Beyond Borders: The Power of Kindness and Trust in International Trade

When in 2002 I was interviewed by a group of British business leaders for the Executive Director’s role at the British Chamber of Commerce in Lithuania, I didn’t have a deep knowledge of running a bilateral business organisation. But what I did have inside me - was an admiration for England, its culture, traditions, and people – which was sparked in me after my first-ever trip to this country and meeting wonderful people out there. 

I remember, in that interview, I let my passion show naturally. After a set of questions addressed to me by the interviewers, a British gentleman, who was the Chairman of the organisation, looked at me and said, "I can see that your passion is larger than life—you can do it!" With those words of confidence, I was accepted, and for the next 17 years, I thrived in that role.  

Sandra Kundrote, Asta Jasaite Photography

Looking back, the real magic lay in the trust that surrounded me right from the beginning.  

As a young professional, stepping into an environment where people believed in me, I felt an enormous responsibility to repay that trust. 

Through hard work, constant learning, and encouragement, I grew as a leader and as a person, and I always did my best to surround my younger colleagues with trust, respect and empathy. I’m proud to say that as a result, we built an organisation that became highly successful, with a strong and satisfied membership base. 

And I believe we succeeded because kindness was always at the core of our work, guiding us even in challenging moments.  

When we think of kindness, we associate it with empathy, generosity, and compassion - qualities that come with no expectation of return. But not everyone views kindness as a strength, unfortunately even today. Growing up in Soviet Lithuania until 15, I was taught that "boys don’t cry," and if they did, they were seen as weak. Kindness and empathy were often viewed as vulnerabilities, while toughness and emotional control were valued above all else. 

Unfortunately, these beliefs shaping a mindset where kindness seems incompatible with strength, exist today. We witness similar attitudes in global contexts, where some players still see kindness as a weakness to be exploited. This is happening in International politics, and in the business world just to name a few.  

But I’ve come to believe that kindness is essential in cross-border cooperation in any field and business. When we engage with kindness, we cultivate trust and openness - qualities that transcend borders and allow us to work through challenges together. 

In international business, kindness isn’t weakness; it’s a powerful tool for building resilient partnerships that foster mutual success.  

For example, in Lithuania, we often compete with larger Central and Eastern European markets for international investment. I remember a UK investor who ultimately chose Lithuania against a much larger market in the region, explaining that it was because “Lithuania wanted us more”. That sentiment translated into efforts to build trust, to show genuine interest, and to say, “We’re in this together”. This is a perfect example of kindness in action, and it leads to strong, lasting partnerships.  

For smaller companies entering cross-border collaborations, kindness has an incredible effect. When we are kind and trust each other, we go that extra mile, support each other, and remove barriers. We’re open, transparent, and driven to help our clients succeed - because in the end, their success is our success. Kindness helps everyone win, and in an increasingly connected world, this is a strength that cannot be overstated.