David M. Gross Fast Company

Annotation

David Gross is working as a corporate lawyer in New York when a friend calls to invite him to move to Bologna to help turn around a legendary Italian motorcycle company, known for its dominance on the track and its inability to turn a profit. Off he heads to the fabled home of marbled meats, radical leftist politics, and bespoke shoes, diving into his new life as the ';corporate image consultant' to gearheads while learning to navigate the giddy mores of Bolognese society. There he stokes the business with sexy ad campaigns starring factory workers wearing Versace. Above all, he falls in love with motorcycles, seduced by speed, and realizes that becoming a better rider means tapping into dormant parts of his self that, as it turns out, were just waiting to be unleashed. And when he picks up a handsome, youngand closetedskinhead, things really get interesting.