Category: DRD lab

When someone leaves a large company, the stories that circulate rarely tell the whole truth.

Often, only the version of those who remain is shared.

And those who leave are labeled as “the one who wanted too much,” or “the one who couldn’t
handle it.”

The truth, at least in my case, is much simpler.

And definitely more peaceful.

In this article, I share why I decided to leave the largest direct marketing company in Italy.

No drama, no resentment, no revenge.

The Beginning: an Experience I Would Repeat

When I was called to lead the internal graphic department, it was one of the best moments
of my career.

I had studied and admired that reality for years.

Joining in a key role was a huge recognition.

I worked hard.

I managed complex processes, collaborated with all departments, coordinated a team, improved workflows and deliveries.

The department was running smoothly.

I rarely encountered problems, and when I did, I was ready to solve them.

Even on weekends and holidays.

Not out of fear, but because I LOVED the company.

It’s important to say clearly: that experience was positive, and I would repeat it.

It shaped me in ways no book could have.

But at a certain point, something started to feel off.

The Deal Breaker: No Room to Grow

The change didn’t come from a discussion.

It didn’t come from a fight.

It didn’t come from a sudden disappointment.

It came quietly.

• the initial agreements weren’t revisited as workload increased
• new responsibilities were added without real realignment
• there was no growth path, yet exclusivity was demanded
• there was no HR to turn to for discussion or perspective
• welfare and professional development weren’t part of the internal culture
• the only “visibility” granted was one article in the company magazine per month

The ceiling was there.

And it was clear.

No matter how hard I tried, there wasn’t going to be a “next level”.

The Question That Defined Everything

When you work well, fulfill your duties, create no problems, never miss a deadline, deliver results, and keep the department afloat… sooner or later, the inevitable question arises:

“And now, what’s next?”

When the answer is nothing, or not planned, you begin to see reality for what it is.

It wasn’t about feeling undervalued.

That was never it.

The point was that there was no evolution possible.

And after three identical years, with increasing responsibilities but a stagnant role, I realized that staying there would mean stopping my growth.

For me, it wasn’t sustainable: I love my job, and to love means also to grow.

If that growth disappears, gradually the love fades too.

Sure, the security of a good salary is great.

But I’ve never been someone who can trade freedom for security.

The Other Side of the Story (that is Rarely Told)

I want to be clear: the company didn’t do “something wrong.”

It simply wasn’t designed to support growth beyond a certain limit for those working in technical departments.

It was that way.

Plain and simple.

I wasn’t angry.

I was clear-headed.

I already had a clear professional goal in mind: to promote direct response design, with freedom, rigor, and elegance, and build a method of my own.

This was not anticipated there.

The Choice: Not a Farewell, but a New Chapter

When I realized that:

• there wouldn’t be any upgrades
• there wouldn’t be any role development
• the agreements would not be adjusted to new responsibilities
• and growth had ended

…the decision made itself.

It wasn’t an escape.

It wasn’t a rebellion.

It wasn’t resentment.

It was personal consistency.

If something no longer allows growth, it’s time to change direction.

It was the most logical thing I could do.

I left, giving notice and training my successor.

Today: Keryx Design

Keryx Design was born from this vision:

to create a European approach to Direct Response Design, based on readability, neuroscience, and precision, free from constraints and compromises.

A method where I can:

• educate without filters
• design with rigor
• train a team on a clear line
• work in a business-friendly way
• combine elegance, order, and logic in every project

Keryx is not a “revenge”.

It is the natural evolution of that journey.

Gratitude, Clarity, and My Path

I am grateful for those three years.

They gave me a lot.

They shaped me.

They allowed me to see from within how a large direct marketing structure operates.

But every story has two sides.

And this is mine.

After three years, there was no longer any room.

And when there’s no room, the only choice that respects yourself is to build a new one.

And that’s exactly what I did.

Also consistent with the teachings of my former boss.

To whom I wish to receive the same good he did for me.

Without him, I wouldn’t be where I am.

Thank you.

IIn Direct Marketing, there are tools for grabbing attention, tools for building trust… and then there are tools that do both at once.

A bookalog is one of them.

But not just any book.

A book designed to sell.

A book positions you. It enters your client’s mind and lets you scale without shouting or posturing like another self-proclaimed expert.

It’s one thing to say, “I’m good at what I do.”

It’s another to put a book on the table and say:

“Here is the full method — and the exact problem it solves for you.”

In a world crowded with claims and noise, a book is the most solid piece of authority you can offer.

But there’s a hidden danger most people underestimate:

a poorly designed book destroys trust faster than a weak headline.

Here’s how to avoid that.

The research trap that ruins good books before they even exist

Most authors jump into design too fast.

Direct Response Design starts with understanding the space you’re entering:

• What visuals dominate your niche?

• What patterns does the audience already trust?

• What will feel “familiar enough” to belong — but different enough to stand out?

Skip this step and your book may look “creative”… and completely wrong for the market you’re trying to win.

Research is positioning. Everything else comes after.

Why abstract covers look beautiful… and fail to convert

Modern graphic design loves metaphor, minimalism, symbolism.

Your reader doesn’t.

If they can’t understand within 3 seconds what your book is about, who it’s for, and why it matters… you lose the sale.

Stronger visuals include:

• Your face (if you’re positioning yourself as the expert)

• A clear representation of the core problem

• A benefit-driven image aligned with the transformation promised

Abstract covers impress designers.

Concrete covers convert buyers.

The “cleaner is stronger” rule authority-driven authors follow

Crowded covers are a red flag for readers.

If your cover has:

• multiple badges

• several subtitles

• too many colors

• competing focal points

…it signals confusion, not expertise.

A high-authority cover uses:

• one clear idea

• one visual hierarchy

• one path for the eye to follow

This is not minimalism for style — it’s minimalism for clarity and trust.

The font mistake that silently cuts your conversions

Your font says more about you than your headline.

Thin, decorative, overly stylized fonts look nice on a designer’s moodboard… and disastrous on an Amazon thumbnail.

Inside the book, poor typography breaks reading flow, increases fatigue, and pushes readers to quit early.

And when they quit early, they never see your CTA, your method, or your offer.

In DRD, typography is not a detail.

It’s conversion infrastructure.

The 5-minute test that can save you expensive reprints

Most authors don’t test their cover with the right audience.

A small test can save you thousands.

Show your draft to 5–6 ideal readers and ask:

• “What do you think this book is about?”

• “What emotion does this cover give you?”

• “Would you click on it?”

You’re not looking for compliments.

You’re looking for clarity gaps.

One micro-adjustment caught here can change the entire performance of your launch.

Why a Direct Response Designer can multiply your authority overnight

A book that sells isn’t just a book.

It’s a positioning weapon.

A Direct Response Designer:

• studies your market
• protects your message
• • builds visual flow based on how the eye naturally scans
• • removes friction, noise and doubt
• • reinforces your authority through structure and clarity
• • aligns design with the psychology of buying

It’s the same method used for Assunta Incarnato and for every author who treats their book as a real sales asset — not a decorative object.

Want help making your book look as authoritative as the content inside?

If you want a professional eye on your cover, structure or page layout, you can reach out directly.

Click here to book a Video Checkup (the first one is on us)

Tell me what stage your book is in and what you want to achieve.

From there, I’ll understand what’s needed to turn it into a positioning tool your ideal clients take seriously.