Around four years ago, I worked on a large-scale project developing a nation branding strategy for Latvia, where I lived before moving to Sweden. Nation branding, in simple terms, is about how a country understands itself and how it presents that understanding to the outside world, with clear objectives in mind. On paper, this may sound straightforward. In practice, it is anything but. Reaching a shared story required extensive work across public institutions, private compani

Public organisations and private companies invest significant time and resources in innovation related to sustainability, transition, and long-term resilience. Strategies are defined. Programmes and solutions are launched. Yet progress often slows well before meaningful results are achieved. This gap is visible in the data. Global assessments consistently show a difference between stated commitments and actual outcomes. Analysis referenced by the World Economic Forum* indicat