While CEOs perfect their LinkedIn and Bloomberg terminal profiles and executives struggle through another inconclusive virtual meeting—67% of which executives now consider failures according to recent research—Italian business leaders understand something more powerful: in our Zoom-dominated world, the executives who master authentic physical presence don’t just succeed, they dominate. When Giorgio Armani told business leaders that “a well-maintained physique is a great business card, ideas and intelligence matter, but if you have a well-maintained physique, it’s better,” he wasn’t giving fashion advice, he was giving away the secret tool of Italian business culture.
This pattern becomes clear when you examine successful Italian business leaders and their approach to professional presence. Research from the Center for Talent Innovation confirms what Italian executives have long understood: executive presence accounts for 26% of what it takes to advance within an organization. It’s not about being the best dressed person in the room, it’s about commanding the respect that comes before you open your mouth.
The Professional Presence Crisis in a Digital World
The numbers tell a powerful story: virtual meetings grew from 48% to 77% between 2020 and 2022, yet executives consider more than 67% of these meetings failures. While companies invest millions of dollars in video technology and presentation software, they’re missing the fundamental truth Italian executives have known for centuries: authentic presence is your ultimate success tool.
Harvard Business Review research reveals that communication tactics that work well in conference rooms don’t translate seamlessly to virtual meetings. Yet the executives who are successful understand what Giorgio Armani meant when he said “dressing well is a form of good manners”—it’s about respect for the people you’re engaging with, whether in person or on screen.
Consider the executive who joins a video call with poor lighting, wrinkled clothing, and a messy background as opposed to one who appears clear, well-lit, and professionally composed. Before either speaks a word, judgments are made, credibility is established or lost, and outcomes are determined. In virtual environments, these visual cues become even more critical because they’re literally all we see.
Beyond Fashion: The Business Psychology of Bella Figura
Bella figura literally translates to “beautiful figure,” but Italian executives understand it means something far more strategic: the ability to represent excellence in every interaction. As Armani explains, “The essence of style is a simple way of saying something complex.”
This isn’t about expensive suits or designer accessories, it’s about the psychology of respect and competence. Research shows that executive presence combines style, communication, influence, behavior, and power to create a positive and memorable impression in business situations. When appearance makes up 55% of first impressions, bella figura becomes your competitive edge.
The neuroscience is clear: humans make snap judgments about competence, trustworthiness, and leadership ability within milliseconds of seeing someone. Italian business culture has understood this for generations, which is why they invest in quality over quantity and view professional appearance as strategic, not superficial.
In client relations, this translates to faster trust-building and stronger relationships. Teams naturally follow leaders who show the standards they believe in. Investment decisions are influenced by the gravitas and competence that polished presence conveys. As Armani noted, “The difference between style and fashion is quality,” and quality commands premium treatment in every business interaction.
Sometimes the Bella Figura, in a more general context, simply means treating your colleague to a coffee or lunch without saying anything—pleasing someone without any objective other than doing something nice for someone else.
Why Bella Figura Beats AI in Business Impact
Instead of just competing to show off AI tools and digital skills, the leaders who embody bella figura create something technology will never match: instant trust and genuine respect. In a world that feels more automated by the day, nothing stands out more than real human presence.
Consider two scenarios: an AI chatbot can analyze market data and generate an immediate analytical report, but it cannot walk into a boardroom and command attention through presence alone. A virtual assistant can schedule meetings and send emails, but it cannot create the kind of memorable impression that closes deals and builds lasting business relationships.
The executives who understand this are investing in their physical presence, not only in digital solutions. They recognize that in a world where everyone has access to the same technology and information, how you show up—literally and figuratively—becomes your greatest competitive advantage.
This advantage compounds over time. Clients remember the business professional who made them feel heard and respected through both conversation and presentation. Teams remain loyal to leaders who consistently embody the excellence they preach. Partners choose to work with people they respect, and respect often begins with respect for oneself demonstrated through thoughtful presentation.
Implementing Bella Figura in Modern Business
Virtual Meeting Excellence: Transform your video presence through strategic lighting, decluttered backgrounds, and wardrobe choices that convey authority on screen. Italian executives understand that the camera adds ten pounds to everything, including impressions. Invest in proper lighting equipment and choose solid colors that translate well through video compression.
In-Person Authority: Follow the Italian principle of quality over quantity. Better to own three perfectly fitted, high-quality pieces than a closet full of low-quality options. Find a skilled tailor—as we ask in Italy, “Dove posso trovare un buon sarto?” (Where can I find a good tailor?)—and invest in a good outfit no matter what. Remember: one good outfit and one good pair of shoes is all you need.
Daily Presence Habits: Develop what Italians call signature elements: colors that suit you (remember when someone gives you a compliment about looking good in a certain color), accessories that reflect your personality, grooming standards that never fail you regardless of your schedule. When considering any choice, ask yourself “Mi sta bene questo colore?” (Does this color look good on me?) and trust your instincts.
The Italian mindset is crucial: dress for yourself first, others second. When you feel confident in your presentation, that confidence will influence every interaction. This isn’t vanity—it’s strategic psychology.
Why Italian Executives Lead with Bella Figura
This Italian approach aligns perfectly with what Sylvia Ann Hewlett explores in “Executive Presence: The Missing Link Between Merit and Success.” As Hewlett notes, “It is executive presence, and no man or woman attains a top job, lands an extraordinary deal, or develops a significant following without this heady combination of confidence, poise, and authenticity that convinces the rest of us we’re in the presence of someone who’s the real deal.” While Hewlett focuses on individual executive skills, bella figura provides the cultural framework that makes presence natural rather than staged.
Research confirms that executive presence consists of three elements: gravitas, skillful communication, and the “right” appearance. Italian business culture has mastered the integration of all three, understanding that they work synergistically rather than independently.
Italian executives build immediate credibility with clients and teams through consistent professional presentation. They create recognizable personal brands that transcend individual transactions. Their attention to quality in appearance demonstrates the same attention to quality they bring to business decisions. Most importantly, they show respect for business relationships through the effort they invest in their presentation.
This long-term thinking separates Italian business culture from quick-fix approaches. They understand that reputation is built through thousands of consistent interactions, and every interaction is an opportunity to reinforce excellence through presence.
The Competitive Advantage You Can’t Digitize
As artificial intelligence transforms every aspect of life and business, the executives who stay ahead of the curve will be those who master what technology cannot replicate: authentic human connection through polished professional presence. Bella figura isn’t about luxury or perfection, it’s about the kind of consistent, intentional presentation that builds trust, commands respect, and forges lasting relationships.
In a world where everyone has access to the same information and tools, how you show up becomes your greatest differentiator. Master bella figura, and you master the art of immediate credibility.
The future belongs to leaders who understand that authentic presence, not perfect presentation, creates lasting business impact.
The author is developing “The Italian Advantage,” exploring how Italian wisdom creates unshakeable competitive advantages for ambitious leaders in the digital age.