Crossing the Atlantic

Christina Rebuffet-Broadus
  • 5,0 (2)
  • Marketing
  • Chaque semaine

Crossing the Atlantic (formerly called The TransAtlantic Entrepreneur) is a biweekly podcast for business leaders expanding between the US and Europe. Hosted by Christina Rebuffet-Broadus, an American advisory expert in transatlantic business based in France for 20+ years, and founder of TransAtlantia. Each episode unpacks the cultural blind spots, market entry mistakes, and deal-breakers that trip up companies on both sides of the Atlantic. No abstract theory. No textbook frameworks. Just what actually happens when American companies enter Europe, European companies enter the US, and everyone assumes they understand each other because they share a language. Christina has helped 500+ companies navigate transatlantic expansion across industries including industrial, agri-food, energy, SaaS, and manufacturing. She's the USA Affiliate Director with GoExport (Groupe ADIT) and France Country Manager for USA Launching Pad based in Silicon Valley. She brings a perspective no one else has: she's lived and built businesses on both sides. What you'll hear in each episode: real client stories, the cultural signals that make or break deals, pricing and negotiation differences between US and European buyers, distribution strategy, market entry frameworks, best practices for sales, and the hard-won lessons that don't show up in AI queries. If you're a CEO, VP of Sales, Export Director, or founder planning a US or European expansion... Or if you're in the middle of one that isn't clicking, this podcast will save you time, money, and a heck of a lot of frustration. And for those of you wondering, this podcast was formerly in French, under the name "The Transatlantic Entrepreneur", with 50+ episodes. "Crossing the Atlantic" brings you the same host, same mission, new name, and in English, broadened to reflect the full range of business leaders crossing the Atlantic today. New episodes every two weeks. Also available as a LinkedIn article series and newsletter at https://transatlantia.com/newsletter/

  1. 31 mai

    Bringing a French Medtech to Tech Week NYC

    EPISODE SUMMARY This week, I'll be in New York City moderating an important event for a French medtech founder I've been working with for about two months. The event we're walking into looks very different from the one he first described to me, and the gap between those two versions is the thing every French founder needs to understand before introducing their company in the US. In this episode I take you inside the architecture of what we're actually building for Bruno Aubert and WarnFeet, the principle behind it, and why the part that matters most happens after the slides come down. IN THIS EPISODE - Why a 90-minute keynote-and-Q&A format empties a New York room twenty minutes before the networking even starts - What happens when you ask a room of strangers to commit publicly to a scientific advisory board, and the simple reframe that actually works MENTIONED IN THIS EPISODE Bruno Aubert and WarnFeet: Bruno is the founder and CTO of SoleCooler, a French company building the first mass-market diabetic foot prevention system, WarnFeet. It's their newest product. If you're in NYC, come to our medtech breakfast! 🗓️ Wednesday June 3, 8:45-11:00AM 📍 Maison de l'Occitanie à New York 🎟️ RSVP here: https://partiful.com/e/pRGMGLY8pbqZl3qbuG9s ABOUT CROSSING THE ATLANTIC Crossing the Atlantic is a biweekly podcast for business leaders expanding across the ocean. Hosted by Christina Rebuffet-Broadus, an American who has spent 20+ years in France and founded TransAtlantia, each episode tackles the cultural blind spots, strategic mistakes, and hidden dynamics that make transatlantic business harder than it looks. New episodes every two weeks. CONNECT WITH ME, CHRISTINA REBUFFET-BROADUS - Website: transatlantia.com - LinkedIn: Christina Rebuffet-Broadus - Email: christina@transatlantia.com

