The Global Marketing Show

In this lively and insight-packed episode of the Global Marketing Show, Wendy MacKenzie Pease sits down with British business English coach Megan Nicholls to explore the subtle differences between British and American English and what they mean in today’s global workplace. From spelling shifts like “colour” vs. “color” to deeper cultural contrasts in feedback styles (British understatement vs. American directness), Megan reveals how communication is shaped just as much by culture as by vocabulary. They also discuss why multilingual professionals don’t need to lose their accents to be taken seriously, and how perfectionism often blocks confidence more than language ability itself.

The conversation moves beyond pronunciation into the business implications of language: how marketing messages require cultural sensitivity, why literal translation can create costly misunderstandings (including a memorable “family shooting” ad mishap), and what role AI should (and shouldn’t) play in global communication. Megan shares how she coaches professionals to build clarity, authority, and mindset resilience, helping them navigate international teams with confidence.

Listen to learn:

1. The Real Differences Between British and American English Go Beyond Spelling.
   Listeners will understand how tone, feedback styles, and cultural expectations differ between the UK and US, and how those differences impact meetings, marketing, and leadership communication.
2. You Don’t Need to Erase Your Accent to Sound Professional.
   Clarity beats perfection. This episode reframes accents as identity and provides insight into building confidence by speaking more, not waiting to feel “ready.”
3. AI Can Draft Your Email, But It Can’t Replace Cultural Intelligence.
   While automation is reshaping written communication, high-stakes marketing and relationship-building still require human nuance. Listeners will learn when technology works and when specialist, culturally aware communication makes all the difference.

This episode is essential listening for global managers, marketers, expats, and anyone navigating the bridge between British and American English in international business.

Check out The Global Marketing Show Blog.

In this episode, Wendy chats with Trevor Williams of Global Atlanta about what sarcasm really reveals: your assumptions, your cultural blind spots, and the hidden “subtext” that can make or break international relationships. Sarcasm shows up in every culture, but it doesn’t land the same way everywhere (and even varies region-to-region, as Wendy notes with the North vs. South divide in the U.S.). From language-learning humility to how global companies communicate amid trade uncertainty, this conversation is a reminder that in global business, the message isn’t just the words…it’s the context, the culture, and the intent behind them.

What you’ll learn

• Why sarcasm and humor often fail across cultures and how misunderstanding tone can quietly erode trust in global business relationships.
  
  
• How language learning and cultural humility improve communication and help leaders avoid costly assumptions when working across borders.
  
  
• How exporters are navigating today’s global trade landscape, including tariffs, uncertainty, diversification, and why globally engaged companies tend to be more resilient.

In this episode, Wendy sits down with Mike Hubbard, Director of International Trade at the Economic Development Partnership of North Carolina, for a practical, story-driven look at what actually makes exporting work. 

Mike breaks down how their team helps companies move from “we should sell overseas” to a real plan: covering compliance, market research, cultural training, distributor introductions, trade missions, and even grants that can reimburse costs like translation. Along the way, he shares vivid examples: a small home furnishings company that won business in the Middle East because she localized a simple postcard and website into Arabic, why “clunky” machine translation can quietly push buyers away, and how smart market selection (like targeting the UK and South Africa before Canada/Mexico for a medical device) can unlock growth faster than you’d expect.

You’ll learn:

• How to build an export strategy that isn’t “go to a trade show and hope”—including the core pieces Mike insists on: compliance, market intelligence, and a written market entry plan.
  
  
• Why translation and cultural adaptation are revenue levers (not “nice-to-haves”)—with real examples of how localized materials signal seriousness and reduce friction for buyers.
  
  

How to pick the right first markets and avoid expensive dead ends—especially when regulations, certifications, labeling rules, and relationship-based selling vary wildly by country.

Wendy Pease sits down with global marketing strategist Jen Faucon, whose career spans major agencies and multinational brands. She now works at the intersection of global business, public policy, and sustainable development.

Jen’s core message is simple (and surprisingly tactical): great global marketing isn’t about giant budgets. It’s about smart strategy, cultural precision, and building systems that let local markets tell you when your “great idea” will backfire.

You’ll learn:

• How Nestlé successfully introduced coffee in a tea-drinking country by shifting consumer behavior to a new moment of the day and using a simple Try → Share → Buy framework instead of expensive mass media.
  
• Why translation is a strategic and cultural risk decision, not a tactical task, including how colloquialisms, imagery, and language choices can either build trust or get a brand banned from advertising in a market.
  
• How global brands like Microsoft adapt one core idea across dozens of markets by keeping the strategy consistent while allowing local teams to change copy, visuals, humor, and layout to fit cultural norms.

In this episode, Wendy sits down with John Saylor, a seasoned international business leader, to explore what it really takes to succeed in global markets. Drawing on real-world experience across Europe and beyond, John breaks down common misconceptions about international expansion and explains why cultural nuance, local insight, and strategic patience matter more than speed or scale.

The conversation dives into how companies often underestimate regional differences, over-rely on English, and miss critical opportunities by treating “international” as a single market. John shares practical examples, lessons learned from market entry wins and failures, and advice for leaders who want to build trust, relevance, and long-term growth across borders.

Whether you’re just beginning to explore international markets or looking to refine an existing global strategy, this episode offers grounded, actionable insight from someone who’s been there.

