This book is surprisingly entertaining & yet informative at the same time. Here, we read about Gucci's humble beginning (against the myth of the family beginning as saddle makers), the personalities in the family (namely, Aldo & Rodolfo & subsequently, moving on to the younger generations, Maurizio, Paolo), the ongoing battles ensued among themselves for business control, the loyalty of Gucci employees, the estrangment of the employees against the new team brought in by Maurizio to turn Gucci around, the murder of Maurizio Gucci, the trial which brought his estranged wife, Patrizia Gucci & her accomplice to jail, Maurizio's vision which involved Investcorp which subsequently made Gucci into a corporate name, the significance of American outsiders such as Dawn Mello, Domenico de Sole, Tom Ford which spearheaded Gucci into a new direction altogether (from bag & leather products into ready to wear apparels) & indirectly, tranformed the fashion industry forever by inspiring other fashion houses to do the same ie. listed in the sharemarket to fend off competitors and to survive in the game & attainment of synergy thru multi brands under the same umbrella, the fighting off hostile takeover bid by LMVD led by Arnault thru marriage with Pinault. The book is written in a way that we feel as if we are in the thick of incidents. B&W pictures provided were handy. There is never a dull moment in this book. Highly recommended and great effort for the first time author.