomedical engineer. I used to work in the past with pharmaceutical companies around the world. I've been based first worldwide, then I moved to the States. I was based in New York. I was traveling around all North America, where I was responsible for all the biggest pharmaceutical over there. And my job was very similar to the concept of blockchain because I was involved in the tracking trace of drugs.
Bruno
So this means that we were selling software to pharmaceutical for being able to track drugs from the moment they were made until you have it in your end. And were doing this by creating a unique code that was being printed over the drugs. Whatever kind we talk of, blister, vials, powder, liquid, you just name it, there is a code unique for the drug, and the user is able to scan it and track all the history of it. So a concept that is very similar to blockchain, the only difference is that the data, instead of being stored on chain, they were stored on server. And in pharmaceutical world, these environments are like silos, so they don't want to share the information that they can collect with the old world. So the difference is that it's not transparent, it's not public, and it's not immutable. Then I was in the corporate world, but I was not happy of what I was doing.
Bruno
lly into crypto. I started in:Bruno
st year. And we had more than:Bruno
And at the moment actually I'm working as blockchain development manager for this company, is an association in Italy that is called FEDERITALY. And I think we created something really unique that is one of the first use case about blockchain technology that's not involving the use of cryptocurrency wallet and it's really going to push mass adoption. I'm going to tell you more later because this project is really amazing and I hope I'm going to make you excited as much as I am about it.
JP
Awesome. Bruno can't wait to hear more about that. As we dive deeper into this though, the one question that we have and we ask because this is of course extremely insightful about each person's journey. Since everyone here has a unique story, I want to know what's your unique story about getting into the web3 space? I mean, which was that moment, that point when you said web3 is the space to be for me.
Bruno
lling you before I started in:Bruno
I really saw the revolution in this technology in terms that I think is going to change our society and the way we live our everyday life, considering all the advantages that are going to come from it. So while I was digging deeper and know at some point I fell into the rabbit hole like everyone who is in this space. And as I told you, I decided to quit my job and to dedicate myself only into this. I had a great life. I was a technical manager, I was living in New York, was driving a Tesla. My life was great. But I was not happy with the corporate job. I really wanted to do something that could make a change, that could leave a mark in our world. I like to define myself as a pioneer of the future and I think that everyone who is involved in this space, we are the pioneers of the future.
Bruno
Because if you think right now we have how much 3% of the worldwide population that is involved in this space, that know what is happening, that are really dedicating themselves to this industry. So we are going to change the world. I really believe into this and I want to make my part for making this change happen. Because as the internet 20 years ago when there was the.com bubble, when the dust settled, we saw that the internet became the backbone of our society. I think that the same thing is going to happen right now with crypto and blockchain technology because I like to define the bear market that we are seeing right now. The.com bubble 2.0. This is just the new version. History is repeating again. We can see on the newspaper the same title of 20 years ago. The only thing is that the word Internet has changed with blockchain.
Bruno
So before internet was the scam, now blockchain is the scam. But at the same time I believe that as internet had a huge impact on our society, I believe as well that in the next five, seven to ten years we are really going to see blockchain being integrated in every aspect of our lives.
JP
Got it. You're right.
JP
When you paint the picture and you actually clear the landscape, your vision becomes that much broader because of all the points you just covered. That is of course a very interesting point, Bruno, because it sounds to me that you're very passionate about it, but I want it to be vocalized in some way for the audience. What keeps you passionate about it? Why is it so important to you that it does just that? Web3 and Blockchain does just that for you?
Bruno
Because at the end, this is the only technology that is really doing this. As I told you, I didn't enter into this because of the speculation, because I'm not a trader. I don't endorse any kind of daily trading. I'm an hodler. When I do an investment, it is for the long term. And because of this, I truly believe that everything that can be accomplished through Blockchain technology, we can implement it in the government, we can implement it in the healthcare system, we can implement it for bringing value to the artist. There are so many fields where we can see blockchain technology being integrated to change our life. That, for me, that I am an engineer, this is the best thing. Like, from the technological point of view, this is what is making me excited. Because I'm a geek, I'm a little nerd inside. So every time I see a new technology coming out and I see that there is a power into it, I see that there is a huge potential.
Bruno
This honestly, is what is making me excited. Like, my wife sometimes is making fun of me because she's saying, wow, I don't understand how it's possible that you can be bullish about everything, but it's because every time I'm seeing some kind of innovation, at least when you look at it, at the surface, I'm like, wow, this thing looks so amazing. How many things can be done? So it's really the technology that keeps me so passionate about it.
