Introduction

Alessandro, or 'Alex' Savelli, is the Co-Founder of Pasta Evangelists - a brand you’ve probably come across. Their pasta is delicious and everywhere.

But, before he was getting his hands in the proverbial pasta dough, he tried to climb a much tougher mountain - building a luxury smartphone brand. We’re talking hardware and software to compete with the likes of Apple and Samsung but bedecked in precious metals and jewels.

They had some big wins, but it didn’t work out - and we’re here to find out why. 

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