On the TechTO stage ×1
First seen on the TechTO stage in 2019. Every talk is searchable — ask the archive about Stefano ↗
In their words
Lesson number one is things will go wrong. Trust me. No matter how much you plan, no matter how much experience you have, no matter how many people you know — it doesn't matter. Things will go wrong.
You can plan all you want. You execute, and within the first two days of executing, the plan is gone completely — and you realise you spent all this time planning and now you need to go back to the drawing board, because you got real data. Adjust the plan and execute again.
Focus on being on an escalator that's constantly going up in the right direction over the long term, and don't get too caught up in the rollercoaster that is the day-to-day of being an entrepreneur.
Around the web ×1
Quick answers
Who is Stefano Cerone?
The founder and CEO of Tattle, a direct-to-consumer nutrition company in the Greater Toronto Area. He launched it in mid-2019 and introduced himself on the RetailTO stage that November as three months in, handing out product samples he had been asked not to hand out.
What were the five lessons?
Things will go wrong, and usually because of someone outside your control. Execution beats planning, because real data only arrives once you ship. Launch day is when testing actually starts. It is not a race — ride the escalator, not the rollercoaster. And e-commerce is not just influencers and Facebook ads; it is building a community over time.
How was Tattle funded?
By his own account on stage, without much capital: a new brand cannot expect people to give it the time of day, so "you need to sell yourself, sell your brand, sell your product, sell your vision" — which he described as the only way to bootstrap a company. No outside investment could be sourced.
What is Stefano Cerone doing now?
Not established. Contact-data aggregators list a managing director role at a Toronto investment firm, but this page does not publish from aggregators or from LinkedIn, and no citable source confirms his current role.