He who is late loses his share — in commerce and in life, delay means loss. The opportunity that is not seized today may not be available tomorrow.
Piedmontese commercial culture, shaped by centuries of trade with France, Switzerland, and the rest of the Italian peninsula, developed a sharp awareness of timing. In the markets of Turin, Asti, and Cuneo, the merchant who arrived late found the best goods already sold and the best prices already agreed. The proverb has the brisk efficiency of a market town: no sentiment, no excuses — if you are late, you lose. It contrasts interestingly with the other Piedmontese wisdom about going slowly and carefully: the two proverbs together define the Piedmontese commercial character — prepare carefully, but once prepared, act without delay. The Savoy administration applied this to governance: decisions well prepared must then be executed immediately before the political moment passes.
Piedmontese commercial proverb reflecting the market culture of Turin and the Sabaudo trading tradition. Applied both to physical markets and to business opportunities.
A Turin market trader at the wholesale produce market
— Perché non ci sono le fragole buone? — Chi tarda perd la sua part. Alle sei del mattino erano già tutte vendute.
— Why are there no good strawberries? — He who is late loses his share. By six in the morning they were all sold.
A Piedmontese property investor who missed a deal
L'appartamento in via Roma è andato. Chi tarda perd la sua part — te lo dicevo di decidere lunedì.
The apartment on via Roma is gone. He who is late loses his share — I told you to decide on Monday.
A Turin businessman on competitive timing
Abbiamo aspettato troppo per entrare nel mercato digitale. Chi tarda perd la sua part — adesso recuperare costerà tre volte di più.
We waited too long to enter the digital market. He who is late loses his share — now catching up will cost three times as much.
A Piedmontese grandmother serving Sunday lunch
— Sono in ritardo? — Chi tarda perd la sua part. L'agnolotto del plin lo mangia chi arriva in orario.
— Am I late? — He who is late loses his share. The agnolotto del plin is eaten by those who arrive on time.