There is a hotel in Florence that is the ideal place for those who want to find their purpose in life and change the world. Yes, that’s what the ad says and it seems to be perfectly attuned to the growing tendency to do good. It’s great that the idea that ‘making the world a better place’ is becoming cool, isn't it? Especially when the world crisis gets more and more critical and global leaders, powerful rulers and big corporations do not seem to give a shit. So how can we br