in an era in which the social, political and economic debate is more and more focused on macroeconomic issues related to finance, monetary policy and the role of banks as a rescue and economic recovery system, it is increasingly clear that truth must be sought, instead, towards the origins of capitalism. the only way to give the economy a positive and altruistic role is to put businesses and their organizations directly at stake. the time has come to replace people at the center because they are capable and free to decide a better future for all, not persevering wealth, but well- being and prosperity for the community. individuals capable of developing a new order among the growing and enterprising communities they create. an order where altruism and sense of reciprocity are ethical duties, great gifts to be conque- red for us all. ambitious men and women because they want to spre- ad a culture of value that is to say commitment and responsibility to evolve and change for our prosperity and for the planet. these people are entrepreneurs, general managers, employees and workers, individuals who assumed leadership as a privilege and integrity, unconditional happiness and ambitious freedom for the socio-economic system. it is a social act that goes beyond people, beyond conformisms, beyond products and beyond time.