Gentjan Sula , one of the most innovative entrepreneurs in the Balkans, combines the cultural heritage of the region with contemporary business strategy. In the interview given to Fortune Greece, on the occasion of the first trade mission of the Greek-Albanian Industrial, Commercial and Professional Association in Albania, he emphasizes how the Balkan culture – a mosaic of identities and diversity – can be transformed into a strategic advantage for development stable. With a strong presence in the real estate sector and a team of almost 1,000 people, Mr. Sula shares the principles and values ​​that guide his projects: love, identity and respect for tradition.

The secret of success

- Mr. Sula, you have created a real success in the real estate sector, expanding your expertise and strategies impressively over the past decades. You combine simple materials with smart design and often create unique styles. What is the secret of your success?
"In today's global economic and sociological environment, the dilemma of balancing spiritual and material values ​​is common to all. From my small Balkan country, which represents the basis of my understanding of these challenges, everything seems both complicated and simple. The Balkans, through constant change, has developed what is often called 'Balkan naivety' - a philosophical approach to the challenges of our time. Identity and love have been the pillars that have guided facing these challenges. The simple but essential meaning, inherited from my Balkan ancestors, has shaped my creative life and my professional career.” I believe that even the simplest products should embody "conceptual and philosophical values", have an identity and be inspired by love. Like the Balkan mothers, who carefully and uniquely created the best pie for their families, so I apply this philosophy in the construction of my houses. The initial idea for modern minimalist houses was interesting, but the high prices made them out of reach for my community. So, I turned to a new approach: combining love and identity, I created homes based on local technology to be affordable. Each house is unique in design, reflects the local emotional identity and becomes an object of admiration for the families who live in it.

- Development: Figures or Values?
Development often prioritizes numbers at the expense of ethics. To me, the ethics of creating conceptual and emotional value is just as important as economic value. Development should not destroy, but highlight and honor traditional values. New urban developments they should not be identityless and monotonous, designed exclusively for aesthetics. My homes offer spaces that respect family, strengthen community and promote human interaction.

- Philosophy of construction
My neighborhoods are designed with community in mind. Distances are measured in steps, not meters, and each house is connected to a tree, a symbol of connection and development. Parks welcome animals and fish, while we use ceramic birdhouses instead of chemical insect repellents. These designs not only protect nature, but also create spaces where families and couples can enjoy beautiful moments. In my project Kodra e Diellit 2, the houses are called "Veranda", and my philosophy focuses on the life experience they offer, beyond just selling apartments. This approach ensures that each home is not just a product, but a compilation of identity, community and emotion.

- The challenge of retaining talent
You maintain a dedicated team of nearly 1,000 people. How difficult is it to find and retain talent in the construction sector?
Maintaining a team of almost 1,000 people in the construction sector is a big challenge, especially in a Balkan country. From the beginning, our strategy was to create a company based on the workforce, engineers and designers, rather than relying on subcontractors. This model helped us build a stable foundation and ensure high quality. Engaging a large number of employees requires strong leadership and a deep appreciation for everyone's contribution. Over the years, we have created an environment where employees feel valued and part of a larger family. The recognition of their work is as important as the salary. This model has proven effective and has allowed us to grow despite the challenges. However, today, maintaining the labor force is more difficult than ever, mainly due to the crisis in the labor market, especially in the countries of Northern and Western Europe. The COVID-19 pandemic worsened the situation, as in these countries the increased demand for labor turned labor into political and economic capital. This phenomenon affects both countries that attract workers and those that lose them, destabilizing societies.

- Key moments and future plans
Balkan countries, such as Albania and Kosovo, are particularly at risk from some current developments. Also, Greece faces similar challenges. In Athens, for example, the cost of hiring professionals in some sectors is higher even than in the UK. This happens because the country fails to produce a sufficient workforce and qualified through education and the local market, being forced to "buy" this energy from Western Europe. This situation does not represent sustainable development. As our societies gain customers, they lose creativity and productivity. In the long run, this undermines the preservation of national and social identity, which is essential for the stability and sustainability of a united Europe. If this trend continues, smaller economies risk becoming seasonal societies unable to provide basic services such as education and health. This could lead to the loss of the unique cultural diversity that forms the basis of a sustainable Europe.

My homes offer spaces that respect family, strengthen community and promote human interaction.

- Key moments and difficult decisions
In your journey in the business world you have passed through different stages. What would you single out as key moments, events and decisions?
In my journey in the business world, I have passed through many stages, with some of them standing out as decisive. When we examine the typical path of a company – from start-up and maturity to regional expansion and internationalization – complex and personal stories often emerge. One of the most difficult moments for me was the emotional struggle to prioritize the survival of my young family against my passion for theoretical physics. Although I completed my postgraduate studies in this field with excellent results, I was forced to change my major. My dream of becoming a theoretical physicist was deeply rooted in me, and changing direction was not easy. Even today, I find solace in theoretical physics books, which are a source of inspiration for me. 1997 was a crucial year. My priority was protecting my family and business from the instability caused by the collapse of the state. At the same time, I faced corruption and made the difficult decision to maintain my integrity, even if it meant losing business opportunities. This attitude led me to focus on internationalization, which strengthened my credibility and added value to my principles. Additionally, building trust in international markets, often in environments that face racism and prejudice, was one of the biggest challenges for me. At every step of this journey, I have been accompanied by people who have trusted me and worked together with me, giving real value to our efforts and decisions.

