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Remo Giuffre

Founder & Director | General Thinking, TEDxSydney & REMO General Store

Bondi Beach, Sydney, Australia

"Do Good Work. Have Some Fun."

Generally thinking:

Business, Work & Strategy
Technology & The Future
Sustainability & Environment
Media & Journalism
Creativity & Design

My tags:

AdvertisingArtBrand StrategyBusiness DevelopmentCommunityCultureDigital MediaEducationEntertainmentEntrepreneurshipEventsFilmGraphic DesignJournalismMarketingMediaProduct DesignPublishingRetailStrategy GeneralTechnologyTelevisionWriting

Very good at:
+ Generating creative ideas and unique ways to solve problems
+ Creating visualisations that capture the essence and add clarity
+ Designing or auditing branded experiences ... and making them cool

About me & my work:

I am a thinker and creative strategist with a track record as an entrepreneur and brand builder.

I founded the REMO General Store in 1988; and General Thinking in 2001. I also enjoy an ongoing 24 year association with TED in New York, and am currently Licensee & Director for TEDxSydney, an annual flagship TEDx event that has become the leading Australian platform for the propagation of ideas, innovation and creativity to the rest of the world.

Prior to founding REMO, I worked as a lawyer in Sydney with Baker & McKenzie. I was the Director of Branding & Strategy at frog design in Silicon Valley from 1997, and later the resident Brand Strategist at pioneering online developer Organic in New York.

Over the years I have done a great deal of thinking about products, experiences, brands and what it takes to engage customers and create desire. I am driven by a passion to communicate, inspire and delight. I believe that customers are smart, and that the Community is the Brand. Although not formally trained as a designer, I have been dreaming, designing & doodling for much of my life.

Education: University of New South Wales (1978 to 1982), Columbia Business School (1984 to 1986) & Singularity University (2015)

I live with my wife Melanie, and we split our time between our apartment by the beach in Bondi and our shack at Milsons Passage on the Hawkesbury River north of Sydney. When in Bondi I begin the day with a sauna and a swim in the Icebergs pool at the southern end of Bondi Beach.

We have two children: Lola (21, studying for her Masters at TU Delft in the Netherlands), and Roman (18, just left school and taking a year off to work and travel). We also have a small black dog named Pearl.

Optimism drives me. Believing that my best work lies AHEAD keeps me young and foolish.

My links:

Remo Giuffré | My personal site. Some random musings.

TEDxSydney | Site for TEDxSydney for which I am Founder & Licensee.

General Thinking | My latest endeavour. You are here.

General Thinker | You can order my book here.

Brand Australia Video Profile | In December 2014, the Australian Trade Commission ("Brand Australia") profiled me for their Australia Unlimited initiative. This 3 minute video was shot over a single day in Bondi where I live. It gives you a good sense of my environment, life and work philosophy.

Blurb Audio Interview | In November 2014 I was interviewed by Dan Milnor for Shifter.Media. This audio interview runs for over 30mins and talks about the creative process.

REMO General Store | It's back!

Bondi Fresh Daily | The blog that my wife Melanie and I founded. It celebrates our local community.


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