Mrs. Natalia Brzezinski visits Ftrack

Visiting Ftrack & diving into the world of our imaginations

On March 28, 2013, in Sweden, by Ambassador Brzezinski
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Mrs. Natalia Brzezinski visits Ftrack

Most of us have been transfixed by the special effects of a Pixar film or heard the squeals of our children as they faced a scary sea monster peering at them through a movie screen. As the movie industry becomes more technically-enhanced with characters dancing in front of our theater chairs and touching our imaginations in new and innovative ways, it has become more important for the film production process to be streamlined, efficient and cost-effective.

This week, I was able to learn much more about these modern practices by visiting Ftrack, a path-breaking new company that has revolutionized the production and visual effects processes. I was met by CEO Fredrik Limsäter and Chairman of the Board, Eva Redhe Ridderstad, at the spacious, light-infused offices of Ftrack in a modern building in Södermalm, Stockholm’s more bohemian neighborhood and home to many creative and artistic companies.

 
Fredrik told me about the genesis of Ftrack. He worked at a major movie company in Los Angeles and soon realized that the rather long and occasionally cost-bloated visual effects process could be managed in a much better way. He came home to Stockholm and in 2008 developed a state-of-the-art, fully-integrated management platform to oversee all aspects of the production process. Along with a team of brilliant young programmers, he is incessantly improving upon the software to make what’s already a very user-friendly, aesthetically pleasing system even better. The software manages budget, supervises projects, edits images, and controls time and cost in a pragmatic manner. It is a unique development in the field which the company expects to permeate the market.

A tour of through the office space took us on a journey through the raging, blue waters of the Atlantic Ocean to the grassy, cow-speckled knolls of Northern Europe with rubber faces of hairy monsters or swarthy pirates interwoven through the adventure. The marriage of fairy-tale and the most evolved levels of high-tech was truly fascinating and instructive. Sweden is a leading producer of connective technologies and Ftrack is a prime example.

To add to the whimsical and positive energy was Alfred, the son of Ftrack’s CEO who followed us inquisitively throughout the tour, dodging between computers and under desks. Seeing a serious businessmen bring his child to the office and work seamlessly, unperturbed alongside the energetic boy was a lovely sight for me!

Thank you Fredrik and Eva for the generous tour! I cannot wait to see the new dimensions Ftrack will reach in the future!

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Speaking to Microsoft’s Women’s Network

On June 18, 2012, in Natalia, by Ambassador Brzezinski
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Mrs. Brzezinski and Per Adolfsson, VP for Microsoft Sweden

How do we as professional women gain the confidence necessary to speak up for ourselves in the workplace? What is the best way to break down staid gender attitudes and assert oneself as a business leader?  How do we balance being the “perfect” woman who does it all with being happy and effective?

These are just a few of the questions I discussed with a group of talented women when I spoke to Microsoft’s women’s network on Friday. When I first entered the modern, spacious offices— which are now under construction to create a more decentralized, open workspace where all levels and departments sit together with no fixed desks and no “corner office”— I was greeted with a mother on maternity leave and her baby excitedly waiting for my speech. I knew then, it was going to be a great afternoon.

The group ranged from women in their 20s to their 60s, which lent to a rich breadth of personal stories describing the challenges for women 30 years ago compared to the challenges of today and how to overcome them.

One senior level manager described trying to be the perfect mother, wife, hostess and professional which eventually exhausted her and caused her to become profoundly ill. Finally, she realized perfection is impossible.

While another young women described her first meeting as a project leader: It was 13 people, 12 men and her. Of course everyone assumed she was an intern or secretary so they all presented before her without asking her if she had anything to say. When the 12 were finished they opened their iP

hones and tuned out. Then she stood up, asserted that she was the project manager and their superior, and they better listen up. That got their attention, she said.

The assertive and confident nature of Millennial women—those born after 1980— like the one I mention here, gives me so much hope that the young generation will force the workplace to change. This is the first generation to boldly assert that they refuse to just be someone’s wife. Millennials want to be mothers but want that identifying quality to be one of many comprising a multidimensional identity of woman, professional and social influencer.

