In “Good, Clean and Fair” Carlo Petrini, the founder of Slow Food, wrote:
«Food is much more than a simple product to consume: it is happiness, identity, culture, conviviality, nourishment, economy of land, survival.»
In the same riverbed is the prospect of Christian Carniato with his Manifesto for the Sixth W which is WITH, for a new approach to marketing and the way of doing business.
«Claiming the Good is protecting the right to enjoy respecting different cultures: we are talking about happiness.
Clean is respect for the Earth, for others and for ourselves: working to ensure that sustainability is practiced by everyone is another part of our mission of civilization.
Fair is the measure of gratification for those who produce and those who feed, the sense of limit. It is a political commitment that is aimed at enhancing everyone’s quality of life.»
Petrini does not speak only of food, but of culture and humanity, just as Carniato does not only speak of digital experience (what difference can we really make today?), but of quality of life and listening to people. The “slow” movement contrasts with the “fast” to bring back culture, which is intrinsically an innovation of tradition, and values at the center. Just as the listening advocated by TSW (The Sixth W) must extend and be considered an approach to life and work that aims to bring the objective from profit to value. Both approaches, we can say, are against a business culture that considers it “healthy” if it is able to generate an abundant and “rich” profit, while the true indicator must be the added value, which is found in people’s lives, in the corporate structure and social well-being, and ultimately reverberates positively on the shareholders.
The listening model that TSW brings forward uses protocols and quantitative-qualitative metrics to re-establish a relationship with people and care for the quality of their experience.
That of TSW, which comes from the digital world, is not an invitation to pull the plug from our wired lives, or a disavowal of the value of innovation or technology, but a commitment to regain our values, to reconnect with people and to take care of the value of their experience.
The work we do is much more than just routine, stress, urgencies or checklists to be filled, as the product, or service, that lies at the heart of our business is not born and dies with itself but is connected with the people to whom it is addressed and draws from them its own sense and reason for being. The people to whom the product is addressed are far more than targets, users or customers, and reconnecting with them and restoring a relationship can only generate better experiences; in other words: more simple, natural and satisfying.
In the above terms: more adequate, appropriate and beautiful, and therefore good, closer, sustainable and iterative, and therefore clean, and ultimately more motivated, deeply and ethically felt, and therefore fair.
The WITH, or together with the people, which is read in the TSW Manifesto, is therefore, borrowing the words of the president of Slow Food, in turn: happiness, identity and culture. TSW finds it and brings it back and reaffirms it in a context where short-term or “fast” prospects must give way to the relationship and understanding of and with people.