JP
Well, thank you for that answer and being so honest about it. And of course, your engineering background would have you understand the tech at that much of a deeper level. For those of us that may not have been as educated about technology in that sense, it is fascinating from the other points that you've also added, the banking for the Unbanked being used in the government, being available for everybody, empowerment, just 3% of the world's population at this point. So you've got the entire range covered where this is concerned. That's absolutely fantastic.
Bruno
Nice. I'm happy that we are on the same page.
JP
Of course. Okay, I want to pivot a little bit, Bruno, because I'm keen to get more about your experience onto the show, to share with people the arc that you've covered. You've been across five different continents. That's saying a lot. And I know that when you travel, and I can relate to that completely in a different life, travel was everything because of the marketing hats that you wear, right? Yeah. But that also offers you a different perspective. It gives you a chance to see the world in different eyes through the lives of people on the ground and in some way that gives you an idea about community in different places, right? So how do you view community for when it comes to a project across different places? If you would like to add that too. What do you see as the value of community when it comes to these projects?
Bruno
Yeah, nice question. So first of all, I'd like to point out that I'm still missing one continent and this is Australia. So I hope that I'm going to place my feet very soon also in the last continent. And then I can say that I've been all over the world, so I'm just missing one continent for the rest. I've been everywhere and I'm grateful every day for the experience that I had. Because when you travel, you start to see the world with different eyes because you experience different tradition, different culture, people that have a different way of embracing life. So of course this is opening your mind because when you stay always in the same place, then you're used to see the world only with one perspective. But when you start to travel and you start to interact with people, this is giving you a different perspective about everything.
Bruno
You start to see things from the point of view of other tradition, of other culture. And I think that this is beautiful. And this, I think, is what made me who I am today. So I'm grateful every day for everything that I learned in the last eight years that I've been traveling around the world. Now, just to make you an example, right now I'm living in Bali, Indonesia and Bali, Indonesia is becoming one of the top five destinations for Expat digital nomad remote worker. Because after Pandemic, life has changed. People are starting to see even the way they work in a different way. And what I'm experiencing by living here is that here you are surrounded by people that are really coming from all over the world. So here is not that I'm Italian, so I'm hanging out only with Italian actually in my crew right now, I don't have any more an Italian that is hanging with me.
Bruno
So I'm always surrounded by people that are from all over the world. Turkey, Greece, Romania, South America, North America, Australia, UK, Russia, Israel. You just name it. I have people from all over the world that are surrounding me and each one of them, every time that there is a discussion, that there is an event, that there is a speech, you can see that people are thinking even in a different way from you. And this is very important because we never finish to learn. We can read as many book as we want, we can travel as much as we want, but life is a journey where we learn something new every day. And this is what is happening to me here in this paradise. Because Bali has become a technological hub. At the moment I'm seeing so many entrepreneurs, so many digital nomads that are coming here with so many idea people that have switched from the classic nine to five job to dedicate their life to a higher purpose.
Bruno
Especially here in Bali, there is a lot of passion for social Impact project. I'm also advisor myself of a couple of these projects and it's so amazing to see how you can integrate web3, NFTs, metaverse technology into projects that can bring value to other, that can raise the value of a local community, improving the way that you are treating wildlife, the ocean, pollution, so you just name it. There are so many things that can be done. And I think that community is important because each member of every community is making the community unique. So you can have so many insights, you can have so many different opinion about a different topic, that it becomes so interesting to explore all of this with people that are not coming from your own town or from your country, but have a different background. And this background is what is making them unique.
Bruno
And I think that this is amazing. So communicating is one of the most important thing. As I told you, I organized different crypto event. We are going to have one in Bali on tomorrow. Tomorrow evening we are expecting to have more than 300 people. And every time we make an event is amazing. Because I don't know how the feedback that I'm receiving from the people that are coming to this event is that the way that we are doing event in Bali is pretty unique because we tend a lot not to. Talk about cryptocurrency, about trading, about the value of the token. But we actually talk about the technology, about what is the value that blockchain can bring to our lives. And our goal, it's always to create a better network because our network is our net worth. If you think the people that are surrounding you are the people that are making you become a better person, that are making you think in a different way and I love it.