The key to cultivating young women is mentorship and role models. Private companies like Microsoft are leading the way in this through programs like “Digigirlz”, which creates a summer camp at Microsoft’s offices for girls graduating grade school to promote their interests in IT and science. Microsoft also allows for very flexible work hours to aid both men and women in achieving work-life balance.

The generous and well-organized system of childcare and maternity care in Sweden coupled with the values of openness, diversity and mentorship that American companies bring is a great combination for empowering women, according to one of Microsoft’s senior managers.

As a conclusion, I shared with the group a few things I found to be helpful to me as a young woman. The first is to proactively seek out mentors. Many young women work hard and hope that a senior female will notice them and begin to mentor them, but actually I have found it is the other way around. Second, don’t be afraid to embrace women’s issues and be vocal about promoting women. Finally, always speak up. How many times have you had a great idea that you were afraid to bring up in a staff meeting? Or more importantly, why are women so scared to ask for a promotion or pay raise?

I think ultimately we all need to stop worrying who is judging us in the boardroom or as a mother, who does or does not like us and just go for it and maximize our potential because women have a great deal to offer the world.

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Secretary Clinton’s Historic Visit to Sweden

On June 7, 2012, in Mark, by Ambassador Brzezinski
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Secretary of State Clinton being introduced to Embassy staff by Ambassador and Mrs. Brzezinski

Natalia and I have been in Sweden for less than seven months, but I honestly can not think of any other period of time in my life more packed with excitement than this first half-year in Stockholm.  We have had the time of our lives, and literally every day has been unforgettable.   But just when I thought it could not possibly get any better…the Secretary of State comes to visit!  What an incredible honor – and what an amazing recognition of the importance of our friendship with Sweden, and the high value our most important leaders place on this relationship.  This was the first visit to Sweden in more than 30 years by a U.S. Secretary of State, purely for the purpose of enhancing, deepening, and honoring the relationship between our two countries. And that’s what made it historic.

Swedish-American relations have never been stronger or warmer.  Literally as the Secretary landed on the coldest day in Sweden in decades, the warmth of Foreign Minister Bildt and his wife ,who joined Natalia and I in greeting the Secretary on the wet tarmac, was palpable and set the tone for the entire visit.
Sweden is in the very front ranks with us in direct engagement with the immediate global problems we all confront. Our Swedish hosts were both honored and very pleased the Secretary travelled to Stockholm. They welcomed Secretary Clinton with the same enthusiasm that the staff and families of US Embassy Stockholm did. We are so proud of our Secretary of State, and we are proud of the American – Swedish relationship which her visit deepened and honored.

A Powerful Global Partnership Based on Shared Values

As Secretary Clinton said, Sweden is – and has long been – one of America’s top partners and one of our oldest friends.  Importantly, Sweden brings its diplomatic heft and its development expertise to nearly every corner of the globe.  When it comes to global priorities, whether it is Afghanistan, Iran, counter-terrorism, global economic reform, humanitarian assistance, the Swedes are right by our side.  It is a relationship based on shared and deeply cherished values, values which we and Sweden are both committed to protecting.

At the recent NATO Summit in Chicago, the U.S. warmly welcomed Sweden as one of NATO’s strongest partners, standing with us in Afghanistan as we begin the transition to full Afghan responsibility for security by 2014, as well as working for the betterment of the Afghan people into the future.  In addition, Sweden offered NATO the use of its Nordic Center for Gender in Military Operations, which further demonstrates the strong and positive relationship between Sweden and NATO.  Secretary Clinton recognized this important offer in her remarks in Stockholm with the Swedish Prime Minister Frederick Reinfeldt and Foreign Minister Carl Bildt.

Working Together To Keep The Internet Free

The Secretary also noted the close cooperation we share with the Swedes when it comes to protecting Internet Freedom.  She applauded Sweden’s leadership on Internet Freedom issues, stressing that those rights belong in the Internet as much as they do in the “real” world.  She also commended our Embassy for maximizing our social media platforms, and in particular for our our work in reaching out to Swedish bloggers.  As we all know, Foreign Minister Carl Bildt is a prolific blogger himself.  So when he

complimented our embassy’s use of social media as a model for his own ministry to follow, it was high praise indeed! And when it comes to all of the large challenges that know no boundaries, such as climate change, or gender equality, or Internet freedom, it is true that Sweden is not just on the front lines, but leading.  And I am greatly appreciative for all of that work, and look forward to enhancing it in the months and years ahead.

