The Business Talk will be held as follows:

• Day/Date: Wednesday, November 11, 2026

• Time: 09:00 AM – Until Finished (WIB)

• Venue: Aula Prof. Dr. Suhadji Hadibroto, Faculty of Economics and Business, USU

• Speaker: Annemarie Louise van den Brekelde Vries (Business Consultant, Netherlands)

• Moderator: Dr. Dany Perdana Sitompul, ST., MM.

Under the theme “Humanizing Business: Turning Customer Insights Into Entrepreneurial Success”, the event will explore how understanding customer perspectives, needs, and experiences can serve as a foundation for developing innovative business strategies and achieving entrepreneurial success.

Through this event, students are expected to gain practical insights into the application of customer insights in business and entrepreneurship, while strengthening their creative, innovative, and adaptive thinking skills in responding to the dynamics of business competition.

This event also contributes to the achievement of the Sustainable Development Goals (SDGs), particularly SDG 4 (Quality Education) through practitioner-based learning, SDG 8 (Decent Work and Economic Growth) through entrepreneurship competency development, and SDG 9 (Industry, Innovation and Infrastructure) by encouraging innovation and business development.