- Event and collaborations
Recently, you organized a successful bilateral business event at the Art Hotel in Tirana, with the participation of prominent Albanian and Greek businessmen. Were there particular moments that stuck in your mind or key takeaways?
There is a strong emotional charge when solutions are found so close to home and promote mutual enterprise. It is especially important to feel that the "language" of business interests can be so closely related to the emotional compatibility we share as two nations with common geographic, historical and cultural roots. When the enterprise becomes an extension of these geographical and historical connections, then the potential for development seems truly extraordinary. This harmony creates new opportunities for cooperation and development, strengthening relations between communities and contributing to a brighter future for both countries. Architecture in the Balkans combines international standards with local elements, creating unique and vibrant buildings that reflect the historical diversity of the region.

- Advice for Greek investors
Do you have any advice for Greek entrepreneurs considering investment and expansion in Albania?
When Greek entrepreneurs consider expansion and investment in Albania, it is important to emphasize the cultural and spiritual ties that unite the two countries. Instead of focusing on immediate results, they should aim to create products and cures that respond to the needs and expectations of the local market. Although the Albanian market is not large, it offers excellent opportunities for innovation and creativity, contributing to the well-being of future generations. Respect for the local market is essential, because neglecting it can damage the identity of both markets, limiting the creativity of young people. Albania is hospitable to Greek businesses, just as Greece is to Albanians. Presence in these markets is not just a business choice, but a necessary strategy for achieving sustainable development. Expansion in Albania is not only a business move, but also an opportunity for mutual development. By recognizing and respecting the uniqueness of each nation, companies can contribute to the creation of a strong and rich cultural and economic structure, ensuring a sustainable and balanced development over time.

Approach: Turning Balkan culture into a strategic advantage

I was particularly inspired by the idea of ​​turning our Balkan culture into a strategic business advantage and a basis for cooperation in the coming years. Can you explain the characteristics of this approach?
This idea can be approached from two perspectives:
- The first point of view:The Power of Balkan Culture
Balkan culture is like a mosaic, full of strong individualities and diversity. In the modern era, business strategy is being reconceptualized. Digitization, consumerism and artificial intelligence have led to the homogenization of markets and values, creating globalized products. However, this homogenization requires a special energy: identity and diversity. Today, artificial intelligence covers needs more efficiently and economically. Everything that can be analyzed into processes or standardized loses its value, while products based on identity and uniqueness gain greater importance. The Balkans have these characteristics in abundance. Although historical underdevelopment has dimmed this advantage, European integration and digitization have helped highlight it. The Balkans combine cultural diversity, ideas and a strong desire for development.
- The second point of view: Development opportunities
The Balkans is now one of the most promising nodes of development in Europe. Rapidly developing technologies have transformed the region into a field of application for modern European projects, such as railway infrastructures, tourism, the food industry and real estate. Architecture in the Balkans combines international standards with local elements, creating unique and vibrant structures that reflect the historical diversity of the region. Balkan businesses should take advantage of these characteristics, finding their place in the global markets with dignity. This development model can serve as a guide for a strong and stable presence of the Balkans on the international business map.

- Future plans

Do you have any plans for your Group in the near future that you can share? My companies have already achieved a significant presence in the regional market and continue to evolve. Our main strategy focuses on new projects, with a priority on housing and tourism. Astrit Development, our company in Greece, has made impressive progress over the past three years. Now we are ready to present to the Greek market development projects that will bring a new and innovative way of development, with a focus on art and design. These projects will be collaborations between leading European and Greek designers, with the aim of providing a significant contribution to the Greek market. In addition, we have invested significantly in green energy sources over the last decade and plan to expand further in this area, introducing innovative ideas.

A final thought on the concept of "development":
The term "Development" in modern business language is used to describe almost any business activity that, under certain conditions, transforms these conditions into innovative products. This term usually carries a positive charge, as it originates from the sociological language of positive social and cultural transformation. "Development" finds application in almost every field of business activity today: in the real estate market, in the software industry, in technology, in the music industry, and, in general, in any activity that defines creativity through "developer". But is it really so? When we build large residential areas next to old settlements that still retain their identity, or when we take the process of learning foreign languages ​​from passionate teachers and turn it into software, or when we digitize the plans of passionate architects with values philosophical and conceptual to create home design applications, so what are we actually developing? When we create geo-referencing software or autonomous taxis, replacing talented drivers who knew every corner of a city and served with passion and dedication, or when we build a hotel next to an olive grove and use the green silhouette of trees as the decor for the hotel, but neglect the farmers who have passionately maintained these olive groves for centuries, then what is the meaning of "development"? Development is not simply transforming something by enforcing laws and paying taxes, gaining a market place and measuring profits. Development means transforming something by applying a more comprehensive law of human society: absolute respect for each identity, creating a new entity that does not destroy the old, but expands the space of its possibilities. To survive these identities, pride is needed – something that cannot be subsidized.

Therein lies the responsibility of using the term "developer". I don't claim to be any different than most of my colleagues who transform to create products. But I am clear about this: None of my products provide urban development unless they answer the questions:
• Where is the theater in the space I developed?
• Where is the artist and craftsman in that space?
• Where is the biologist, philosopher and thinker in that space?
• Where are the children and schools?
• Where is ethnography and language?

Let us not forget that the Greeks, during the first 3,000 years, asked these questions and developed theater, philosophy, science and sports. Let's hope that today's generation of "developers" will feel the responsibility for this development model, which we in the Balkans are lucky to have so close to us.

READ ALSO: The Greek-Albanian Association opens a "bridge of cooperation" with its first mission in Albania. https://www.fortunegreece.com/article/to-ellinoalvaniko-somateio-anoigei-gefires-sinergasias-me-tin-proti-tou-apostoli-stin-alvania/