Bruno
I love the fact that when you are here, when you're engaging with your community, you have so many insights, you have so many opinion that can really sometime change completely the view that you have about something. So I think that community is important also because community is giving you support. I think that one of the most beautiful thing about web3 community is that the web3 community are spaces where people are looking to help for each other. If we look in the web2 space, we see that everybody is competing to excel, to better than the other. They don't want to share what is that they do how they did it while instead in the web three space you can see that everybody is really looking forward to give you an end to support you, to give you a new idea to give you a new way of thinking about your project.
Bruno
The idea that you are developing to make your idea more disruptive. And this, I think, is the most beautiful thing that you can accomplish, that you can reach out of your community.
JP
True. Very true. Bro this is actually the one thing I share a lot of similar background with. What you're saying in terms of an international group that will work with you, it changes your perspective. It's exactly like a day in the office at AdLunam, even the fact that you have the exposure to these communities, the sharing that you can get going back and forth, it is tremendous. And 100% with you on those thoughts and that idea. And let me use a phrase from your language, it's belly simmer. Bravo. It is.
JP
I can't find a better word to describe it, but that's exactly what that feeling is. And there's a lot of passion. It's one of the industries that you actually have people willing to help you out. And I find that fascinating. In web three.
Bruno
Yes, and this is amazing. Every time you are looking for support, there is always someone that is ready to help. If people cannot help you, they're going to direct you to someone that can help you. And it's unbelievable sometimes because you are like, wow, I'm looking for support. Maybe I'm struggling with my idea. Then you drop a message in the chat with your people, with your community, and they say, hey, look, I'm struggling with this. I don't have an idea, I don't have a solution. Hey, maybe you can talk with that guy, maybe you can talk with that girl, maybe you can do this, do that. And every time, there are so many ideas that you can put in place that you find the solutions to your problem. And this is just beautiful.
JP
Sorry, Bruno checking sound. Once again, I think I lost you. Just as you said that there was a lot you can ask anybody and they will be able to help you.
Bruno
Yeah, what I was saying, do you hear me now?
JP
Yes, I can.
Bruno
So just I was saying that every time that you ask for support, there is always someone that is willing, if they cannot help you directly, they're going to redirect you to somebody else that is going to provide you the insight that you need. And at the end, you're going to find a solution to the problem that is struggling. You want to build a disruptive idea, you want to create a new project, and you are failing somehow. There's always going to be someone that is helping you. Plus, failing is not a bad thing because we need to fail. If we don't fail, we are never going to understand what are our mistake and we can never improve our life. So I think that failure as well. It's part of our journey as the one of looking for help from others.
JP
Once again, agree with that point. There's a point of view that failure, when you experience it, you actually get to see the inside mechanism of what just happened. And if you can't appreciate that, you'll never be able to build it up stronger, better and faster.
Bruno
Exactly. You said it completely right.
JP
So often you got to take that inside view. Speaking about an inside view, Bruno, you're a crypto coach, you're a consultant. You've worked with multiple projects in different industries, including web three, including the crypto industry. I have to ask, as a consultant, there is always that idea that, hey, you know what, this is a project that I can align with. This is a project that I believe in. Right. What's your process? What makes you say, hey, this is the project I want to be associated with?
Bruno
Nice question. So for me, what is important is that the project that I want to be part of, it has to align with my core values, with my principles as a human being. So I really love to be involved. And as I told you, I'm already an advisor for different projects that are involved in social impact. Like for example, I'm going to name you this one. The name is Mural fest. This is a project that is shifting the paradigm of giving a donation into owning an asset. So one of the biggest problem that we see when we want to perform some kind of charity is that we don't know where the money are going. We don't know if the person to whom we are giving the money is really going to use for the purpose that they are telling you or if at the end they're just going to put the money in their pocket and they're going to go on holiday with their family.
Bruno
So this is a big problem. So what this group is doing, what this project is doing, they are associating themselves with different NGO. They have already more than 55 NGOs that are part of their portfolio. Then they work with selected artists that are creating digital art or real art that is associated to a digital one, or fashion show or piece of art wherever you just name it. And every time that something is created, they are associating this piece of art to an NGO. So when you buy this NFT, what is happening is that like 60% of the money are going to the NGO, 20% goes to the artist, 5% goes to the organization and the other ten or 15, they end up in a treasury for sponsoring other event. And if you think this is amazing because you are really changing the paradigm of giving a donation into owning an asset, so you are owning something after giving this donation.
