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What it takes to be the among the best

Arzak is one of the top fifty restaurants in the world. It’s a family restaurant located at the top of a hill in Donostia, Basque Country, in Spain.

Arzak has been awarded three Michelin stars since 1989.

He’s travelled all over the world to eat at the best restaurants and bring back the best ideas to transform Basque cuisine.

Once he said “I bring what I see in Japan or in any other country and I translate it into what Basque people love to eat. I’m Basque, and that’s how I think about food.”

The closer you can get to your audience, the easier it is to bring them the best. What is the common ground between you and them? How can you translate knowledge and information that’s out there for them to use in a way that they can appreciate and enjoy?

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