Hosting
Your company can host an edition.
What it takes: a large meeting room or a hall — forty people seated, facing each other — and a corner for the aperitivo. Hosting isn't paid for: it's earned.
Proprietary format · Update Labs · Experience Lab
Be a leader,
not a boss._
It's lonely at the top. And no one has ever asked you to tell what you actually did. One evening a month, inside a real company. Three take the stage. Sooner or later, you.
40
Participants
3
Unique keynotes
1
List of commitments
0
Guru fluff
The extraordinary
in the ordinary._
parte 01
The stage isn't for whoever made a hundred million. It's for you. Telling what you actually did: more interesting than you think, and never told to anyone.
parte 02
Three voices in turn. Sixteen minutes, zero slides. Four weeks of work on the voice before going up: not to speak better — to drop the pose.
parte 03
Then the strange part: whoever has just spoken doesn't answer questions. They ask them. And the room answers. At the end, everyone writes two or three verbs for Monday.
parte 04
The three Keynotes go on YouTube, shot to professional standard. Everything else lives there, once.
In one line
"A room of peers where, sooner or later, it's your turn."
Inside real companies._
Not in a hotel lobby.
parte 01
Every edition is held at the premises of a local entrepreneur. Rooms aren't rented: B2CEO walks into companies. Where the work happens, where things actually get made.
parte 02
It isn't a logistical choice, it's the point. The extraordinary is told in the ordinary — and no hotel, auditorium or convention centre can say the same.
parte 03
No projector, no raised stage, no branded backdrop. A room, forty chairs facing each other, and someone with something to say.
Active territories
Puglia · Emilia. The next ones open with whoever brings a curator.
Five pillars._
Not ceremonial. The conditions that make the thing work.
Cadence
One evening. Not a weekend
Not a retreat, not three days in Capri. One evening. For people with a full calendar who still want a practice that comes back.
Three Keynotes
16 minutes, four weeks in the making
Four weeks on the voice before going up. Not to speak better: to find the real one — the one that usually stays buried under the role.
Resonance
After the Keynote, the room answers
The Speaker asks the questions, to the room. And the room answers. A round table in reverse: whoever has just spoken doesn't teach — they open.
Verbalisation
You write your own Next Step
What resonated becomes a verb. From the FALLO method: the verb comes first, always. The definition is collective, the sheet is yours.
Next Steps check
It opens with last time
Every edition starts with the check: three or four Voices tell what they actually did. It's the thread that makes B2CEO a ritual, not a series of events.
A proven formula._
Everything turns around a Theme, announced in advance: it orients the Keynotes, the Resonances and the Verbalisation.
00
arrivo + apertura
Opening / aperitivo
- Free aperitivo on arrival. No forced small talk
- Opening: the Theme, the rules of the ritual, the check on last time
A
parte 1
The first theme
- Keynote 1 · 16 minutes (recorded)
- Resonance · the Speaker asks the room
- Verbalisation · everyone writes their own Next Steps
B
parte 2
The second theme
- Keynote 2 · 16 minutes (recorded)
- Resonance
- Verbalisation
C
parte 3
The third theme
- Keynote 3 · 16 minutes (recorded)
- Resonance
- Verbalisation
D
parte 4
Off-script and goodbyes
- Off-script · 2-3 voices from the room, 6 minutes (not recorded)
- General Next Steps · the collective synthesis
- The Founder's Letter, handed over. And the Second Letter to the three Speakers
About three hours. The venue changes every time: it's always someone's company.
You leave with verbs._
Not with notes. Not with a bag of swag. With two or three things to do, in your own handwriting.
After every Keynote, the room writes. Not summaries: verbs. It's the FALLO method, and it has one rule — the verb comes first, always.
“Reflect on delegation” isn't a Next Step. “Tell Elena the project isn't happening, by Friday” is. The first is a thought. The second, on Monday morning, you either did or you didn't.
At the close, the room distils four to six shared boxes together: the General Next Steps. Those arrive laid out, by email, two days later. Yours stay yours — on the sheet that goes home with you.
And next time opens right there. Three or four Voices tell what they actually did. It's the only accounting there is, and nobody asks it of you: you ask it of yourself.
example · one sheet, at the end of the evening
Theme — “The first time I lied knowing I was lying”
My Next Steps
Handwritten. No one reads them, no one collects them.
- Tell Elena the project isn't happening. By Friday.
- Stop rewriting my people's slides before meetings.
- Call back the supplier I dismissed in three lines.
