1. I'm an editor and a ghost writer and live in the shadow of who pays me to find out the customers’ language and to choose words able to tell stories that do sell.
2 . I use marketing's leverages and the power of the verb to facilitate the success of my clients.
3 . I apply scientific formulas , instructions and strict procedures to my work because what I do today is repeatable ( without going mental) tomorrow.
4 . I believe in human being and in the power of passion. I also believe that passion can become fanaticism and do everything to stem mine. Even if it means giving to the wonders of the superfluous.
5 . I am an esthete and I believe in BEAUTY as a mirror surface of the deep, and in the FORM as a means with which touching the substance.
6 . I believe in science, but also in magic.
7 . If necessary, I happily contradict myself and — when I'm wrong — I apologize.
8 . I think that recipes have to be literally applied only for those who can not cook . When the fridge is full, there’s no genius.
9 . I believe in dynamism, in relativity and statistics .
10 I do not trust decalogues (but I’m aware of their attractiveness ).