Italian Hustle

Let's adore and endure each other

This is a story about an Italian hustler in Shoreditch. He broke all the rules, lied to everyone and never took any responsibilities for his actions. He cost me a huge amount of time and money, and I should hate him, but for some reason I empathise with his desire for success. He tried, tried and tried again. And he doesn’t stop trying.

Likewise, I never stopped chasing him in court for my unpaid wages. I kept on trying and trying despite having no chance of success. Everyone told me it was a waste of time. As enforcing a court order against this Shoreditch playboy would be like throwing spilt milk at a beggar.

Accepting work from Leonardo (not his real name) was a huge mistake. But when you are unemployed and looking for jobs; you try things, silly things, especially if you want to avoid working in an office. Freelancing is an extremely hard thing to do.

It’s far easier to take a salary from a big company and bank the savings. Doing your own thing offers freedom and creativity, but many people fail working on their own, and some more spectacularly than others.

By joining ‘CAN U’ in June 2013, I unwittingly signed a freelance contract with a startup company on the verge of collapse. Despite obsessively talking about #collaboration and #collaborating on their website their business model was opaque at best. Having a creative army of designers and artists on your books is impressive, but it won’t make you any money.

That’s the problem with many East London startup companies. During the first year you have a glamour launch party, new website, coke-addled staff, and a low-interest business loan to pay for it all. The second year the bills come through…and proved to be Leonardo’s downfall.

An infinitely hopeful man with zero understanding of business, Leonardo believed he was predestined to become the greatest entrepreneur in the world. Alas, on running up 10k worth of debts in unpaid wages and immersed in countless feuds, Leonardo was a bankrupt on multiple levels.

Accepting his job offer, I found myself overseeing their content strategy, writing blogs, and updating their website. Despite having nothing in common with Leonardo, I initially found him a positive and entertaining guy to work with.

Leonardo’s biggest problem was that he loved the idea of being a CEO, but didn’t have the foresight or discipline to be one. For example, he became convinced that writing in caps was a good idea.

“FROM TODAY I WANT ALL COMMUNICATIONS IN CAPS”, I was told one morning. I responded to his email straight away, and explained that from a writing perspective, caps is considered loud and aggressive, and it would upset our clients.

“THIS IS PART OF OUR NEW COMMUNICATION STRATEGY AND IS NON -NEGOTIABLE. CAPS ARE POSITIVE AND GREAT FOR BUSINESS”.

Only they are not great for business – they are annoying and irritate nearly everyone.  It soon became clear that Leonardo loved taking calls and updating his Facebook status every hour, but did precious little else.

CAN U failed to pay me for my 90+ hours work or any of their staff. Unable to remunerate his freelancers, Leonardo claimed he couldn’t pay anyone until CAN U received ten grand from an Italian restaurant in Hammersmith.

His negotiating tactics for settling this debt involved going over to West London and throwing chairs at the owner. He allegedly paid some heavies £250 (on the advice of a bogus debt collector) to bash the restaurant owner’s legs. Let’s just assume his methods were unsuccessful.

Leonardo abandons CAN U’s debts in July 2013 and tried to relaunch CAN U as a phoenix company trading under a slightly different name. We were all bitterly angry but were unable find a way to successfully challenge him.

Undeterred by his ridiculous emails, I pursued my wages in the small claims court, and won a default judgement against CAN U. It was a pyrrhic victory as his bogus company is bankrupt with no assets.

On pursuing his entrepreneurial ambitions through social media, Leonardo appears no closer to making it big. Although I hope one day his fearlessness is rewarded. Reading his bizarre updates on Twitter #alwaysbehonest #nevergiveup I find myself almost wanting him to succeed.

As for all the lies expressed by Leonardo, I don’t think he’s a bad person. He demands the impossible and keeps on making glorious mistakes. Leonardo keeps on trying and trying, and does not settle for anything less than perfection. I guess for that reason alone, I find myself a grand down, but can’t find it within myself to dislike him.

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