Dealing With Climate Change Together

Personally, I’m delighted that Secretary Clinton also chose to focus on climate and the environment during her visit. Sweden and the U.S. have a strong partnership in this area — both countries are initiators of a global coalition to address short-lived climate pollutants (SLCPs). Secretary Clinton joined Sweden’s Environment Minister Lena Ek and H.R.H. Crown Princess Victoria at an event launching the coalition’s global awareness-raising efforts, and in her remarks she said: “Few people actually know about the impact we could have on global warming if we aggressively target short-lived climate pollutants.  And fewer still know that many cost-effective solutions already exist and are just waiting to be broadly implemented.”

To bolster the efforts led by Sweden and the U.S. to raise awareness about SLCPs, Secretary Clinton announced a global contest to find the most creative ideas for raising awareness of short-lived climate pollutants and the work that must be done to stop them. You can find details on the contest at www.unep.org/ccac.

It was so terrific to have the Secretary visit Stockholm and to spend some time with our Embassy team and their families.  Our Meet and Greet with Embassy staff and families was warm and uplifting, and reflected the respect and admiration our Secretary of State has for public service.  That she took time for photos with our Marines, our Embassy’s kids and all of us will long be remembered.  As the father of a young daughter with a wife joining me in a commitment to women’s empowerment, it was inspiring to have Secretary Clinton visit Sweden, as she is a global leader on this and many other issues.  In Sweden she finds a willing and capable partner which shares our values, as Sweden’s government today has more women ministers than men, including a female Minister of Defense.  Tack så mycket (“Thank you so much” in Swedish) Madame Secretary!!!!

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Looking to the Future

On April 27, 2012, in Natalia, by Ambassador Brzezinski
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Mrs. Natalia Brzezinski, Special Adviser for Innovation Alec Ross and Sweden's Minister of Foreign Affairs Carl Bildt

Recently, I’ve participated in two distinct forums with a recurring theme: focusing on innovative solutions to the challenges and opportunities of the future.

Nothing epitomizes these challenges and opportunities like the Internet. Whether the Internet will be a force for positive change and progress or for repression and tyranny is the worrisome question facing governments, policymakers, businesses and the citizens around the world that it has finally given a voice and outlet to.

This is a pivotal issue and we were so pleased to host our friend Alec Ross, Secretary Clinton’s senior advisor for innovation, last week to shine some light on it. Alec came to attend Stockholm’s Internet conference on Internet Freedom spearheaded by Foreign Minister Bildt, an early and enthusiastic pioneer on this issue. Both Ross and Bildt gave prescient and insightful speeches and sat on a panel together addressing questions on how to positively harness the Internet for international development, freedom from political repression and economic progress.

The theme of the day really struck a chord with me as I truly believe the language of individuality, openness and expression espoused by social media and the identity of the Internet writ large is universal and increasingly becoming more integral to self-identity for the young generation than the language of their homeland. The Arab Spring brought this to the forefront, and even today we see young Egyptians from across the political and religious spectrum fighting for common values of transparency, anti-corruption and opportunity for all.

Ensuring the future for the young generation by harnessing our common values was a key theme at another event I attended yesterday.  Save the Children in collaboration with Unicef organized an inspiring seminar on children’s rights and business principles. I attended at the invitation of Ambassador Lisa Svensson, Sweden’s dynamic Ambassador for Corporate Responsibility and the youngest Ambassador in the Foreign Ministry.

Protecting and supporting children around the world is a passion of Queen Silvia’s, and Her Majesty gave a strong set of opening remarks calling on businesses to take greater responsibility for the lives of children and safeguard their rights through the ten principles developed by the United Nations “Global Compact” on corporate responsibility.

Sweden has a cultural legacy of helping those in need, and it’s no surprise that its companies are consistently ranked as having the highest levels of corporate responsibility through carefully developed and targeted programs. Many of the corporations here have been able to strike a healthy balance between making money while doing something good for society.

