Some people find their path not through legacy or instruction, but by listening to their own passions. While we often assume expertise is earned through time—decades of repetition, even generations of inherited knowledge—that’s only part of the story.

Tradition has its place. But it can become mechanical, unquestioned. Over time, we forget to ask:
Why is it done this way? Could there be a better way?
Often, the original reason behind a practice has faded, yet the habit continues.

But when passion leads, everything changes. The focus shifts from duration to intention. It’s not about how long the journey takes, but about the depth of presence along the way. Passion brings a different rhythm—a willingness to fail, to learn, to evolve. In this space, trial becomes transformation.

This is the story of Luca, an olive oil maker in Tuscany’s Maremma region.

From Milan’s Corporate Halls to Tuscany’s Olive Groves

Originally from Varese, Luca passed through Orvieto during his military service, and something awakened: he fell in love with olive oil production.

Twenty-four years ago, he began his departure from the corporate world in Milan, step by step moving toward caring for 7,000 olive trees under the Tuscan sun.

He had no farming background. No family traditions to follow. He had only passion, curiosity, a willingness to learn by doing—and the courage to begin.

Like many, he romanticized olive oil production, and surely, at some point, asked himself, “What the heck am I doing?” But step by step, he listened, learned, experimented, and began to understand why things were done in certain ways—and when those reasons no longer made sense.

His earliest batches weren’t great—but to him, the process felt magical.

He learned by doing, failing, observing. He shifted his production from a nearby stone mill to a more modern facility.

One story stands out: the elders used to advise leaving freshly harvested olives on the ground for several days before bringing them to the mill. Luca noticed that doing so caused the olives to generate heat and begin to deteriorate, negatively affecting the oil’s flavor.

Through trial and observation, he discovered that while this delay reduced water content (which meant lower production costs), it also reduced quality. So he changed the process—bringing the olives immediately to the mill. The result: a vastly superior oil, rich in flavor and integrity.

When Beginning from Zero Becomes Power

Starting from nothing became Luca's greatest strength. With no assumptions to inherit, he questioned everything. And through that, he didn’t just gather knowledge—he earned understanding.

Luca’s story echoes something I understand well: real transformation often begins in the shadows. We learn from others, yes—but the breakthroughs come when we’re willing to face our own unknowns. What seems like weakness—lack of training, a different background—can become the very doorway to mastery.

Luca was an outsider to the world of olive oil production, and that gave him vision. He’s not attached to “the way it’s always been done.”

Instead, his work is fueled by presence, humility, and an enduring sense of wonder. He continues to question, to refine, to evolve.

Luca’s story isn’t about olive oil. It’s about what becomes possible when we follow the pull of our own truth.