Success for Chinese AI companies like Z.AI depends on a recursive validation loop. Gaining traction and positive mentions from US tech leaders and media is crucial not just for global recognition, but for building credibility and winning enterprise customers within China itself, who closely monitor Western sentiment.

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 NBA's return to China after a six-year ban is less a sign of improving US-China relations and more a demonstration of China's market power. The move signals that for American businesses to access China's massive consumer base, they must operate within the country's strict political boundaries and avoid topics deemed sensitive by the government.

Unlike the 1980s, when Japanese corporations were common antagonists in films like Die Hard, modern Hollywood avoids portraying China negatively. This is attributed to a desire to maintain access to China's lucrative box office, resulting in a pop culture landscape that doesn't reflect geopolitical tensions.

For companies that aren't yet household names, securing top-tier media coverage is incredibly difficult. A more effective PR strategy is to set internal expectations and focus on achieving a consistent presence in niche trade publications. This builds credibility with the most relevant audience and is a more achievable goal.

Even though anyone can create media, legacy brands like The New York Times retain immense power. Their established brands are perceived by the public as more authoritative and trustworthy, giving them a 'monopoly on truth' that new creators lack.

Marketing campaigns, even if planned months in advance, can fail due to unforeseen world events. Integrating PR teams, who constantly monitor public sentiment and the news cycle, into the final approval process can prevent tone-deaf launches like Zara's ill-timed campaign.

A controversy over biased editing, amplified by Donald Trump, damages the BBC's key advantage in the US market: its perceived neutrality. Being publicly attacked by a US president erodes its "above the fray" positioning, recasting it as just another player in America's domestic political battles.

Brands, especially in luxury, fear diluting their image with platform-native content. This fear is misplaced, as consumers are already defining the brand's perception through user-generated content at scale. Brands must participate to guide the narrative, as the "brand schizophrenia" they fear already exists.