When selling cross-culturally, it's better to admit you're not an expert. Do your research, but also state that you understand you don't live in their world and what you've learned may not be perfectly accurate. This humility builds more trust than pretending to be a cultural insider, which can backfire.

The goal of using a local phrase isn't fluency, but connection. Fumbling through a word shows you've made an effort to meet the client in their world. This act of trying is more appreciated than perfect execution because it demonstrates respect and a genuine desire to connect with them on their terms.

The first filter for fastvertising isn't creative potential, but the seriousness of the event. Brands must determine if it's appropriate to make light of a situation. Pop culture is relatively safe territory, while politics, disasters, and conflicts are high-risk zones to be avoided.

Nestle avoids a rigid top-down approach by fostering a "hive mind" mentality. While a global strategy exists, local markets like Brazil and Mexico have autonomy to adapt to their unique cultures. The key is constant cross-market communication, where teams share successes and failures to ensure everyone evolves together.

Square strategically shifted its core customer definition from the generic 'small business' to the more specific 'local business.' This subtle change allows the brand to anchor its identity in the community fabric its customers create, moving beyond simple company size to a shared ethos.

"Culture" is often used too broadly. Brands should focus on "Little C" culture by tapping into existing pillars like music or sports. "Big C" culture—macro societal shifts—is a rare feat achievable only by platform-level brands like TikTok.

Leaders focus on obvious cultural differences like language. However, the divide between departments in the same organization (e.g., military vs. State Department) can be larger and more insidious because it’s less apparent, leading to misinterpretation rooted in different organizational norms and assumptions.

Company-wide processes like annual planning often become bland and unopinionated to appease all stakeholders and avoid criticism. In contrast, companies with strong cultures often have opinionated leaders who champion specific, quirky rituals, which infuses the entire organization with a distinct and effective character.

Don't assume a sales call's purpose is universal. In some cultures, like Vietnam, the goal is deep information exchange, and meetings run long. In others, like Spain, the focus is on relationship-building over extended, informal dinners. Misreading this core objective will lead to failure.