How to go global as a B2B startup

What you say no to is more important than what you say yes to. Think global from day one. If you don’t stay close to what the customers in that particular market want, then you’re really going to struggle. Build a company culture that promotes diversity and inclusion from day one, then effectively when you go into new markets and you see new cultures, new ideas, new people, your people are actually already geared up to be able to deal with those challenges, and accept and embrace some of the differences. You need that rigor around the operations and systems, to actually run and diagnose your business, because otherwise you’re just relying on what the people in the market will tell you. They will tell you two things all the time: one, your product is too expensive, and two your competitors are beating you, and it’s not always the case.

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