The Hero’s Journey of Matteo Parisi

What is the best thing that I love about my work?

The thing I love about my work is the ongoing experimentation in an absolutely new field, the one of taste profiling, then applied to wine and coffee. The fact that every day I do not know what challenges there will be to face and I always have to study new things to face them. The feeling of exploring every day for curious people is the best thing that can happen. Beyond that the fact of working with a team composed by international people, that brings their different vision from each country of origin, it’s a factor of constant growth.

What is my idea of perfect happiness?

I don’t think perfect happiness exists, because it would mean having reached the final goal and therefore the end of the journey. That same journey that is and must be part of a person’s happiness. So happiness is always having a reason to travel to a place or a goal and to have people with whom the reciprocal exchange brings a continuous growth and therefore pushing other objectives even further away.

What is my greatest fear?

My greatest fear is not to meet the expectations that have the people who trust me, whether they are traveling companions professionally or personally. Moreover, when you realize that you are always on the move, you fear not having enough time, time to devote to things that happen around you during the race and that only later on you realize that maybe stopping for a moment wouldn’t have made you reach your goal faster, but actually it would have made you adjust and change it for the better. (I’m not just thinking about professional goals, more personal ones).

What is the trait that I most deplore in myself?

The thing I most deplore in myself is not listening to others as they deserve, not giving them enough attention, and, in this way, lose things or important lessons.

Which living persons in my profession do I most admire?

The people I admire most in my professional sphere are many, starting with those who work with me in the VINHOOD team every day.

What is my greatest extravagance?

My biggest extravagance is linked to my love for the theatre that led me to play many roles including Rocky in The Rocky Horror Picture Show.

On what occasion would I lie?

I do not think there are right occasions when a person should want to lie, I think there are occasions where a person could be brought to do it: when you have the absolute certainty that doing so could avoid unnecessary suffering to another person, although even in these cases there is still a percentage of error in lying.

What is the thing that I dislike the most in my work?

I created, together with my other friends, the company where I work from scratch so I am lucky to have created something that I like.

When and where was I the happiest, in my work?

In London when Forbes Europe recognized the value of VINHOOD project giving to me the opportunity to list my name in the Best 30 under 30 Forbes Europe

If I could, what would I change about myself?

A lot of things, but if I have to think just one thing: listen more to the people around me. 😉

What is my greatest achievement in work?

Being able to create a pleasant work environment and where people feel part of a common project. The next goal will be to make this young society even more sustainable to enlarge the family.

Where would I most like to live?

There is no specific place, I have travelled a lot, but I still have many places to know. Only at the end of my trip I’ll have all the information to answer this question.

If I had to answer right now: Milan

What is my most treasured possession?

The trust that others place in me and the friendship of some people. And then a castle in France … No, I am joking! 😉

What is my most marked characteristic?

Energy, curiosity and the fact that I talk a lot 😊.

What is my most inspirational location, in my city?

There is not only one, but if I have to choose, I think it’s what I call “my darts bar” (where I play darts with friends). It is located in the South part of Milan, in the Sant’Agostino area.

What is my favourite place to eat and drink, in my city

I really like cooking, so I would say my house 😉; to drink … The Wineshow of VINHOOD (check the Facebook page for our next event). Serious answer: the restaurant “Contraste” for a dinner that is difficult to forget and the Wooding Bar for drinking, I always recommend it.

What books influenced my life and how?

“Enrico IV” of Pirandello is an Italian book that conveys the importance of the “point of view” of the people and the importance of the folly

Who are my favorite writers?

I find value in all stories or books that I read, so there aren’t writers that I prefer more than others.

You Only Die Once. What music would I listen on my last day?

Italian Music ’70,’80 and ’90..

Who is my hero or heroine in fiction?

Dr. Gregory House, for his disarming honesty and the desire to solve puzzles

Who are my heroes and heroines in real life?

The only heroine of my life will always be my sister, for having endured me and for the strength that she transmits to me every day.

Which movie would i recommend to see once in a lifetime?

Will Hunting or Beautiful mind

What role plays art in my life and work?

Art plays a fundamental role in my life, as art for me also entails music and theater. They make me escape from everyday’s life, so I can come back to it regenerated.

Who is my greatest fan, sponsor, partner in crime?

Dario 2611 (the name is a secret 😉)

Whom would I like to work with in 2019?

With all the team of VINHOOD, my company! 😉

What project, in 2019, am I looking forward to work on?

The main project is to finalize our “Taste engine” to profile and understand the real taste palate of people and help them to discover new tastes.

Where can you see me or my work?

Meet me at our events in Milan, at our clients that use the VINHOOD approach (i.g. Eataly Chicago Store), downloading our App (only for USA people) or on our social media (Facebook (; Instagram ( and website

What do the words “Passion Never Retires” mean to me?

If I can use W. Churchill’s words to answer: “Success Is Going from Failure to Failure Without Losing Your Enthusiasm”; so the passion for me is the first pillar of success.

Which creative heroes should Peter invite to tell their story?

Alessandro Cadoni or Jacopo Mele

How can you contact me?

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