A story of effective communication, summarised in a book

Communication is a matter of humanity, not technique, even when it comes to telling the stories of organisations and businesses. It is about men and women, about recounting real lives, not just products and market successes. To communicate well — that is, effectively and without distorting the story being told — we need attention, passion, moderation, good teachers and attentive pupils. We also need a great deal of humble curiosity,  just as we need the experience that must be passed down from generation to generation. A little of all this springs to mind when reading ‘Il meglio deve ancora venire. Una bella storia di collaborazione generazionale’ (The best is yet to come. A fine story of intergenerational collaboration), a short but no less compelling book written by Ruben Abbattista, who has spent his life immersed in corporate and institutional communications, together with promising young talents making their mark in the same field, Andrea Conti, Nico Gulino and Marco Corbo.

The essence of the book lies entirely in its title and subtitle:  the former expresses confidence in the future of communication, whilst the latter sets out the necessary condition to ensure that this confidence is well-founded — collaboration between generations. The book’s message lies in the power of knowledge transfer from one generation to the next, not mere instruction, but enrichment.  This becomes clear immediately as you begin reading the text, which is fewer than a hundred pages long.  These pages are not a manual on corporate communication; they are a long conversation between Abbattista, who has more experience, and Conti, Gulino and Corbo, who have less. It is a dialogue involving the sharing and pooling of knowledge, not simply instruction on procedures and techniques, as mentioned above. To put it another way, readers do not learn a formula for communication; they follow a story and explore a constantly changing world, a sort of journey made up of various stages. Thus, the young authors (guided by those with more experience) recount the beginnings of their careers as communicators, the leap towards establishing a business, the intricate interplay of the various forms of communication that exist today, and much more besides.

This book by Abbattista, Conti, Gulino and Corbo is worth reading in its entirety. As mentioned, rather than providing a ready-made formula for businesses and organisations to communicate more effectively, this book aims to present a case study. This can help everyone to perform and understand better.

Il meglio deve ancora venire. Una bella storia di collaborazione generazionale

Ruben Abbattista, with Andrea Conti, Nico Gulino, and Marco

Celid, 2026