We all have different wishes, fears and perceptions. It is easy to understand. So, why it is so difficult to implement this understanding in real life business? Overcoming this is crucial for cross-border deal-making. Yarden (Jordan) Zilber, an international investment banker and entrepreneur, will present the challenge, how to deal with it and why it is important to make the effort. The talk will take us through stories from his career of doing business around the globe. Yarden (Jordan) is an international investment banker with vast experience in cross-border deal-making. Yarden is an entrepreneur and the founder and managing partner of Sheng Enterprises. He is a former jet pilot of the Israeli Air Force, a graduate from Harvard University, Tel-Aviv University and the first Israeli to graduate with an Executive Master of Business Administration (MBA) from a top Chinese MBA school, China Europe International Business School in Shanghai. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx