On the occasion of the 20th Business Culture Week, our journey to the discovery of entrepreneurship continues. With the support of a storytelling exercise we have supposed that fame lies in unexpected details, as light as alphabet letters.

17 November 2021

What if the origin was kept in the word?

It seems to be there, on the desk plenty of papers and lit by the sun passing through the windows. If you read them in a horizontal way, the red and blue words wouldn’t reveal more than millions of people in the world already know. But if you mix up the horizon, if you adopt a vertical vision, space intensifies, and the possibility to imagine too.


‘F’ is for trust (‘fiducia’ in Italian, ed.). The dictionary says:

the attitude derived from a positive estimate of facts, relationships, circumstances thanks to which you can rely on the possibilities of the others, generally producing a feeling of safety and calmness.

How could it be different, after all? With those rounded shapes, those colors… What about that ‘I’? It looks like a thin cane, but a closer look reveals a pillar, a backbone. Letter ‘I’ recalls entrepreneurship (‘intraprendenza’, ed.), the skill of those who embark on risky feats. Nobody knows where the road leads when we walk on it for the first time. Letter ‘I’ is a road, a path to walk with the trust we were talking about.

L: the letter of foresight (‘lungimiranza’, ed.): ‘the attitude to see far in time’, as our trusted dictionary says. Not simple fabric architectures anymore, rather real structures. If you got foresight, a straight line on a white background can stretch until it shapes something new. A place, a shelter. A museum. With its bold, stable shape, here it comes A, the first letter of the alphabet. It comes from ‘audacity’ for sure! The dictionary helps us once again: ‘the will to face hard, dangerous feats’. But do simple exist for real? No, they don’t.

Lit by the morning light, the room seems different – a treasure chest of secrets, potential in becoming. And a white sheet of paper stays the same until somebody starts to write on it. But our story is different: its origin is kept in a word, in four letters giving voice to all the values we truly believe in.

discover FILA business success
The original desk of doctor E. Frachey


Born in Biella in the foothills of the ltalian Alps, WONNIE is a ski-loving white bear. Because he is from the snow­covered Alps, he is vulnerable to hot weather, and despite his size he has timid personality so he is always blushing. WONNIE is a gentle bear with heart of gold who easily find faults with himself even with small things but never blames others.

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