The Global Marketing Show

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