Our Christmas wishes


Our Christmas wishes

Also this year we wanted to express our Christmas wishes by sharing with customers, suppliers and collaborators a story that stimulates us to give our best, making us reflect on the year that has been and on the new year that will soon arrive.


When I was little I loved the circus.

I felt a particular attraction to the elephant, a favourite animal for me and many other children.

During the show, the elephant displayed a truly extraordinary weight, size and strength, but after his performance, and until a moment before he came on stage, he was always bound by a chain around one of his legs to a pallet driven into the floor. But the pallet was just a tiny piece of wood planted a few centimetres in the ground, and although the chain was thick, it seemed obvious to me that an animal like that should be able to free himself easily and run away.

What kept him there?

As the years passed, I forgot the mystery of the elephant and the pallet.

And a few years ago I found out the answer: the circus elephant doesn’t escape because he’s been chained to a pallet like that since he was small.

Closing my eyes, I can imagine the defenceless baby elephant chained to the pallet, pushing and pulling as he tries to free himself, but all his efforts are in vain because the pallet is too firmly fixed. So after many attempts, one day he gives up, resigning himself to impotence.

The massive, powerful elephant we see in the circus doesn’t rip the chain off because he doesn’t believe he can: he’s imprinted with the memory of his helplessness as a baby and he’s never tried to get away again, never tested his strength. Never again!

We’re strong, we’re able and we’re well-prepared, but sometimes we behave like the elephant: past failure leads us to give up. We don’t bother even trying. We lose confidence in ourselves. There’s only one way to know if we can do something: we have to find the strength to try again.