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Be Stupid: For Successful Living
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 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 methodical but fun, creative but rational, passionate and pragmatic.
- GenresBusinessNonfiction
192 pages, Paperback
First published September 13, 2011
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July 29, 2020I would give this book 4 out of 5. I feel this book has an excellent meaning, and I think it will help me a lot in the future, and even now. The only reason I wouldn’t give this book 5 out of 5, it’s because I didn’t love the way it was written. I felt that sometimes there were many authors, and sometimes I felt that there were things that didn’t go into place, but I can’t judge.
I think this book is a book that everybody should read. The book was written by Renzo Rosso, which is the founder of Diesel, and he basically talks about how important is to be stupid.
Diesel has had a lot of campaigns, but there was a campaign that was “be stupid” and it was great. For Renzo stupid means: “Doing anything reasonable people tell you not to do: be bold, be daring, push yourself to limit, break the rules, follow your instincts and your heart, do something because you like doing it and don’t worry when people warn you about the consequences.” This definition makes so much sense, and each chapter is basically telling you why you need to be stupid.
My favorite chapter is “smart may have the brain, but stupid has the balls”. This chapter basically tells you to be stupid, because stupid makes you do things that can seem stupid, not like jumping off a cliff, but like opening a store in front of your competition. This is one of my favorite chapters for various reasons, but the most important one, is because sometimes we can get really scared to do something that can look like it will ruin everything.
I feel that sometimes we just focus on the “what if it goes wrong”, and we don’t give so much attention to the “what if it goes right”. I think it’s very important to do something that makes you scared, because it is the things that give you and your business energy. In this chapter Renzo talks about an specific experience about how stupid has the balls. Renzo had the stupid idea of opening a store in front of Levi’s store in New York City. That is an example of how stupid can give you the balls to do that type of thing. I would have never dared to put a store in NYC, and not even dreamed about putting a store in front of my competition. That chapter really taught me that we need to let go of our fears, and focus on what good things can a crazy idea offer.
I would probably say this has been one of the books where I have learned the most. This book, honestly just made a lot of sense, and even though being stupid can be scared, and nervous, we just need to go for it, and not think of how can this ruin everything.
“A stupid person first creates a network of friends and builds relationships based on respect.”
I think this book is a book that everybody should read. The book was written by Renzo Rosso, which is the founder of Diesel, and he basically talks about how important is to be stupid.
Diesel has had a lot of campaigns, but there was a campaign that was “be stupid” and it was great. For Renzo stupid means: “Doing anything reasonable people tell you not to do: be bold, be daring, push yourself to limit, break the rules, follow your instincts and your heart, do something because you like doing it and don’t worry when people warn you about the consequences.” This definition makes so much sense, and each chapter is basically telling you why you need to be stupid.
My favorite chapter is “smart may have the brain, but stupid has the balls”. This chapter basically tells you to be stupid, because stupid makes you do things that can seem stupid, not like jumping off a cliff, but like opening a store in front of your competition. This is one of my favorite chapters for various reasons, but the most important one, is because sometimes we can get really scared to do something that can look like it will ruin everything.
I feel that sometimes we just focus on the “what if it goes wrong”, and we don’t give so much attention to the “what if it goes right”. I think it’s very important to do something that makes you scared, because it is the things that give you and your business energy. In this chapter Renzo talks about an specific experience about how stupid has the balls. Renzo had the stupid idea of opening a store in front of Levi’s store in New York City. That is an example of how stupid can give you the balls to do that type of thing. I would have never dared to put a store in NYC, and not even dreamed about putting a store in front of my competition. That chapter really taught me that we need to let go of our fears, and focus on what good things can a crazy idea offer.
I would probably say this has been one of the books where I have learned the most. This book, honestly just made a lot of sense, and even though being stupid can be scared, and nervous, we just need to go for it, and not think of how can this ruin everything.
“A stupid person first creates a network of friends and builds relationships based on respect.”
