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Enticing new enterprises

A collection of 26 stories about start-ups that can teach everyone a great deal

The beginning of an adventure is perhaps the best part of it. The idea of exploring something new, exchanging views with others, thinking about the next steps, planning them, getting the tools (whether physical or mental) ready, focusing on the goal, dreaming about it. This is also true for the world of production and economy, as, on close examination, every enterprise is an adventure (encompassing women, men and things) and as such must be carefully planned and managed. A departure and a journey, then, and knowledge. This is why one should keep informed, study, learn. And this is why Storie di startup dalla A alla Z. Case study, esempi pratici e insight raccontati direttamente dai protagonisti dell’ecosistema startup (Start-up stories from A to Z. Case studies, practical examples and insights directly narrated by protagonists in the start-up ecosystem), a recently published collection of 26 stories about start-ups gathered by Vincenzo E.M. Giardino, makes for useful reading.

The book has a simple purpose: to gather, through the voice of authoritative stakeholders within the start-up system – that of up-and-coming, fledgling companies with (or at least aspiring to) a great future – the narratives of those visions that lead to the creation of an innovative, unconventional, offbeat enterprise.

The stories in Giardino’s book are varied, and they are all accompanied by a drawing on the first page that summarises the company’s strength points, the dreams of the narrator. Stories that are indeed placed in alphabetical order (from A to Z), according to a key concept. Hence, there are chapters dedicated to, for example, ambition, business plans, the ecosystem, market orientation, the “mission statement”, open innovation, technological transfer, and much more. Chapters can be consulted randomly and are addressed to a wider number of people, to anyone who might have something to do with start-ups.

Vincenzo Giardino’s book, then, should be read with care (and perhaps re-read after having witnessed other start-ups embarking on their own adventure), though at times, even in some introductory sections, clarity of language gives perhaps too much way to jargon terms that can become irksome while reading.

Storie di startup dalla A alla Z. Case study, esempi pratici e insight raccontati direttamente dai protagonisti dell’ecosistema startup (Start-up stories from A to Z. Case studies, practical examples and insights directly narrated by protagonists in the start-up ecosystem)

Vincenzo E.M. Giardino

Egea, 2021