A board member's role includes flagging strategic risks, including geopolitical exposure that could drastically limit future acquirers or prevent an IPO. Advising a CEO to relocate teams from a high-risk country is not operational meddling, but a core governance duty.

To get a CEO to champion a unified go-to-market strategy, don't pitch its importance. Ask them to answer core strategic questions, then ask if they believe their leadership team would provide the same answers. This highlights potential misalignment and positions the CEO as the leader to solve it.

True channel transformation is impossible without unwavering support from the entire executive team. This alignment should be a primary filter when a channel leader evaluates a new role, as its absence guarantees failure and a taxing, unwinnable battle.

Peter Cuneo credits Marvel's success to its board, which approved radical moves like starting a studio and casting the-then controversial Robert Downey Jr. A turnaround CEO's bold vision is useless without a board that shares an appetite for high-stakes, unconventional risks, a trait most boards lack.

Don't assume selling in Europe is the same as North America; it constitutes a new market entry. Companies often make a 'ton of assumptions' about marketing data, buying cycles, language, and regulations, underestimating the difficulty and risk of the move.

The CEO of Korean startup Apollon, who moved his family to Cambridge, argues that sending a representative is insufficient for US expansion. He advises that the CEO must be physically present "on the ground" to build trust, navigate the ecosystem, and demonstrate commitment—a crucial lesson for any international startup targeting the US.

Having sat on both sides of the table, Erik van den Berg defines the distinct roles. Management's job is to execute the plan, solve daily problems, and create operational options. The board's role is to challenge assumptions, provide high-level connections, and act as a strategic coach for the leadership team.

To make a split US/UK leadership team work, Enara Bio's CEO focuses on creating a deep "sense of belonging" for remote executives. This goes beyond logistics and time zones. The core challenge is making geographically distant leaders feel fully integrated, empowered, and part of the company's fabric from day one.

European firm Permira successfully entered the US not by just opening an office, but by relocating its top talent, empowering local decision-making, and accepting years of minimal activity to build relationships and market knowledge before scaling.