About Remo


I am the Founder & Director of General Thinking ... a global network of thinkers & doers: creative, wise & engaged; thoughtful people doing good work. I am a consultant thinker and creative strategist with a track record as an entrepreneur and brand builder. I founded the iconic REMO General Store in 1988; and cofounded an earlier beta version of General Thinking in 2001. I also enjoy an ongoing 20 year association with TED, and am currently Licensee & Director for TEDxSydney, an annual flagship TEDx event which has become a leading platform and pipeline for the propagation of Australian ideas, innovation and creativity to the rest of the world. Prior to founding REMO, I worked as a lawyer in Sydney with Baker & McKenzie. I was the Director of Branding & Strategy at frog design in Silicon Valley from 1997, and later the resident Brand Strategist at pioneering online developer Organic in New York. Over the years I have done a great deal of thinking about products, experiences, brands and what it takes to engage customers and create desire. I am driven by a passion to communicate, inspire and delight. I believe that customers are smart, and that the Community is the Brand. Although not formally trained as a designer, I have been dreaming, designing & doodling for much of my life. I live in Bondi very near the beach with my wife Melanie, two children: Lola (18, at University in Melbourne) & Roman (15); and a small black dog named Pearl. I swim every day in the Icebergs pool at the southern end of Bondi Beach. Believing that my best work lies ahead keeps me young and foolish.

TED Conferences

TED2014, TED2013, TED2011, TED2010, TED2009, TED2008, TED2005

Areas of Expertise

Information Architecture, Community Development, customer network models, Merchandising, Product Ideation, Integrated Customer Experience, Creative Direction

An idea worth spreading

Do good work. Have some fun.

I'm passionate about

My family, my brands, my REMOgrams, functionality, Bondi Beach, TriBeCa, Lonelyville FI, fresh seafood, open fires, cooking outside, oceans, islands, films ... but, most of all, passion itself.

Talk to me about

General Thinking | TEDxSydney at Sydney Opera House

People don't know I'm good at

assembling IKEA furniture

My TED story

REMO had been supplying Quality T Shirts and other merchandise to TED Conferences (off and on) since Richard Saul Wurman invited me (and a spare 800 award winning REMO Catalogues) along to TED4 in Kobe in 1993. Over the years I've worked on some fun projects with TED e.g. they recently asked me to explore a TEDCae brick & mortar concept, and although they didn't ultimately proceed with the vision as a TED initiative per se, they did encourage me to proceed with it using my own General Thinking network. So, that's what I'm doing :)

Favorite talks

Comments & conversations

Remo Giuffré
Posted over 3 years ago
Should anyone be able to upload their TEDTalk to TED.com?
Great discussion. Like anything truly unique and interesting, the best solution is never black or white, but rather an elusive shade of grey. Some reckon that the crowd demonstrates wisdom per se, and that the described system would automatically yield optimum results. That wisdom is a statistical wisdom which gives equal weight to all participants, regardless of their individual levels of subjective wisdom. Does the crowd always make the "right" decision … even a smarty pants crowd like the TED Membership? In my experience as a community and brand builder, this is not always the case. The best democracies are strongly led. The ship can be driven by the network, but people at the centre possessed of individual wisdom, exercising balance and judgement, need to take over the steering from time to time. The integration of this "old school" wisdom into any new system would be a requirement in my view.