Spending a month abroad in Europe visiting England, France, Monaco, Italy, Switzerland, Germany, and Austria provided me with a new perspective on how business is conducted in other countries. One of the most impactful experiences was our visit to the Swiss Paraplegic Center (SPC) in Switzerland. What stood out was how this organization approaches marketing in a personal and effective way: through storytelling. At SPC, patients share their personal journeys of recovery, resilience, and reintegration into everyday life. These stories become the foundation of the center’s marketing efforts, showing potential donors exactly how their contributions are being used. It was a powerful reminder that while data and statistics can be persuasive, authentic human connection is often what truly drives engagement.
Before traveling, I expected European businesses to be fairly similar to those in the United States such as professional, competitive, and growth-oriented. However, I quickly realized that many European organizations place a much stronger emphasis on social responsibility, sustainability, and long-term community impact. For example, the SPC didn’t just focus on recovery, but they talked about quality of life and helping people return to society. Visiting companies abroad allowed for a new perspective. Conducting business doesn’t just have to be about a transaction or strategy, but it can also be an opportunity to build trust, tell meaningful stories, and create impact.
Overall, studying abroad was a life changing and incredible experience. Being immersed in different cultures, navigating unfamiliar environments and interacting with new people taught me more than any textbook could. If you are considering studying abroad, I would say do it! There is so much more to learn outside of the classroom. It’s a great opportunity to expand your worldview and gain a deeper appreciation for the diversity of lifestyles and values in other cultures. Studying abroad is a once in a lifetime experience that you’ll cherish forever!