Bruno
And this something that you own has also a value that will increase in time. So this is amazing. And every time that you are also selling it. You keep giving value, you keep adding value out of it. And then another thing that I want to do, because as I told you, I'm not in for the speculation, but I'm in for the technology and the advantages that can bring to our society. If I can. I want to spend like a couple of minutes to tell you about this new project that we just launched one week ago. So the project is called FEDERITALY 100% made in Italy. So we created a certificate that is going to use blockchain technology for uploading information about a certificate. Now, you are going to say, okay, there is nothing new, but let me tell you why this project, for me, it's amazing and why I think it's going to start to change.
Bruno
dy in our portfolio more than:Bruno
99% of the time it's not coming. Now, there are two definitions. There is a definition of made in Italy and there is definition of 100% made in Italy. Now, when we talk of made in Italy, it means that the materials for making that product are coming from abroad, but then they are being worked in Italy and they become branded as made in Italy. Then when we talk of 100% made in Italy, we have that all the materials, all the process, all the branding, all the production, it's all made in Italy. So this is a product that is 100% Italian. Now, we have the problem of the Italian sounding. So you go abroad like in the US. And they talk about the parmesan, but the Parmesan for us is just normal cheese that they brand as parmesan. So in this way it's going to sound like it's something Italian, but in reality, maybe that parmesan.
Bruno
It's coming from Ohio, North Carolina, South Carolina? It's not coming from Italy. But they're using the Italian sounding to attract people and make them pay more for a product that in reality is not Italian. Now, in which way we want to change this? At the moment. In Italy and in Europe it doesn't exist. Any kind of law that it's forcing the producer to prove that the product that they are making, it's really made in that place. And this is for the made in Italy, made in France, made in UK, made in wherever you want. There is no law that is enforcing the producer or the company to specify or to allow the verification from where this product are coming. The only thing that the producer has to do is to give a self-declaration. But we know very well that when we talk of self-declaration, I can say wherever I want, there is not going to be anyone that is going to come to check.
Bruno
That what I said. It's in reality what I said, in which way we are changing the situation. So we just announced the partnership with one of the biggest layer one blockchain. That is the Internet computer protocol. That is the number 32 in Coin market cap. They have more than $2 billion in market cap and there are so many projects that have been already developed on this blockchain. Plus I really think that ICP is one of the best blockchain in terms of technology for everything that is providing to the community itself. Starting with the fact that it's one of the greenest blockchain. So we know that one transaction on ICP is four times cheaper than a research on Google. Then we know that the amount of money that you are spending for storing data, it's the cheapest one compared to all the other blockchain. If you want to store 1GB of data on Ethereum, it's going to cost you around $60 million.
Bruno
If you want to store 1GB of data on Solana, it's going to cost you two. $3 million on Avalanche is $900,000, on ICP it's $5. So you're going to spend $5 for storing 1GB of data on the Internet computer Protocol. Then another thing that I really love is the fact that they have the reverse gas fee model. So meaning that when we usually decentralize application on Ethereum, Solana, Avalanche, you name it, every time that you user are using that application, you need to pay a gas fee for every interaction that you have on the ICP. Every time that you have a DApp. In reality, what is happening is that the creator of the DApp are paying these called cycles that are maintaining the life of the DApp. So this means that you user when you are interacting with a decentralized app, you are not spending not even one penny.
Bruno
So it's everything for free. It's made for the people. And after this partnership what is that we came out? What is our idea? What is that we are implementing with the definitive foundation and in a month we are going to make another bigger announcement for another technical partner that we brought on board that is going to make also this a lot of noise but what we are accomplishing is that and why we are different from the other initiatives that are creating certificate we are different because we are implementing a verification process. So this means that a company that want to receive the brand 100% made in Italy, they need to go through a strict process of verification, where we first verify all the documentation about the company and then we go on site to perform an audit. And when we perform the audit, we are collecting pictures, video, and we do a visual inspection about all the material.
Bruno
We are checking the document from where the materials are coming and then we are making sure that all the production is Italian. If everything is in line, then we issue the certificate. So we say to the company okay, you are 100% made in Italy, you can get our certificate. How are we going to do it? In the moment the certificate is ready, we are uploading the certificate on the ICP blockchain. Then what is happening is that we are using a decentralized website. And this is another innovation because we are not using traditional websites that are connected to traditional server or Amazon web service, that are exposing people and companies to all the risk of the traditional way of doing things. So we are using a decentralized website that is talking directly with a smart contract that in the ICP language it's called Canister. And in this Canister, where there are the information of the certificate, the information are going to be showed up on this decentralized website.