Children’s rights are directly tied to levels of female empowerment since women are predominantly responsible for the livelihood of young children in the developing world. If women are able to make their own money, it’s been proven that they will use that money to educate their children. For this reason, I believe promoting women’s entrepreneurship is critical to the plight of children.

It was incredibly heartening to learn about the large-scale initiatives many Swedish companies are enacting to help women start their own businesses, secure loans and get their goods to the marketplace.

In places like Bangladesh, H & M is educating women on their rights such as simply asking for maternity leave and safe places to breastfeed. While touring Ericsson’s headquarters last week at the invitation of two of its top female Vice Presidents, I learned of the many ways Ericsson is empowering women in Africa, for example, through the “Connect to Learn” initiative that brings women and children quick access to broadband. In partnership with the UN Development Program, IKEA is sponsoring the education and empowerment of women in over 500 villages in Uttar Pradesh, India to learn how to start their own businesses. These are just a few examples I have heard about recently of the many, many Swedish companies that are taking the lead on this issue. It is a rich area where both Swedish and American companies can share best practices and collaborate.

Values-based leadership with a strong foundation in social innovation will be the dominant business model of the future, in my opinion. Today, the young generation entering the workforce is demanding that their companies care about something beyond just the bottom line. Business schools are slowly moving away from a financial, investment-based “Wall Street” focus to one rooted in imagination, innovation and corporate responsibility. I have deep faith that in the next 10-20 years we will have furthered the progress of women and children around the world through innovative public-private partnerships and the dedication of both sectors to empowering women and girls.

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Internet freedom

On January 30, 2012, in Mark, by Ambassador Brzezinski
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That people all over the world are taking to the Internet to voice their interests and concerns is something that the U.S. and the Obama Administration see as a positive force in the world. This is why we take the issue of Internet freedom so seriously and why the President and Secretary of State Clinton have made the issue of Internet freedom a vital part of U.S. foreign policy. I urge everyone to read Secretary Clinton’s excellent speech on Internet Freedom.  It is in everyone’s interest that as many voices and opinions, ınterests and concerns, be heard as possible.  The Internet and technology are providing an ever growing forum for this positive development.

In the past two weeks, there have been a couple of events generating positive discussion.  One of those events was a talk by Bill Lynn, former US Deputy Secretary of Defense, The Future of War: Cyberdefence and Defence Restructuring, at a seminar organized by Folk och Försvar and the Swedish National Defense University.  I recommend watching the replay, because modern free societies need to talk about protecting digital infrastructure in an open, honest and realistic way.  Bill Lynn is a particular expert on how the US is tackling this relatively new challenge.

Secretary Clinton has emphasized that the importance of the universal human rights of freedom of expression, assembly and association apply online as they do offline.  Last week, Assistant Secretary Posner said at the State of the Net conference, ” No deed is more evil — or more noble — when it is committed online rather than offline… You can’t beat up and gag a peaceful protestor and you can’t jail her for a blog post criticizing a government policy, either.”   If there was any question whether America is serious about protecting people’s rights online, this statement stands as a clear testament.

Important questions are being raised by private industry, civil society and the tech community about the balance between freedom of expression and the enforcement of intellectual property rights in the digital realm.  These are some of the same challenges we have faced in the analog world before, some for centuries, and they are solvable when we have all the stake-holders sitting at the table working toward lasting partnerships.  The embassy is strengthening our partnership with Sweden as the emphasis moves from agreement to action, and focus turns to Internet Freedom for Global Development at the Stockholm Internet Forum April 18-19.  I’m excited about this event and the potential to make freedom and openness on the Internet an economic and social development priority.

All of these discussions and actions around cyberspace and the role of the Internet in our lives demonstrate one simple but important principle: the Internet itself is an exceptionally effective tool for this public debate.  So it’s perhaps fitting to see, after so much effective use of the Internet to break down barriers in repressive countries, the lively discussion and activism by individuals in the US and Europe over these very questions of online expression, piracy and security.  In the words of theorist Marshall McLuhan, who predicted the web some 30 years before it existed, “the medium is the message.”

