The XXVIII Master Publitalia Keynote Address, punctuated by the milestones and changes in the Calzedonia Group communication, offers us a previously unseenand more personal image of the founding-president, Sandro Veronesi, which is why the key elements of personal and business success are outlined in a more efficient and direct way. A personal summary of the lesson in 5 points

1. The
5 SUCCESS
TIPS
Lectio Magistralis of Sandro
Veronesi, founder of
CALZEDONIA Group
by RINALDO STEFANUTTO

2. S A N D R O V E R O N E S I ’ S 5
R E C O M M E N D A T I O N S F O R B U S I N E S S
D E V E L O P M E N T
Calzedonia Group ends 2015 with a turnover of over 2 billion euros, as confirmed by
Sandro Veronesi during his Keynote Address at the XXVIII Master Publitalia '80: a
personal summary of the lesson on 5 ingredients for success.

3. Having an in‐depth
understanding of his own
business while also observing
with curiosity new phenomena
emerging from other countries

4. FROM
MANAGER
TO
ENTREPRENEUR
Starting out as almost a desire, not even a plan;
then clear and strong determination; along the
way, lots of experience as a manager to learn
about, observe, understand and manage
different roles and different situations on the job;
acquiring autonomous and critical skills, from
administration to marketing, from production to
distribution, from products to sales. A journey of
training and education that would define his
own entrepreneurial vision
01

5. Communication is the
testing ground for product
quality

6. COMMU
NICATION
Communication is to Calzedonia what quality is
to a product. The success of Calzedonia lies in it
having become a household name, a consumer
reference point in the world of underwear,
thanks to significant advertising campaigns using
traditional media (TV, press, posters) but in a
dynamic way, keeping up to date on language
and communication methods, both offline and
now online, along with the changes in our
society.
02

7. Lots of determination,
lots of mistakes

8. HOW TO
MAKE
MISTAKESCalzedonia’s success confirms that the know-how
acquired (design, production, communication,
distribution) must be structured according to its own
method and that mistakes are a fundamental part
of that method (learning-by-doing). The decision-
making and implementation process, according to the
observe-design-test-verify plan, finds its place in this
method.Furthermore, continuous method
development and refinement allows the know-
how to be applied and extended to other market
areas (Intimissimi, Tezenis) or product categories
(Falconeri, Atelier Emé) and to new sectors
(Signorvino).
03

9. In every country,
always start again
from scratch

10. INTERNA
TIONALIZ
ATIONOpening a new market somewhere where you
arrive as “Mr. Nobody”, forces you to re-evaluate
things every time because you come into direct
contact with different consumer behaviour and
habits, different languages of communication
and different legal systems, and you discover that
globalization is made up of lots of local
companies, each rich with its own specific
features.
04

11. Travelling far only
always to return home

12. HOME
LAND
Entrepreneurial success even abroad cannot
overlook the ties to company homeland in a
process of continual osmosis. The
contribution of the business to the social
andeconomic development of the local area
with the promotion of specific products,
knowledge, ideas, traditions and
craftsmanship, gives added value and
distinction to the perception and life of the
company-brand.
05

13. THANK YOU!
USEFUL LINKS
RINALDO STEFANUTTO
Calzedonia
Intimissimi
Tezenis
Signorvino
Atelier Emé
Falconeri
il sole 24 ore