If anyone can do it simply by putting up a website, then going global means being strategic about the markets you enter. If international customers are engaging with your company for the first time by way of social media or your website, going global means creating a website that speaks directly to that audience. Your website will be accessible to eyes overseas. Use it to demonstrate brand agility by not only being live in other countries but also achieving a lasting presence in every major city around the world.
It will take time, strength, and fortitude to do this. However, the benefits far exceed the work involved. When I am asked by graduate students and business executives what it takes, I automatically hammer out this list:
- Strong investors and business relationships.
- Global managers and teams who understand international and local business and cultures.
- Strategic business partners.
- The assurance that the business can expand globally.
- Presence on the Web and integrated social-media strategies.
I mention that last point because I want you to be aware that this market isn’t for everyone. You can’t take a pool-table company global the way you can take a phone company global. It’s just not possible—unless the market for pool tables is extremely large and you are able to get pool- table stores in every major city. That’s not the kind of work I’m talking about when I say to take your business global.