Bruno
Then from the certificate we are printing out a QR code that is redirecting directly to the certificate and we give this QR code to the producer or the company. The company then is going to label all its products that are being sold in Italy and worldwide. So that as consumer, when we see a product that has this brand, we can scan the QR code and we can verify that the information that they are giving us, that they are 100% made in Italy, it's in reality true. So what is the beautiful thing of the blockchain that you don't have to trust but you can verify? And this is where we are different from the other. Because in this way we are giving back trust to the consumer. Because today what is the biggest problem that we have in our society? We don't trust the government, we don't trust the media, we don't trust the people, we don't trust our neighbor, we just don't trust anyone.
Bruno
So there is a big problem of trust. And Blockchain has been designed especially to fix this problem, to fix the problem of trust. And I think that with this certificate on Blockchain, what we are doing is that we are giving back trust to the consumer. And if you think there is no wallet that the user need to download, there is no token that you need to use, there are no gas fee that you have to pay. So you just use blockchain for the way that it was designed. And this for me, it's amazing. I think you can hear from my voice how much I'm passionate about this project because I really think that we are making a change. Plus we want to become the standard that everybody can copy the way that we are doing certification so that in this way other can implement it.
Bruno
Like there are other, let's call it brilliant initiatives that exist around the world that are giving the possibility to companies to use their blockchain. But what they don't tell you is that they don't do any kind of verification about what they are saying. They're just giving them the possibility of using the blockchain for uploading whatever information they want. So we know that on blockchain you can store true information or false information. Here you have a verification process up front that is verifying that the information that is stored on the blockchain is a true information, it's truthful, so that you can trust it. And this is amazing because we can really start to give back trust to the consumer. And I think it's one of the best use cases about blockchain technology that we can realize at the moment. You're right.
JP
Bruno when you get into the depth in which you've just described, right, all the way down to whether it is just made in one place or if it is 100% made in one place, that is truth, that is verification. That is extremely important. I mean, we've seen similar cases when it came to, for example, organic foods, right? What exactly qualifies how exactly do you quantify that? Where exactly does it originate? How much of it is actually organic? Or did they just go through a process right at the end?
Bruno
Right, you made the point. This is one of the example that I make when I talk about this project. You go to the grocery, you want to buy coffee and you are willing to spend more money to buy a coffee that is being labeled as organic or bio. But how do you know that information is true and you are paying a premium for that label, but you don't have no one that is telling you that is proving you that coffee, it's really organic. Maybe it's not organic and they just placed a label on top of it, and you are spending more money for a product that is not even organic. That's how we are giving back to the consumer.
JP
Food is a classic example. Bruno, you're right. I mean, even when it comes to so many protein bars and health foods and so on, when you read the label, you actually find out four different variants of sugar that happen to be there. High fructose corn syrup, glucose, actual sugar and so on.
Bruno
One thing that you don't know sorry, you were saying it's absolutely required.
JP
Yeah, go ahead.
Bruno
Like you were talking about protein bar and all this stuff, you know that now a lot of product, when you go and look about the ingredient and they tell you that it's made with protein flour, you know that 99% of the time where it's not specified from where this Protein flour is coming. It's a flour that is made from insects.
JP
Wow, that's remarkable. I mean, it is a protein source, I won't deny that. But you should know that, right?
Bruno
You should know that.
JP
But they should know that you have the choice.
Bruno
They don't tell you because otherwise you are not going to buy that product. Because from your point of view, a lot of people will be like, oh hell, I don't want to eat any insect. Some people will be good in doing it. I've been to Thailand recently and they were selling crickets, scorpions or whatever, and I saw that there were people that were actually enjoying it. Like me, I'm Italian, so I'm a little bit spoiled about food, so I will not eat it. But I know that a lot of people will find it interesting. But you see, trust to the customer why we don't give this information to the people. But now you have the possibility of verifying everything and in this way you can make a more informed and more conscious choice when you are spending money.
JP
Yeah, precisely. The more power, you have power in the choice. You have power in that knowledge, you have power in that information. And that when you give that back to your customer or to your community, you are actually empowering them to become more self aware and at least have that choice. Because that's exactly where the trust deficit comes in, right? It comes in from the lack of choice, it comes in from the lack of transparency, it comes in from the fact that somebody's taking a decision without involving you, which they're saying is for your betterment, but may not exactly work.
Bruno
Right?
JP
And whether it is for a small group or a larger group, we don't know. So the more empowered we get is, of course, the more information that we have.
Bruno
There has been some study, JP, that are saying that 65% of the consumers that have been questioned about it are willing to spend more money if they will know about the origin and the quality of the product that they are buying. So 65% of the people interviewed, they said, we are willing to spend more money for something where we can verify the information that are being given to us about a certain product.
