In the future, there will be two kinds of enterprises: those that go global and those that die.
Why? You can find out here.
Don’t let the length of the manifesto put you off. There’s something in it for everyone. I suggest you read it in full PDF file format capabilities.
Tags: global_business, global_marketing, international_business, Laurel_Delaney, manifesto
In a world where businesses seem more interested in ‘amassing assets’ instead of ‘consistently delivering a valuable experience’, ‘going global’ (pushing your business into new markets) is the best way to ‘go out and find more assets to own’.
Pity. I would prefer to see business owners focus on consistently delivering a valuable experience and letting the customer/raving fan pull the business around the world via word-of-mouth referrals.
But I am old and behind the times.
Interesting perspective Pat … thanks for bringing it to our attention.
Can you elaborate a little more on what you see as the problem with this lack of focus on delivering a valuable experience? Where is this happening? Why? Please be specific.