You’ll learn:

• Why “one-size-fits-all” global strategies fail — and how cultural, linguistic, and regional differences directly impact growth and trust
  
• How to approach international market entry more strategically, including where companies commonly go wrong when expanding into Europe and other regions
  
• What global-minded leaders do differently, from adapting messaging to building local credibility and long-term relationships

In this episode, Wendy sits down with Jessica Reynolds, Senior Director for the Office of International Investment and Trade at the Maryland Department of Commerce, to uncover how Maryland has become a powerhouse for helping companies scale internationally. 

Jessica breaks down the state’s innovative programs — from the Global Gateway soft-landing initiative to its publicly sponsored Innovation Lab — and shares real stories of startups, exporters, and industry leaders who transformed with the right support. Whether you’re entering the U.S. market, exploring foreign expansion, or navigating fears around IP, regulations, culture, or investment, this conversation gives you a roadmap for taking the leap with confidence.

You’ll learn:

• How Maryland attracts and accelerates global companies through programs like Global Gateway, Soft Landing Exchange, and its state-run Innovation Lab: the first of its kind in the U.S.
  
  
• Common pitfalls and fears companies face when going international (IP protection, regulations, readiness, investment hesitations) and the real resources available to overcome them.
  

Where businesses should start when expanding abroad or entering the U.S. market, and why there’s “no wrong door” when tapping into export councils, government agencies, and trade partners

Wendy Mackenzie Pease, President of Rapport International, interviews Alain Tranchemontagne, CEO of Alleviate, whose 30+ years in medical devices spans start-ups to Fortune 50 organizations. He has led teams across 5 continents, has held commercial and general management positions, and brings significant global experience in the areas of product and market development. He shares practical, battle-tested ways to enter new markets, build culturally diverse sales engines, and lead with data (and humility) across continents.

You’ll learn how to:

• Build global demand the right way: Identify and activate credible KOLs, hire a local “anchor” leader, measure activity early, and make fast keep/replace decisions—while respecting culture and language on the ground.
  
  
• Run a 90-day turnaround playbook: Weeks 0–12 = listen widely (patients, clinicians, data), co-create objectives with the team, then double down on what works using “data density” (lots of signals to see real patterns).
  
  

Go international without missteps: Sequence markets, map regulations and evidence needs, prioritize IP/trademarks, and treat translation as a regulated, technical task for pros—because “good enough” localization will bite you.

In this episode, Wendy MacKenzie Pease and Hannah Feldman Pentz share the insights behind their upcoming book, The Secrets of Global Sales, launching November 4th. Designed for sales and marketing leaders, executives, and entrepreneurs across industries, the book tackles the real-world challenges companies face when expanding internationally, from small startups to established enterprises.

Wendy and Hannah discuss why cultural nuance and market understanding are non-negotiable in international growth, and why AI alone can’t solve the complexities of translation and localization. They highlight lessons learned from companies of all sizes, showing how even missteps can fuel stronger long-term strategies. They also cover practical steps organizations can take, such as leveraging personal global experiences, seeking guidance from government programs like the District Export Council and Department of Commerce, and ensuring the right blend of human and AI expertise for accurate, culturally relevant communication.

What you’ll learn:

• Why cultural adaptation is the secret ingredient to global success
  
• The most common mistakes companies make when going international and how to avoid them
  
• How to use government and professional resources to expand smarter
  
• Where AI fits (and doesn’t) in translation and localization for global growth
  
• Practical tools and a resource guide included in the book

The Secrets of Global Sales will be available on Amazon and through Rapport International, complete with resources and guidance for companies ready to seize global opportunities while avoiding costly missteps

In this episode of The Global Marketing Show, host Wendy Mackenzie Pease, President of Rapport International, shares exciting podcast updates, personal global experiences, and key lessons on why exporting is essential for U.S. business growth. She also unveils her upcoming book, The Secrets of Global Sales, drawn from insights across hundreds of international conversations.

Top Takeaways:

• Exporting drives higher revenues, stability, and long-term growth for U.S. companies.
  
• Fear of language and culture often limits global potential. Translation bridges that gap.
  
• Wendy’s second book, The Secrets of Global Sales, tackles real-world challenges companies face when expanding internationally and addresses the issues with AI translation
  

Wendy Pease is President and owner of Rapport International, a translation and interpretation services provider. In this episode of The Global Marketing Show, she serves double duty, serving as both host and guest and sharing her vast experience with helping US companies export. 

Did you know that 93% of small international businesses export, while in the US, only 5% of US companies export? The US imports tons of containers full of goods and ships empties back to countries around the world. 

Imagine how much revenue our economy would produce if small- and mid-sized US companies started selling internationally! It could, arguably, solve several of the country’s fiscal problems. 

When asked why they don’t export, entrepreneurs and business owners alike say they simply lack the knowledge; they don’t know where to start or how to handle regulatory and payment issues. 

The US federal and state governments continuously strive to correct this trade imbalance, offering resources to help companies export; trade advisors, in-country attachés, research support, and grant monies are just the beginning of an extensive support network designed to help even the smallest American companies compete on the global stage. 

In addition, there are industry organizations, trade centers, chambers of commerce, and service providers willing to help. 

In this episode, Wendy lists the 7 main sources of exporting support.  

Pick one and reach out. 

Links: 

Resource Center - https://www.rapporttranslations.com/learning-center 

Book – The Language of Global Marketing - https://www.rapporttranslations.com/the-language-of-global-marketing-book 

Website: https://www.rapporttranslations.com/ 

Connect with Wendy - https://www.linkedin.com/in/wendypease/ 

Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com