Mauro Porcini

give you awareness about what is authentic for the company or the person.

So you start with that.

You understand where the company or the brand or the person is coming from.

And then you try to understand how to evolve it in an authentic way.

So what I did when I joined Samsung, the first thing was to study the history of the company.

And the history of design and products in the company as well.

And try to understand both from a purpose standpoint, from a branding standpoint, and from a product standpoint, how to evolve it in a way that is relevant for a world that is evolving, is changing, is transforming.

but doing it in a very authentic way for the company.

So in more practical and pragmatic, if you look at the history of the company, first of all, this is a company that's been changing and transforming continuously.

It started in the 30s,

as a trading company selling dry fish, noodles, and flour.

And then it started to evolve with the evolution of the country, of Korea.

So back then, it was literally feeding the poor people of Korea.

There were farmers.

The country was really, really, really poor.

And then as the country was evolving and the level of wealth was increasing,

The company moved with the country and started when the Korean could afford the first appliances, Samsung would provide the first appliances.

And then accessible cost, you know, not the premium tier, but an accessible entry level tier.

Washing machines, televisions, refrigerators, sovents.

And then with the evolution of the country, the country becoming one of the most iconic countries.