Spanish Business Executive Shares Insights on U.S. Expansion
UPDATE: Eduardo Cosentino, executive vice president of the Cosentino Group, has opened up about his life-changing move from Spain to the U.S. at age 28 to expand his family’s business. His journey highlights the stark contrasts between American and Spanish business cultures and the personal sacrifices involved in leading a family legacy.
Cosentino’s insights come as he reflects on the challenges and triumphs he faced upon relocating to Houston to oversee North American sales. “Are you ready for a challenge?” his father asked him 15 years ago, prompting the move that would reshape his life and career.
Upon arrival, Cosentino struggled with the English language. “My English then was horrible,” he admitted, but within a year, he was engaging confidently with clients and colleagues. The urgency to adapt quickly was crucial as he navigated a new business landscape.
He emphasized the directness of American business culture, stating, “Americans are pragmatic and to the point.” This approach contrasts sharply with the more nuanced communication style prevalent in Spain. “I appreciate that because time is so valuable,” Cosentino remarked, underscoring the urgency of effective business practices.
Despite his success, Cosentino is eager to challenge the misconceptions about Spaniards. “There’s an idea that people in Spain are relaxed and living their best lives,” he explained. In reality, he insists, Spaniards are dedicated hard workers who prioritize family time—a value he believes complements the American focus on business growth.
As Cosentino prepares for his upcoming wedding this fall, he reflects on the future of both his family and the company. His father, at 74 years old, remains chairman of Cosentino, while his sister recently assumed the CEO role. He is deeply invested in the long-term vision for the business, pondering what the next 20 years hold for the family legacy.
“I want my future children to decide if they want to be part of the fourth generation of the family business,” he stated. His commitment to balancing business success with familial happiness is evident as he splits his time between Miami, where Cosentino Americas is headquartered, and Madrid, where he maintains strong connections to his roots.
This compelling narrative highlights the urgency of navigating cultural differences in business while maintaining a strong family foundation. Eduardo Cosentino’s story is a testament to the challenges and rewards of pursuing growth in a globalized economy.
Stay tuned for further updates on Cosentino Group’s expansion and Eduardo’s journey in balancing business and family life.
