A complex hierarchy of respect, building relationship before doing business, and emotional restraint are all values that you are likely to encounter when you begin conducting business in Thailand. While in the West, smiling often means agreement or approval, it can mean embarrassment or lack of understanding in Thailand. Whenever possible, it is helpful to work closely with a Thai business counterpart or someone very familiar with the culture when entering into negotiations in Thailand to ensure that you understand the subtle messages being conveyed.