For 30 years I’ve been consulting with American firms on how to engage in global business, showing them how to enter overseas markets and how to work with international partners. Unfortunately, many companies don’t want to think that their approach could be wrong or in any way flawed. Many firms don’t want to learn better practices; the entire subject is uncomfortable. Often firms avoid bringing in professional advice, which forces them to challenge their own assumptions.
As an international marketing jock, I had to remember that my own personal marketing also has to be about differentiation. Then lightning struck me. An Aha moment.
Instead of teaching these firms HOW to do business, why don’t we talk about how NOT to? Wouldn’t that be fun as it gets my point across? Witness the rebirth of An Ugly American.
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