Hi, I'm Andrea.
I build digital structures.

The mind cannot function without excluding almost everything. This is not a technical limit you can overcome with more study or more experience — it is built into how consciousness works. You always pick a handful of sand from an infinite beach. This means that anyone who claims to have a complete view of something — a market, a person, a situation — is unconsciously mistaking their handful for the whole beach. Humility here is not a moral choice. It is the only honest response to how perception actually works. This is the epistemic consequence of You are not what you perceive, you are how you select. Both Radical Empiricism and Kant Empiricism concept point here too, from different starting points.

Your identity is not shaped by what surrounds you, but by the filter you use to process it. The selection process is not a neutral tool — it is built from your history, fears, desires, and values. Two people in the same room, in the same conversation, live radically different experiences not because the world is different, but because they carry different filters. Identity, then, is not a fixed essence inside you. It is a recurring pattern of selection that persists over time. This also means that changing who you are is not about changing the world around you — it is about becoming aware of, and gradually shifting, the way you select from it. If identity is a filter, then every filter is also a blind spot — see Epistemic humility is not a virtue, it is a structural necessity.

“When a measure becomes a target, it ceases to be a good measure.” — Charles Goodhart, 1975 Originally observed in monetary policy: once central banks started targeting money supply directly, the measure lost its predictive power because the system adapted around it. The law generalizes to any context. Metrics are simplifications of reality — they work as long as they stay in the background, pointing at something real. The moment they become the objective, the map replaces the territory. This is why Define the destination before choosing the instrument: if you start from a clear goal, the metric stays in its proper place — a signal, not a destination.

Before choosing which metrics to track or which tools to use, you need to know where you want to go. The instrument only makes sense in relation to the destination. This is obvious in investing: no serious financial advisor would suggest buying bonds or equities before understanding your time horizon, risk tolerance, and liquidity needs. The instrument follows the goal, never the other way around. The same applies to e-commerce retention. Optimizing churn rate or CRR without a prior objective is just noise. Do you want to increase purchase frequency? Raise AOV? Reduce early churn? Each answer points to different metrics, different levers, different actions. Picking the metric first is like choosing a vehicle before knowing if you’re crossing a desert or a river. The mistake is seductive because metrics feel like clarity. A dashboard full of numbers gives the illusion of direction. But measuring the wrong thing with precision is not progress — it’s a distraction with good formatting. And if you do pick the wrong destination? You risk falling into Goodhart’s Law: once a metric becomes a target, it ceases to be a good measure. You’ll optimize perfectly for the wrong thing.

The Marketing Funnel — also known as the Customer Journey — is the model that describes the path a potential customer takes from their very first contact with a brand all the way through to purchase and beyond. It is represented as a funnel because, as people move from the upper funnel to the bottom funnel, a portion of them drop off along the way: not everyone who discovers a brand will end up buying. In an e-commerce context, the funnel breaks down into three macro-areas: the upper funnel, where the goal is to generate awareness and bring new people to discover the brand; the mid funnel, where the goal is to nurture interest and help people evaluate the brand as the right solution to their problem; and the bottom funnel, where the goal is to convert, retain, and maximize customer value over time. Each phase requires deeply different initiatives, messages, and success metrics. And this is precisely where a complementary and essential model comes into play: the Schwartz Awareness Levels.

If we imagine all human knowledge as a large hierarchical structure, we can say that at the summit lie the peaks of the mind — the most abstract and general thoughts. Few people venture to these heights of thinking. From these intellectual explorations we gain no practical advantage or concrete profit, yet these peaks possess an austere and severe beauty that, just like real mountains, justifies for many the effort and strain needed to reach them. The peaks of the mind operate outside the logic of efficiency entirely. Their value cannot be measured in practical returns. I’m particularly attached to this idea because it captures exactly what I feel when hiking — straining to reach something that is nothing more than romantic, terribly ephemeral beauty. The mountains taught me this before philosophy did. Some efforts don’t need to be useful. They need to be beautiful.

Kant states that all knowledge begins with experience, which is the starting point or input of knowledge, but it is not the only source. The human mind possesses forms and categories a priori, such as space, time, and causality, that structure sensory data to make it intelligible. This introduces universal and necessary elements to knowledge, like synthetic a priori judgments. In detail, all knowledge starts with experience because we cannot know anything without sensory input from the external or internal world and this concept is linked with the Radical Empiricism concept. However, it does not follow that all knowledge derives entirely from experience. Our mind is not a passive blank slate but an active organizer. It applies innate lenses, the a priori forms of sensibility and the categories of understanding, to raw experiential data, giving them form and meaning. For example, we see a red object through experience, but the fact that every event has a cause does not come from experience but is a rule our mind imposes to understand the world. This idea is fundamental to Kant’s criticism because it seeks to resolve the debate between Radical Empiricism, which claims all knowledge comes from experience, and rationalism, which claims reason has innate ideas, by proposing a synthesis where experience provides the matter but the mind provides the form.