In today's world, international cooperation extends far beyond formal negotiations and economic agreements. Today, the success of projects increasingly depends on the ability to understand the culture, values, and thinking of people on both sides of the border.
Today's guest of Global Art magazine is Liga Siceva, an international expert in international relations development, representative of the Latvian Chamber of Commerce and Industry in Azerbaijan, partner and director of international cooperation at Powerhouse Latvia, lecturer, and author of international projects that combine business, education, and cultural diplomacy.
In an exclusive conversation with Jamala Nakhchivani, the Editor-in-Chief of Global Art Magazine, Liga Siceva discussed how international bridges are built between countries, why creativity is a vital tool for leaders, and the role Azerbaijan plays in contemporary international dialogue.
— Ms Siceva, welcome to Global Art Magazine! Please tell us about yourself and your activiy.
— Thank you very much for the invitation. It's an honor for me.
First and foremost, my work revolves around international relations and the development of cooperation between countries, organizations, and people. I work on projects that bring together various countries in matters of business, strategic development, investment, education, and international partnership. It has always been important to me not just to establish business connections, but to build sustainable relationships based on trust, mutual respect, and an understanding of each other's cultural characteristics.
Today, I represent the Latvian Chamber of Commerce and Industry in Azerbaijan, am a partner and director of international cooperation at Powerhouse Latvia, and lecture at universities on international projects, international finance, and topics related to international cooperation, strategy, and development.
The LEF Network Azerbaijan, implemented jointly with the Caspian Energy Club, project holds a special place in my professional life. It is very close to my heart, as I was the author of its concept and implementation strategy. The main idea was to create a cooperation platform between four countries: Latvia, Finland, Estonia and Azerbaijan.
— What made the LEF Network Azerbaijan project unique?
— First of all, its scale and diversity. When two countries interact, it requires a deep understanding of different cultures, traditions, and approaches to work. But when we're talking about four countries simultaneously, the task becomes significantly more complex and at the same time more interesting. These are four different cultures, four modes of thought, four value systems. Here, it's important to understand not only the official mechanisms of cooperation but also human psychology, communication patterns, and national character. It's crucial to remember that each person first represents themselves, then their organization, and then their country. That's why international projects require special attention to detail and the ability to maintain a balance between different cultural traditions. For me, this project was also special because it seamlessly intertwined business, culture, education, and human relations.
— Was the forum in Baku one of the project's highlights?
— Yes, absolutely. I wanted the project's final event to go beyond just official speeches and a discussion of the results. My long-held dream was to show people the beauty and uniqueness of the cultures of all the participating countries. I am very grateful to our partners from Finland, with whom we co-organized this event.
Latvian singer Agnese Rakovska, who represented Latvia at the international Eurovision contest, came to the forum in Baku. She performed for the forum participants and presented Latvian culture through music. A quartet of musicians also performed works by Latvian, Finnish, and Estonian composers. It was very important and touching for me that guests could hear the music of our countries in the heart of Baku. The program included works by the outstanding Latvian composer Emils Dārziņš, including his famous "Melancholic Waltz," which I love very much. (Editor's note: You can listen to the waltz at this link: https://www.youtube.com/watch?v=JCAakhvNeTE )
But equally important was the presentation of Azerbaijani culture. At the end of the evening, guests enjoyed national Azerbaijani dances and traditional music. A particularly touching moment was that by the end, people from different countries no longer felt like mere forum participants. They danced, sang, chatted, and rejoiced together. It was a moment of true human unity. It was then that I felt our idea had truly come to fruition.
— So, culture was an integral part of the project?
— Absolutely. After all, the concept of culture is much broader than is commonly believed. When we talk about culture, we often think of music, painting, literature, or theater. But there is also a culture of communication, a culture of thinking, a culture of decision-making, and a culture of business.
I really like Erin Meyer's book, "The Culture Map." She explains in detail how representatives of different countries perceive information, build communication, and make decisions. If an international project manager understands these differences, managing collaboration becomes significantly easier.
For example, Finns are usually extremely polite and tactful. If they aren't specifically given the floor at a partner meeting, they may calmly remain silent until the end of the discussion. Not because they have nothing to say, but because they don't interrupt and wait for an invitation to engage in dialogue. If you don't understand this characteristic, you might mistakenly conclude that the person is not interested in the discussion. Estonians, on the other hand, are straightforward and pragmatic. They will honestly tell you what went well and what needs improvement. There are cultures that communicate directly, and cultures where much is conveyed through context and hints. As I see it, Azerbaijan also possesses this beautiful quality of subtle diplomatic communication. Over time, I've learned to understand these nuances with my mind and heart.
Liga Siceva and Vaira Vike-Freiberga, former President of Latvia
— Ms Siceva, how important is it to study a country's culture before beginning cooperation?
— It's absolutely essential. When I begin building a new international bridge between countries, the first step is so-called field research.
