Anyone who has had anything to do with written communication is experiencing a real genetic mutation; the digital revolution has completely overturned the programme schedules, disowned traditional marketing and overwhelmed the old paradigms of information, of advertising, or political and corporate narration. It is as though our writing had lost the capacity to be fixed and once in the Internet our words lose their references and fly away, becoming lost from contexts and being transformed into something else. It no longer seems to be enough to write well; rhetoric can still come to our aid, but changing our attitude to writing is essential and the grammar of the social media can teach us a new syntax. Iabichino has worked in advertising for about two decades and has created – with lucid and disillusioned awareness – a new professional alphabet, to learn how to write better advertising for everyone in a contemporary way, regardless of the media that hosts it.