Coming to the Middle East, I had no idea what to expect really. Of course, the thing I heard from friends and family most often was "be careful!" and I am, but I am also happy to report that I have felt nothing but safe and welcome since stepping off the plane here in Amman.

When the State Department asked me again to travel abroad, this time to discuss small business and e-commerce in Jordan, I was both flattered and apprehensive. Flattered of course because I appreciated the opportunity to share my expertise and help show this part of the world that Americans have a lot more to offer than the sad disaster going on next door in Iraq. But going to this tough neighborhood is precisely why I was also apprehensive.

Yet as I did my research, I discovered that Jordan seemed to be somewhat of an oasis in the stormy desert that is the Middle East. I read and heard that it is a forward-thinking, developing country full of warm people. My experience has been that it is just that. Moreover, from what I can tell, Jordan seems on the verge of a breakthrough.

It is not surprising that the country is interested in increasing its e-commerce capabilities. It is in fact uniquely poised to jump into the e-revolution that is transforming the world of business (and the business of the world.) Its population is well-educated, English-speaking, mostly young, eager, and increasing tech-savvy, although Internet penetration is not where it should be (or will be in a few short years.)

Not long ago, Jordanians were banking on tourism as a way to jump-start their economy, and it is not hard to understand why. Begin with one of the new 7 Wonders of the World, Petra, and you have reason alone to come to this country. I spent the day in Petra yesterday and it was indeed remarkable. But beyond Petra, the country is teeming with fascinating ruins, adventure travel possibilities, delicious food, and kind hosts. What more could a country ask for?

Peace, that's what. Tourism made a lot of sense here in the mid 90s after the Oslo Accords created a semblance of peace between Israel and the Palestinians. But the second intifada, combined with the second war with Iraq, has made tourism a tough sell, at least to Americans, (not to mention an influx of maybe 1 million Iraqi and Palestinian refugees.)

So with Jordanians looking for new ways to grow their economy, the U.S. embassy in Jordan stepped in to help. One thing I have learned wherever I have gone as part of the State Department speaking program is that the U.S. Foreign Service officers who work in our embassies around the world are dedicated, intelligent, hard-working, capable people committed to making a positive difference in the world generally and in the countries to which they are staffed specifically. This as true here in Jordan as anywhere else I have been.

But helping is not always easy. One thing I have also learned while meeting with business people here in Jordan is that entrepreneurship as we know it in America is more of a challenge here. Generally speaking, as a people, we Americans have individual action and initiative ingrained into our national psyche. But over here, being part of a community, a tribe, is more valued. As one local successful businessman explained to me today, "Arabs are traders more than entrepreneurs."

But they are learning. As a small snapshot, interest in my e-commerce programs has been high, and the entrepreneurs I meet here are both passionate and savvy. In a place where there is far too much war and destruction, is heartening to meet people committed to creating something positive. Yes, they create businesses, and jobs, and wealth, but for my money, what I most admire, is that they create hope.
 

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