Translator: Peggy Berthier Auditor: Michele Gianella
Then, go believe it.
Return to believe for Carlsberg.
Exactly ten years ago they contacted me
and the Danes, who are the owners of this foundation,
who is the owner of this company,
they told me:
we do not believe anymore, so go and Close.
We have no other way out of this territory
because in Italy we are years that we lose a lot of money.
Thus, the return to believe it was a delicate subject
a company that was abundant with 1400 people,
1420 people, working,
not only in Varese course but throughout Italy,
and it was essentially a company with one foot in the end.
Therefore, the main theme that I had
He was to return to believe the people who worked in the company
because, as you can understand,
however, this was something that had figured in so many people.
Being in Varese, and since I am a fan of basketball,
I said: “You have to quote someone
which obviously has to do with the city. “
I mean, Michael Jordan,
which is a great basketball player, he says:
“I can accept failure. Everyone fails at something.”
So said a player
I have personally seen in Chicago, when I lived in Chicago, playing,
this concept of fail is a strong element.
Because the “fail” is basically the ” learning. “
I learn more from the mistakes I make
that the right things I do,
because the right things I do are granted.
Errors open my mind, they say:
– Hey guys, stop! I made a mistake, I’m forced to redo things.
Here, a company like the one I inherited,
He was terrified of doing any action,
Also, because he was a history of constant failures,
so people were blocked
in their process of development of society.
The other aspect, which is common sense,
It is that each of us could make the difference
but, somehow,
all were here in a psychological situation
such that all expected
that there was someone else who would do the job for them.
There was just a sense of:
“I look for someone to tell me what to do.”
No one was placed in the correct way.
So really, when I arrived
– this is a company that had exactly 130 years of history,
This year we do 140.
And I said, gentlemen, 130 years of history are an extraordinary heritage.
So, here there is an incredible value.
There is a value in history, there is a value in products,
There is value in people who work here.
So, probably,
what we can not do is open your eyes.
We must look, we have to see,
we have to understand the things that can work.
And I had an advantage over the others.
It is not that they are more beautiful, smarter or more capable:
It is that I have arrived and I did not know this story.
Me have made the telling,
I went really understand the story of Angelo Poretti, from the beginning.
So I said, let’s start from the beginning,
we start from when he founded this company
to understand what was the heritage that we had.
And the other thing: I did not understand anything even beer.
Very advantage.
I was a wine drinker: I am now converted, of course.
But at the beginning, I also understand very little of the beer.
And that was another advantage,
because, in reality, I watched, I opened my eyes,
in a way that none of the employees of our company was able to have.
This is an example of what it means to “open their eyes.”
This is a light, it is a game, it is a lamp.
These are the PET kegs that, just to make you understand,
here we put 20 gallons of product.
When I arrived, I did not invent anything.
There was a giant poster
at the entrance of the stairs I did every morning.
I went up, I saw this big poster,
with a fridge and one of those drums full of beer.
So, whenever I spoke, people were saying to me:
you know, the steel drums, are old, the quality of the product does not work,
it is difficult, we lose the drums, we steal them, each barrel is worth 60 euro …
And it was one of the reasons
so the company was losing a mountain of money.
I see this thing on the stairs,
and the tenth time I’m there, I watched and I told them:
Sorry, but there is a photo of the solution!
And they look at me:
But as there is a picture of the solution?
Are you telling me that the drums do not go, and so on,
but the photo is there!
We’ve already!
But no, we have launched 200, are broken, they all burst out laughing.
World works with steel drums.
Well, the whole world works with steel drums,
and we will work with this banal game.
And we will move the beer here.
And people said, but this is completely crazy!
There was no one in the world who had done such an operation.
Okay, we do !.
Today, 10 years later, we are now at 95% replacement
with an incredible growth rate.
But not only:
this technology which, I repeat,
was not invented but has been developed by us,
this technology, we are exporting,
we have become the center of world excellence,
we’re carrying around all over the World.
This will be the future of the distribution of beer.
For many reasons: one, for the quality.
The product that we drink on tap from here
It is ten times better than any other product of the stems,
because the stem puts in CO2
so the product, in a way, it oxidizes, in a few days is oxidized.
So, the quality of a product in stem is still losing.
The other reason is for environmental sustainability.
We, in these 300 grams
we transport the products all around Italy.
In the drums we have ten pounds,
just think of the impact of CO2 in the atmosphere
in bringing the drums here in Trapani Trapani and bring them back,
plus many more side effects.
So this, When I said earlier “open your eyes,” it is that this was.
As just one example of the things that we had.
It was not invented by anyone: it is not that I have invented nothing.
