The Hero’s Journey of Enrico Ratto

What is the best thing that I love about my work? Freedom, within a very narrow street of rules and self discipline.

What is my idea of perfect happiness? Being in a perfect balance of personal targets and work life. Have a project, day by day.

What is my greatest fear? Lose the ability to create projects from an idea.

What is the trait that I most deplore in myself? A few diplomacy in my thoughts and words. It is the other side of too much synthesis.

Which living persons in my profession do i most admire? My partner, Benedetta.

What is my greatest extravagance? Spending time alone, or almost alone, in my house in the woods in Tuscany. There are no streets to go there and there is no address on the door. Stay there with my toys: wood, fireplace, photos, notebooks, pencils.

On what occasion would I lie? When I dont care, when its boring to explain something, well, I use to say thats ok, and I lie. I dont lie for strategy, its too tiring.

What is the thing that I dislike the most in my work? The rush, too many decisions in just one moment.

When and where was I the happiest, in my work? These are not unique moments, there are not goals. I am happy when, year after year, I see the growth.

If I could, what would I change about myself? Spend less money in useless things. But whats useless?

What is my greatest achievement in work? My online magazine, Maledetti Fotografi (, almost 100 interviews with the best photographers in the world. A lot of words, a lot of personal growth. And, of course, my ecommerce for creativity supplies (, from 0 to 15 collaborators, from 0 to 7000 products, from 0 to 3 countries in a few years.

What do the words ‘The Financial Freedom to Create’ mean to me? Life is about living always in balance between personal freedom and the possibility of obtaining financial independence. It’s a daily job, not a one-shot goal. You dont have to loose the way you dreamt when you where 22. Your bills to pay must be part of your freedom.

Where would I most like to live? St Jean Cap Ferrat, near the sea, and Tribeca (NYC), near the river.

What is my most treasured possession? Benedetta, and my brain.

What is my most marked characteristic? Be strong on the long walk.

What is my most inspirational location, in my city? The port of Genoa. People, cargo ships, sea, wind, architectureall coordinated. 

What is my favourite place to eat and drink, in my city? My house.

What books influenced my life and how? Every age, has a book.

In the last year, A Place for All People, the biography of the great architect Richard Rogers. You can understand how you can change lives of unknown people with a long-term vision, and sometimes with iron, glass and cement.

Who are my favorite writers? Hemingway, Scott Fitzgerald, Dos PassosIm sure they are not the best writers ever, but they are my favorites since I was at school.

You Only Die Once. What music would I listen on my last day? The Wall, Pink Floyd. Or better, Roger Waters.

Who is my hero or heroine in fiction? Attorney Jack McCoy in Law and Order series.

Who are my heroes and heroines in real life? I dont have heroes in real life, thats why I work as I work and I live as I live. I dont care about heroes.

Which movie would I recommend to see once in a lifetime? The Blues Brothers.

What sole plays art in my life and work? Its almost everything. You can read technical books, listen to the charismatic leaders, work strong in your projects, but everytime you need to look up, get a new vision, and there you need art. Art is above every specific detail of our lives.

Who is my greatest fan, sponsor, partner in crime? Benedetta.

Whom would I like to work with in 2018?  Id like to going on working with my collaborators, they are very good.

Which people in my profession would i love to meet in 2018?

Architect Renzo Piano, building sand castle on the beach.

What project, in 2018, am I looking forward to work on?  
Writing more, but now I cant tell you how and where.

Where can you see me or my work in 2018? Here you have my online magazine and on all my books

What do the words “Passion Never Retires” mean to me? You have to water passion every day, or better every half day, after every meal. You have to discover, to get new inputs, to move your mind through the actions of others.

Which creative heroes should Peter invite to tell their story?

Philippe Petit, Artist
Jacques Seguelà, Advertising
Antoine DAgata, Photographer

How can you contact me?

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