The Global Marketing Show globalmarketingshow

Christy Brown is CEO of Dr. Noze Best, an innovative pediatric healthcare company committed to bringing hospital-grade respiratory devices into the home. After only two years with the company, Christy already has a plan to launch their direct-to-consumer medical device in 10 countries. She’s a mover and shaker! 
The company’s mission is to make sure that every child can breathe – and for parents to feel “confident and supported” when caring for their child’s health. Current offerings include nasal aspirators and accessories, and a full product line designed to help children breathe better is also in development. 
To launch globally with purpose and intention, the Dr. Noze Best team developed a proprietary tool – the “Complexity Calculator.” The Calculator measures various elements that could affect a product launch in a new country – population and birth rates, economics, legal frameworks, regulatory requirements, and logistics, for example – so the team could prioritize the countries by opportunity and ease of doing business. 
At the outset, Christy describes feeling “isolated” by her lack of connections in global trade – she didn’t know who to turn to for advice and guidance, or how to find partners. A fortuitous post on an Entrepreneurs’ Organization (EO) WhatsApp chat group connected us – my brother Scott suggested Christy reach out to me. 
Thereafter, the company worked with the US Commercial Service (USCS) in Atlanta to make connections in their initial target countries. Christy raves about the services they received from both USCS Atlanta and the Georgia Department of Economic Development (GDEcD). With assistance from both agencies, Christy connected with consulates within initial target countries to acquire valuable information about how to enter local markets. 
There will be challenges along the way, Christy says. Her team struggled to meet projections when faced with unanticipated and uncontrollable issues and with setting up direct-to-market shipping from their Asian manufacturer, finding capable distributors, and steering the medical device through the various regulatory bodies. 
Regardless, her first and best advice for others starting the export journey is simple: “Do it!” Once you do: 
Have patience: it can take time for success. 
Build a good team: you are only as good as your team. 
Stay tenacious. 
Find your resources: agencies like the USCS, GDEcD, District Export Councils, and Chambers of Commerce can direct you to meaningful services, support, and in-country connections. 
Christy’s favorite foreign word is “bonjour”! It’s a welcome “hello” in France and other French-speaking countries, she says, and to share the joy in Atlanta she’s localized the phrase to “bonjour y’all”! 
 
Links: 
christy@drnozebest.com 
Website: www.drnozebest.com 
LinkedIn: https://www.linkedin.com/in/christy-brown-a54aa0/  
 
Connect with Wendy - https://www.linkedin.com/in/wendypease/ 
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com 