January 15, 2021
Well, this was pretty stupid.
I read these advertising guides and inspiring simple stories from time to time. They always have the same effect: an amusing look, funny and simple content, some great tips and tons of useless crap and self-indulgence. They're always written from someone successful and that makes it seem so easy. Good things have been done by losers too, but they don't publish books.
I don't want to be cynical. This looks like Diesel and the Be Stupid is a nice case and philosophy. I just wish they'd use a bit more time with this.
This is something that will be on the shelf of every advertising agency from Helsinki to New York, some creative will pick it up and maybe get an idea and put it back. For that, it works really well.
A nice case. Not a book.
I read these advertising guides and inspiring simple stories from time to time. They always have the same effect: an amusing look, funny and simple content, some great tips and tons of useless crap and self-indulgence. They're always written from someone successful and that makes it seem so easy. Good things have been done by losers too, but they don't publish books.
I don't want to be cynical. This looks like Diesel and the Be Stupid is a nice case and philosophy. I just wish they'd use a bit more time with this.
This is something that will be on the shelf of every advertising agency from Helsinki to New York, some creative will pick it up and maybe get an idea and put it back. For that, it works really well.
A nice case. Not a book.
November 29, 2023
Short funny book on that rare thing, a globally successful eccentric Italian entrepreneur
April 14, 2022
Entertaining and typical for the anyone who are pessimistic to start their fashion business. Renzo Rosso is very down to earth and not superficial. A truly visionary, he came at the right time in the right place . He’s very motivating anyone who wants to start business.
May 30, 2019
“Be Stupid” For a Successful Living
Renzo Rosso
By: Caterina Mendez
Star Rating: ★★★★★
Renzo Rosso is the founder of Diesel, Renzo is a representation of a new way of entrepreneurship, where he created a global brand that represents who he is and shares messages he finds important through fashion. He is a pioneer that changed the rules of the game, to be more precise he didn't change the rules but he dared to create his own game.
What is the meaning of Stupid? Stupid is the new success is his way of thinking, he believes stupid lifestyle is being brave enough to do things your own way and be bold, being stupid is being true to yourself and dare to create the unimaginable and break the standards.
Renzo Rosso is a person that could be described as “successful” to any one’s point of view. Being stupid is the only way he could describe his journey, since after years of hard work he discovered that being smart is only a limit.
The concept of being stupid has lost its true meaning along the way and people normally now see it as a disadvantage. The normal is a place you never want to be a part of he explains since being normal can only damage your company both in the long term and short term. Stupid is the true key to success he explains, believing in yourself is one of the cores of being stupid and that is what has allowed him to reach higher levels.
Renzo is a clear example of preaching what you say since from his first beggings were we started out making pants in his room he has always been true to his essence. There is nothing braver than being stupid and this is something people don't realize, being stupid requires to embrace your self and take the difficult risks nobody is willing to bet on. Be Stupid means going against the ordinary and do things your own way, in a way to inspire people and make yourself proud. The book expresses how listening to your gut is one of the biggest assets in the human being, we need to step out of the box and change the way the system works. Change is something hard for everyone but in change flourish new possibilities. Renzo Rosso is a very different entrepreneur from what we are used to seeing, he wants to be himself and take bold risks that allow him to create a business that represents his ideals. Betting on the number twos, having the headquarters in a small village, and receiving the Cannes award accompanied by his team are peculiar decisions that have allowed him to create an unexpected brand that beyond its years is always young and innovating.
Making mistakes is part of the humans learning experience, and is something we can not escape but only come stronger out of them. “Learning is a process and it comes with a price tag, the higher the price, the more we learn”. Renzo encourages you to fail but to fail intelligently. And one of the most important things is to never try to be someone else, and embrace who you are in order to flourish. There is a ton of competition in the world right now and the only way you will stand out is by doing the crazy things that no one dares to do. Renzo, for example, lied to get his first job and was completely unfulfilling of the requirements, but he embraced every mistake he made and learned to listen in order to, later on, become the best.