    20 min

  2. 20 mai

    The Yes Trap: How French vs American business culture kills deals

    A French founder I work with was sure his US deal would close. The American buyer kept telling him "we're excited, let's keep moving forward." Eleven weeks later, still no contract. Around the same time, an American sales VP walked out of a meeting in Paris and told me to write the deal off. The French team had grilled him for an hour. Three weeks later, they signed. Two opposite mistakes, same root cause. In this episode I break down why an American "yes" and a French "oui" are almost never the same word, how French vs American business culture turns the same signals into opposite meanings, and why the warm responses you're tracking in your pipeline are probably lying to you. Then I give you four questions you can run after any cross-Atlantic meeting to find out what's actually real. IN THIS EPISODE Why an American "yes" is cheap and warm, and usually means "keep talking," not "we're committed"Why a French team that grills you with hard questions is often interested, not rejecting youHow each side prices risk and time differently, and why that shapes the language they use MENTIONED IN THIS EPISODE MedTech breakfast on a ground-breaking innovation in diabetes prevention: June 3, NYC at La Maison de l'Occitanie. Featured speakers: one of the world's leading doctors in the field and Bruno Aubert, founder of SoleCooler and inventor of WarnFeet. I'm moderating the event. If you're in med tech, health insurance, or the medical field and you'll be in New York, come join us. Save your spot here: https://partiful.com/e/pRGMGLY8pbqZl3qbuG9s ---------- My next book: working title False Friends. It's about doing business across the Atlantic and the gap between what looks similar in the US and France and what actually is. If you've had a transatlantic "false friend" moment, a conversation or meeting that hid rough patches due to cultural differences, reach out and tell me about it! I'm looking for stories and companies to feature in the book! SOURCES & LINKS MENTIONED Diabetes Prevention Breakfast, June 3, NYC. Sign up: https://partiful.com/e/pRGMGLY8pbqZl3qbuG9sShare your "false friend" story for the book: christina@christinarebuffet.com ABOUT CROSSING THE ATLANTIC Crossing the Atlantic is a biweekly podcast for business leaders expanding across the ocean. Hosted by Christina Rebuffet-Broadus, an American who has spent 20+ years in France and founded TransAtlantia, each episode tackles the cultural blind spots, strategic mistakes, and hidden dynamics that make transatlantic business harder than it looks. New episodes every two weeks. CONNECT WITH ME, CHRISTINA REBUFFET-BROADUS Website: transatlantia.comLinkedIn: https://www.linkedin.com/in/christinarebuffetbroadus/Email: christina@christinarebuffet.com

    26 min

  3. 5 mai

    The Alignment Trap: How French and American decision-making kills deals

    This week, we explore another challenges of transatlantic business : the alignment trap and decision-making differences. We'll delve into the impact of cultural nuances on decision-making and give you strategies for understanding how deals move forward in different cultures on both sides of the Atlantic, and more importantly, how to manage the decision-making process so things really do move forward. Chapters 00:00 The Alignment Trap05:26 Cultural Differences in Decision-Making14:13 Consensus First Decision-Making20:22 Strategies for Transatlantic Deals About Crossing the Atlantic Crossing the Atlantic is a biweekly podcast for business leaders expanding across the ocean. Your host is Christina Rebuffet-Broadus, an American advisory consultant in transatlantic deals with 20+ years in France and founder of TransAtlantia. Each episode tackles the cultural blind spots, strategic mistakes, and hidden dynamics that make transatlantic business harder than it looks. New episodes every two weeks. Connect with Christina   •  Website: transatlantia.com   •  LinkedIn: Christina Rebuffet-Broadus   •  Book a conversation: Schedule here

    26 min

  4. 21 avr.

    The Operating System Trap: Why US companies fail when expanding to Europe

    If the Familiarity Trap is the disease, the hidden cost of assumptions is the bill. In this episode, I put numbers on what happens when companies cross the Atlantic without questioning their instincts: 68% of failed transatlantic expansions trace back to cultural assumptions made in the first 90 days. I'll talk about the concept of “cultural operating systems”, the invisible rules governing how business gets done on each side of the Atlantic and explain why running your American operating system on European infrastructure (or vice versa) breaks things in ways you won’t see coming. In This Episode The French energy company whose growing US revenue masked a team falling apart and why nobody saw it comingWhy 68% of failed transatlantic expansions trace back to assumptions made in the first 90 daysCultural operating systems: what the computer analogy reveals about why business cultures are incompatible without translationThe American OS (speed, individual accountability, 70% and iterate) vs. the European OS (depth, consensus, 85% before you move)How one fintech company hired a single local advisor and rewrote their entire go-to-market in three monthsThe three-phase framework: Observe, Translate, Pilot and why the companies that slow down spend less moneySources & Links Mentioned Studies & Data: 70% of international business ventures fail due to cultural misunderstandings : Academic research on cross-border failures (GRIN)Cross-border M&A failure rates of 70–90% : Harvard Business Review: A Better Approach to Mergers and AcquisitionsEACC Transatlantic Expansion Barometer (survey of 200 US & European mid-size businesses) : EACC France / OCO Global Previous Episode: Episode 1: The Familiarity Trap: Why the Atlantic feels easy and isn’t About "Crossing the Atlantic" Crossing the Atlantic is a biweekly podcast for business leaders expanding across the ocean. Hosted by Christina Rebuffet-Broadus an American transatlantic expansion expert with 20+ years in France and founder of TransAtlantia. Each episode tackles the cultural blind spots, strategic mistakes, and hidden dynamics that make transatlantic business harder than it looks. New episodes every two weeks. Connect with me: Website: transatlantia.comLinkedIn: Christina Rebuffet-BroadusBook a conversation: Schedule here Next Episode Decision-Making: Consensus vs. Command How Americans and Europeans make business decisions differently, why neither side understands why the other “takes so long” or “rushes into things,” and what to do about it. Drops May 5, 2026.