Steve Becker is committed to improving human health by unlocking the power of molecular diagnostics. In the world of medical devices and diagnostics, you might think the latter falls under the purview of the former, says Steve, yet: “from a regulatory standpoint, diagnostics is covered by a lot of the medical device rules.”
Unlike medical devices like implants, however, “diagnostics is really the ability to measure your body, whether you’re healthy or sick; and if you are sick, what’s making you sick. Helping to uncover your health status and what you can do to improve is really the heart of diagnostics.” 
In this episode, Steve shares the lasting lessons learned during his stints at Thermo Fisher, Quest Diagnostics, Agilent, and GE Healthcare, where he directed sales, global marketing, business development, and licensing. Learn how to navigate within a constantly changing healthcare business landscape, from the first steps toward launch to the regulatory requirements and cultural differences that can affect development, distribution, and product adoption.  
Going to market on one’s own is a big task, says Steve – find the right partners to mitigate the commercial regulatory tasks and technical risks. Ultimately, the company whose name is on the product assumes the liability – “they’re the ones on the hook” – but relying on specialists along the way improves your chances of a streamlined launch. 
During his tenure at Quest Diagnostics, the company built a “global diagnostics network,” pooling the capabilities, diagnostics insights, samples, testing and sharing of leading companies into one place. In the end, Quest brought the first Zika test to market, reliant upon colleagues. 
In fact, choosing your initial target audiences can come into play even during development, as “diseases become more localized and companies are made for those markets,” Steve adds. Pay attention to “how to get paid for what you do,” your reimbursement strategy. In diagnostics, for example, ask yourself: 
Is it going to measure what we say it’s going to measure? (Analytic or clinical validity) 
Can we do anything with the information? (Utility) 
Interestingly, reimbursement can often become political; for example, in the US it’s widely accepted that breast cancer can come with a genetic indicator (the BRCA gene) – and the patient can take prophylactic steps or opt for watchful waiting. In contrast, Steve says that: 
In a single-payer system, if you were 49 you could take the [BRCA] test; if 50, no test. The calculation includes risk, quality of life, total cost – someone makes a decision, snapped the line, and that’s where it landed. 
Add to that differences stemming from culture and tradition, and it makes sense to work with local, in-country partners to navigate your go-to-market strategy, especially with regard to regulatory requirements. 
To date, Steve says that European companies would often launch first domestically and then in the US because it was easier, but that’s starting to change as the EU changes its regulatory stance. 
Regulations are stricter now in Europe, with liability going as far back as the manufacturer – for translation quality, for example. Diagnostic tests are now treated more like a medical device, including review by regulatory bodies, etc. – it’s a lot more work but it’s a good thing. 
Think globally but act locally, Steve adds. You may use the same assay (investigative procedure for qualitatively or quantitatively measuring the presence, amount, or functional activity of an element) as in the US but a local company can handle the technology, packaging, regulatory requirements, approvals, and clinical evidence and market under THEIR brand, with their own branding and local language. This happens consistently, across IV diagnostic companies – Abbott, Siemens, Roche, Thermo Fisher – and all of them have to treat each of their launches “locally,”

Rapport International President and Owner Wendy Pease was a recent guest on Michael Becker’s Identity Praxis podcast. Michael is a strategic advisor to Fortune 500s, startups, and non-profits worldwide, with a focus on global marketing and product, new market, and business development. In this episode they discuss the importance of translation and interpretation in this interconnected world. 
Translation can be traced back to the Rosetta stone, considered the first written translation in history and the key to deciphering Egyptian hieroglyphs dating as far back as 196 B.C.E. Things got interesting with the introduction of machines, explains Wendy, especially at the advent of WWII and codebreaking and spying. All of it was word-for-word translation, which didn’t work then and still doesn’t today, she adds. Even adding grammar rules and machine intelligence leaves us with problematic options like Google Translate and ChatGPT. 
Think about it: “language is a very dynamic, living thing,” Wendy explains. We’re from New England and California and that’s reflected in our speech patterns, word choices, cultural bents – let alone adding in different languages…. And even large, well-known brands with human translators run into issues; just look up Electrolux, Got Milk?, or Braniff Airlines. 
To do it right in this world we can’t continue to do everything manually but we need to do it right. Michael asks: “Can we build IP along the way and elevate our community, too?” 
The solution, according to Wendy, is to leverage translation technologies – proven ones that exist today as well as those emerging daily – only under the guidance of a “detail-oriented, qualified, professional linguist with subject matter expertise.” 
The efficacy of translation technologies also depends on project requirements – TripAdvisor can use translation memory for certain standardized, repetitive content, for example, like room descriptions and amenities. A large retailer necessarily has more detailed requirements – a handbag to one person is also a purse, pocketbook, satchel, clutch, etc. 
As such, large conglomerates are attempting to create IP in the form of customized large language models (LLMs), Wendy adds, not only for increased efficiency but because common options like ChatGPT and Gemini incorporate faulty Google Translate content, Internet disinformation, and even false content in the form of hallucinations. 
In fact, the world changes so vastly, and so quickly, that even fundamental services like translation – for the written word – and interpretation – for the spoken word – are now intermingled in the form of live chat, says Wendy. Unlike chatbots and AI chats that rely on translation, translator-interpreters are facilitating a real-time conversation in the written format. In that light, guest and host agree that the future of computer-aided translation is clearly promising, and it’s simply beneficial to proceed with caution. 
 