This was something that we had already.
Too bad that people would laugh, instead of developing the project.
Fear.
Here, people are afraid.
First, fear is a nice feeling, and I’ve had so much.
Because when it is responsible for 1,400 people,
if wrong, actually they went to 1400 people.
So if there is no fear ..
We must not be afraid of being afraid (excuse the pun):
It is right to be afraid, is right,
is a feeling that we have when we make changes,
because obviously we also prepare ourselves having to handle problems that arise.
But fear should not be blocking.
It’s not because I’m afraid of making a mistake, I do not.
And here we return to where we started:
we must have the courage to fail,
to make a mistake and go back.
I always say to people who are around me:
you have a big advantage,
you can make mistakes as you like,
because so much who it assumes responsibility for the error I am.
So wrong what you want.
But you can not sit still, can not be blocked by fear!
After that, if the error that I do is too large, replace me
and you still have the chance to miss it again.
They replace me. And rightly so, however.
So the fear is not to be
a feeling that blocks the process of change.
This is our productive heart.
Here is history and no past.
Here you see the story and below there is the future.
We have the unique technologies within this settlement
it has become one of the landmarks in the world.
All new technologies
They are first tested in our factory
and then become assets overall.
And this is another example.
We had this great beer,
but until 2010 the brewery Angelo Poretti
substantially knew him here because we are in Varese,
I knew the people of Varese
but I who live in Milan and then not far away,
I did not even know the existence of this brand.
And the first fear – here there were many fears.
Our competitors have exactly the same name:
Moretti Peroni Poretti Poretti … …
And I say this in English because the proximity is even greater.
All were called the same way: as they say technically, “bad luck”
we were three completely different entrepreneurs
all three with the same name.
We could be John Bianchi, Osvaldo:
no, all with the exact same name.
And so it was right to be afraid.
The fear here was –
When, at one point, I asked the brewer ..
all made me drink the Splügen -many of you conosceranno-,
But why do I drink the Splugen, with all the good beers we do?
He replied that this is the best we do.
The best? I say.
It has a blue label to bleach the product declines,
It seems bleach in a bottle to wash clothes.
How can that be good?
And they make me: no, it’s the best.
Then I go by brewers and say, excuse me, please explain.
Oh, the water is amazing,
is the Source of the Sick in Valganna …
Great, but the water … says Forst …
Then there are the malts, they said.
Well, do you han all malts, are more or less similar.
Yeasts, but tell the yeast is a little difficult.
Then there are the hops.
Ok, of course, beer is hops.
But in the night, I ponder: the beer has the hops or hops?
For me it was a hop,
I never thought that there were many types.
The next morning I phoned the brewmaster
and I asked him, sorry, what does “hops”?
– Oh well, sorry Albert, but here there are 3!
A Czech, Polish one and then there is the American cascade … –
– Oh, fantastic! And I say, but then there are others?
– Oh yes, naturally there are more than 300.
Today I think there are about 350 abundant …
– And if tomorrow I want a beer with 4 hops? –
Alberto, I’ll make with 4 hops –
And 5? –
But sorry, Alberto, there are 350. What is the problem?
You’ll do as you like!
Then I said, perfect.
The first beer we call “Birrificio Angelo Poretti – 3 Hops”.
People laughed!
Customers where I went personally …
I joined Esselunga, even now tell me,
I explained what we were doing and have said no, but this is crazy!
and when I came out of they laughed for days.
No, no, that’s it!
Everyone, including the company, because people do not believe.
To say that there are in beer hops is the most trivial,
It is like saying that in the car are the wheels.
And certainly, it has wheels It’s a car! What should you have?
It has the wheel! Oh, of course!
So, the simplest things are the ones we have in front of the nose.
The simplest things are the ones we have in front of the nose.
So, fail, which is fear of all …
And now no one in the company was nothing more to do no wrong.
And then the company was blocked.
All were there to indicate as soon as one moved a pen
and then say: Here it is, that he was wrong!
So, fail, then that is learned. That is not to fail, you learn.
Because if one is not wrong, not learn. I understood.
So, failure is essential to change the mentality of people.
Although the whole team.
And the most important thing is to play with a team.
And change places.
I have not changed all people.
I changed a lot of people who reported to me.
But those who play today are the people that I have found.
I have not brought many outside managers within to replace.
I found them there.
Because among 1400 people
I was not able to find a winning team people,
I was not able to do my job.
Return. So it’s back to win. And today they believe.
And of course, now everything is easier.
But, somehow, we have the ability to change.
We have a chance to fail.
We have a chance to come to believe it.