    29 min

  5. 7 avr.

    The Familiarity Trap: Your biggest transatlantic danger

    Why does doing business across the Atlantic feel so easy, and why does that feeling cost companies more than expanding into markets they recognize as foreign? In this episode, I break down what I call The Familiarity Trap: the false sense of alignment created by a shared language, shared tools, and shared conference circuits that leads companies on both sides of the Atlantic to skip the cultural preparation they'd do for any other market. I share two stories of transatlantic deals derailed by invisible cultural assumptions, introduce the Cultural Operating System diagnostic and explain why the companies that succeed aren't smarter or richer, but the ones who start by questioning what they think they know. In This Episode   •  Why companies entering Japan prepare for culture shock but companies crossing the Atlantic don't, and why that costs more   •  The French CEO whose "hot pipeline" went silent after enthusiastic American meetings   •  The American team that walked away from German prospects who were actively trying to buy   •  The Cultural Operating System diagnostic: five questions to ask before you spend six figures   •  What "yes," "no," "fast," and "direct" actually mean on each side of the Atlantic Sources & Links Mentioned Studies & Data:   •  70% of international business ventures fail due to cultural misunderstandings Academic research on cross-border M&A failures (GRIN)   •  Cross-border M&A failure rates of 70–90% Harvard Business Review: A Better Approach to Mergers and Acquisitions   •  EACC Transatlantic Expansion Barometer (survey of 200 US & European mid-size businesses) EACC France / OCO Global   •  US-EU trade totaled $1.5 trillion in goods and services in 2024 — Office of the United States Trade Representative   •  The Transatlantic Economy 2026 report — U.S. Chamber of Commerce About Crossing the Atlantic Crossing the Atlantic is a biweekly podcast for business leaders expanding across the ocean. Your host is Christina Rebuffet-Broadus, an American advisory consultant in transatlantic deals with 20+ years in France and founder of TransAtlantia. Each episode tackles the cultural blind spots, strategic mistakes, and hidden dynamics that make transatlantic business harder than it looks. New episodes every two weeks. Connect with Christina   •  Website: transatlantia.com   •  LinkedIn: Christina Rebuffet-Broadus   •  Book a conversation: Schedule here

    18 min

  6. 4 mars

    Pourquoi vos clients U.S. disparaissent

    Dans cet épisode, Christina Rebuffet explore la réalité des cycles de vente aux États-Unis, en déconstruisant le mythe de la rapidité des affaires américaines. Elle explique que, bien que les Américains attendent une réactivité rapide, le processus de décision peut prendre jusqu'à 211 jours. Elle aborde les concepts de MQL (Marketing Qualified Lead) et SQL (Sales Qualified Lead), et souligne l'importance de maintenir un momentum tout au long du cycle de vente sans brusquer les prospects. La patience et la présence active sont essentielles pour réussir sur le marché américain. Takeaways Les salons peuvent générer des contacts, mais le suivi est crucial.Le cycle de vente américain peut durer jusqu'à 211 jours.Il existe un décalage entre la réactivité et la décision aux États-Unis.Les MQL et SQL sont des étapes clés dans le processus de vente.Maintenir le contact sans pression est essentiel.La réactivité est évaluée par les prospects américains.Un prospect peut être enthousiaste sans être prêt à acheter.La patience est nécessaire, mais la présence est primordiale.Comprendre le tempo américain est vital pour réussir. Chapitres 00:00 Retour du CES : Réalité des salons américains 01:55 Le mythe de la vitesse du business américain 07:02 Cycles de vente : Comprendre le MQL et le SQL 14:20 Maintenir le momentum : Stratégies de réactivité 20:22 Conclusion : Patience et présence dans le cycle de vente

    21 min

  7. 25 févr.

    35 comptes. 1,4$M. Le volume, c'était une illusion.

