“Every day, in Italy, thousands of entrepreneurs, young and old, get up at dawn and with their work they create wealth, offer work, give a future to young people, contribute to the progress of the country”, wrote Luigi Einaudi. On closer inspection and manage a company is already an act of philanthropy, since it allows you to create jobs and therefore create income and well -being for many families. “The entrepreneur is the one who wakes up a quarter of an hour before others to think of tomorrow,” added the future economist President of the Republic. But there are business captains who have done even more, theorizing the “good practices”, like Adriano Olivetti, or even dedicating himself, after a life in the company, to the mission, such as Marcello Candia.
Then there are entrepreneurs who cross their time with a low profile, without clamor, leaving an indelible imprint. Giovanni Cottino was one of these. The silent master by Francesco Antonio, published by Guerini, is not a simple biography, but a journey into the life and thought of a business captain who has been able to combine economic success and social responsibility, building a company model that goes beyond profit.
Giovanni Cottino (1927-2022) was one of those industrialists who made Italy great, but his name remained mostly in the shadows, as if he had preferred to work in silence, letting his works speak. This book, through a compelling and documented narrative, illuminates its figure with a historical and narrative rigor that fascinates and inspires.
An entrepreneur outside the box
The volume traces its entrepreneurial parable, starting from the beginning to success in the sector of components for appliances. Born in Turin in 1927, he formed at the Polytechnic and began his career at Fiat, before taking flight with the creation of the Plaseta company that will become a giant in its sector. Not a simple industrialist, but an innovator capable of anticipating market trends, focusing on quality and research, without ever losing contact with its roots. In telling his career, Antoniooli is not limited to a cold chronology of events, but brings us into the challenges and choices that made a successful man cotto. It is understood how his entrepreneurial vision was not only linked to profit, but also to an ethics of work (so close to the authentically Piedmontese ideals) based on merit, seriousness and respect for people.
From industry to philanthropy: the “return” revolution
But the greatness of cottino does not stop at the company. The book deepens its philanthropic commitment through the Giovanni and Annamaria Cottino Foundationborn with the idea of returning to society what he had received from his success. This aspect is central in the volume and distinguishes it from other biographies of entrepreneurs: the transition from industrial to philanthropist is not a fallback of old age, but a conscious choice, structured with the same determination with which it had built its companies. The idea of ”doing good good” is the red thread that crosses the whole narrative: cottino did not limited himself to donating money, but has set up his foundation with a strategic approach, aimed at creating training opportunities for young people, to invest in research and social innovation. A model that today could be inspired for many entrepreneurs.
A clear and engaging writing
Antoniooli writes with a sliding and compelling prose, avoiding celebratory tones. The book is enriched by direct testimonies, interviews and archival documents, which give a thickness to the narrative. The preface by Angelo Miglietta adds a personal touch, highlighting the human value of cottino, beyond the professional dimension. The text, enriched by a vast biography for images, is also enhanced by a video -documentary accessible via QR code, an editorial innovation that makes the reading experience even more immersive and modern.
A current and necessary message
In an era in which success is often measured only in terms of wealth and power and seems prey to an unbridled liberalism and without rules, the story of Giovanni Cottino and his desire to live (“antidote to indifference”) represents a Different example: a man who has been able to build an empire without ever forgetting the value of the community, a silent master, in fact, who has left a much more precious legacy of money. The silent master It is a book that speaks to anyone who wants to understand the profound meaning of ethical entrepreneurship, social responsibility and long -term vision. Not only a biography, but a life and business lesson that deserves to be read and shared.
