Marco Lanuto is an experienced marketing strategy professional in Manhattan’s East Village who has worked with Fortune 500 companies and startups alike. He has founded both physical and digtital businesses, including a successful East Village fry shop, and playful bamboo products company Potty Paper, INC, before expanding on his marketing experience with TheCleani. During his time in this role, Marco Lanuto developed the company’s go to market strategy, including global supply chain operations, product market positioning, and all matters of product development.
While serving in the position of Senior Marketing Manager at Equinox based out of Chelsea New York, Marco Lanuto supported the development of the company’s presence and brand identity in both new and existing markets. The Manhattan marketing professional also established go-to market strategies, with an emphasis on new Equinox club openings. He played a key role in expanding the company’s club portfolio.
In addition to his marketing experience, Marco Lanuto is a knowledgeable automotive enthusiast. He collects and modifies a range of vehicles, with a focus on German-built cars including BMWs, Audis, and classic Mercedes. He is a member of the BMW Car Club of America and a part of the East Village and Chelsea car communities. When he is not collecting or working on cars, he enjoys attending car shows and other automotive events.
What is your typical day, and how do you make it productive?
Like most people, my day begins with coffee! I begin by reviewing the movements from the day before and start to compile notes and a targeted to-do list. I like to put my day into buckets with targeted focus—a few hours on emails and focused work; some time on market trends, research, news; and setting some time for team connects and calls. I also ensure I get some form of exercise in, whether that’s the gym, a run, or taking my dog for a walk. I think it’s important to move about throughout the day.
How do you bring ideas to life?
I typically distill things into their simplest forms, look to accomplish the smaller, more digestible items, leading to a snowball effect. Sometimes, especially with big ideas or a new business venture, it can feel like a huge weight to get where you want to go. By accomplishing even one small step, like writing a mission statement or creating an outline, you’ve not only made it real but have also triggered your creative juices.
What’s one trend that excites you?
I don’t think it’s a trend just yet, but direct air capture (DAC)—which removes CO2 from the air through, essentially, giant synthetic trees—is growing in popularity and is seeing increased private and government investment. This is super cool technology which I hope continues to be adopted, invested in, and grow in capability.
What is one habit that helps you be productive?
I don’t have just one habit but a set of habits that help productivity. I typically create framework for my day or a project:
1. Define what “good” looks like.
2. Create a checklist of specific actions
3. Execute within that structure:
• What is the objective?
• What are the success criteria?
• What are the major sections or milestones?
• What’s the next concrete action?
What advice would you give your younger self?
Things happen when they’re supposed to—not due to fate but cause and effect. Slow down, take the right small steps towards larger goals, and see them come to life.
Tell us something you believe that almost nobody agrees with you on.
I’m likely on the wrong side of this, but electric cars don’t feel like the future. Instead, electric cars feel like a stopgap in between internal combustion and the actual future of the car. Whether the future is Porsche’s eFuels or another energy source not yet invented.
What is the one thing you repeatedly do and recommend everyone else do?
Consistently exercising has a direct impact on productivity, mood, and outlook. It gives a feeling of accomplishment; makes you eat better, sleep better; and overall puts you into a rhythm.
When you feel overwhelmed or unfocused, what do you do?
I listen to music; it helps center me and, ironically, block the noise out. Sometimes, it’s to my favorite music: jazz or piano covers by Peter Buka.
What is one strategy that has helped you grow your business or advance in your career?
I don’t think it’s one single strategy, but don’t be too risk averse. I’m not suggesting taking uneducated risks, but if you believe in something and have the knowledge to back it up, don’t walk away because there’s risk involved, especially when you’re young.
What is one piece of software that helps you be productive? How do you use it?
How could it not be AI? I try not to be over-reliant on AI and instead use it to increase efficiency, rather than replace the actual work. Research, analysis, summarizing, etc. using AI frees up time and mental space for higher value work.
What is the best $100 you recently spent? What and why?
I recently bought a new 8 iron club, and while I’m still just as mediocre at golf as I was before, at least I have a new club now!
Do you have a favorite book or podcast you’ve gotten a ton of value from and why?
I’ve been consistently listening to the “Acquired” podcast; whether it be on long drives or during the workday, their 3- to 4-hour podcasts are essentially full thesis papers. They are truly engaging and unique storytellers, not unlike Michael Lewis (my favorite author), who they recently featured.
What’s a movie or series you recently enjoyed and why?
I just finished “Your Friends & Neighbors,” which I thought was very well done because it wasn’t just about wealth or scandal—it was really about how people present themselves versus who they actually are. Each character seemed successful on the surface but, really, they were dealing with insecurity, ambition, loneliness, and pressure to maintain an image. It was interesting that there weren’t obvious heroes or villains. Everyone had flaws and different motivations, questionable decision-making (especially under pressure), which I feel is relatable to most people.
Key learnings
- Take thoughtful risks when you’re young.
- Slow down and allow your small steps to lead to larger goals.
- Just get started – even one small step can be the necessary catalyst.