Another great asset of this book was the explanations wrote behind each chapter/story since they allowed you to see a more practical way of understanding the core message. They were the key concepts in each chapter that allowed you to take this book to the next level. Overall this was a great book, but the only thing that I didn’t like was that there was too much emphasis on cool fonts and graphics, and this became distracting and wasted space that could be used for more knowledge and chapters.
This book helped me get out of my comfort zone and see a different perspective, where stupid only means leaving the “normal thing” out and become brave.
“You need to be humble to see your own mistakes. It takes courage to accept loss. In order to start over, you need personality, good morale. All qualities that the stupid person has and that each of us can develop if we try to look at reality with the attitude of a “loser” who has more to learn than to teach.”
-Renzo Rosso
Renzo Rosso
By: Caterina Mendez
Star Rating: ★★★★★
Renzo Rosso is the founder of Diesel, Renzo is a representation of a new way of entrepreneurship, where he created a global brand that represents who he is and shares messages he finds important through fashion. He is a pioneer that changed the rules of the game, to be more precise he didn't change the rules but he dared to create his own game.
What is the meaning of Stupid? Stupid is the new success is his way of thinking, he believes stupid lifestyle is being brave enough to do things your own way and be bold, being stupid is being true to yourself and dare to create the unimaginable and break the standards.
Renzo Rosso is a person that could be described as “successful” to any one’s point of view. Being stupid is the only way he could describe his journey, since after years of hard work he discovered that being smart is only a limit.
The concept of being stupid has lost its true meaning along the way and people normally now see it as a disadvantage. The normal is a place you never want to be a part of he explains since being normal can only damage your company both in the long term and short term. Stupid is the true key to success he explains, believing in yourself is one of the cores of being stupid and that is what has allowed him to reach higher levels.
Renzo is a clear example of preaching what you say since from his first beggings were we started out making pants in his room he has always been true to his essence. There is nothing braver than being stupid and this is something people don't realize, being stupid requires to embrace your self and take the difficult risks nobody is willing to bet on. Be Stupid means going against the ordinary and do things your own way, in a way to inspire people and make yourself proud. The book expresses how listening to your gut is one of the biggest assets in the human being, we need to step out of the box and change the way the system works. Change is something hard for everyone but in change flourish new possibilities. Renzo Rosso is a very different entrepreneur from what we are used to seeing, he wants to be himself and take bold risks that allow him to create a business that represents his ideals. Betting on the number twos, having the headquarters in a small village, and receiving the Cannes award accompanied by his team are peculiar decisions that have allowed him to create an unexpected brand that beyond its years is always young and innovating.
Making mistakes is part of the humans learning experience, and is something we can not escape but only come stronger out of them. “Learning is a process and it comes with a price tag, the higher the price, the more we learn”. Renzo encourages you to fail but to fail intelligently. And one of the most important things is to never try to be someone else, and embrace who you are in order to flourish. There is a ton of competition in the world right now and the only way you will stand out is by doing the crazy things that no one dares to do. Renzo, for example, lied to get his first job and was completely unfulfilling of the requirements, but he embraced every mistake he made and learned to listen in order to, later on, become the best.
Another great asset of this book was the explanations wrote behind each chapter/story since they allowed you to see a more practical way of understanding the core message. They were the key concepts in each chapter that allowed you to take this book to the next level. Overall this was a great book, but the only thing that I didn’t like was that there was too much emphasis on cool fonts and graphics, and this became distracting and wasted space that could be used for more knowledge and chapters.
This book helped me get out of my comfort zone and see a different perspective, where stupid only means leaving the “normal thing” out and become brave.
“You need to be humble to see your own mistakes. It takes courage to accept loss. In order to start over, you need personality, good morale. All qualities that the stupid person has and that each of us can develop if we try to look at reality with the attitude of a “loser” who has more to learn than to teach.”
-Renzo Rosso
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