The web may have broken down many geographical barriers. But a raft of cultural and communications challenges remain for SMEs targeting international growth… Reaching and engaging with international audiences demands an intimate understanding of their cultures and customs, laws and languages, practices and tastes. Browsing the local Rough Guide simply isn’t going to cut it. But how many would-be international marketers really take this truism to heart?
Business leaders are, by their very nature, DIYers… That’s not to say they spend every spare moment prowling the office corridors, spanner in hand: even the most sanguine of entrepreneurs would draw the line at servicing the company boiler.
Ever feel like your business is driving you, rather than the other way around? If so, you may be suffering from a Goal Alignment Problem – aka GAP… Chances are, when you launched your business, you didn’t give too much thought to its long-term impact on your domestic life. Rather, you may have been more concerned with value propositions, marketing plans, cashflow projections, production challenges and the myriad other considerations.