JP
Of course. And that's again, exactly ties right back to the point, right? Knowledge is power. So Bruno, that being said, we've spoken in depth about this one particular project, but I'm keen to understand some of the other projects that you find as interesting. Could you briefly share one? Because I'm being a bit conscious about time as well. But I would like to know one more project that you feel has been spectacular, that you've had the privilege to work with.
Bruno
So, look, there was this project from Switzerland that helped them to build their ecosystem, that what they were doing was super interesting. So this company, they had a patent for creating an indestructible material that is called anodized aluminium. So they are selling this kind of patent also elsewhere. Like, for example, even the Apple Watch is made with this, anodized aluminium. But they have a special patent for creating a more resistant anodized aluminium that is really indestructible. You can hit it with a hammer, you can burn it, you can throw acid on it, and you are not going to see, not even a scratch. So, what is that they were doing? They created a project where or better, this is the idea that I helped them to develop. It was that to target owner of Blue cheap NFT so that in this way they could have a digital so, a physical representation of their digital.
JP
This particular idea, I hope that there wasn't an NDA.
Bruno
No, don't worry, it's already going right now. I'm not involved anymore in the project just because.
JP
I was making a joke. We lost the sound immediately. As you were saying, this was the idea. And then we lost your voice for a second.
Bruno
Okay, so I was saying that the idea that I helped them to develop it was to create, first of all, a treasury, so a vault where they were storing the original NFT, so that in this way, they were sending a copy in this anodized aluminium that they could show everywhere with a QR code. So that in this way, we have the representation of digital art being represented as physical. Because, for example, you are an owner of a Bored Ape Yacht Club. You have to show to everyone your JPEG just through your phone. Instead, in this way, you have a digital so, a physical representation on something that is indestructible, that is persistent in time. So in this way, everybody can see the art that you are owning in a way that is completely, first of all, more sustainable. Because in this way, you are not using electricity, you are not using display.
Bruno
You don't have to keep them on all the time, but you have a real authentic replica of your own piece of art that has the same value of the original one. And this is amazing because you can see how art that is digital, it can become physical.
JP
That's really something to think about and the manner in which they went about it to prove their point. Right. How do you describe it? It's the epitome of you living that brand, right? The test of it is actually that this is how it can work. You're showing them the entire range in which you can in that one idea that you've just described to us that's spectacular nice.
Bruno
I might be that you like also this one.
JP
Yeah, because when you live a brand, you're walking the talk, you're being authentic. And that authenticity is often lost in a lot of projects and a lot of products because between what they say and what they actually deliver seems to be two very different things. And I'm certain that through your experiences, you've seen this, and maybe that's one of the methods in which you're choosing the kind of projects that you're working with and some of the cases that you've shared with us of the projects that you work with. So thank you for telling us that.
Bruno
My pleasure.
JP
Lovely. And it's lovely. But I'm also curious to know, right when you're building a brand because you've traveled to different places and you've represented multiple companies, you currently are your own brand, and you're somebody living in a different space that is global right now. Because Bali has seen that influx that came from the tourism line. The number of people that have decided to settle there from all across the globe. It's clearly a global destination, right? And at the same time, you still have to start building your brand from the bottom up. What is that journey like for been if I were to quantify it? What has been your top three points that you focused on when it came to building your brand from the bottom up?
Bruno
Bruno okay, so just to give you an example, as you said, right, I had to build my brand from zero, basically. So the platform that I mostly use for communicating and for showing who I am and what I do is LinkedIn. I know that there is a lot of discussion about what is more indicated to use for Web three content, if to go for Twitter or if to go for Discord or if to use LinkedIn. I bet everything on LinkedIn, and honestly, I think I could have never made a better choice. I use Twitter. As you can see, I don't have a lot of followers because at the end, I don't use Twitter a lot. I use it mostly for participating to Twitter spaces because most of the projects I work with or I help or I support are on Twitter. So if I want to join, I want to listen at Twitter space or I want to read some other information, I go to Twitter.
Bruno
But for communicating and for finding also companies and brands that want to work with you, I think that LinkedIn is the best place. First of all, has been proved that on LinkedIn you are able to generate 277% more leads than any other social network. Plus, just to give you some number, I started with LinkedIn basically seven months ago with 300 followers, and today I have 12,000 followers only on LinkedIn. And this is not a fake growth because on Twitter, you know very well that you can buy the people that are following you. You can find some companies or enterprise that you just pay a fee and gradually they are going to add people into your profile or LinkedIn. Your grow can be only organic because you have limitation on the amount of request of connection that you can send. So this means that you cannot just add people as many as you want and then your number will increase.
