♦ The Romanian market is «too small, slow and conservative»; Rapid output on foreign markets is essential for survival and success ♦ The lack of a culture of strong sales, the fear of being rejected or seeming insistent are specific challenges in Romania and in the region. Companies in Romania – of technology or not – which aim for long -term success must adopt a clear strategy: intensive use of all available technologies, including artificial intelligence (AI), to become agile and competitive globally, but without forgetting that major strategic decisions and millions of dollars are based on human trust and connection. This is one of the key messages transmitted by Ken Morse, founding general manager of the Martin Trust Center for Entrepreneurship, series entrepreneur and former innovation counselor of President Barack Obama, in an interview with ZF. Morse has recently been in Romania at the BCR invitation to hold a global sales masterclass for local entrepreneurs. Returning to Romania after more than a decade since the first workshops held here for local entrepreneurs, Ken Morse emphasizes the pressing need for Romanian companies to look beyond the country's borders. «The Romanian market is slow, conservative, cheap. If you want to build a successful company, you have to get out of the Romanian market as soon as possible,» said Ken Morse. In the context of intense discussions about AI impact, the American expert urges companies to integrate new technologies to remain competitive. «The important part is that, in order for the Romanian companies to become global and get a sustainable increase at international level, they will have to use absolutely any technology available to be competitive from the cost of costs and to be more agile.» However, he warns against the belief that you will completely replace human interaction in complex selling processes and strategic decisions. Based on his extensive experience, including the conclusion of significant contracts in difficult periods such as the Covid-19 pandemic, Morse argues that the face-to-face confidence is irreplaceable. He told how an unconventional discussion, held, in an snowy parking lot, with the CEO of a potential customer company, was essential to build the necessary confidence of a subsequent $ 20 million investment in a factory based on his company's technology. «That contract would never have been signed without two business leaders to look in the eyes and establish that human connection.» Are we ready to start? «I don't think this fundamental aspect will change,» Morse pointed out. «Big companies, well managed, with sales of billions of dollars, will not make investment decisions of $ 20 million, talking to a software robot. Kerosen «. Ken Morse compares the current effervescence with that around the appearance of PCs and the Internet. «And then it was as much agitation:» Oh, this will change everything! We will lose our jobs! «. Reality, however, was that technology became a basic utility, increasing productivity and transforming jobs, not necessarily eliminating them massively. «Intelligent, working and flexible people will continue to be extremely sought after,» he believes, adding that you need human expertise to be truly valuable. «Fundamentally, we will become more productive. Some people will feel uncomfortable for a period, because they will have to learn new things.» Beyond technology, global success also depends on the overcoming of cultural and psychological barriers. Morse observes that, in the region, sales culture is not as developed or appreciated as in hubs such as Silicon Valley or Boston in the United States. Frequent problems are the fear of rejection, manifested by replies such as «not things are done to us», and the reluctance of being perceived as «insistent». It reiterates the crucial importance of sales: «The definition of innovation is: invention multiplied for sale. If one of the factors is zero, the impact is zero.» What Ken Morse said in the interview about: ► The importance of the face -to -face negotiations: I give you a concrete example. I have been to the Advisory Council of a company for eight years. I had an excellent potential customer who wanted to make a strategic decision to adopt our solutions. It was during the Covid pandemic. There is a limit to what you can only achieve through PowerPoint and Zoom. So I got on the plane and visited them. In the meeting room, people were staying at a distance, wore masks. It was, in fact, an excellent time for flights in the US – there were three people on the plane, not as now. I had the presentation, the discussions, and in the end everyone seemed convinced to go on with us. When we were preparing to leave, I was accompanied by the person who had facilitated our initial contact. Arriving in the parking lot, I said, «Wait, don't start the car. Isn't the manager's car next to us? Yes. Let's wait for him.» I waited 10 minutes – which for my colleague seemed eternity. When the general manager appeared, I spoke in the parking lot, in the snow. It may seem strange, but he was healthy at that time. And that conversation has built the confidence necessary for them to invest considerable amounts later. I now build a factory of $ 20 million based on our technology. This would never have happened without two business leaders looking in the eye and establishing that human connection. «Are we ready to start?». I don't think this aspect will change fundamentally. ► The teams in the companies – therefore, the best predictive indicator for the success of a company is, first of all, the existence of a team – companies run by a single person, man or woman, simply never succeed. But if it is a team made up of people with similar visions, which cover different disciplines, this is the first essential element. Secondly, great ambition and reduced ego. This is very important, because it means they will be ambitious for the company, not for themselves. ► The moment to start your own company – I would add something: young graduates should not start business immediately after completing the studies. The university teaches you how to think, but not necessarily how to put things into practice. You learn how to execute by working in well -managed companies, ideal in fast -growing companies, and only then launch your own business. You will also have better access to customers if you have already worked with them. It is essential to know the market, to know the relevant people in the market and to be known in that market. So, is Romania a good place to start a company if you meet these criteria – young adults (not children), ambitious team and technology? It's an excellent place. You are in the European Union, you have customers who need your products or services and allow themselves to pay. ► Do you have – so, do we live a revolution? Yes. Is there much exaggerated enthusiasm (hype)? Yes. Is it having something permanent or just a transient trend, like a particular fashion? No, it is here to stay, there is no way to return. Will our jobs fundamentally change? Intelligent, working and flexible people will continue to be extremely sought after. In contrast, those in the great government bureaucrats who may not be very productive, those could be replaced by technology faster than the time they will have the age to retire. Of course, this is just my opinion.