Thank you all.
(Applause)
Then, go believe it.
Return to believe for Carlsberg.
Exactly ten years ago they contacted me
and the Danes, who are the owners of this foundation,
who is the owner of this company,
they told me:
we do not believe anymore, so go and Close.
We have no other way out of this territory
because in Italy we are years that we lose a lot of money.
Thus, the return to believe it was a delicate subject
a company that was abundant with 1400 people,
1420 people, working,
not only in Varese course but throughout Italy,
and it was essentially a company with one foot in the end.
Therefore, the main theme that I had
He was to return to believe the people who worked in the company
because, as you can understand,
however, this was something that had figured in so many people.
Being in Varese, and since I am a fan of basketball,
I said: “You have to quote someone
which obviously has to do with the city. “
I mean, Michael Jordan,
which is a great basketball player, he says:
“I can accept failure. Everyone fails at something.”
So said a player
I have personally seen in Chicago, when I lived in Chicago, playing,
this concept of fail is a strong element.
Because the “fail” is basically the ” learning. “
I learn more from the mistakes I make
that the right things I do,
because the right things I do are granted.
Errors open my mind, they say:
– Hey guys, stop! I made a mistake, I’m forced to redo things.
Here, a company like the one I inherited,
He was terrified of doing any action,
Also, because he was a history of constant failures,
so people were blocked
in their process of development of society.
The other aspect, which is common sense,
It is that each of us could make the difference
but, somehow,
all were here in a psychological situation
such that all expected
that there was someone else who would do the job for them.
There was just a sense of:
“I look for someone to tell me what to do.”
No one was placed in the correct way.
So really, when I arrived
– this is a company that had exactly 130 years of history,
This year we do 140.
And I said, gentlemen, 130 years of history are an extraordinary heritage.
So, here there is an incredible value.
There is a value in history, there is a value in products,
There is value in people who work here.
So, probably,
what we can not do is open your eyes.
We must look, we have to see,
we have to understand the things that can work.
And I had an advantage over the others.
It is not that they are more beautiful, smarter or more capable:
It is that I have arrived and I did not know this story.
Me have made the telling,
I went really understand the story of Angelo Poretti, from the beginning.
So I said, let’s start from the beginning,
we start from when he founded this company
to understand what was the heritage that we had.
And the other thing: I did not understand anything even beer.
Very advantage.
I was a wine drinker: I am now converted, of course.
But at the beginning, I also understand very little of the beer.
And that was another advantage,
because, in reality, I watched, I opened my eyes,
in a way that none of the employees of our company was able to have.
This is an example of what it means to “open their eyes.”
This is a light, it is a game, it is a lamp.
These are the PET kegs that, just to make you understand,
here we put 20 gallons of product.
When I arrived, I did not invent anything.
There was a giant poster
at the entrance of the stairs I did every morning.
I went up, I saw this big poster,
with a fridge and one of those drums full of beer.
So, whenever I spoke, people were saying to me:
you know, the steel drums, are old, the quality of the product does not work,
it is difficult, we lose the drums, we steal them, each barrel is worth 60 euro …
And it was one of the reasons
so the company was losing a mountain of money.
I see this thing on the stairs,
and the tenth time I’m there, I watched and I told them:
Sorry, but there is a photo of the solution!
And they look at me:
But as there is a picture of the solution?
Are you telling me that the drums do not go, and so on,
but the photo is there!
We’ve already!
But no, we have launched 200, are broken, they all burst out laughing.
World works with steel drums.
Well, the whole world works with steel drums,
and we will work with this banal game.
And we will move the beer here.
And people said, but this is completely crazy!
There was no one in the world who had done such an operation.
Okay, we do !.
Today, 10 years later, we are now at 95% replacement
with an incredible growth rate.
But not only:
this technology which, I repeat,
was not invented but has been developed by us,
this technology, we are exporting,
we have become the center of world excellence,
we’re carrying around all over the World.
This will be the future of the distribution of beer.
For many reasons: one, for the quality.
The product that we drink on tap from here
It is ten times better than any other product of the stems,
because the stem puts in CO2
so the product, in a way, it oxidizes, in a few days is oxidized.
So, the quality of a product in stem is still losing.
The other reason is for environmental sustainability.
We, in these 300 grams
we transport the products all around Italy.
In the drums we have ten pounds,
just think of the impact of CO2 in the atmosphere
in bringing the drums here in Trapani Trapani and bring them back,
plus many more side effects.
So this, When I said earlier “open your eyes,” it is that this was.
As just one example of the things that we had.
It was not invented by anyone: it is not that I have invented nothing.