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To a great 2012!

On January 11, 2012, in Mark, by Ambassador Brzezinski
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As the new U.S. Ambassador in Sweden, I can’t tell you how enthusiastic I am about the coming year.  I want to share with you some of the events the Embassy is organizing, but first an anecdote.

 
After I was confirmed by the Senate to be Ambassador to Sweden, I had the opportunity to ask former Secretary of State Madeleine Albright for her advice on what makes a good Ambassador.  Her wise response was illuminating:

First, good ambassadors “don’t take themselves too seriously” [Good advice, and not just for Ambassadors!]

Second, she said, the way America is viewed around the world is changing and can be shaped positively by a dynamic embassy team that listens and learns and engages in a humble and inclusive way with the people and government of the country in which they are posted.

As Ambassador, I take that advice to heart, and as I plan our agenda for 2012 I am working with my embassy team to engage with the government and people of Sweden in way that helpfully interprets American priorities, policies and perspectives.  And a great agenda is beginning to materialize.
In 2012, Sweden will celebrate the 100th anniversary of the birth of Raoul Wallenberg, a diplomat whose efforts to save Hungarian Jews from the Holocaust clearly demonstrate the importance of not being indifferent.  He paid with his life for that commitment.  It will be our mission at U.S. Embassy Sweden to advance the American – Swedish relationship in a way that honors that legacy.

 

At the U.S. Embassy, we have formed an internal cluster to think how best to celebrate the basic values Raoul Wallenberg stood for.  One excellent recommendation that emerged from our team – and that we will implement in 2012 at an appropriate time for planting – is to plant a horse chestnut tree in honor of Raoul Wallenberg.  That strain of tree is famous from the legacy of Anne Frank, as it was a horse chestnut in the center of Amsterdam which she mentioned in her diary.  The tree will be endowed with a Raoul Wallenberg plaque.  It will serve as a living symbol of Wallenberg’s legacy that we hope will inspire future generations of both Americans and Swedes to protect basic values as a universal imperative.

 
Sweden now holds the rotating chairmanship of the Arctic Council.  Since the United States is a member of that Council, we at U.S. Embassy Sweden are enthusiastically working with Sweden to advance our common goals of protecting the environment and conserving the Arctic’s biological resources while promoting economic cooperation.  At the end of January I will travel to Jokkmokk in the northern Norbotten province of Sweden to attend and speak at the Jokkmokk Winter Conference.  It will be my goal to convey at the conference my deep personal passion for protecting the environment and biodiversity, and to listen and learn from other attendees on how we can work together to address climate change and its effects in the Arctic that are threatening the future of the North.

 
In 2012, we will be working hard to tactically implement Secretary of State Clinton’s vision of Economic Statecraft.  The Secretary has been eloquent in articulating the overlay between the commercial context and the strategic context.  Deputy Secretary of State Tom Nides also crystallized it when he said “We are living at a moment when economics is at the heart of what it means to lead in this world.”  I and the Embassy team will focus on a multi-pronged strategy when it comes to Economic Statecraft:  promoting public-private partnerships especially when it comes to socially responsible causes, and bringing in U.S. trade missions to promote business to business relationships.  In the coming year, our embassy will also work on a variety of initiatives designed to partner with Sweden to promote anti-bribery and anti-corruption overseas.  With the Arab spring, the timing has never been more ripe for engaging young people and women in entrepreneurship, sharing best practices and transferring American and Swedish values of openness and transparency.

 
Also on our agenda early in 2012 we are focusing on military ties as a top priority, because Sweden is a role model for what it is to be a helpful NATO partner.  The United States salutes the valuable contributions of Sweden in Afghanistan (where Sweden has over 500 troops) and in Libya, where as part of the coalition the Swedes deployed eight aircraft for reconnaissance purposes.  I am very pleased to say that in January we will welcome former Deputy Secretary of Defense Bill Lynn to Stockholm.  Our embassy is partnering with the Swedish think tank “Folk och Försvar” to host a lecture series, and Mr. Lynn will be presenting a lecture discussing cybersecurity and defense restructuring.  As Mr. Lynn wrote in a 2011 article in Foreign Affairs, “cyber technologies now exist that are capable of destroying critical networks, causing physical damage, or altering the performance of key systems. In the twenty-first century, bits and bytes are as threatening as bullets and bombs.”  It promises to be a fascinating discussion.

