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Discover all the facets of business with this 10-year-old child

New year, new project. At IntoTheMinds, we love offbeat projects, and we like to indulge ourselves. So in 2020, we decided to launch a project dedicated to marketing and entrepreneurship. Rather than always talking about business between adults and specialists, we decided to ask a child to lead the debates. Who better than a child to demystify marketing, innovation, business models, artificial intelligence, and all the other topics that are the essence of today’s business? It was Pierre-Raffaele, nine years old at the time of the first film shoots (10 years old today), who accepted the challenge. Every month we organise the recording of 3 to 6 episodes to be broadcast on his YouTube channel.

The videos are shot by seasoned professionals, with quality guests who share their expertise and make it within everyone’s reach. We have created a specific page on our website. All the episodes of the series can be found here with a summary for each. For the moment the videos are only in French (Pierre-Raffaele has promised to make some in Italian too).

If you like this initiative, if you want to encourage Pierre-Raffaele, subscribe, post a like and above all, talk about his videos to people around you. Don’t hesitate to contact us if you have any suggestions.

Episode n°1: What is marketing?

In this pilot episode, Pierre-Raffaele receives his father, a marketing specialist (and incidentally, director of IntoTheMinds ?). The latter will explain to him, by taking a concrete example (that of the iPhone) what marketing is.

The iPhone, launched in 2007, is a breakthrough innovation that Steve Jobs explained as being based on an observation of user behaviour. Judging that the use of mobile phones was unsatisfactory, that the product that was put into the hands of customers did not provide optimal user experience, Steve Jobs launched the development of a revolutionary new device. That is the story that’s told in this video. It provides a simple definition of marketing: knowing what to sell, to whom and how.


Pierre-Nicolas est Docteur en Marketing et dirige l'agence d'études de marché IntoTheMinds. Ses domaines de prédilection sont le BigData l'e-commerce, le commerce de proximité, l'HoReCa et la logistique. Il est également chercheur en marketing à l'Université Libre de Bruxelles et sert de coach et formateur à plusieurs organisations et institutions publiques. Il peut être contacté par email, Linkedin ou par téléphone (+32 486 42 79 42)

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