Bruno
No, because at some point while you go over a certain number you got blocked. You got a tag from LinkedIn that does not allow you to add other people and you can have problem even with your profile. So in which way I built my brand? First of all, I wanted to create something that was representing me. So the first thing it's be true to yourself. So I don't fake anything. I don't like to say lie in real life and I don't like to say lie in my digital life. So one thing that is very important, don't lie. Be honest about yourself, be honest about who you are. Show your difficulties, show the problem that you had. Educate other on how you overcome the problems that you faced while building a project, creating a disruptive idea, launching a business, engage with people so that in this way they can see what is the value that you can bring.
Bruno
Because at the end on Twitter you can pretend to be someone, people cannot see who you are. You don't have a description about your education, your work experience, the feedback from people that have worked with you and stuff like this. Well, instead of LinkedIn, it's everything there. If you go to your activity page you can just see everything that you did, every like that you put every comments that you did. And in this way people can understand who you are, what you are talking about, how you talk, how you react to haters, followers. Because at the end haters are everywhere and it's very important to handle all these people in the right way. But my suggestion for giving some advice to people that are building their own brand and they're starting now it's be true about yourself, don't lie. And you're going to see that people are going to appreciate this even more and they're going to engage with you.
Bruno
Like one thing that I don't do on LinkedIn and I don't do it on any social network, I don't sell. You are never going to see a post from me where you are going to see me that I'm saying hey, buy from me this, I sell this service, I don't do it. I want people to see what exactly? I want people to see my value through what I'm sharing, to the way that I'm commenting, to other, to the way that I'm intervening, to discussion, topics to post, to feed, to whatever. So that in this way they can understand that I'm an expert, I know what I'm talking about. I'm not bullshitting people and I'm being honest. This is my main core, honest and positivity. One thing that I try to do, it's always to motivate and to inspire other, because I think that we don't have just when we are in Web3 to talk only about , blockchain token, always the same thing repeated all over again.
Bruno
So I try to do posts that are also about motivation, that are going to inspire people to act in a certain way, to take decisions in a certain way. I'm always open to have chat with the people that follow me. I dedicate during the week, always a couple of hours to connect with the people that are adding me on LinkedIn. So it's in this way we can also meet in kind of digital in real life experience because we have Zoom Call or Google GMeet so that in this way they can have a feedback also live of who I am and I can understand who they are, who are the people that are following me, that are interacting with me. And honestly, like, for example, this project of FEDERITALY, everything started because of LinkedIn. Through a post that I did. The president of the company reached me out, was like, Bruno, I really like the way you are.
Bruno
I like the way you speak, I like your expertise, I like the way you talk. I really would like to know more about you. We did a Zoom Call and from Know today I am their blockchain development manager. I'm the one that is taking all the decision on how to implement the blockchain development of the project. I'm the one that is overseeing a group of engineers and experts that are working from San Francisco, La, Switzerland, Italy, and this only through LinkedIn without selling anything.
JP
Well, it's certainly a powerful tool, Bruno, and you're absolutely right. If you look to just sell on a platform like Know, you're selling in the wrong place. And I think that's one of the things a lot of people misinterpret about the kind of channel that you use to be able to share a message. Because if you're sharing a message that you want to sell something. But there's a way in which you do it. It depends on the product, it depends on what service you're offering. And it depends, most importantly, how you're doing it and where you're doing it.
Bruno
And just one last thing, JP. If you think each one of us is receiving I don't know how many cold email or cold messages where there is just hey, like the other day I received an email where it was written Hi, first name. Probably they had some problem in the code, so they were not able to retrieve what was my first name, so it was still written first underscore name. And then there was all the message about who they are, what they do. But I'm thinking no, if I want to buy something, I don't buy just because you come and knock at my door before I buy something. I want to make my research, I want to look what is that you are doing? And if you sparkle my attention, I will come to you and buy. I don't need you to come from me and sell, because again, we don't have trust in no one.
Bruno
So if I receive a message that they want to sell me something, I'm just going to delete it. I'm not even replying you, yeah, of course.
JP
And then I'm going to hit spam and then knock you out. That's it.
Bruno
Exactly. You said it, right.
