As my time in Florence, Italy comes to a close, I’ve taken the opportunity to reflect on the invaluable lessons I’ve learned. These relate to not only conducting business in a foreign country, but about the deeper importance of cultural awareness and human connection in professional environments. Florence, a city known for its breathtaking art, architecture, and centuries-old traditions, offered a business atmosphere that was equally rich and enlightening.
One of the most rewarding experiences during my time abroad was working with Enoteca Pitti Gola e Cantina, a local wine bar located just across from the iconic Pitti Palace. Our group had the opportunity to consult with them on improving their brand visibility and marketing strategy. Over the course of two in-depth client meetings, we gained insight into their passion for Tuscan wines, their emphasis on quality, and the importance they place on storytelling. Sharing stories is something that’s deeply embedded in Italian culture.
Using what we learned from those interactions, my team and I developed and presented a customized marketing proposal to help Enoteca Pitti Gola e Cantina expand their reach, especially to English-speaking tourists seeking a more authentic Florentine experience. The project taught me how essential it is to listen carefully, adapt strategies to fit the local context, and communicate with cultural sensitivity.
Before arriving in Florence, I assumed business would be conducted similarly to the fast-paced, efficiency-driven style I was used to. Instead, I found that building relationships, establishing trust, and respecting tradition are fundamental to doing business in Italy. Decisions are rarely rushed, and there’s a clear preference for quality over convenience. This shift in pace initially challenged me, but ultimately helped me grow both personally and professionally.
This experience has reshaped how I view international business. It’s no longer just about transactions, it’s about people, passion, and purpose. Florence has shown me that understanding and respecting local culture isn’t just helpful; it’s essential. I return home with a broadened mindset, new skills, and a deeper appreciation for global engagement.
