Know Your Audience: Interview with Christian Giordano, President of Mancini Duffy

I recently went one on one with Christian Giordano, President of Mancini Duffy.

Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? 

Christian: My journey to becoming president and owner of Mancini Duffy involved nonstop work. I was also always on a quest to elevate my knowledge base and experience, but most importantly, expand my network and social circles. When I started in my career, I often put myself into positions that I may not have necessarily seen myself in. 

I think back to early on in my career, I had a junior role at the firm, and we were working on a massive project, and the client was really frustrated with the senior lead on the project. So I raised my hand during a turbulent moment of the project's lifespan and asked my bosses to let me take a stab at taking the lead on the project. Two weeks later, I designed a whole new version, and they loved it. That one moment of courage catapulted me into the next phase of my career. So be fearless and go for it! 

I also always had my own side business designing residential spaces in addition to my day job. That side hustle gave me some financial freedom to make bolder career choices. In addition, I was always an entrepreneur, so I could relate to the various aspects of running a business even when I was working at large design firms. 

Adam: What experiences, failures, setbacks, or challenges have been most instrumental to your growth?

Christian: When I was young, I was diagnosed with a learning disability. This was back when schools taught one way, and there wasn't as much room for a variety of learners as there is in schools today. I knew I had specific abilities, and I used my disability as my motivation to amplify my capabilities. I used that challenge as a vehicle to grow and excel.  

Adam: In your experience, what are the key steps to growing and scaling your business? 

Christian: The first key to scaling your business is putting people in roles that they're not quite ready for. Don't be burdened by traditional corporate confines that you have to have a certain amount of years of experience to do a particular role.

For example, at Mancini, a young guy worked for us right after he graduated. He was very interested in leading our company's research and development division, so we armed him with the resources and tools to go out and make it happen. It was a bold move that has catapulted our entire approach to design, thanks to the technology we've invented to infuse technology into all facets of our design process. 

Adam: What are your best tips on the topics of sales, marketing, and branding? 

Christian: Embrace all forms of branding and marketing. Ralph Mancini use to say, "if you have to show up naked to make yourself stand out at a business meeting, then that's what you do." 

We pitch against huge, global firms, so I know we need to be unique to stand out and spotlight what makes us different from a marketing perspective. 

Adam: What is your best advice for entrepreneurs and those working at small businesses on how to cultivate relationships and sell to large companies?

Christian: In terms of cultivating relationships, we've had success starting small and fostering out genuine relationships. As a result, we have nurtured relationships with smaller companies that we knew would grow into larger companies. 

For example, we started with Peloton when they had a makeshift bike and small studio and grew with them over the years, culminating in designing their corporate headquarters. When we began working with Peloton, they had less than 10 employees, and they had thousands when we designed their corporate headquarters. 

Adam: What is your best advice on building, leading, and managing teams? 

Christian: In regards to building teams, it's been a lot of trial and error. For me, it's been not being afraid to admit that you were wrong, and maybe certain people are not the right people to help lead or manage and making changes accordingly.

In terms of leading and managing teams, my approach is to clearly define everybody's roles and let them have ownership of those roles so that I'm not stepping over them and they're not looking to me for approval. It's their lane, and they're in charge of it.   

Adam: What are your best tips for leaders on the topic of design? 

Christian: Know your audience. A few people in the design profession are genuinely blessed with being able to do anything they want. But, for the vast majority of us, it's about listening and bringing your design sensibilities to your client to arm them with the ability to make the right design choices. 

One component of my success, it that I didn't force my ideas on my clients. Instead, I tried to lead them in the right direction without being too forceful. 

Adam: In your experience, what are the defining qualities of an effective leader? How can leaders and aspiring leaders take their leadership skills to the next level? 

Christian: Connect with leaders outside of your industry to seek advice. I surround myself with other leaders and learn from our shared experiences, more so than from specific advice. I joined the YPO a few years ago, and the connections I've made have been invaluable in helping me grow my business. 

Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?

Christian: Entrepreneurs: Think big - but think clearly about the steps to get to the next level. Also, don't think about the money or the investment needed when you're starting. 

Executives: Get out of the way of your team, and make sure you arm them with the resources and education required to support them along the way. 

Civic leaders: Remember you're here to serve the people. 

Adam: What is the single best piece of advice you have ever received?

Christian: Cherish the time with your kids while they're young.


Adam Mendler is the CEO of The Veloz Group, where he co-founded and oversees ventures across a wide variety of industries. Adam is also the creator and host of the business and leadership podcast Thirty Minute Mentors, where he goes one on one with America's most successful people - Fortune 500 CEOs, founders of household name companies, Hall of Fame and Olympic gold medal winning athletes, political and military leaders - for intimate half-hour conversations each week. Adam has written extensively on leadership, management, entrepreneurship, marketing and sales, having authored over 70 articles published in major media outlets including Forbes, Inc. and HuffPost, and has conducted more than 500 one on one interviews with America’s top leaders through his collective media projects. A top leadership speaker, Adam draws upon his insights building and leading businesses and interviewing hundreds of America's top leaders as a top keynote speaker to businesses, universities and non-profit organizations.

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