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Announcing My Latest Book: “IT’S (NOT) THE THOUGHT THAT COUNTS: Reflections of a Marketer on Selfish Altruism”

I am thrilled to announce the release of my latest book,


Reflections of a Marketer on Selfish Altruism

This business essay, written in the form of a personal reflection, delves deep into the intriguing concept of altruism and its place in both human behavior and the world of marketing.

Exploring Altruism: Does It Really Exist?
At the heart of my book lies a profound question: Does altruism truly exist? Throughout history, scholars, philosophers, and psychologists have debated whether acts of kindness and generosity are driven by pure selflessness or hidden self-interest. In my reflections, I explore various perspectives on this timeless debate, offering insights into how altruism manifests in our daily lives and interactions.

Altruism as an Explanation for Human Behavior
Can altruism serve as a lens through which we understand human behavior? This question is pivotal to my exploration. By examining real-life examples and theoretical frameworks, I argue that altruism, or at least the appearance of it, plays a significant role in shaping our actions and decisions. Whether it’s helping a stranger or supporting a friend, the motivations behind our actions are often more complex than they seem.

Altruism in Marketing: Is There Room for It?
In the realm of marketing, the concept of altruism might seem out of place. However, my book challenges this notion by investigating how altruistic principles can be integrated into marketing strategies. Can brands genuinely care about their customers and communities while still achieving their business goals? I believe they can, and I provide a roadmap for marketers to balance profit with purpose.

Altruism and Self-Interest: Mutually Exclusive or Coexisting?
One of the core themes of my book is the relationship between altruism and self-interest. Are these two concepts inherently at odds, or can they coexist harmoniously? Through a series of reflections and case studies, I demonstrate that self-interest and altruism are not mutually exclusive. In fact, they often intersect in ways that benefit both individuals and society at large.

The Concept of Selfish Altruism
Finally, I introduce the concept of selfish altruism—a term that may seem contradictory at first glance. Selfish altruism posits that individuals can engage in altruistic acts with the awareness that these actions ultimately serve their own interests. This pragmatic approach to altruism recognizes the complexity of human motivations and suggests that doing good can be a strategic choice, not just a moral one.

“IT’S (NOT) THE THOUGHT THAT COUNTS: Reflections of a Marketer on Selfish Altruism” is a journey into the multifaceted nature of altruism. It is a book for marketers, business leaders, and anyone interested in understanding the deeper motivations behind human behavior. Through personal anecdotes, theoretical analysis, and practical insights, I hope to inspire readers to rethink the role of altruism in both their personal and professional lives.

I invite you to join me on this exploration of selfish altruism and discover how embracing this concept can lead to more meaningful and effective marketing practices. Thank you for your support, and I look forward to hearing your thoughts on the book!

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Honored to be Featured in Photographize’s “100 Best Photographers 2021” Book!

I’m excited to share some incredible news – I’ve been listed in Photographize’s annual book honoring the top 100 photographers of 2021! Titled “Photographize Best Selected 2021,” this book celebrates the work of visionary artists who have truly pushed the boundaries of creativity.

In this second edition of the book, Photographize has curated a collection of inspiring artworks that reflect the resilience and innovation of artists during challenging times. It’s a testament to the power of art to connect us and uplift our spirits, even in the midst of uncertainty.

Being included in this esteemed publication is truly a humbling experience. To know that my work has been recognized alongside so many talented photographers is incredibly gratifying.

If you’re curious to see the digital version or even purchase a copy of the volume, you can do so by clicking here. And if you happen to pick up a copy, you’ll find me on page 81!

I want to extend my heartfelt thanks to Photographize for this incredible opportunity, and to everyone who has supported and encouraged me on my artistic journey. Here’s to continued inspiration and creativity in the year ahead!

To view the digital version or buy the volume, please click here:

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Having been an expat around the world for ten years, a photographer and a philately enthusiast, I decided to create my ‘Mail Photography’. At the moment I live in Ghana and I sent a postcard to Graham, star of the increasingly popular Exploring Stamp Youtube series. Almost unbelievably, my postcard travelled all the way from Accra and arrived safely in New Jersey. Resultantly, my mail photography was featured on an Exploring Stamps episode, which you can watch below.

