I chose to call my company Bugia Nen, which in Piedmontese means “do not move”. The expression became famous during the Battle of Assietta (1747), when the determination of 4,800 soldiers stopped the advance of nearly 50,000 French, under the command of Giovan Battista Cacherano and his order not to move or to give way! Bugia Nen is more than a name: it is a tribute to obstinacy and determination, qualities which also reflect my personality.