“Until lions start telling their own stories, hunters will always be heroes.” (African proverb)There's never been a better time to work in strategic communications. Every organization, whether it is a company, an NGO or an institution, today has the chance to tell its stories in the first person, disintermediating their communications and reaching an audience the size of which may lead to an increase in scale thanks to digital. Lions still can't do it, but companies can start a new conversation with stakeholders. Because every company is now also a media company. I'm a professional journalist with 30+ years of experience in the media business. Before founding Bea-Be a Media Company, I have worked at Eni as EVP Communications Director. From 1986 to 2015 I have worked as a journalist at La Stampa and ANSA both in Italy and abroad. The legacy I'm bringing with me from my years in journalism is rooted in my experience in foreign policy and digital communications. I'm used to deal with crisis and a fast-paced working environment. I have lived and worked in the United States for almost a decade. I was a co-founder of the "Europa" partnership between six leading European newspapers: La Stampa, Le Monde, El País, The Guardian, Gazeta Wyborcza, and Süddeutsche Zeitung.I'm a social media enthusiast and a member of a lively community of followers and friends on Twitter, Facebook, Instagram and LinkedIn.I teach a class on journalism innovation and new business models at Master on Journalism, ALMED-Università Cattolica del Sacro Cuore, Milan. I'm the author of eight books.