Another one of my weekly blog posts over at the AdAdge Global Idea Network came out today, Bratislava, a City to Watch — check it out:

Bratislava, a City to Watch
Residents of the Slovakian Capital Coming to Grips With Credit and Many Eye-Level Ads

I was invited by Zuzana Zentková of In Form Slovakia to travel from Berlin to Bratislava, Slovakia, to keynote the Daily Web Conference. Not only had I never been to Slovakia, I had never really thought about the country, focusing mostly on the Czech Republic instead of the Slovak Republic. My tickets were booked from Berlin to Vienna because, I discovered, Vienna is only 63 kilometers away from Bratislava — only a half-hour away by some fast highways.

So, here are my impressions after a few days there, having lived the high life. The organizers of the conference drove me from the hotel and back, they kept me in a gorgeous room at MaMaison residence and the conference was at the stunning Rotunda pod Slavínom building at the highest point in Bratislava.

Bratislava is a town to explore on foot, bus and tram. There are some very new cars but I am told that Slovakians are having a tough time adjusting to loans, credit and leasing. When they buy cars, they pay cash. In general, Slovakians only buy what they can afford, which means that there are very aggressive “no cash down” and “no money for a year” incentives to seduce Slovakians into buying on credit. The same goes for mortgages and other forms of borrowing.

As a result, there are many taxis, trams and buses on the road. Mostly, though, people walk. I didn’t see a lot of motorcycles, scooters or bicycles. There isn’t a subway system, but there is a world of pedestrian underpasses linking sidewalks together, freeing up the roads for traffic. As a result, there is a strong reliance on very modest-but-plentiful, eye-level advertisements. In Bratislava, the biggest ads are for car insurance, cars, telecoms (especially T-Mobile and Orange), banking, credit, Christmas and for upcoming events. It seems to me that you can make a lot of assumptions based on the sort of ads you can see on the street. By far, the biggest advertiser in downtown Bratislava is Deutsche Telekom’s T-Mobile.

One of the most impressive ads in the entire city sheaths the National bank of Slovakia. A Euro coin emblazons the entire site, with the base encircled with all the bill denominations of the Euro available. It is pretty impressive to behold. Slovakia, is a member of the EU, currently accepting both euros and Slovak koruna. Come Jan. 1, the Slovak Republic will complete its conversion over to the euro. There is no longer any border between Austria and Slovakia. You can easily see the wind farms of verdant Austrian farms from Bratislava high ground. Even though Bratislava is close to Western Europe, Slovakia is so far truly a world away. This is still a country in development. It felt to me like lots of people don’t have a lot.

Still, Bratislava has leapfrogged from simple technology to a very strong and ubiquitous 3.5G telecoms infrastructure — and this leapfrogging often bypasses laptops, DSL and even home computers, I am told by the savvy and world-class high-tech participants of the conference.Jan Horna, the Daily Web conference moderator, told me that there are over two GSM SIM cards for every Slovakian.

I only had three days in Slovakia so my experience is limited; however, Bratislava is a city to watch, especially as the Euro becomes the official — and sole — currency of Slovakia in less than a couple months.

“Although a large body of research does show that people become happier as they move from being very poor to lower middle class, after this point the impact of income on happiness is much weaker. Think of someone who makes $100,000 one year and $110,000 the next—do we really expect this additional income to suddenly make this person fulfilled, without a care in the world? (You can also think about whether such changes in your own income really make you happier with your life on a day-to-day basis: Being informed about a raise certainly makes us happy, but the $10,000 doesn’t make our siblings or in-laws any less difficult to deal with over the course of the following year. …) Although people believe that having money leads to happiness, our research suggests that this is only the case if at least some of that money is given to others.” Via HBS

I feel like money can’t buy you love; however, in the United States, where everything is dependent on cash-in-hand, money does buy you rest, calm, security, and health. In my new home, Berlin, money isn’t a number-one priority because there are social services — a safety net — that takes that baseline level of “what would I do if I lost my insurance/home/car/job feeling that constantly is renting space in all of our heads. Sadly, in America, money is all there is. Cash is the only currency. Social programs are under-funded, neglected, and shameful to actually use.  We’re in a country that considers any sort of public funding, subsidies, or support to be part and parcel of a “nanny state,” considered to be a bad thing in this land of the rugged, boot-strapped, self-made, capitalistic, individualist.  So, while money can’t buy me love, it can get me married, can subsidize a family, education, insurance, vacations, time off, rest, travel, schools, colleges, cars, medical care, unforeseen expenses, and the kinds of safety next that only money can buy.

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