We live in the time of chaos, in which all certainties – and the future for which we were raised – have vanished. These are restless times, in which every blank page holds the potential of a hidden poem that no one but us can write. This is our present, and there could not be a better time to flesh out our ideas and go back to the deepest meaning of “desiring” – from the Latin de-sideràre – «to stare at the stars». Whether we are craftsmen, creatives, artists, musicians, designers, managers, writers, philosophers, entrepreneurs or non-entrepreneurs, an idea can be developed along a unique path, just like it can be conceived by a unique person, having a specific identity. The world needs uniqueness. It needs new logics and new synergies to solve old problems.
|The absence of essence generates degeneration and having a true story is the essential base of any successful idea. A unique idea that fulfills the thirteen criteria summed up in the acronym B.E.S.T.O.F.A.L.L.T.I.M.E.; this ensures it can engage people and change over time without losing its essence.|
|Once we defined our idea, we must pinpoint the best context for it to thrive, and ride the wave of the imaginary without betraying our promise. «Change the context. Change the value». We should never get used to change but get passionate about it, without losing our ability to be amazed and to see the extraordinary in the ordinary.|
|Companies are not only an expression of profit they make, but also an expression of people who make them profitable. It takes Hegel. It takes Lemmy. And it takes that kind of enthusiasm that make us yell: «It Could Work!». It’s time to ask ourselves «Which job should I invent?» rather than «Which job should I find?».|
|Let’s focus on ideas and creativity rather than on budget and cash. Let’s work on networks, credit and reputation. Let’s take our time, there is no system «to have it all and have it now», and a deep love for hard and patient work is therefore necessary. Let’s work hard to imagine a future that is an expression of what we want and not of what we always believed to want. We are the beginning, not the end.|
|We are ready to implement our idea and to face the outside environment to test it. Connect the dots and listen to our stakeholders, without forgetting our responsibilities both as a sustainable producer (push) and a conscious consumer (pull).|
|Aim for the stars. Why be a second class Ravel when we can be a first-class Gershwin? Let’s create our box ourselves. Seek art everywhere, although this will fill our head with question marks. Let’s go beyond the nostalgia for a future we’ve never been in order to give meaning to the chaos, create new models and make the sky bloom.|