PieroAlmiento_short_03_ok
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We live in times
when staying on the market
and making a profit
is really tough.
Conditions change suddenly
and, increasingly, previous experience
is of little help in planning the future.
In this scenario,
sustainable
business development
has to be based on
the awareness that
to use an expression of
Niccolò Branca
of which I'm very fond
"the solution to the problem
is never at the same level as the problem".
So,
continuing with the principles
of Niccolò Branca,
you can stay on the market
successfully and over time
if you understand the value
of working without a reason,
that is, working not just
for a personal return,
but because we're part
of a much greater project.
I work for a result,
but not only to achieve that result.
I try to do everything as well as I can,
with love and passion,
because there is great dignity in this.
I've been lucky enough
to share with Niccolò Branca
the principles of what
he refers to as
"the awareness economy".
The concepts he expounds
are so relevant
in today's business environment
that I asked him
if I could take part
with our case history
in a meeting with the lecturers
of the marketing area
of the Bocconi business school
in 2015.
The meeting was
very successful
and gave them
new food for thought.
Also in 2015, when
I took part in the launch
of a course that was
very important for us,
general management
of small and medium enterprises,
again for the Bocconi business school,
I asked
if I could repeat the case history
for the entrepreneurs and managers
attending the course,
to help them understand
what can be done in the future,
when everything is changing
and complexity
continues to increase.
We gave the forty managers and entrepreneurs
who took part in the course
a copy of the book
"To make a manager
you need a flower",
written by Niccolò Branca,
and the entrepreneurs,
who are often wrongly described
as overly pragmatic
and focused on economic questions,
were fascinated by
this approach
and many of them
were inspired to introduce
important strategic changes
in their own businesses.