This was something that we had already.
Too bad that people would laugh, instead of developing the project.
Fear.
Here, people are afraid.
First, fear is a nice feeling, and I’ve had so much.
Because when it is responsible for 1,400 people,
if wrong, actually they went to 1400 people.
So if there is no fear ..
We must not be afraid of being afraid (excuse the pun):
It is right to be afraid, is right,
is a feeling that we have when we make changes,
because obviously we also prepare ourselves having to handle problems that arise.
But fear should not be blocking.
It’s not because I’m afraid of making a mistake, I do not.
And here we return to where we started:
we must have the courage to fail,
to make a mistake and go back.
I always say to people who are around me:
you have a big advantage,
you can make mistakes as you like,
because so much who it assumes responsibility for the error I am.
So wrong what you want.
But you can not sit still, can not be blocked by fear!
After that, if the error that I do is too large, replace me
and you still have the chance to miss it again.
They replace me. And rightly so, however.
So the fear is not to be
a feeling that blocks the process of change.
This is our productive heart.
Here is history and no past.
Here you see the story and below there is the future.
We have the unique technologies within this settlement
it has become one of the landmarks in the world.
All new technologies
They are first tested in our factory
and then become assets overall.
And this is another example.
We had this great beer,
but until 2010 the brewery Angelo Poretti
substantially knew him here because we are in Varese,
I knew the people of Varese
but I who live in Milan and then not far away,
I did not even know the existence of this brand.
And the first fear – here there were many fears.
Our competitors have exactly the same name:
Moretti Peroni Poretti Poretti … …
And I say this in English because the proximity is even greater.
All were called the same way: as they say technically, “bad luck”
we were three completely different entrepreneurs
all three with the same name.
We could be John Bianchi, Osvaldo:
no, all with the exact same name.
And so it was right to be afraid.
The fear here was –
When, at one point, I asked the brewer ..
all made me drink the Splügen -many of you conosceranno-,
But why do I drink the Splugen, with all the good beers we do?
He replied that this is the best we do.
The best? I say.
It has a blue label to bleach the product declines,
It seems bleach in a bottle to wash clothes.
How can that be good?
And they make me: no, it’s the best.
Then I go by brewers and say, excuse me, please explain.
Oh, the water is amazing,
is the Source of the Sick in Valganna …
Great, but the water … says Forst …
Then there are the malts, they said.
Well, do you han all malts, are more or less similar.
Yeasts, but tell the yeast is a little difficult.
Then there are the hops.
Ok, of course, beer is hops.
But in the night, I ponder: the beer has the hops or hops?
For me it was a hop,
I never thought that there were many types.
The next morning I phoned the brewmaster
and I asked him, sorry, what does “hops”?
– Oh well, sorry Albert, but here there are 3!
A Czech, Polish one and then there is the American cascade … –
– Oh, fantastic! And I say, but then there are others?
– Oh yes, naturally there are more than 300.
Today I think there are about 350 abundant …
– And if tomorrow I want a beer with 4 hops? –
Alberto, I’ll make with 4 hops –
And 5? –
But sorry, Alberto, there are 350. What is the problem?
You’ll do as you like!
Then I said, perfect.
The first beer we call “Birrificio Angelo Poretti – 3 Hops”.
People laughed!
Customers where I went personally …
I joined Esselunga, even now tell me,
I explained what we were doing and have said no, but this is crazy!
and when I came out of they laughed for days.
No, no, that’s it!
Everyone, including the company, because people do not believe.
To say that there are in beer hops is the most trivial,
It is like saying that in the car are the wheels.
And certainly, it has wheels It’s a car! What should you have?
It has the wheel! Oh, of course!
So, the simplest things are the ones we have in front of the nose.
The simplest things are the ones we have in front of the nose.
So, fail, which is fear of all …
And now no one in the company was nothing more to do no wrong.
And then the company was blocked.
All were there to indicate as soon as one moved a pen
and then say: Here it is, that he was wrong!
So, fail, then that is learned. That is not to fail, you learn.
Because if one is not wrong, not learn. I understood.
So, failure is essential to change the mentality of people.
Although the whole team.
And the most important thing is to play with a team.
And change places.
I have not changed all people.
I changed a lot of people who reported to me.
But those who play today are the people that I have found.
I have not brought many outside managers within to replace.
I found them there.
Because among 1400 people
I was not able to find a winning team people,
I was not able to do my job.
Return. So it’s back to win. And today they believe.
And of course, now everything is easier.
But, somehow, we have the ability to change.
We have a chance to fail.
We have a chance to come to believe it.
Thank you all.
(Applause)
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