Latest posts by John Yunker (see all)
My latest post for client Pitney Bowes on going global (or not).
An excerpt — Two reasons NOT to go global:
1. You don’t have realistic expectations (and budgets).
The most common mistake companies make when going global is expecting too much success too early. Doing so not only sets unrealistic expectations, but it also creates a short-term mentality, along with short-term budget commitments. Companies that succeed in new markets typically start small, set achievable and realistic goals, and set longer-term (3-5 year) budgetary commitments.
2. Your staff isn’t ready to go global.
While I believe that the best way to learn something is to do something, you also need to be as prepared as you can be before getting started. Too often, companies don’t have people who are even aware of the complexities of going global. Regularly reading this blog, for example, is something every employee should undertake to start getting a feel for the opportunities and challenges of going global. You want your colleagues to be inherently curious about the world, about cultures, and, ultimately, about customers who may speak any number of languages.