In these challenging times, with the ongoing conflict in Ukraine spanning over 1.5 years, the repercussions have reverberated across Europe, particularly affecting the Baltic States, Finland, and the United States. By now we have accepted that this war will go on probably for a long time. The economy is shaken because of this war and it is more important than ever to work together and save humanity from this current insanity.
Over 16 years of building business and community transatlantic relationships has shown me more than ever before that it is all about personal relationships. This is very hard for many European business people to understand, especially in small countries like Estonia. There is a famous old saying: “It is nothing personal, it is just business!” and this is a motto of convenience in a business world not to follow good things but to excuse morally bad actions to others because of greed and financial gain.
However, this mentality is illsuited for transatlantic commerce. American society thrives on communal bonds, relationships, and mutual support. NBA Hall of Fame Class 2023 inductee, San Antonio Spurs head coach Gregg Popovich said in his acceptance speech “All of those Os and Xs, everybody knows them, be yourself, wins and loses, highs and lows, they fade away, it’s all about relationships you take with you”.
Baltic and Nordic businesses need to support and understand – relationships are the key, not only in business but via business. It is often said when you know someone better, you treat them better. This is the power of relationship building.
