The Dutch Difference in a Changing World

As I scroll through my LinkedIn feed these days, I sometimes get flashbacks to the 1990s, when we used to save business cards in a Rolodex. I’m well aware that for people born in the younger generation, a Rolodex may be a completely foreign concept; and it’s true that having a physical place to store business cards may be an anachronism in an age of social media.?

However, I also believe that the basic necessity of building and maintaining human relationships has remained a constant. As I wrote in my previous article , the deeper human dimension of site selection can be the most important. Back when I first started working for the Netherlands Foreign Investment Agency (NFIA) in the early 90s, we created these connections with the help of a Rolodex. In 2022, we do it with a simple click to request a new connection on LinkedIn. To me, it’s a reminder of how much has changed in our business world – and how much hasn’t.?

These recollections bring me to share some personal news: After serving for five years as the Director and Head of the New York office at NFIA, it’s time for me to pass the baton to new leadership and transition to the next chapter of my career.??

Before I depart, I’d like to share some reflections on what I’ve learned throughout my years of working with American companies to invest in the Netherlands.?

Cultural differences and perceptions matter?

I landed in the United States to work for NFIA in 1993, (see Newsletter from 1994 announcing my arrival at NFIA!) coming straight from the Netherlands, where I had been employed in the Dutch Ministry of Economic Affairs. Although it was my first job overseas, I felt prepared for the role in part by my own international education growing up.?

Back then, some American companies had an eye on Europe while many others didn’t (the same is true today). For American executives who were looking to expand in the European market, we found that they could get different European countries confused. On the other hand, some executives would attribute certain qualities to a country like the Netherlands based on broader perceptions about Dutch culture. These perceptions could be flattering, or otherwise; they could be accurate, or wildly off the mark. In any case, these experiences taught me several invaluable lessons about why we need to be aware of cultural differences.?

First, cultural differences matter because people are sensitive to them. During my time working and living on the U.S. East Coast, I’ve discovered that Bostonians have a unique set of cultural touchstones, while New Yorkers have their own. So, when I speak with companies in different cities, I try to keep in mind that people in each city have their own culture, their own sources of pride and their own preference for how they want to be addressed and understood. People don’t want to be lumped together with others unfairly.?

Second, cultural differences can be durable. Although we’ve never had more access to information, many of us still operate with notions of other countries or places that are often outdated. When people think of the Netherlands, they think of traditional, old-fashioned windmills – when perhaps a more representative symbol for the Netherlands today would be a wind energy turbine. Part of my job at NFIA has entailed educating companies about major advancements and developments in the Netherlands, where bright minds and bold businesses are innovating and building smart, sustainable solutions for the future.?

Third, cultural differences can offer a unique advantage. For example, the Dutch are known for being straightforward and direct. This style of communicating proves highly beneficial for foreign companies looking to enter the European market for the first time. Businesses know they can rely on the Netherlands for clear, unambiguous language to cut through all the complex details involved in large investment projects.?

The rewards of going Dutch go both ways?

Between 1997 and 2017, my career took me elsewhere. During this hiatus, I worked for innovative companies like IBM, Capgemini and Siemens. This was substantive, interesting work, but what ultimately brought me back to NFIA’s New York office was the realization that nothing could replace the feeling of working for your own country. NFIA allowed me to bring together businesses in the Netherlands and beyond. It is incredibly rewarding to see an American company accelerate their business and benefit people and the planet by bringing new jobs, new knowledge and new R&D to my home country. Simultaneously, the Netherlands enables these companies to find the right talent and resources to achieve success.?

I know that the work I’m doing is impactful and will make a real difference. This passion has fueled my work for NFIA over the past five years. I’ve worked on countless projects but a few stick out in my memory.?

Based in New York, insurtech company Lemonade was designed for the 21st century. When the time came to set up a European headquarters, we worked closely with Lemonade to support their vision. We understood that they didn’t need a large back office with hundreds of people – artificial intelligence can now fill those roles, while opening up new possibilities for business growth. This shared mindset focused on innovative solutions, coupled with the extensive nature of Dutch support, convinced Lemonade to land in Amsterdam, where it is pioneering a smarter future for the insurance industry.?

Massachusetts-based Locus Robotics , a leader in warehouse robotics automation, is another example. Looking to access the European market, Locus found a natural partner in the Netherlands. Positioned in the heart of the Dutch logistics and high-tech ecosystems, Locus is able to expand its customer base while advancing the Netherlands’ robotics and AI innovation landscape. To me, it’s clear that investing in Holland is a win-win proposition for both the company and my home country.?

The right team can make a difference?

I’ve been privileged to work with amazing people over the years – not just within NFIA, but across the entire Invest in Holland network. One of the most consistent pieces of feedback we hear from clients is that the Netherlands is exceptionally responsive compared to other countries. This is especially vital when investment projects can take years to complete.?

What’s the secret? At NFIA, we’ve earned a reputation for being quick to make initial contact with companies looking to grow in Europe. We’re also ahead of the curve when it comes to connecting businesses with the government agencies, regional partners and industry networks they need to hit the ground running in the Netherlands. Our highly efficient and business-oriented focus makes a difference; NFIA and the larger Dutch government have been in the investment promotion business for decades, but we recognize that we need to be flexible and constantly innovative to accommodate new situations.?

?The establishment of New Jersey-based Bristol Myers Squibb’s cell therapy facility in Leiden is a perfect example. Working between our offices in New York and London, NFIA provided BMS and their site selection partner JLL with all the information they needed to make a decision about where to settle in Europe. And did I mention this happened at the height of the pandemic? I’m incredibly proud of our international team for bringing this project to fruition despite the challenges of limited travel, lockdowns and quarantines.?

This is where the Netherlands’ relatively small geographic size becomes a strength, since it means everyone knows each other. All of the regional agencies in the Invest in Holland network work in concert with NFIA, and it’s easy to share information with an industry partner like the Holland International Distribution Council . I’m not exaggerating when I say that the Invest in Holland network is like a big family. It makes a difference when you’re able to get everyone involved in a project, focus the same goals each year and work together every day on a person-to-person level.?

Looking ahead?

As I depart from my post at NFIA, I’m excited about where the New York office is headed under its new leadership. As the incoming Head of NFIA New York, Jacqueline (Jacqie) Weber will bring a deep knowledge of tech innovation, international business development and high-impact foreign investment to work with companies based in the Northeastern United States.?

This is a vital time for companies and ecosystems on both sides of the Atlantic. The Netherlands has fostered a world-class ecosystem for innovation and sustainability, which more U.S.-based companies are starting to notice. Meanwhile, the dynamics on the U.S. East Coast are nothing short of amazing, with new companies popping up in cities like New York and Boston every year. The days of Rolodexes may be long gone, but it’s more important than ever to cultivate meaningful relationships that can lead to future opportunities.?

NFIA is eager to work with companies that are ready to contribute to a smarter, more sustainable world. It will be a challenge to keep up with the rapid pace of change, but it’s a challenge I know the Invest in Holland team is prepared to meet. And with that I say: “Till we meet again!”?