The Art of Excellent Products: Enchanting Customers with Premium Brand Experiences

by Riccardo Illy

Italian brands are known to create some of the most premium, sought-after products in the world. Learn to compete in the modern marketplace using the proven business principles that Italian brands have been employing for generations. While it is no secret that Italians create superior products that both withstand the threat of ongoing competition and stand the test of time, the specific business principles that have led to such tried and tested successes are shrouded in secrecy, until now. Businessman Riccard Illy details personal experiences using these Italian business standards to run his family’s world-renowned coffee company for generations. Through the age of intense competition from Starbucks and Coffee Bean, the Illy empire has remained at the top of the coffee industry simply by employing key Italian business principles and values. In The Art of Excellent Products , you By applying those principles to your business, you will ensure your products meet or exceed the level of quality necessary to be ultra-competitive in today’s market, even in an industry in which new companies aggressively challenge your brand daily.

208 pages, Paperback

Published February 22, 2022

Reviews

[Stewart Jensen · Rating 1 out of 5]

Easily the worst book I have ever read.

Not really a business book, more a collection of rambling anecdotes which all have the same moral, Italian luxury companies are the best in the world, all other companies are run by greedy capitalists (especially those evil American companies that make products for the mass market). The author suggests that some of the most successful companies in world history such as Walmart, IKEA, and Starbucks are bad businesses because they appeal to average consumers, but he loves companies such as Riva 1920 which make 40ft, 4-ton hand carved tables that only a multimillion could afford. I guess people without a lot of money just don’t deserve nice things.

Didn’t learn anything useful, but it’s good propaganda for Italy, which I now want to visit.

[Amy Young · Rating 2 out of 5]

Could barely get through half of this one — first off this isn’t a business or product book, secondly I’ll be the first to rag on American capitalism but man this is more like Italian propaganda and US bashing than literally any thing else. Which is fine! Italy is great! I now want to move there, this guy makes it sound idyllic! But if you’re coming for in touch business practices, summary goes: use high quality ingredients to make a simply perfect product, think and act with long term integrity, make sure everyone knows the company’s definition of perfection.

Great way to pick up some Italian brands to try. Also, I don’t think illy espresso tastes that good, but what do I know. I’m just a stupid American.

[Arun Narayanaswamy · Rating 5 out of 5]

Such a brilliant book about building excellence in products with fascinating examples from businesses and culture in Italy!
This book covers the values of Illy (coffee company ) and navigates to similar family owned companies in that region. Lots to learn in this simple yet impactful narration in this book.
A must read

(Only negative is that the author goes in a rant about American companies and their flaws - I do believe everyone has their own values and can’t be compared)

[Annarella · Rating 4 out of 5]

I consider Illy caffè amongst the best in the world and was always fascinated by Riccardo Illy, a complex and clever businessman.
This book is about customers and customer satisfaction: I appreciated what Illy wrote and I think there's a lot of food for thought.
Recommended.
Many thanks to the publisher and Netgalley for this ARC, all opinions are mine

[Daniel Bastardo · Rating 3 out of 5]

A nice read about how family-run Italian businesses are run. Ricardo Illy, former chairman of Gruppo illy, writes about the 11 elements of incanto—his business philosophy for building excellent products.

[Nette · Rating 5 out of 5]

The Art of Excellent Products makes me fall in love with the integrity of the four pillars of the Incanto framework which Riccardo Illy explains will make you appreciate Illy and their products even more. The benefits a company can obtain by reading this book is endless, even though the case studies mentioned have a long line of familial connections and history, Riccardo Illy helps you enhance your knowledge on how it is possible to adopt this resilient mindset to propel you and your product into an excellent product, even if you started your business yesterday. You also learn a lot from Illy, their mission of sustainability, how oriented they are with their employees and the families of their employees, the early history of Illy, and much more.

[Anastasiia · Rating 4 out of 5]

Интересно, но, как оказалось, это книга не про маркетинг, а про то, какая компания Illy хорошая)) В принципе, интересно, но много воды. Подойдет, если хотите узнать больше про ценности Illy.

[Corrica · Rating 4 out of 5]

I thought this book would be enjoyable on my professional journey in product development/marketing. It was a great read that any product manager, marketer, or business executive can find enjoyable.

[Jim Doran · Rating 2 out of 5]

Recommend to those who love Italian products or luxury products!

[Taylar Klecan · Rating 5 out of 5]

Insightful and inspiring for beginner entrepreneurs ✨

[Darya · Rating 4 out of 5]

This a cost book about Italian family businesses, and brands, and understanding of quality. I have enjoyed reading about different types of business ventures and how they succeed through time. This is an approach to loving your customers and augmenting quality, bring able to surprise them and exceed expectations. I have learned a lot about Italian way of doing business and exceeding customers ' expectations. How to delight and impress with business quality through generations of family business is the main outcome from this book for me.