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When Core Values Are Strategic: How the Basic Values of Procter & Gamble Transformed Leadership at Fortune 500 Companies by Andy Butcher, Rick Tocquigny

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7. Daniela Riccardi

Daniela Riccardi had been the CEO of Diesel for only a few months when she was asked about her 25 years of Procter & Gamble (P&G) experience, leading different businesses.

She says, “It’s not easy to summarize, in any form, what I had learned in those 25 years. It’s a lifetime and so full of learning and turning points. P&G was my first and only job until leaving for Diesel. I had just graduated from political science and international studies for a diplomatic career. Yet I was going to be a Brand Assistant on Ariel, one of the leading detergents in Italy. I remember I couldn’t understand a word of what I was supposed to do—shipment analysis, share summary, deep dive in habits and practices. What was all that? I do know all ...

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