ESTONIA

The northernmost, smallest and least populous – with little more than 1.3 million inhabitants – of the three Baltic countries, Estonia lies on both the eastern shore of the Baltic Sea and the southern shore of the Gulf of Finland. Its capital, Tallinn, is only a 55-mile ferry ride away from Helsinki. Closely related to the Finns, whom they tend to resemble physically, Estonians speak a Finno-Ugric language which, while closely related to Finnish, is nonetheless barely understood by Finns when spoken at conversational speed.

Centuries of alternately Danish, Teutonic, Swedish and Russian rule have left their mark on Estonia. The long period of Swedish governance (1558-1710) tends to be remembered favourably as a time when greater rights were given to the peasantry. In contrast, the influence of the Soviets, who controlled Estonia until 1992, is fading fast, allowing room for older Nordic and Germanic influences to re-emerge; although it should be noted that ethnic Russians still comprise a large proportion (26 per cent) of the population.

A proud and individualistic nation, Estonia was denied much international experience during the Soviet years. These days, however, Estonia enjoys an extremely close connection with Europe, perhaps even more so than Finland since joining NATO in 2004. This former communist state has successfully transformed itself into one of the most liberal and, until recently at least, fastest growing economies in the world, with local technological companies such as Skype garnering international exposure. But the current economic crisis has hit Estonia hard: to date, of the 27 EU member states only Latvia and Lithuania, the other two Baltic countries, have been worse affected. Still, Estonia’s tradition of resilience should stand it in good stead in the longer term. Richard Lewis, on whose writing and ideas this column is based, offers the following advice for enjoying smooth relations in this enterprising country:

BE ORGANISED. In business, Estonians generally come across as calm, level-headed and well-organised.  Estonia’s rapid economic rise is a tribute to the efficient way in which the country restructured itself and developed a well-run market economy after gaining independence. At work you will encounter punctual, fast-moving performers who do as they say they will. Show that you too can act in an orderly fashion – and you will go far with them.

USE FACTS AND FIGURES. Back up arguments with logic and data, rather than trying to sail through on pure enthusiasm and feelings. Arrive well-prepared with all the relevant information.

UNDERSTAND UNDERLYING VALUES. At a recent international conference on the global financial crisis, a former Estonian Prime Minister went against the tide of excuses offered by other participants to say, effectively, that all of us are guilty – we are now paying for our sins. The Lutheran ethics of admitting your sins, working hard, not being extravagant and being tidy and clean are firmly rooted in Estonian society. Take them into consideration in your dealings.

AVOID COMPARISONS WITH SURROUNDING COUNTRIES. This is good advice in any country, but particularly applicable to Estonia with respect to its Finnish, Latvian and Lithuanian neighbors. Learning from others comes naturally to Estonians, but they are at the same time – and justifiably so – proud of their independence, national identity and capabilities. Demonstrate respect for their nation’s unique successes. 

SHOW ENERGY Action-orientation and the ability to quickly implement decisions are admired qualities. A great deal of power lies with young Estonians who have experienced rapid progress and growth. This is a nation used to speed, full of exceptionally high achievers with little patience for slowness. Exhibit similar traits and you will gain in status in their eyes.

ATTUNE YOURSELF TO A DIFFERENT COMMUNICATION PATTERN. While quick in action, Estonians have a tendency to be slow in speech, so be prepared for silences, minimal feedback and a more introverted style than the one you may be used to.  Silence can be positive as well as negative. Don’t interrupt, and be sure to give enough physical and mental space – don’t get too tactile or rhetorical.

BUILD CONNECTIONS. Estonia is a small country with even smaller business circles. Everyone tends to know everyone else, and trust may be earned or lost in just a few contacts, so cultivate them carefully.

PRAISE THE RICH CULTURE. Estonia is a well-educated, intellectual nation which is noticeably proud of its music, folklore and art.  Show admiration for this unique cultural spirit and tradition.

BE READY FOR A CRITICAL RESPONSE. There is an understandable cynicism among Estonians regarding power and charisma which occasionally translates into a critical attitude, albeit expressed in a good-mannered way. If met with this, the best approach is to bolster your factual arguments.

SHOW INDIVIDUALITY. Successful and respected leaders tend to be individualistic and rely on their innate creativity.  You will gain points by doing the same.