Entrepreneur Portrait: Massimo Baldini, Livio
Genoa, Italy native, Massimo Baldini, is an international entrepreneur and innovator. After receiving his MBA from the University of Chicago in 2003, Massimo remained in the US to start a new business with founder, Jake Sigal. He is now president of Livio, a Michigan-based tech company that works to integrate apps with cars. Livio Connect was founded in 2008 and has already grown to a staff of 15 people.
Far from your usual company president, Massimo holds more than six patents – ranging from microwave drying to a media player for recording and playback of streamed digital content. He’s also a supporter of The Innovation Movement, a campaign highlighting the need for immigration reform to allow international students who study in the US to remain and work, innovate, and create jobs. Why did you decide to come to the US to get your MBA?
I did my first degree in Italy in chemical engineering, so it was a technical field. My wife is American but we met in Italy - we were both working for Whirlpool. Since it’s such a big global company I was eventually able to negotiate a move to Chicago where they have their world headquarters. I wasn’t planning to do an MBA at the time, but after two years I realized I wanted to expand my knowledge outside of tech and more into business.What made you want to stay in the US?Business-wise the US is number one. I’ve worked in Italy, of course, and Belgium, and I still travel to Italy often, so I have my finger on the pulse of Italian business, and it’s just not the same planet. Here you can get things done, you can make it based on your ideas, your skill set, and your pitch. In Italy, it’s way more difficult if you’re not in the right circle and don’t know the right people. I do miss the culture, of course, but for business in the emerging technology field the U.S. is the place to be.What were the biggest challenges in the visa process?It’s changed a lot since I came ten years ago. I came on an H1B work visa and then applied for a green card. But I came over in 1999 and started my studies in 2001 – there was a long wait! Even with all the right cards and the right situation, it was a difficult process. There was a lot of time spent in waiting rooms. This was ten years ago, and I know it’s changed since then, but still, it’s a long process, and you can feel like a number in a machine. At certain times it’s scary because you know that if something goes wrong you’re probably going to get kicked out. I think I’m one of the lucky ones. I’ve talked with a lot of people about it and there’s a big fear that if you have the wrong paper or say the wrong thing, you have to leave.How closely do you stay in touch with your home culture?Aside from business trips, I travel to Italy with my family every year for vacation. I also keep a close eye on football in Italy, especially my favorite team, Juventus. Every four years, when Italy heads to the World Cup I can’t take my eyes from the TV.Why do you support The Innovation Movement?I’m happy to be a face for The Innovation Movement to support immigration reform. Making it easier for skilled immigrants to stay, to get visas, to get citizenship is a positive thing. Maybe that sounds naïve or like a generalization, but it’s my experience. In business school close to 40% of my class were foreign and many weren’t sure if they’d be able to stay. We spent three years together in school, so people open up and share – the degree might be priceless in the end, but what will happen? They didn’t know if they’d have to go back or not; they’d rather have the option to stay if they want to. If not, they’ll start business back in their home country.The system is still changing, and there’s a lot of talk about reform at the moment.Absolutely. I was lucky, but I understand the problem for so many, so I agreed to put my name behind the Innovation Movement. It needs to be easier for students and immigrants to be able to choose to stay.What are some challenges you have faced specifically as an international starting your business in the US?I found more cultural challenges than business challenges. For business, here in the US the fact is that your skills matter, not who you know; really it’s the ideas that count.But culture-wise, there’s a big difference. I do miss Italy, of course, but after all this time I think I have adapted. I have become East Coast-minded and can say things like they are. After a meeting I can skip shaking hands, say "We’ll see what comes up," then walk out the door and say "We'll never do business with them." In certain parts of the USu it’s not so straightforward.How is doing business in the US different to Italy / Europe? What were the first things you needed to learn from Americans?Honestly, it’s not that different in a lot of ways. When I first worked here for Whirlpool they sent me for three days of training in Chicago. It was a waste of time! So much of it is common sense. I guess it might make more sense if you were from Asian countries or ones not so similar to America and Europe.
In Italy, business is so much more predictable – though that’s changing, too. When I grew up there really were no immigrants there. By my teenage years, there were some – mostly from Africa. Now, 20 years later, there’s a lot more. It’s not as much of a melting pot as the US, of course, but it’s getting there slowly.How is the digital tech field right now in the US? Going strong?Yes! Obviously, I’m biased, but yes. Like I said it’s hard but we’re working at the intersection between new digital tech and old, established technology. The work is intriguing but there’s such potential, it’s an excellent field to be in right nowSo, what's next for your company?Switching from consumer goods to licensing. We work to connect apps to things like cars, to create a standard way. So, next is succeeding in that! Working with the automotive industry is a slow process, things don’t happen overnight and it will be difficult, but we hope to succeed.What advice do you have for international entrepreneurs?Have faith in the system. People who start can get jaded, especially if they’re from other countries – like Italy – where you can rely on knowing certain things. Here, it’s not overnight, but it’s possible to make it. There are processes and structures, ideas and attitudes and people willing to invest. The US is capitalism 101 in many ways. If people see a chance to make money on your idea you can make it. Believe in the system and don’t get discouraged. It doesn’t always work the first attempt – but it will in the end. It’s cliché, but the American Dream is a thing, and you can make it in America with ideas and hard work.