Transatlantic Success Is a Personal Relationship

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.