“The task was to me rather impossible, especially as I didn’t really know the culture in Dubai. I thought that the Scandinavian management style might be the closest thing to management of the future, so that’s what I decided to talk about,” says Berntsen. The presentation, focusing on brain power versus muscle power, hit home and ended with a standing ovation and an interesting collaborator. After his successful presentation in Dubai, the London College of International Business (LCIBS) approached Berntsen and his company iProsess, instigating the start of an adventurous collaboration. “It is intriguing, because small companies like iProsess don’t usually get these types of collaborations,” says Berntsen.