Dear Friends of Italian Innovators, in February I had the honor of delivering a lecture on storytelling and entrepreneurship at Chapman University. In this presentation, I explored the archetypes of storytelling and examined the Italian tradition of narrative advertising as a distinct mark of Italian companies. 

I publish it here as my core content for April, hoping that this reflection on literature and business can foster a more nuanced dialogue between these two disciplines, which in the Italian milieu continuously interact. The core questions I explore are: what value does a story add to a company? Why is literary imagination a key asset in the identity of an Italian business?