“TWO YEARS AND ONE MONTH” or “TWO EARS AND ONE MOUTH” PATIENCE IN LISTENING AND BUSINESS DEVELOPMENT

In Libyan business culture, time is often perceived differently than in the West. Deals and partnerships may take years to solidify as trust builds gradually over time. The concept of “two years and one month” represents this extended timeline, in which building trust and fostering relationships may take significantly longer than the West typically anticipates. The “two years” symbolises the long-term relationship-building phase, while “one month” represents the formal business negotiations that may follow once trust is established.

Western companies, with their quarterly targets and rapid decision-making processes, may find this pace frustrating. However, listening to and understanding this dynamic can turn what might seem like a roadblock into an opportunity. By demonstrating patience, respect, and commitment to the relationship over time, Western firms can position themselves as reliable, long-term partners in the eyes of their Libyan counterparts.

In contrast, in the Western world, business relationships often progress more quickly. The emphasis is on delivering measurable results in shorter timeframes, and decisions are made based on data and immediate projections. Thus, for a Libyan company engaging with the West, it is crucial to listen attentively to understand the importance of speed and efficiency that drives Western business practices.

‘Two years and one month’ or “Two ears and one mouth” Whilst the two phrases are similar in Libya the differences are important

During Libyan business and commercial engagement with the West, the ability to listen is far more valuable than speaking. Listening fosters a deeper understanding of cultural nuances, business practices, and the specific needs of Libyan partners. By prioritising listening, Western businesses can build trust, demonstrate respect for Libya’s unique challenges and perspectives, and identify areas for meaningful collaboration. This approach not only enhances mutual respect but also creates a foundation for sustainable partnerships, where solutions are tailored to local realities rather than imposed from external viewpoints.

INTRODUCTION

In today’s interconnected global economy, effective communication is a cornerstone of success, especially when engaging in business development. But while communicating information is essential, it is often the ability to listen that defines the path to lasting relationships and sustainable business growth. This is particularly evident when comparing business practices in Libya—to those in Western countries. The cultural, historical, and ethical differences that shape the way individuals and companies operate across these regions reveal why listening is not just important but indispensable.

THE IMPORTANCE OF LISTENING WHEN RESPONDING TO REQUESTS FOR INFORMATION

When engaging in business, requests for information are often the initial point of contact that lays the foundation for future interactions. In Libya the significance of such requests often extends beyond the immediate business transaction. Here, relationships are built over time, and trust is paramount. Answering a request for information in this context requires not only providing the necessary data but also understanding the underlying relational expectations.

“We must recognise that, since the Arab Spring of 2011/12, Libya remains on a steep learning curve. While engagement is a two-way process, it’s crucial to acknowledge the significant need for knowledge transfer to support efficient business practices. This presents a unique opportunity to help Libya understand and adapt to the intricacies of international business, fostering growth and collaboration”

Western business practices, particularly in countries like the US. or Europe, tend to emphasis efficiency, speed, and clarity. Here, the response to a request for information is often concise, direct, and factual, prioritising the immediate transaction or project at hand. However, in Libya, such an approach may be perceived as impersonal or even dismissive, as the cultural norm favors a more conversational, respectful tone, where information exchange is part of a broader trust-building process.

Listening carefully to the tone, phrasing, and implicit expectations behind a request for information in Libya allows for responses that are more aligned with the cultural and relational nuances, helping to foster trust and long-term collaboration. Failing to listen, on the other hand, can lead to misunderstandings or missed opportunities, as it may seem like the responder is solely focused on transactional gain rather than a mutually beneficial relationship.

LISTENING AS A TOOL FOR BUSINESS DEVELOPMENT AND COMMUNICATION

In the context of Libyan business development, listening is even more critical, as it provides insight into the needs, desires, and concerns of potential partners. In Libya, business decisions are deeply rooted in the nation’s history, culture, and societal values. Business leaders often make decisions based not solely on profitability or immediate gains but on the long-term relationships and reputational impacts of their choices.

The Western world, with its emphasis on contracts, measurable outcomes, and key performance indicators, may sometimes overlook these softer aspects of business. In contrast, Libyan business culture places a higher premium on personal rapport and understanding the context of each party’s needs. For a Western company looking to expand into Libya, developing an understanding of this cultural ethos through active listening is essential.

“Some of the most productive events held by TBLBA have been social gatherings where societal interaction has fostered future business relationships”

Listening becomes the gateway to deciphering complex historical and cultural influences that shape business environments. It can reveal, for example, the importance of family ties, loyalty, and honor in business dealings in Libya. In contrast, focusing solely on technicalities, such as pricing or delivery schedules, without acknowledging these underlying principles, can lead to stalled negotiations or failure to close deals.

“we have learnt, often the hard way, the commercial negotiations have to be a secondary part of the business relationship”

CULTURAL AND HISTORICAL AWARENESS: KEYS TO PROGRESSION

By analysing the culture, history, and ethos of a country like Libya, Western businesses can make significant progress in developing effective communication strategies. Libya’s rich history, deeply intertwined with its tribal systems, Islamic traditions, and colonial past, plays a major role in shaping how business is conducted today. These historical and cultural contexts are critical for Western businesses to consider when approaching the Libyan market.

Listening is not just about hearing words—it is about understanding the layers of meaning behind them. For example, Western businesses must grasp that in Libya, personal relationships often carry more weight than written contracts. History shows that businesses thrive when they take the time to understand these deeper cultural connections and demonstrate respect for them.

CONCLUSION

In both Libya and the West, listening is the key to successful communication and business development. While the West may prioritise efficiency, speed, and results, Libya will emphasis relationships, trust, and long-term commitments. By listening deeply and understanding the cultural, historical, and ethical underpinnings of a country’s business practices, companies can bridge gaps, build stronger relationships, and pave the way for sustainable success.

For businesses aiming to expand globally, particularly into regions with different cultural norms like Libya, the “two years and one month” and “two ears, one mouth” scenario’s underscores the value of patience and the art of listening. True progression comes from not just what is said, but what is understood.

TBLBA CONTINUES TO ‘LISTEN’ TO BOTH SIDES HELPING OUR CLIENT BASE EXPERIENCE SUCCESS IN LIBYA