The book tells, through the story of a hundred Italian excellences among characters, companies and organizations, the face of the "beautiful Italy";  people and companies that with their work contribute and have contributed to enhance the emblem of a distinctive brand, recognized all over the world.
 
It ranges in every field: research, medicine, innovation, environment, social engineering, philosophy, law enforcement, industry, agribusiness, crafts, tourism, cinema, music, legal sciences, fashion, design, architecture, design, aerospace and more.