 
So we are just thrilled with the beginning of 2012 – and hope you are too — as they say here in Sweden “Gott Nytt År!” – Happy New Year!

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Women for Peace

On December 20, 2011, in Mark, by Ambassador Brzezinski
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Ambassador and Mrs. Brzezinski together with Nobel Peace Prize winner Tawakkol Karmen.

On Monday December 12, I was delighted to attend with my wife a terrific panel discussion with the three powerful women who were awarded the 2011 Nobel Peace Prize:  Ellen Johnson Sirleaf, the President of Liberia; Leymah Gbowee, Peace Activist from Liberia; Tawakkol Karmen of Yemen, a Journalist and Human Rights Activist.  The event was hosted by the Swedish Institute of International Affairs and the discussion focused on peace, security and democratization.  These remarkable women have become Nobel Peace Prize Laureates “for their non-violent struggle for the safety of women and women’s rights to full participation in peace-building work.” In front of a packed room, these three champions of human dignity shared their stories of speaking truth to power and improvising to compel change.   Their strength and sheer will could be felt by everyone in the room.  Their determination to be included, and to be inclusive, has had an enormous impact on the future of their nations and of women’s rights.

 
The panel was both inspirational, and practical.  The inspirational was present before the Laureates even began to speak.  President Sirleaf was first, but before she uttered a word a photo of personal triumph appeared on the large video screen above her.  It was a photo of President Sirleaf soon after she had been released from jail, incarcerated for speaking out against oppression.  It was a picture of personal triumph, fist in the air waved in solidarity with her supporters filling the streets and celebrating her freedom, and theirs.  Without any words, we could all feel intangibly the strength of this woman.  The image captures everything about personal sacrifice and leadership credibility – she had suffered and sacrificed for her cause.

 
Laureate Gbowee’s description of how a “sex boycott” was a catalyst for getting men to join the cause is an example of thinking creatively to expand a constituency for change.  While she joked a bit about this tactic, it underscores how grass roots and authentic her campaign and struggle was.  It was not a campaign organized using modern technology, but by forcing men and society to listen in any way she could be heard.  This Nobel Laureate’s gut instincts about people and the power of her voice compelled change.  Her advice to foreign donors was instructive, to come and listen and learn about local conditions, before deploying well-intentioned foreign development programs.  How she organized is also revealing in this age of the benefits of internet connectivity.  Gbowee went from church to church, house to house to organize, her powerful voice and personality a catalyst for popular mobilization.  Change is about the people leading it, and shoe leather had been a catalyst her highly effective grass roots campaign.

 
Tawakkol Karmen of Yemen  said “women’s issues have no boundaries.”  Her point was that women’s rights as human rights is a global challenge – not unique to any region but a universal challenge – with a global opportunity associated with positive change.  The peace processes that each of these women is associated with were advanced by their participation and leadership.  The involvement of women had made an enormous difference.  By extension, how many other challenges do we face today that could radically benefit from greater inclusion of women in leadership.  With more women in business and economic leadership, might we be able to be in a better place at this time of global economic interdependence?  With more women in political leadership, might we have a more inclusive dialogue regarding the direction of our humanity?

Laureate Karmen made another point:  “the young are going to own their countries from now on.”  An important point from a woman from the Middle East, where much of the population is under age of thirty.

 
Important questions were asked at this symposium, and it was an honor to be in the presence of courageous leadership.  It is a mission of US Embassy Stockholm to make gender equality and women’s empowerment a part of our efforts pertaining to democracy, opportunity, internet freedom, and other challenges.  As Secretary Clinton has stated:  “If you’re trying to solve a problem, whether it is fighting corruption or strengthening the rule of law or sparking economic growth, you are more likely to succeed if you widen the circle to include a broader range of expertise, experience, and ideas.  So as we work to solve our problems, we need more women at the table and in the halls of parliament and government ministries where these debates are occurring.”

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