    Dans cet épisode, Christina Rebuffet-Broadus aborde les défis rencontrés par les entreprises françaises souhaitant pénétrer le marché américain. Elle partage un cas concret d'une PME Tech qui a transformé son approche de prospection, passant de 1200 prospects à 1,4 million de dollars de pipeline en se concentrant sur la personnalisation et la qualité des contacts. Elle souligne l'importance d'une méthode adaptée et d'une compréhension approfondie des besoins des clients américains pour réussir sur ce marché. Takeaways Les entreprises doivent éviter de tirer des conclusions hâtives sur le marché américain.Une approche personnalisée est essentielle pour la prospection B2B aux États-Unis.La qualité des prospects est plus importante que la quantité.Les outils d'automatisation ne remplacent pas une stratégie de prospection réfléchie.La recherche minutieuse sur les prospects peut transformer les résultats.Les PME doivent être prêtes à investir du temps dans la recherche avant de prospecter.Un bon message de prospection doit répondre à des besoins spécifiques. Chapitres 00:00 Défis d'Entrée sur le Marché Américain 02:25 Analyse d'un Cas Concret de Transformation 05:16 L'Importance de la Personnalisation dans la Prospection 10:25 Stratégies de Prospection Efficaces 12:44 Développement d'un Outil pour Optimiser la Prospection 15:32 Réflexions Finales sur le Marché Américain

    16 min

  8. 18 févr.

    Le syndrome du meilleur produit

    Dans cet épisode, Christina Rebuffet-Broadus aborde le défi auquel font face les entreprises européennes qui tentent de vendre leurs produits sur le marché américain. Elle explique que même si un produit est techniquement supérieur et moins cher, cela ne garantit pas le succès. Les acheteurs américains évaluent également le risque associé à un changement de fournisseur et cherchent des preuves de la fiabilité et de la sécurité de la transition. Christina propose des stratégies pour transformer cette différence en un avantage compétitif, en mettant l'accent sur la sécurité, la preuve sociale et le coût de l'inaction. Pour challenger votre offre avant de le présenter à vos contacts américains, prenez rendez-vous avec moi sur https://transatlantia.com/ Takeaways Le syndrome du meilleur produit peut nuire à la vente.Les clients américains évaluent le risque avant d'acheter.La transition doit être sécurisée et sans interruption.La preuve sociale est cruciale pour gagner la confiance.Créer une nouvelle catégorie peut aider à se démarquer.Le coût de l'inaction doit être mis en avant.Vendre une décision plutôt qu'un produit est essentiel.Les acheteurs américains cherchent des justifications solides.Le statu quo est un avantage pour les concurrents établis.La présentation du produit doit évoluer pour résonner avec le marché américain. Chapitres 00:00 Le syndrome du meilleur produit 10:42 Vendre la sécurité et la transition 15:00 Transformer la différence en avantage compétitif

    18 min
Tout afficher (60)

Notes et avis

5
sur 5
2 notes

À propos

Crossing the Atlantic (formerly called The TransAtlantic Entrepreneur) is a biweekly podcast for business leaders expanding between the US and Europe. Hosted by Christina Rebuffet-Broadus, an American advisory expert in transatlantic business based in France for 20+ years, and founder of TransAtlantia. Each episode unpacks the cultural blind spots, market entry mistakes, and deal-breakers that trip up companies on both sides of the Atlantic. No abstract theory. No textbook frameworks. Just what actually happens when American companies enter Europe, European companies enter the US, and everyone assumes they understand each other because they share a language. Christina has helped 500+ companies navigate transatlantic expansion across industries including industrial, agri-food, energy, SaaS, and manufacturing. She's the USA Affiliate Director with GoExport (Groupe ADIT) and France Country Manager for USA Launching Pad based in Silicon Valley. She brings a perspective no one else has: she's lived and built businesses on both sides. What you'll hear in each episode: real client stories, the cultural signals that make or break deals, pricing and negotiation differences between US and European buyers, distribution strategy, market entry frameworks, best practices for sales, and the hard-won lessons that don't show up in AI queries. If you're a CEO, VP of Sales, Export Director, or founder planning a US or European expansion... Or if you're in the middle of one that isn't clicking, this podcast will save you time, money, and a heck of a lot of frustration. And for those of you wondering, this podcast was formerly in French, under the name "The Transatlantic Entrepreneur", with 50+ episodes. "Crossing the Atlantic" brings you the same host, same mission, new name, and in English, broadened to reflect the full range of business leaders crossing the Atlantic today. New episodes every two weeks. Also available as a LinkedIn article series and newsletter at https://transatlantia.com/newsletter/

Informations

  • Création
    Christina Rebuffet-Broadus
  • Années d’activité
    2024 - 2026
  • Épisodes
    60
  • Classification
    Tous publics
  • Copyright
    © 2025 Christina Rebuffet-Broadus
  • Site web de l’émission
    Crossing the Atlantic