The room's Next Steps
Laid out. By email, two days later.
- Ask one more time, before deciding.
- Say the real no, instead of “let's talk about it”.
- Bring an unresolved thing to the next table.
Four things it isn't._
What it is NOT matters almost more than what it is.
×
01
It isn't a conference
No celebrities, no panels, no agenda written by a communications department. The stage isn't for whoever made a hundred million: it's for you.
×
02
It isn't a keynote tour
The Speaker doesn't teach. They practise their own true story in front of peers — and then they ask the questions, to the room.
×
03
It isn't a revenue-measuring contest
There's no revenue threshold to clear, and no hierarchy of company size in the room. A founder at two million counts as much as a CEO at two hundred. The selection is on attitude: are you willing to drop the pose and listen the way you'd want to be listened to? And in here, no one sells you anything. Ever.
×
04
It isn't (only) a show
The three Keynotes go on YouTube. Everything else stays in that room, that evening. Not recorded, not clipped, not quoted outside.
Who's in that room._
Four ways of being at the top. One thing holds them together.
profilo 01
Founders and entrepreneurs
You built the company, and you carry it on Sundays too. No one has ever asked you how it actually went: they ask you what you turn over.
profilo 02
CEOs and managing directors
You run a company you didn't found. You answer to a board and to a team, and you can't be fragile with either. It's a double loneliness, and it has no room to go to.
profilo 03
C-Level
You make the real decisions, but an agency writes your public voice. The company asks you to be a thought leader while taking away any chance to say something of your own.
profilo 04
Directors and senior leadership
You don't have the C in your title and you lead hundreds of people. Here you count as much as anyone: the only hierarchy that matters is who listens better.
the barrier
It isn't revenue. It's the selection.
No threshold to clear, no accounts to show, no minimum size. One thing gets looked at: are you willing to drop the pose and listen the way you'd want to be listened to?
You don't buy a ticket._
You get in by invitation and by selection: a member brings you, or the company that hosts. The barrier isn't the price.
Forty seats. Not one more: Resonance doesn't work with two hundred people in the room.
01
Free
by invitation
The first time
A member brings you, or the entrepreneur hosting. A room can't be explained: it has to be lived. Come once, then decide. The aperitivo is on you, at cost.
02
€500
a year
Being of the room · Voice
Every evening of the year, the right to bring a guest, eligibility for the stage. Forty euros a month: the price isn't the filter here. The selection is.
03
€1,200
one-off
Taking the stage · Speaker Path
Four weeks on the voice with Davide Scalera, sixteen minutes on stage, and your Keynote shot to professional standard — yours forever. Three slots per edition: you're chosen first. No sum moves that.
Say who you are._
Davide answers. And it might be a no.
Recurring questions._
01 Do I have to speak?
No. Most of the room never takes the stage. In the Resonance you answer if you feel like it: you can stay silent all evening and still take your verbs home.
02 What does it cost?
The first time, nothing: you come in by invitation and pay only the aperitivo, at cost. Then €500 a year. The Speaker Path — voice, stage, video — costs €1,200.
03 On what basis are people selected?
On attitude, not on revenue or job title. What's needed is a willingness to drop the pose. And yes: it might be a no.
04 Are there journalists in the room?
No. No journalists, no cameras beyond the one filming the three Keynotes. In the room: entrepreneurs and senior leaders, chosen one by one, and the company hosting.
05 Is what's said confidential?
Outside the three Keynotes, nothing leaves. No recording, no clipping, no quoting anyone outside the room. It's a condition of the ritual, and it holds for everyone.
06 The Keynotes are recorded. Who sees them?
Anyone: they go on public YouTube, shot to professional standard. For whoever goes up, they're an asset that stays. A release is signed beforehand.
07 Where is it held?
At the premises of a local entrepreneur, different every time. Never a hotel, never an auditorium. Today: Puglia and Emilia.
Davide Scalera._
Creator and national curator of B2CEO. Founder of Update Labs.
MISE-certified Innovation Manager, Fractional CMO, advanced training in Voice Training and Acting: the four weeks on the voice he runs himself — he doesn't outsource them. Also national curator of TRUE STORY, a live storytelling format.
innovation manager mise fractional cmo voice training acting
Not the first ritual he's taken on the road
TRUE STORY — sibling format, same curator — has already run ten evenings. Milan active since February 2026; in Parma, the first night, a full room. Different format, different audience. But if the question is whether the rooms fill: they do.
B2CEO_
Be a leader, not a boss.