New York – IlNewyorkese: The event for the presentation of Alessandro Benetton’s book “My Trajectory” at the Italian Cultural Institute of New York has just concluded, offering the audience an evening full of emotions and reflections. Alessandro Benetton, a well-known entrepreneur and son of the founder of the Benetton Group, opened up intimately and personally, sharing his life story in the book that has just been released in America in its English version, distributed by Hudson Booksellers.
The event was introduced and moderated by the Director of the Italian Cultural Institute of New York, Fabio Finotti, in the presence of the Consul General of New York, Fabrizio Di Michele, who brought his institutional greetings and emphasized Alessandro Benetton’s value to the history of our country, fully representing the spirit of the Italian community.
During the presentation, Benetton shared significant anecdotes and experiences from his life, talking about his experience in Formula 1 and how it influenced his decision to write the book: “There is never a right moment to do something. Engineers always ask for more time to improve things, but you need to find the right balance and act when you feel it’s the right moment.”
Prompted by Prof. Finotti, Benetton highlighted the importance of stepping out of one’s comfort zone and facing challenges without fear of failure, an attitude he learned during his years in America. He recounted how he was often asked how he felt seeing his name on stores worldwide. His response was sincere and humble: “I worried about whether the displays were in order and the shirts folded. It’s always important to understand where you come from; only then can you truly pursue success.”
Another fundamental lesson he shared involves the ability to find correlations between different industries, a concept learned from economist Michael Porter. He explained how the human factor is crucial in determining results, often more than other technical metrics. He illustrated this point with a concrete example: an investment in a small frozen food company in the hills of Asolo, transformed into a successful project thanks to the commitment of the local community.
Sustainability is a theme dear to Benetton, who has always supported the importance of giving tangible advantages to all stakeholders involved. He demonstrated that investments perceived as costs can actually turn out to be the best investments, bringing benefits to all stakeholders.
Benetton recalled how, at 26, he had an unconscious approach that allowed him to create a company in a non-existent industry. He feels a great responsibility towards the new generations and hopes that his book can be a source of inspiration for them: “For me, it was easy in one sense but difficult in another to make my way. Today it is even more difficult for the new generations, and I would be happy if the book could be a source of inspiration for them.”
It is not easy to reveal everything about oneself, especially when your name is Alessandro Benetton. Always the subject of scrutiny and judgments from others, Benetton has approached personal storytelling in a new and profound way. With three teenage children and a recently concluded marriage, and in light of the tragedies that have struck Italy, Benetton decided to face his mistakes with frankness in the book. He exposed his life without hagiographic filters, showing how, despite starting from a privileged position, he has tried every day to step out of his comfort zone, sometimes winning and sometimes failing.
The book does not stop at love stories but includes important episodes such as his friendship with Samantha de Grenet and Marina Berlusconi, family life with his uncle Gilberto, and the legendary years of Formula 1 with Flavio Briatore and the discovery of Michael Schumacher. The last pages of the book are marked by the pandemic, which allowed Benetton to live a more intimate dimension with his children, and by the tragedy of the Morandi Bridge.
This presentation at the Italian Cultural Institute of New York offered the public a unique opportunity to get to know Alessandro Benetton up close, appreciating his transparency and honesty in sharing his experiences. The book “My Trajectory” aims to be a valuable guide for anyone who wants to face life’s challenges with courage and determination, seeking to overcome their limits and learn from mistakes.
Available at Hudson Booksellers.
This article is brought to you by the editorial team of “Il Newyorkese,” the leading news magazine for the Italian community in New York.