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I am convinced that the human being,
the human individual, contains a
concentration of all...

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of nature's aspects, and is nature's fullest
achievement.

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In the human being, the animal is coupled
with intellectual and cultural abilities,...

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with the capacity for communication,
with interest and curiosity and
the thirst for knowledge,...

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with everything that comes together
in what we see as culture and intelligence.

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So I think that if things had gone any further,

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and this thought may appear to be limiting,

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but I feel all the same that if things
had gone any further...

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there might have been the risk of
making some kind of mistake.

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Fiat, for me, in Turin, refers first of all
to the automobile.

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But if we set these cars aside and turn
our thoughts to what fiat really means,

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I think of becoming, of evolution,
''and then there was light,'' fiat lux,

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for me that's all involved with a sense of
becoming and development.

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And in the whole field of applied science,
there's nothing, I believe,...

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which has shown so much development,
past and present, and also with potential...

16
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for future development in the course of
the coming years, as the field of design.

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It shows a constant flow of creativity, and a
constant commitment to the principles...

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of functionality, and of paying attention
to the needs of the consumer.

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So this sense of becoming which I find
in the word fiat is completely in line...

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with what I see as the possible future
of the development of design.

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There are many possible opinions on
the nature of the forces...

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that determine innovation
in present-day design.

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And there's no denying its tendency
to do its best to grasp and interpret
the market's tastes.

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But I was also saying before that what's
really important in current design...

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lies in the way it approaches its problems.
That's what I see as most distinctive.

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I'd say that the great designer,
the great creative thinker,
somehow even knows the trick...

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of shaping public taste, and of
offering ideas that the public
on its own would never expect.

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The great designer knows the trick of
creating values, perceptions and attitudes,...

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positive values, that the
public never knew before.

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So there would never be a way for
market research to discover them.

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This is the one great talent of
the great designer,
the ability of identifying tendencies.

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Globalization is a great opportunity for
the redistribution of wealth;

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but there's also the question of
how we want to implement it.

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If globalization reduces to a way of creating
an even greater gap between the rich...

35
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who are always getting richer and the
poor who are always getting poorer,...

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then clearly we're looking at its negative
possibilities. But I also see that globalization...

37
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can work to the advantage of
the emerging countries.

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They enjoy the advantage of production costs
which are very much lower than...

39
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what one finds in the already developed
countries, and that's a great opportunity
for development.

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They have the great opportunity to produce
all sorts of goods at much lower cost.

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So from this point of view, there's
a great opportunity for the
redistribution of wealth,...

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a great opportunity for making things
better for everybody.

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But it's a process, and we have
to know how to direct it.

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Our world is incredibly sensitive to
questions of economic success;

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but even so, I remain convinced that
creativity holds the upper hand.

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It wins the battle with economics
since the only people who're able
to achieve success...

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are the ones who know the secret of
always being innovative within
their own creative process.

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I'm convinced that the most decisive
thing is always creativity,...

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even in this world which is so attentive
to economic issues.