How do we take something we believe in and make it happen? What helps us take the risks to make a difference in what we do? Jem is a true pioneer! A top female wine maker in Tuscany, breaking new ground in her profession whilst overcoming huge hurdles like climate change and Covid 19. She grew up in a small apple farming region in Boston, then founded her own boutique, organic winery Catello Poggiarello in Tuscany. She an ex-wine importer and wine consultant advising on branding and strategy in the industry. “Don’t do different for difference sake”. This is a story of how to stay determined whilst being OK with being “an outsider”. She shares her top tips for believing in yourself, your idea and being different!