JP
You need to be at the right place to be able to sell. But hey, that's just how it is. That's the harsh reality of what marketing is, and you should be prepared for that, right? So Bruno, given that we have a few minutes left on the show, I'm curious to understand you've shared your philosophy, also your personal philosophy about how you go about things, and you've tied that in with building a brand. My last question to you is one that I've saved for the end, right? But I think that you're the right guy to ask it. In this sequence. Given from your experience, given from your experience, your perspective and your vision, where do you see the future of Web3 and the industry as a whole? What do you think the future holds for us?
Bruno
I think this industry is going to become the backbone of our society. No doubt about it. I see that the interest about what blockchain technology can do right now has sparkled the attention of institution of big names. Look at BlackRock institution around the world government. El Salvador, Argentina, Brazil, South Africa, Nigeria. You can see that, especially the one that didn't have the same possibility like the rest of the world are starting to see this technology as something that can change the life of people. And I really think that it can. Try to think to implement blockchain technology in the government. How many times we see people go to vote and then after voting, there are so many riots about, oh, this is false, this is not true, you make a mistake. You didn't count. Right? Try to think if we could count the vote through blockchain.
Bruno
So in this way, everything is unique. Nobody can tamper this information. They are immutable. So the number are those and you have the real expression of the community, of the people. Or try to think blockchain technology implemented in the way that you are tracking, the way that you are paying taxes. So you know how the money that you are paying, where they are going, if they're building infrastructure, if they're building school, if they're building university, or if they are putting in their pockets, or even for healthcare. Try to imagine you are traveling around the world and maybe you don't have all your medical history with you, or probably you don't even remember because maybe when you were young, your parents were taking care of it. So you have no idea if you are maybe allergic to something or if you had a surgery or if you went through a therapy.
Bruno
Try to imagine you're traveling and there is this doctor, maybe you broke your arm or you have an infection or something and the doctor is asking you what are you allergic to? And you're like, I have no idea. I have to call my mom maybe and she's in a different time zone. While instead, imagine to have all your medical history into an NFT or into a ledger or somewhere around Blockchain and you can share this information with the doctor, making his life easier and making for him more possible to help you in the right way. Or also real estate. You want to buy a house. Before you buy a house, you need to do so many research, check about the owner, check what is the story of that building if everything is in compliance with the law. And then maybe you buy something and you don't have some information because some of those have not been given to you or they've been keeping hidden.
Bruno
Imagine instead you go to buy a house and you have all the information that you need all in one place, and you can make your decision right away. Plus one of the best things that we said at the beginning, I know it might sound old fashioned, but there are 3 billion people in the world that don't have access to the financial system. And in the moment, you don't have access to the financial system. This means that you don't have the possibility of giving to your kids, to your family, the same support that other people that have access to financial system can give. So this is another thing that I think is very important to consider. I can continue for hours.
JP
We should do another show. Bruno, I know that there's a lot of topics that we can speak a lot about, and I'll certainly look forward to doing that or maybe even meeting you at the event in Bali when you're having that in August. So keep me posted.
Bruno
Bali Crypto Weekend it's going to be from August 20 until August 27. Seven Days of Event if you guys are in Bali, come and crush our parties, our event, our mastermind. We have so much going on, we are already starting to organize it. We had the first meeting a couple of days ago. It's going to be huge.
JP
Bruno, thank you for that. Thank you for sharing that with us. And if you can share that, we will certainly from AdLunam as well, tweet it to our community so that people are aware that this program is done. As soon as you've got details, please feel free to share that with us. Happy to do that.
Bruno
Thank you so much.
JP
You're welcome. Grazie, Grazie for being on the show. Very, very happy to have you. You've had a lot of insight and I think that it was fantastic that were able to cover so much. Unfortunately, there's only that much we could pack into this time, but certainly a lot of insight. Thank you for that. Thank you for the journey and thank you for being for sharing the authenticity of yourself, of Bruno with us on the show today.
::Bruno
Appreciate it a lot. Thank you so much for having me here and thanks to everyone that listened to us. And I hope you guys enjoyed everything I shared and you find something insightful for the future. So let's keep going. This is the future and we are part of it.
::JP
nal announcement. Tomorrow at:::JP
Diving into crypto. This is JP from AdLunam Inc. bringing you everything about web3. Have a good one. Cheers to you.
::Bruno
Thank you for tuning into this week's episode of Diving into Crypto, proudly hosted by AdLunam. The first Engage to Earn platform with a Proof of Attention model and dynamic NFT investor profiles.
