Read the full script of Module 10, Episode 3 of the Global Growth Master Class below. Want to get certified on global expansion? Simply click here to access the complete course today.

The roadway in this model is where collaboration between HQ and local teams happens and where work gets done. 

Left side of bridge

The section of the roadway on the left that links to HQ embodies the Company Vision and Core Values, which support the structures represented in the left tower. All members of the organization, including those at HQ and local teams, must genuinely comprehend the company vision and regard it as the guiding principle in all business activities. HQ establishes this vision and is accountable for ensuring that the local teams grasp and internalize its significance and principles.

Right side of bridge

The roadway on the far right is the localizations implemented to address market requirements and serve as the link between the local team and the local market. A robust team that possesses both company and local market knowledge facilitates effective localization, resulting in deeper market penetration. 

Central part of bridge

The roadway that connects both towers symbolizes the two-way communication and translation that takes place between HQ and local teams. This involves the transmission of critical objectives and the translation of the company vision from HQ to the local team, as well as the delivery of pertinent results and insights associated with the localization process from the local team to HQ. 

The portion of the roadway at the center of the bridge is effective Feedback Loops that play a crucial role in facilitating communication and translation between HQ and the local team, providing transparency and accelerating the company's growth from market entry to market maturity. These loops are strategically placed at various points along the roadway connecting both towers and serve as a structured problem-solving tool, promoting trust through a regular cadence of communication. 

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A strong communication link between HQ and local offices MUST exist - without access to HQ, local teams will wither away and underperform. Formalized Feedback Loops can effectively facilitate this two-way communication, ensuring that both parties are in sync and aligned with each other.

The roadway portion of the model is of paramount importance as it represents the intersection of authority and responsibility. It is here where HQ and local teams must share the responsibility of continuous communication and translation, making two-way communication critical. 

The multi-directional nature of feedback, communication, and translation is crucial as both HQ and local teams must be able to learn from each other and make progress in the new market. The roadway also represents where localization work is done and complexity arises, and it must therefore be carefully monitored, with Feedback Loops established by both parties.

The goal of the collaboration happening along the roadway is to validate the go-to-market and operating models for the new market, achieving product-market fit during market entry, and subsequently gaining momentum and scale to attain company-market fit in the market growth phase. As part of this process, HQ must adapt company communication and management practices into a form that aligns with the local market, and the local team must convey the necessary localizations to meet the demands of the local market back to HQ.

Maintaining effective communication is essential for supporting an organization that is distributed globally

Failure to adapt communication to a distributed workforce can lead to failure for companies aspiring to scale globally. However, it is important to ensure that communication is clear and concise. 

To give you a little perspective, Zendesk, for instance, has 200+ senior leaders who may interpret a message differently depending on their perspective. To avoid this, the company focuses its communications and ensures that the entire leadership team is aligned in engaging the rest of the 6,000+ person team around the same goals. Slack takes a similar approach, using "Summarizers and Simplifiers" to control the volume of information shared and highlight what is most important.

NOTE: Don't miss out on the next episode! If you want to continue learning about global expansion strategies and dive deeper into the course material, simply click here to access Module 10, Episode 4 of the Global Growth Master Class.