Gian Luigi is well known for his great success at Ferrari North America, where he was CEO from 1992 to 2000. During that time Ferrari sales in North America increased by 80%. He saw Ferrari as "the ultimate factory of dreams" and after a far-ranging analysis of high-end marketing and business trends, he developed the concept of "DreamMarketing." Prior to joining Ferrari, he was an executive in his family's European company, Industrie Buitoni Perugina (makers of Buitoni brand foods and Perugina luxury chocolates). He was also CEO of Polo Europe, a division of Polo Ralph Lauren Corporation from 2000 to 2003. He was appointed for his broad base of experience in luxury goods and branded products.

In his book, Selling Dreams: How to Make Any Product Irresistible, Dr. Longinotti-Buitoni exposes the fact that doing business is no longer just working. Doing business is a way of living and acquiring knowledge. Selling Dreams expands business to include the way companies and people could live to their fullest, searching for eclectic knowledge, developing oneself through art and culture, exploring the senses, and creative emotions of both a company and an individual. All these changes demand dreams. In a world where people are branding themselves, Selling Dreams shows companies as well as individuals how to become irresistible.

Gian Luigi Longinotti-Buitoni is currently CEO of LIFE Corporation, a High-Tech company designing and producing wearable computers or apparel and accessories with communication, social-networking, entertaining and measuring capabilities. He is also the former founder and CEO of Goal.com a Media company, providing the best international football coverage on the web and mobile.