At Time's Person, we aim to highlight inspiring stories of leaders who are shaping the future of business. Today, we are pleased to feature an interview with Giovanni Bozzetti — an Italian businessman, entrepreneur, university professor, and author. He is the Founder, President, and CEO of EFG Consulting, a consulting company focused on marketing, communications, public relations, and internationalization processes.

In this interview, Giovanni shares his unique perspectives on leadership, entrepreneurship, and the challenges that come with achieving success.

With your extensive experience in both Italian and Emirati markets, what’s the most surprising cultural or business insight from the UAE that challenges stereotypes?

The most astonishing insight is also the most obvious: Italians and Emiratis are very similar. We share two foundational pillars that drive our lives. On the social side, it’s the family, and economically, it’s the family-run small and medium-sized enterprises (SMEs). Both cultures also deeply trust in God and value human relationships, which often precede any business dealings.

One stereotype I’d like to dispel is the misconception that women in the UAE are undervalued or relegated to secondary roles. This couldn’t be further from the truth. The process of women’s empowerment in the UAE is highly advanced. Women have the same rights as men, are welcomed in any business setting, and hold prominent positions in both the private and public sectors.

Looking forward, what are your predictions for the future of international business relations between Europe and the Middle East? Are there emerging trends or areas of growth that particularly excite you?

The Middle East is poised for significant growth, becoming one of the most crucial markets for European, particularly Italian, companies. The Arabs have a profound love for "Made in Italy" products. As traditional export markets like Russia and Ukraine face challenges and many countries shift from globalization to localization with increasing customs duties, European entrepreneurs should turn their focus to the Middle East.

Take the UAE, for instance. It’s not just important for its internal market or the broader Middle East but also as a gateway to Africa and Asia. This dual role as a consumer market and a strategic hub makes the UAE incredibly exciting for businesses.

What do you believe are the key factors that have contributed to the UAE’s rise as a global business hub, and how can other countries emulate this success?

The primary factor is the UAE's wise leadership, starting with the Founders of the United Arab Emirates and continuing with today’s visionary leaders. Their main goal is to serve the needs of locals, residents, businesspeople, and tourists from all over the world. For them, money is not an end but a means to serve the people.

HH Sheikh Mohammed bin Rashid Al Maktoum famously said, “The word impossible is nowhere in the vocabulary of the UAE!” This mindset inspires people to pursue ambitious goals with passion, determination, and self-confidence. It’s this philosophy that inspired my book, “Emirates: Nothing is Impossible”, which is available in bookstores across the UAE and Italy.

Other critical factors include the safety and respect felt across the country, regardless of religion, skin color, or nationality.

How do you maintain work-life balance in such a high-pressure environment?

I love what I do, and when you’re enthusiastic about your work, tiredness becomes irrelevant. My phone is always on, even during vacations, but I make sure to recharge by spending time with my family, playing tennis or padel, running, or simply walking along the beach, listening to the sound of the sea. It’s these moments that restore my energy.

As someone who has worked closely with the UAE's environmental and waste management sectors, what do you see as the next big innovation or trend in this field that will shape the region's future?

The UAE’s commitment to sustainability and the circular economy is impressive. However, this commitment needs to be supported by robust legislation and, even more critically, stringent enforcement, as seen in Europe. Without proper oversight, there will always be those who seek to bypass regulations and handle waste in unsustainable ways.

If you had to distill your extensive experience into one piece of advice for young entrepreneurs looking to enter international markets, what would it be?

Never be afraid to go abroad. Trust in yourself, be flexible, and take the time to understand and respect different cultures. Entering international markets requires more than just occasional trips—it demands a stable presence in the target market.

Most importantly, remember this: nothing is impossible.

Text by: Amelia Lokwood