International Business: The Enduring Power of Human Connection

My son was invited to attend a football camp in Barcelona — a perfect excuse to turn it into a family trip. My wife and I quickly got to planning. The idea was to drop him off at the camp and take the opportunity to travel together as a family while he participated in his program in Barcelona. Since we were crossing the Atlantic, we decided to make the most of the distance and time by exploring other cities across Spain.

As we finalized the itinerary and prepared for the trip, I received an unexpected yet very timely message on LinkedIn. It was an invitation from the CEO of a fulfillment company based in Spain. He mentioned that they were actively exploring the idea of expanding their operations into Mexico. Naturally, this caught my attention. We scheduled a video call, during which I had the chance to speak with David, the CEO, and later involved my team to better understand the company’s needs, particularly in the area of last-mile logistics. During the conversation, I mentioned that I would soon be in Spain, and without hesitation, we agreed to meet in person while I was there.

Once in Spain, we coordinated a visit to their main facilities located in Valencia. When the day arrived, David was kind enough to pick me up directly from the train station. From there, he gave me a tour of their warehouse and walked me through the details of their operational setup. It was an enlightening experience. After the tour, we went out for lunch along with his COO and CTO, which turned into an engaging and productive conversation — not just about logistics, but about culture, values, and the challenges of expanding into a new market. Following the meal, they took me back to the train station so I could continue my journey.

During my visit, I was able to witness firsthand the scale of their operation, as well as the volume of packages they handle on a daily basis across Spain and Portugal. But beyond the numbers and the impressive infrastructure, what struck me most was being able to put faces and names to a foreign operation. Seeing how they run things, meeting the people behind the business, and understanding their mindset made the entire idea of international collaboration feel more tangible and real.

I realized that their operation, despite being on the other side of the world, wasn’t all that different from what we experience in Mexico. The fundamentals of fulfillment and last-mile logistics remain universal in many ways. What makes all the difference, however, is the personal connection — the human element that reassures you you’re not dealing with faceless entities or impersonal algorithms, but with real people who are passionate about what they do.

We live in a world increasingly dominated by technology. And while it’s true that tech has become a critical enabler of business, I firmly believe it should remain just that — an enabler, not the essence of our companies. There’s a growing tendency to let digital tools define the entire business experience, and I find myself pushing back against that idea. In my view, technology should support our goals and amplify our strengths, but not replace the human core that drives genuine progress and collaboration.

Visiting an operation so far removed from our usual context — culturally, geographically, and operationally — helped me feel more grounded. It reminded me that, regardless of how advanced systems become or how efficient automation gets, the true strength of a business lies in the people who bring it to life. This trip didn’t just make me feel more connected, it made me feel more human. And in a business like ours, where trust and execution are everything, that matters.

What I’m really trying to say is this: visiting a well-established company abroad, getting to know its leadership on a personal level, and seeing their day-to-day up close gave me renewed confidence in the path we’re taking at MERQ. It showed me that we’re building bridges, not just transactions. These are relationships rooted in trust, aligned purpose, and mutual ambition — exactly the kind of foundation we need to grow our presence in a meaningful, sustainable way.

In a world that leans ever more toward virtual interactions and digital convenience, let’s not forget the irreplaceable value of in-person meetings and genuine human connection. Face-to-face conversations still matter. Shaking hands, sharing a meal, exchanging thoughts without screens in the way — these are the moments where trust is built. And trust, above all, is what builds lasting partnerships.

Let’s not underestimate the power of showing up — of being physically present when it counts. Because at the end of the day, relationships are the real infrastructure of growth.