Global business
By Dr. Selim Erhan, TLT Editor | TLT From the Editor February 2026
To be successful in marketing, we really have to pay attention to customer satisfaction and respect.
We have a close friend whose son was getting married in the Philippines. They invited us to the wedding, too. We had never been to Asia as tourists, mostly because of the long distances and short vacation times. But as we are now retired the biggest obstacle was out of the way, and we cheerfully planned our travel. We added Thailand, Singapore and Bali to our itinerary partly also to avoid the Chicago winter. We have been traveling in Asia for over a month now. I have visited Japan, Malesia and Korea for business, but they were brief and a glimpse of a bigger picture.
Now we have been observing much closer and seeing a much bigger picture. Part of what we see and learn is good for our spiritual development, and part is also, I believe, good for the business world. The business world of course is a combination of technical solutions to needs, marketing strategies and financial goals. To be successful in marketing, we really have to pay attention to customer satisfaction. If we provide a service that is appreciated by the receiver, we have a satisfying business and we gain personal satisfaction, which is a great source of happiness and content. It becomes a win-win solution.
Of course, customer satisfaction is very tightly connected to the habits, customs, living conditions, climate, religion and governmental activities. All have a big influence on the way people conduct their lives, businesses and value service. But there is a common connection between all people that transcends all the above factors and also time. This connection is respect.
We have met people from many countries, religions, ethnic backgrounds, colors and shapes. But inside we are all the same. This makes it easy to understand each other. We have always been the same! We go back to written documents from 2,000 years, 5,000 years and now with new findings 13,000 years, and we read that the thoughts, desires and conducts of people have always been the same. A business plan that is set on honesty, respect and a win-win approach will not have to be changed in five, 10 or even thousands of years. A smile, a polite gesture carries the same warmth and is received by the same appreciation wherever one goes or whenever one receives visitors. So why not extend the “happy wife, happy life” (and I can attest the same is for husbands) statement to our business planning?
A good example was during our flights between our destinations to Bangkok, islands in Thailand and Singapore. They were all short flights, between an hour to two hours. But in that one hour every time we were served a delicious hot lunch with beverages, beer and wine in economy class. These airlines did not seem like they were going bankrupt, and the staff was very pleasant, nicely dressed. The seats were not insanely narrow to make more profits. Instead of being upset or angry at being treated like boxes on a truck, these trips were a joy, a comfortable relaxing part of a bigger picture. Most cities and towns were not as rich as in some other countries, but we did not see any arguments, unpleasant looks or displays of anger. Traffic at times seemed very chaotic but never saw anyone getting upset. Drivers were respectful and calm against violations that would lead to road rage in some other countries we know.
This showed me that people adapt to outside conditions relatively easily. It is what is inside of us that we must align and connect with others to build happier lives and better businesses. What is good for us is also good for every other person.
Dr. Selim Erhan is president of Erbur Solutions in Trout Valley, Ill. You can reach him at selim.erhan@outlook.com.