Dis Lu a Niun — Stealth as Strategy

"Challenging because the man made discretion a rule (“dis lu a niun”, don’t tell anyone, was one of his favorite expressions); exciting because it allowed to shed light on the entrepreneurial humanism of the protagonist of a family business that has withstood the great crisis, that creates wealth with honor and distributes it fairly; that aims at profit not with the ruthless approach of predatory and rapacious capitalism, but according to the logic, to use his own words, that “doing good for oneself is also good for others”."

"Dear Madam, I am grateful for your kind invitation to give an interview for the prestigious daily newspaper with which you are associated. However, as you yourself write, I have made it a rule not to give them. Interviews are like cherries: if you start with one, it's then hard to resist the others. And I feel that I must instead continue to concentrate on the work that I am most passionate about: the search for ever new products, which meet the favor of consumers, like the Nutella you kindly mentioned. Warm wishes to you and your boyfriend."

"when in June 1991 he was announced the intention to award him an honorary degree in Economics and Commerce. Michele sends two lines to the dean of the faculty, Daniele Ciravegna, and to the then vice-chancellor, Oreste Calliano, thanking them but also clarifying his allergy to the spotlight: "I prefer to remain on the sidelines.""