My journey began more than twenty years ago with a backpack, a passport, and a one-way ticket to Seoul.
What started as curiosity quickly became something deeper. Living and working in South Korea immersed me in a culture where communication is layered, relationships matter, and meaning often lives between the lines. From there, my path expanded — from the back streets of Busan to the desert cities of the UAE, from the historic heart of Madrid to boardrooms across Europe and Asia.
Across every country, industry, and role, one pattern repeated itself:
Businesses don’t fail because of poor strategy — they fail because of misunderstanding.
Misaligned expectations, cultural blind spots, and unspoken assumptions quietly undermine even the strongest plans. Over time, this realization shaped not just how I worked, but why.
With more than two decades of international experience — supported by a Ph.D. in English and Media and a master’s degree in intercultural communication — I learned that success in global business depends less on what is said, and more on how it is understood.
That belief led to the creation of STHS Consulting.
STHS was founded to help professionals and organizations navigate the invisible rules that govern international communication. Our work focuses on transforming cultural insight into practical, usable skills — enabling people to build trust, communicate with confidence, and operate effectively in multicultural environments.
As our work evolved, so did the need for more focused, market-specific guidance. This led to the development of Gulf Bridge Strategy, an advisory and seminar platform designed to prepare Korean companies and investors for entry into the United Arab Emirates.
The UAE presents enormous opportunity, but it is not a market that rewards assumptions. Through Gulf Bridge Strategy, we provide unfiltered, experience-based insight into the realities of doing business in the region — from cultural norms and decision-making structures to risk management and execution. The goal is simple: reduce costly mistakes and enable informed, confident decisions.
Today, my work sits at the intersection of culture, communication, and execution. Whether delivering cross-cultural training, advising market entry, or supporting leaders working across borders, the focus remains the same: helping people connect, understand, and succeed — without losing who they are.
This is not just consulting.
It is a belief that global success is built on human connection.
Wherever your journey is taking you, I’m here to help you navigate it — with clarity, cultural intelligence, and the skills that open doors.
Stephen Trinder - Founder and Director
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