Kristiano Tabasco - The Secret Of Success

I had the chance to take an interview to Kristiano Tabasco. Probably you do not know much about him. He is a very modest businessman, he loves his privacy, he doesn’t like interviews, which is amazing for someone who is successful in advertising. So, many people never heard of him, only because he does not like to be known.

R: Many people know nothing about your life. You are very discreet about your family and your story. Tell me something about your parents. I always say that if you want to know the secrets of great people, you should know their life first.

KT: I was born in US in 1960. My m0ther was a German refugee, my father a Peruvian looking for fortune in America. They met and fall in love, ete
al story. I was bo
2 years later.

R: How you would characterize your childhood? In one word.

KT: Difficult. Would you like more words?

R: If you would like to…

KT: My family was very poor so I had to start working early.

R: How did you learn then? I know that you graduated Magna cum laude. (Maybe I should not have told that I know…)

KT: Having a strong will, I kept learning and working in the same time. Day working, evening reading and learning until my eyes were closing.

R: Since then your attraction to advertising?

KT: Since I was born … Probably since my eyes opened for first time. I could not remember a time when I wasn’t attracted to advertising. Of course, when I was a kid, I was attracted more to ads. I didn’t know what advertising is. But I was reading ads and changing them in my mind trying to find better lines. More, I got attracted early to business world. Being poor, I wanted to be reach, which is not bad. Not bad at all. I wanted to find how to make money fast and safe. I wanted to be on the right side.

R: You mean, you did not want to make money with bad guys.

KT: Yes.

R: I know that your successful career allowed to retired at early age. What was your secret?

KT: I learned to say No to my clients. I built my reputation as service provider in corporate advertising saying No to my customers but getting yes. It wasn’t easy in the beginning, actually it was very difficult. I had to say no and for a meaningful relationship (especially provider- client) could be really painful. Relationship could even end. I learned to say No in a firm and strong way, I learned to resist to clients aggression and manipulation, and I was still getting a Yes from them. Not any No, but the right one, the one who really serves me and my client's interests.

R: Thank you very much for your time.