You can read dozens of books and analytical reports, study media publications, but real life always proves deeper and more multifaceted. Therefore, I try to visit the country in person, meet people, feel the atmosphere, and observe everyday life.
First, we study the economy, history, and structure of the state. Then we move on to culture, art, and national characteristics. After that, we begin to analyze the business environment and business culture.
Many important details cannot be learned from books. They can only be understood through face-to-face interaction, excursions, meetings, conversations, and observations. Sometimes it is precisely these nuances that prove to be the key to successful cooperation.
— You often speak about Azerbaijan abroad. What aspects do you consider particularly important?
— Sometimes I encounter people with very superficial perceptions of Azerbaijan. Sometimes they say to me, "But it's a Muslim country. How freely can women realize themselves there?"
Then I always respond: before jumping to conclusions, it's worth studying history. Azerbaijan was the first country in the Muslim world to grant women the right to vote. This is a very important fact, but not everyone knows it.
I always emphasize that modern Azerbaijani women are successful in their work, engaged in business, art, education, and public activities.
But for me, something even more important is that leadership is never determined by gender. Some people, regardless of gender, are naturally weak, and it's difficult to develop them into leaders. True leadership is determined by personality, knowledge, character, responsibility, and the ability to inspire others. If a person has talent, charisma, and a desire to develop, they will definitely achieve results.
— Despite your serious international work, creativity has always been a part of your life. Tell us how it influences your work?
— Very much so. Although many perceive me primarily as a businessman, creativity has always been a part of my life. I graduated from art school and spent seven years working in the arts. I especially enjoyed black-and-white graphics.
It was then that I developed a special appreciation for creativity as a way of thinking. For me, creativity isn't just painting or music. It's the ability to see everyday things differently.
Let's say we're preparing an invitation to an international forum. We could create a standard document with a logo and text. Or we could think about the visual concept, the atmosphere, the emotions that will evoke in people even before the event begins. The same applies to projects.
Any strategy starts with numbers, analytics, KPIs, and calculations. But within these frameworks, there's always room for ideas. I constantly ask myself: how do I make a project memorable? How do I create a special atmosphere? How do I make sure people remember this event years later? Creativity helps me find the answers.
— Can we say that creative thinking helps solve problems?
— Absolutely. Unusual situations constantly arise in international projects: flights are cancelled, event programs are changed, force majeure occurs. I've never been one for panic. If a flight is canceled, it means you have to find a new solution. Perhaps organize an additional excursion, meeting, or cultural program.
For me, creativity is also the ability to see opportunities where others see obstacles. No matter what happens, you can always come up with a new scenario. If playing the piano doesn't work out, we'll sing. If one plan doesn't work out, we'll create another. The main thing is to maintain inner calm and not be afraid of change.
— Ms Siceva, you also write poetry...
— Yes, that's true. I used to write poetry much more often. Back then, there were more emotions, experiences, and philosophical reflections.
Today, I increasingly think about writing a book about the projects in my life. Sometimes I even think it could be called "Planes in My Life" (laughs). Because a huge number of amazing stories have happened during travel and business trips. Each project brings acquaintances, meetings, and events that couldn't have been imagined in advance. Sometimes you meet someone at the airport, talk to them for a few hours, and then never see them again. But that conversation stays with you for life. I think it's moments like these that truly shape a person's story.
Blitz
— Your favorite artist?
— Vilhelms Purvītis (Editor's note: one of the founders of modern Latvian painting.)
— Your favorite painting?
— "Early Spring" (Agrs pavasaris).
"Early Spring" by Vilhelms Purvītis
— What made you fall in love with art?
— Creative freedom. I've always loved how art allows people to create their own world. For example, if in ceramics and pottery classes everyone was assigned to make an ordinary vase, I wanted to come up with something completely different. That's why contemporary art appeals to me. Everyone can find their own meaning in it.
— A book you would recommend to our readers?
— For anyone interested in international relations and culture, I would recommend "The Culture Map" by Erin Meyer. It's one of the best books on intercultural communication and understanding how people from different countries think.
— What do you value most in people?
— Honesty and freedom.
— When you feel truly yourself happy?
— When I'm outdoors, in the mountains, and spending time with my family.
— What color do you associate with Baku?
— The colors of the Azerbaijani flag. Green, red, and blue. For me, blue represents freedom and the sky. Green is especially close to me, and red always symbolizes energy and forward movement.
— What would you wish for Global Art magazine?
— I wish Global Art magazine continued international development, inspiring projects, and exciting encounters with interesting people from all over the world. May the magazine continue to unite cultures, countries, and talented individuals, creating a space for genuine dialogue through art and creativity.
— Thank you! We wish you great success and the fulfillment of all your plans!
— Thank you very much!
Liga Siceva and Jamala Nakhchivani, Editor-in-Chief of Global Art magazine
Interview conducted by Jamala Nakhchivani, Editor-in-Chief of Global Art magazine
