Before I Was CEO

Chapter 3Living the American DreamThe Story of Alberto Vitale

Alberto Vitale at his home in New York, 2015

Source: La Stampa

NEW YORK, 1982

Alberto Vitale, the Italian-born chief operating officer (COO) of Bantam Books, had been known as an administrator even since he started working for the firm in 1975.¹ He had achieved great organizational success: he introduced digitization in the company, helped put the financial house in order, and built good relations with the publisher's European owners. But all that didn't mean he had any credibility on the editorial front. It made him an outsider if he ever wanted to become CEO.

Unless of course, the Italian accountant could come up with a best-selling book idea. Could he?

“Why don't we ask Lee Iacocca, the CEO of Chrysler, to write an autobiography?” he suggested to the publisher in 1982. The story had all the elements of a best seller, Vitale thought. Iacocca had taken the helm of an iconic American carmaker just as it faced bankruptcy in 1979. He aired television commercials in which he was the main spokesman. And three years in, it looked like his plans for Chrysler's turnaround were working. Iacocca had star power, good ideas on management, and stood for hope in a time of despair.

If Vitale's call on Iacocca was right, it could cement his reputation as an all-round great manager. If it wasn't, he might not get a second chance ...