The Differences and Commonalities Between Sweden and the United States

This chapter explores the disparities in how work is perceived and sold in Sweden and the United States, as well as the challenges encountered in Sweden. The speakers highlight the advantages of working with smaller clients in Sweden due to close relationships and trust. However, they also discuss the evolving landscape in Sweden and the potential difficulties in producing quality work. Furthermore, they delve into the similarities between Sweden and Canada based on budget limitations, emphasizing the significance of a strong and uncomplicated concept that can gain traction on broadcast channels and generate earned media.