You have to start from a scenario, you have to investigate what you want to, what you would like to have more, and possibly does not already exist. The copy is not a tragedy, in my opinion, is something that is correct when an object is so easy, it is easy to copy. I think we have to restart the idea to find the future and not to follow the market, if its possible, its very hard because of the competition, because of the production of the eastern market. When the founders buy a company, they know their rule of financial funds. They manage the company for 3 years. They squeeze everything; they don’t invest in the future because who cares? After 3 years they sell to another firm. So the perspective is totally different. Advertisement, communication, business, contracts, lobbies, signature of designers.