Many Italian words have become part of the global imagination, in the realms of cuisine, design, fashion, and music. Italian objects and brands have also become daily references in many parts of the world. What do words reveal of the Italian mindset? And which words better reflect Italy’s approach to innovation and creativity? In this lecture, celebrating the Week of the Italian Language in the World, Dr. Luca Cottini (Professor of Italian Studies at Villanova and creator of the YouTube channel Italian Innovators) presents the pillars of Italian culture and entrepreneurship through 10 exemplary words, investigating the relationship between language, business, storytelling, and knowledge.