Links:  
Website: Identity Praxis, Inc. 
LinkedIn: https://www.linkedin.com/in/privacyshaman/  
Tinderbox: https://www.youtube.com/playlist?list=PL6MVDtSfcKxd2XLpenMAd9H4VknDyn6oz  
 
Connect with Wendy - https://www.linkedin.com/in/wendypease/ 
Connect with Michael - https://www.linkedin.com/in/privacyshaman/ 
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com 

Waseem Kawaf has built over 400 websites and is an expert in global user experience (UX). He’s currently the co-founder of Seicho Syndicate, where he and his partners design and develop great user experiences for their clients. 
Prior to Seicho, Waseem served as Global VP of Digital Experience for Stanley Black & Decker and worked in marketing agency roles. 
“Seicho” means exponential growth in Japanese, says Waseem, and his company is aptly named. When prospects and clients have good user experiences throughout their journeys, they stay longer and generate more revenue. 
UX optimization can be a daunting prospect for companies of any size –Waseem suggests breaking the project up into small steps, to gain insight into your users. Pick data from the call center, chat, trade shows, or your website to analyze and build the “voice” of the customer. 
The goal should be to keep every interaction “simple, connected, and frictionless,” he advises. “And rather than starting UX strategy meetings with brainstorming, try an ‘Outside-In’ philosophy instead, which works from the customer’s perspective and gives clear direction for your initial moves, an important lesson he learned while earning an MBA from MIT. 
Throughout his career, Waseem has worked in the global arena. That broad experience made it clear to him that companies must consider local markets – not all users around the world consume information, interact, or buy the same way. By taking a collaborative approach rather than an authoritative one, teams can take all users into account. It may take longer but will lead to greater success. 
And in the end, the Pareto principal will apply – 80% of the work can be globalized and 20% localized. The Stanley Black & Decker team created content in English and then translated any material deemed important or helpful into local languages. 
Waseem’s best advice: “Stay hungry and humble. Develop your emotional intelligence, stay curious, and respect the ‘Power of WE.’ Consider yourself the stirrer in a lovely drink – by bringing all the different tastes and flavors together, you create a magical experience.” 
 
Links: 
Website: https://seichosyndicate.com/ 
LinkedIn: https://www.linkedin.com/in/kawaf/  
 
Connect with Wendy - https://www.linkedin.com/in/wendypease/ 
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com 

Ivo Verhaegh, founder of Powerhouse AI, came to entrepreneurship through an interesting path. He knew he wanted to start a company, work with a co-founder, and live abroad from his home country, the Netherlands. Since he didn’t have an idea for a business and couldn’t find a co-founder on the same timeline for starting a business, he applied to a program called Entrepreneur First. The organization screens hundreds of applicants, accepting only 1% of the people who apply; a group of 80 are ultimately accepted and work with each other to find co-founders. Venture capitalists sponsor the Entrepreneur First program, through which they find viable businesses with co-founders that click, elevate each other and the business, and are productive. 
While in the program, Ivo met his co-founder (and now Powerhouse AI’s Chief Technology Officer) Kushal Pillay – together they worked toward an affordable and manageable robot-driven warehouse environment.  
Ultimately, they created an app that automates the counting and checking of inventory and pallets in warehouse storage, maximizing productivity. Since the launch, they’ve won clients including DHL, Unilever, and numerous logistics companies. 
Funded and guided by investors, Ivo and Kushal were encouraged to think BIG and globally from the start. Being based in Singapore, which has a small domestic market, they assumed they would sell into Southeast Asia. Market research showed, however, that labor is plentiful and inexpensive in the region, so warehouse operations were satisfactory as-is, unlike in the US, which embraced the technology. 
Currently, Powerhouse AI offers its technology solely in English, but will soon translate for their Spanish, Chinese, Malay, and Hindu target markets. Ivo understands how important translation is and that Google Translate or AI are unreliable, so he plans on using professional translators. 
Some of the bumps in the road Ivo met along the way include: 
Not understanding the southeast Asian market well enough from the start took time away from early success. 
Not focusing on specific industries or geographies with targeted messaging slowed sales success. 
Not having in-person meetings with certain clients slowed the closing of sales. The logistics industry is traditional and prefers face-to-face meetings. 
Currently, the company’s ideal client has over 100,000 square feet of warehousing space and requires precision in inventory management, making Powerhouse AI a clear fit for companies in the healthcare, pharmaceutical, consumer product, and automotive industries. 
Ivo’s best advice: 
Think Big – surround yourself with other entrepreneurs to open your eyes to possibilities. 
Build a Superstar Team – hire people that are ambitious, curious, accountable, responsible, and knowledgeable. 
Ivo’s two favorite foreign words are good ones: 
“Bolleboos” – a Dutch word that literally translates to “bright hat” and refers to a “smart person.”  
“Introspective” – an English word that represents “the superpower of knowing yourself.”  
Ivo certainly represents both of those words! Engaging, creative, smart, driven and very self-aware, he is a podcast guest to remember!  
 
