Diesel s Be Stupid advertising campaign created a stir worldwide. Now the philosophy behind the campaign is presented in full in Renzo Rosso s manual of practical advice and business-tested wisdom for achieving success. Drawing on his experience as a creative entrepreneur, Rosso explains how the braveness to make stupid decisions and the ability to see things for how they could be helped him build a successful company. Be Stupid is a method for learning: a guide for how to listen to your heart and not your head, to be creative instead of critical, and to get back on your feet after a downfall. The book reflects the inspiring story and personality of the author: methodical but fun, creative but rational, passionate and pragmatic.".