Contact me if you’d like to receive one. 

You may also find me on postcrossing!

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In the ever-evolving landscape of photography, online platforms play a crucial role in connecting artists and showcasing their work to a global audience. Fraction Magazine stands out as one such venue dedicated to curating thoughtful photographic projects from around the world.

This year, as Fraction Magazine marked its 13th anniversary, they chose to celebrate by hosting a special online group exhibition. Featuring 40 artists from diverse backgrounds and perspectives, this exhibition served as a testament to the richness and diversity of contemporary photography.

I’m thrilled to share that I had the honor of being one of the photographers selected for this prestigious showcase. It’s incredibly gratifying to have my work recognized alongside that of so many talented individuals from across the globe.

If you’re curious to explore the exhibition and discover the captivating projects on display, you can do so by visiting the Fraction Magazine website at I invite you to immerse yourself in the diverse range of artistic expressions and perhaps find inspiration in the unique visions captured by each artist.

I want to extend my sincere gratitude to Fraction Magazine for this wonderful opportunity and to everyone who has supported and encouraged me on my photographic journey. Here’s to continued creativity and connection in the world of photography!

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Experimental photography of Venice through the lens of a Venetian artist, Victoria Schaal.

Book available in Italian and English.


My camera and I have travelled all around the world. We experienced the Asian megacities, tasted the charm of Africa, spent light-hearted summers in the Dolomites, climbed some of the most notorious volcanoes, but the greatest challenge has always been photographing Venice.

Perhaps when you love a place and are accustomed to it, it is harder to grasp its deepest soul…

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Worth Society: ‘Victoria Schaal: A Leading Light in Contemporary Art’


I was born in Paris, but grew up in Venice, before arriving at Worth in 2011 to do the IB. After Worth I went on to the University of Exeter where I studied Management & Marketing with Spanish. I plunged myself into the business world the moment I started my studies, working as a door-to-door salesperson for an organic food company to becoming a Marketing Analyst for a leading company in the customer service training industry.

But it was also whilst at university that my artistic adventure began. I was walking through Exeter one day when I spotted a Nikon digital camera in the window of a pawn shop. It was love at first sight, and after a few months of self-learning I became an official photographer for Getty Images and Shutterstock.

With my degree in my pocket, I thought it was time to leave the then Brexit-oriented UK and I lead a rather nomadic life working in Europe, Southeast Asia and Central America as a marketing professional, photographer and content creator. I ended up in Malaysia where I enrolled in a humanitarian mission that gave me a place to sleep and an opportunity to get to know the country. I had planned to stay in Malaysia for 4 months, but it turned into nearly 3 years. In fact, due to my professional marketing experience and my photography background, 123RF, one of the world’s largest stock creative content companies, hired me as a Marketing Executive in its Kuala Lumpur HQ.

Life in Malaysia was exciting and novel, I had the impression I was learning something new every second, although life could be dangerous at times for a young Western woman and I did have a few scary experiences during my years there.

Yearning for a new adventure, eventually I left Asia. For a change, this time I moved West. I settled in Martinique, an island in the French Caribbean. There I worked freelance offering digital marketing solutions, photography and graphic design. I also further pursued my artistic vocation and 2020 Capsules Australia, a renowned design guide, elected me as one of the Leaders in Contemporary Art.

Doing business in the Caribbean became rather challenging, and as my clientele was starting to list businesses and organisations worldwide and the pandemic was cutting off islands from the rest of the world in every aspect, I returned temporarily to my hometown of Venice.

Now, I am a listed artist at Saatchi Art Gallery, an official photographer and illustrator for several agencies and I participate in stock photography related projects with the valuable insights I have gained through my professional experience.

My only wish is that the pandemic will soon fade so that we can all start grasping opportunities abroad soon.

Victoria Schaal StM’13