With a background in political science, Danilo Venturi began his career in the music industry. He moved on to pioneering e-commerce and concept stores before working for the lingerie brand, La Perla. He obtained a Master in Luxury Management from Polimoda, where he subsequently returned to teach Fashion Brand Management, write the book Momenting the Memento. Fashion Education & the City, and launch the International Business Department. In 2015, he was appointed Director of the Florentine institute and Forbes titled his tenure The Reign of Error: How Polimoda Upgraded Fashion Education. In 2021 he founded Brand Persona, the company that provides managerial, editorial, and educational services to public and private institutions based on the four-step method described in this book.