The canon · The book
Segnalazione Vincente, the book
The system for building, inside a company, a channel of clients who arrive because someone introduced you, instead of because you paid to be found. Written by Oscar Dalvit, published by Bruno Editore, now in its second edition.
The first edition called it relationship marketing. The second doesn't, and you can read it on the cover shown here: «il metodo per implementare l'Ingegneria Relazionale» ("the method for implementing Relational Engineering"). It isn't a typographic touch-up. Relationship marketing is a way of being in the world and can't be measured; Relational Engineering is a discipline with six laws, a lexicon and published numbers — and what's distinctly its own is exactly that it can be counted.
- Edition 2.0, 2025 — the subtitle changed along with the discipline
- Nine chapters plus two bonuses, over three hundred pages
- One of the canon's three documents, alongside the Charter and the Manifesto
Why a book
A third of the discipline's canon
A discipline is recognised by five seals, and one is the canon: the documents that fix it and the institutions that guard them. Relational Engineering's canon is a triad, and this is its popular-audience piece.
The Founding Charter
The constitution: the definition, the six laws, the five seals. Universal — not signed, recognised.
The Manifesto of Values
The movement's code: personal — signed, and lived. With the names of whoever signed it.
The book
The part that gets read first: how it's done, inside a company, starting from where you are today.
What's inside
The table of contents, with no embellishment
Nine chapters and two bonuses. Half the book is spent dismantling what people believe about references, before it even explains how to build them.
| Chapter | Page |
|---|---|
| Introduction — why advertising costs won't come back down | 5 |
| 1 · How I discovered relationship marketing | 14 |
| Bonus 1 · Finding the time | 58 |
| 2 · What an entrepreneur really wants today | 60 |
| 3 · Myths about customer acquisition and referrals | 69 |
| 4 · Myths about referral marketing and networking | 89 |
| 5 · First ingredient: your why | 117 |
| 6 · Second ingredient: the paradigm shift | 156 |
| 7 · Segnalazione Vincente's APP PRM | 248 |
| 8 · The Referrer Network — today the Connector Network | 269 |
| 9 · From theory to practice | 277 |
| Conclusion | 296 |
| Bonus 2 · The team | 302 |
The book uses a lexicon that has since changed.
Chapter 8 in the original table of contents is titled "La Rete Segnalatori" ("the Referrer Network"): that's the name we used before the discipline had its own lexicon. Today it's called the Connector Network, and it isn't a cosmetic touch-up — a segnalatore passes along a name, a Connector puts two parties in touch and answers for the introduction. The words and their definitions live in the Glossary.
Something to know before reading it
A book doesn't update. This site does
The book's most-cited case is Ital Tetti, and the number printed in it isn't the one we publish today. Not because one of the two is false: because they're two different measures, and the one that counts is the one that carries the method alongside it.
What's printed
The book tells the Ital Tetti story over an eight-month window, with the order of magnitude known at the time it was written. No one measured that figure with a stated method: it was the number they had.
What we publish now
3.086.300 € in revenue generated through references between September 2021 and September 2022, of which about 20% is traceable to the Italian government's 110% Superbonus incentive. Counted from the references entered by partners in the APP PRM and notarised one by one, summing only the references that closed successfully.
The window closed four years ago, and we say so. The full case, with the 88% of partners who were already the company's clients, is in Cases and evidence.
The same goes for everything else: the network's numbers change every week, and no printed page can keep up with them. The up-to-date ones, with their reading date and method, are in The evidence — including the ones that hurt us.
Before you buy it
The excerpt is free
A hundred and seventeen pages: the introduction and the first chapters, the ones with the story and the ones that dismantle the myths about references. Enough to see whether the rest is worth it for you.
Getting a copy
Where to order it
The paperback copy
The order goes through our checkout. It arrives at your door, and it's the complete version: the whole book, not the excerpt.
The book is also available as an eBook on Amazon (in Italian)(opens in a new tab).
Coming soon: Relational Engineering
The discipline's book — no longer the story of how it began, but the six laws, the method and the evidence put in order. Expected in the fourth quarter of 2026.
We're announcing it by quarter, not by date: when it's out, it's out. Whoever leaves their address above will be the first to know.
In the meantime the canon is already readable in full and for free: Founding Charter and Manifesto of Values, with downloadable PDFs.
The first step
The book explains the method. The check-up tells you where you stand
Before reading three hundred pages on how to build a referral channel, it's worth knowing how far you already are. AIRA-SCAN is the quick check-up: ten minutes, no projections and no comparison against invented benchmarks — just the distance between where you are and where you could be.
After the check-up the extended report arrives by email and a person calls you: you assess together whether the AIRA-DX© Stoic Analysis makes sense for your company. It's free and limited to twelve a week, so it's never owed to whoever does the check-up: it's decided between two people.