After a varied career from Hollywood to the US Armed Forces, Pacifico Soldati decided to follow his father into the legal profession but soon realised his real skills lay in his mother’s career of marketing.
What’s your story?
I was born and raised on the Seacoast of NH, went to film school at Notre Dame and then my Hollywood career was cut short by the writer’s strike and I ended up homeless before ultimately joining the Army as a paratrooper and chef. I spent 6.5 years in the Army with deployments to Afghanistan and Niger before attending UC Irvine to earn a JD/MBA. While there I discovered Hypochlorous Acid (HOCL) and worked to become a global lay expert on this exciting green chemical. I now run my own marketing agency and work as a fractional CMO.
What excites you most about your industry?
I am very excited about the future for HOCL as the industry is still really in its infancy. HOCL is the same chemical our white blood cells produce to fight infection and is made by electrolyzing salt water which means it combines the strength of chlorine with the safety and versatility of water. It is 100x stronger than bleach yet is safe enough to drink and has dozens if not hundreds of potential uses and will revolutionize multiple industries from skincare and wound care to pet care, disinfection, and agriculture.
What drives you in business to push beyond what other people consider normal?
I was raised with an insatiable drive to help make the world a better place and I really think that the purpose of life is to discover your unique gifts and put them to use to help others. I’ve always been an idea person with a strategic mind and so I love to reimagine what life can be like and how we can build the systems that our species operates within. And I love to help others reimagine and reinvent themselves to help them find and follow their life’s purpose.
What have been the most useful skills you have learnt and applied in your journey?
I think there are a wide variety of superpowers that human beings can access and hone to make their lives better and help other people. I think not caring what other people think is one of the most powerful skills one can develop because it sets you free to do things nobody has thought to do or thought could work before. I think empathy is an incredibly important skillset and it can serve you in any walk of life. Maintaining a growth mindset, practicing resilience, and learning transcendental meditation have probably been the other most impactful skills for my life.
What’s the best piece of advice you ever received?
Get really intentional and clear about what you want and how you want the Universe to communicate with you and show you signs. After hearing that I decided I wanted the Universe to show me a white feather whenever I needed confirmation or reassurance about something. After I started The Soldati Group I was wondering if it was the right move. One day I took my kids to a new park and I was thinking about my marketing agency and then we walked into the park discovered a field full of white feathers. I knew then I was on track.
Who inspires you?
My parents have always inspired me. I was raised by a lawyer and a marketer so I grew up in courthouses, law firms, ad agencies, and marketing departments. I always thought I wanted to follow in my father’s footsteps and become a lawyer and then I did and realized it wasn’t really for me, but during my JD/MBA I was fortunate enough to fall in love with marketing and haven’t looked back.
Pat Tillman is another person who has inspired me for a long time now. To give up so much at the height of your career is incredibly inspiring.
What have you learnt recently that blew you away?
Early in 2021 I discovered the work of Dr. Brian Weiss, one of the leading past life regression hypnotherapists in the world. I devoured his book Many Lives, Many Masters in a day, then grabbed Messages From The Masters and did the same. I then went and bought his three other major works and within a week had finished all of them, and I’ve never done that with any author in my life. Discovering what I believe to be proof of an objective truth of reincarnation and individuated souls completely reshaped a lot of my understanding of reality.
If you had your time again, what would you do differently?
I’m generally of the mind that if you’re happy with where you’re at then you shouldn’t have regrets because you wouldn’t be where you are without the exact journey that got you there. So even for things I didn’t like or enjoy in the moment it is all a part of the journey and helps make you who you are today. If I had to name something, maybe I should’ve studied abroad in college, it seems like something a lot of my friends enjoyed but I didn’t pursue at the time.
How do you unwind?
Aside from my twice daily transcendental meditation practice I like to hang out with my kids and play games with them because I think that keeps you young. I love cycling around the city, especially at night. And my favorite hobby is painting. I’ve mostly done oil painting for the past 4 years but recently got into spray paint art so now I’ve been blending the two mediums and it is incredibly fun and I love challenging myself to make different things.
What is a major mindset change, belief shift or ‘ah ha’ moment that you’ve experienced in relation to your business?
Understanding that as a business owner you are in charge of building the business you want. Now obviously you have to solve some problem or serve some need for a customer base in order to stay in business, but it’s really important to understand you shouldn’t build a business you hate working in or on. And the way you do that is to invest in hiring your weaknesses as soon as possible. And that doesn’t necessarily cost you anything up front if you’re hiring people to do work that will be paid for by a client.
Everyone in business should read this book:
I’m going to leave out way too many business books if I just name one, and there are plenty of great lists out there for business books, so I’ll take this in a different direction. I think everyone should read The Life You Were Born To Live by Dan Millman. It’s all about your unique life purpose and it might seem pretty out there when you first encounter it but I think it is an incredibly helpful tool to help people figure out what they should be doing and how to do it in their own way.
Shameless plug for your business:
My marketing agency is called The Soldati Group and you can find us at SoldatiGroup.com. We do everything from copywriting and web design to social media and fractional CMO work.
I also started MarketingForAttorneys.com to help attorneys and law firms to clarify their messaging and marketing.
And right now I’m also the CMO of Prosperitas, an animated video agency that makes Hollywood quality videos for client websites, YouTube, and TikTok. Check us out at ProsperitasAgency.com to see what we can do for you.
And I host a podcast called Law, The Universe, And Everything available at TheLUEpodcast.com.
How can people connect with you?
I’m the only Pacifico Soldati on LinkedIn so that’s usually a pretty easy way to get a hold of me for business purposes. Or follow me on Twitter to connect about anything or follow my Instagram to check out my art.
Social Media Links?
This interview is part of the CallumConnects series.