The Origins of a Chocolate Legacy: From Hazelnuts to Super Crema

You take over the family pastry shop and transform it into one of the most valuable privately held businesses in the world. Your father dies young. Your uncle does too. Everyone is relying on you and this keeps you up at night. You insist on differentiation and refuse to make me too products. You obsess over quality. You run tens of thousands of experiments. The products you invent will sell successfully for decades. You shroud your entire operation in secrecy. You study your competitors but never tell them what you’re doing. You go to great — almost absurd — lengths to control everything about your business. You have no outside shareholders and no debt. You commute by helicopter so you can perform quality control in person. You insist on constant customer contact and invent new ways to collect information from the customers you obsess over. You build your own machines, control all of your raw materials, and invest so heavily in distribution and logistics that you own the largest private fleet of vehicles in Italy, second only to the Italian army. You love your business and don’t want to spend time doing anything else. When you propose to your wife you tell her that she is marrying a man who will always talk to her about chocolate. You believe creating wealth is a moral duty. 

You are Michele Ferrero. 

This episode is what I learned from reading Michele Ferrero by Salvatore Giannella.

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Episode highlights:

• We create mythical products that create markets. 

• If a market is interesting, we must become the leader. 

• The product is put at the center of everything. All of the company's activities must revolve around it.

• He would repeat: If you want to go bankrupt just listen to everybody.

• He insisted that all shares remain in the family. He never wanted to have to justify his choices to anyone. 

• He insisted on continuous innovation, the refusal of repetition of the already known, the search for new paths, and the opening of new horizons by differentiating from others.

• One of his favorite metaphors: A good entrepreneur must be like a good skeet shooter: hitting the target by aiming not at the launch station, but further ahead—always with a long-term vision.

• Control everything you can – ingredients, process, technology – to safeguard quality and trade secrets.

• For me work is a spiritual necessity. I was accustomed to it from a young age and couldn't do without it.

• Focus on making well-crafted, high-quality products, and the rest will follow.

• I was able to do all this because of being a family business. This allowed us to grow calmly, to have long term plans, to know how to wait, and to not be caught up in the frenzy of the daily ups and downs.

• Mrs. Valeria (the name he gave to his customers) is the mistress of it all, the CEO, the one who can decide your success or your demise, the one you have to respect, never betray, and understand completely.

• He said that doing good for others is doing good for oneself.

• Michele Ferrero seemed to possess a genuine, childlike passion for bringing joy through his creations.

• He couldn’t resist spending time in the laboratory, dreaming up new delights. He was known to work through Sundays and even overnight, feverishly experimenting to perfect a flavor or texture.

• Our identity is based on our independence. If we had shareholders they would ask us to increase turnover. But it takes time to make a good product.

•  Many of the machines were invented and built in-house by Ferrero’s own engineering department.

• Ferrero pursued perfection with monastic devotion.