Links: 
Website: https://www.powerhouseai.com/ 
LinkedIn: https://www.linkedin.com/in/ivoverhaegh/ 
 
Connect with Wendy - https://www.linkedin.com/in/wendypease/ 
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com 

Liz Fendt is Global Chief Marketing Director of TÜV SÜD, which specializes in testing, certification, auditing, and advisory services for different industries. There exist only 10 major players in the compliance industry, which ensures safe practices around both goods and services. 
As an example, think about airport safety. Proper testing, inspection, and certification means the airport management company must connect all relevant suppliers and vendors – elevator companies, airway manufacturers, builders, and countless other stakeholders – with quality managers to meet and guarantee compliance with safety standards. 
Prior to her current role, Liz worked in communications and sales and marketing at TÜV SÜD, with a focus on local, regionalized marketing. Inspiration struck the day she analyzed existing collateral and recognized a critical lack of uniformity in marketing materials for the company’s global markets; the difference in colors, branding, messaging, and myriad other content and design elements pointed at once to the inefficiencies of duplicated efforts and a missed opportunity for global branding. 
Senior management agreed and, in that way, Liz created her own Global Chief Marketing Director role, with the goal of increased efficiencies based on a unified corporate global marketing effort and a cohesive international team. 
At the start, Liz worked with 120 associates to develop consistent processes and brand/style guidelines. She envisioned the company’s German headquarters as the hub of her global marketing team, with satellite offices as its spokes, deliberately building teams that could move along those spokes, simultaneously integrating her team and realizing larger corporate strategies. 
A second hub in Singapore followed and Liz saw opportunity there, too – as one global marketing campaign wound down, the next would begin. The fabric supporting every effort: people. She built her teams by elevating associates from within, and with intention and according to detailed specialty – pay-per-click, social media, website, document management systems – no associate, role, or team was overlooked, resulting in talented and diverse representation within each group. 
Liz’s advice on developing global teams with high retention rates: look for people with a positive outlook that like to solve problems. Two associates who started as interns are now heading global teams – if it’s a complex industry get them in and train them so that they can progress. Energized, excited people with a can-do attitude will thrive with support, contributing new ideas and fostering a healthy work environment. 
With that approach, in the first five years and with the same budget, the global marketing team increased leads via the on-hand readiness of standardized, culturally appropriate, marketing “in a box.” Content and campaigns could be used globally, and Liz also consolidated the company’s website, from 7-10 countries with 42 separate sites to a single, unified one. 
 
Lessons Learned 
Throughout her career, Liz has always turned to her team for inspiration and new ideas. Her best advice is to always do business with a growth mindset, and to keep networking – even with people in different fields and industries – because you will always benefit from expertise and diversity of thought. 
The TÜV SÜD community of experts spans the globe, and in 2016, Liz co-founded the Global TÜV SÜD Women's Network – a 1000+ strong network of women across the company, to support and nurture global and local networking, professional mentoring, and role model programs. 
Other lessons learned: 
One size doesn’t fit all: global marketing for campaigns “in a box,” requires a different mix for different markets. Some audiences want white papers while others value human, face-to-face interaction. 
Start small: at the start, the company’s largest website was the German one – after starting with that site L