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Start at Zero
My only visit to Moscow was to the local offices of the largest beer brewer in the world for a conversation about zero budgeting.
At the time, I was the COO for a supermarket business in Bulgaria, and our CEO for Europe, a former executive of this beer brewer, inspired my European peers and me to visit and learn from them. This was in 2012 when Putin hadn’t completely lost his mind yet (No offense, Vladimir, if you’re reading this).
Beyond this primary purpose for visiting Moscow, I discovered many lessons about the city and Russia. The city was booming with vibrancy and dynamism, comparable to the energy felt in Central Europe after the fall of the wall.
Witnessing people eager to grow, learn, and create a better future for themselves and others was invigorating.
This eagerness to improve fills me with excitement. It’s why I love emerging markets.
On different levels, I noted the tremendous potential for growth in the supermarket business, the vast gap between rich and poor, the surprisingly small Kremlin, and the outrageous traffic. I also found the metro stations to be incredible works of art.
When change occurs, it is crucial to guide people along the way. You can offer the latest innovations, but challenges will arise if they aren’t mentally prepared.
Why does this matter for my story?
I saw desperation in the eyes of those unsure where to begin. Transitioning as a consumer from a small 100-square-meter neighborhood store to a massive 20,000-square-meter Auchan hypermarket, bursting with options, is overwhelming.
I witnessed the despair of those unprepared for this revolution. The abundance of choices can be overwhelming when accustomed to a limited selection of local products.
This scenario is fascinating, overwhelming, scary, and exhilarating for us humans. It requires immense resilience and flexibility of mind — the ability to let go of the past, embrace the unknown, and navigate the messy transition.
