Chapter 9
Sweden, Germany, and Belgium
“People are more open to sharing their feelings than in previous generations.” (77% agree)
Sweden's version of Mardi Gras comes with creampuffs. On Fat Tuesday in Stockholm, they are as common as plastic beads at a New Orleans parade, and so airy that you hardly feel weighed down by the first five or six. When we arrived on this holiday, Maria Ziv met us with a plate of these pastries—called semla—and steaming cups of coffee. After a shivering walk, these treats made us feel welcome—which was appropriate, considering that it's Maria's job to make the entire world feel welcome in Sweden.
As marketing chief ...
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