Read the full script of Module 3, Episode 2 of the Global Growth Master Class below. Want to get certified on global expansion? Simply click here to access the complete course today.

When expanding in new markets a company is essential going back to the very beginning of the Customer Development Model, because everything that had been validated in the initial market, who the target customer is, pricing, the product/service itself, and beyond, now has to be re-visited and re-evaluated in the context of the new market.

This not only requires alignment around a certain mindset (the Global Class Mindset), but it also requires people who can effectively navigate the Customer Discovery Model to find out who the target customer is and all the other elements of the go-to-market and operational models but also requires a cultural awareness to understand the nuances of that local market. It’s not about roadmap adherence, it’s about flexibility. Having people with this mindset is not only important for finding product-market fit in a new market, but having these catalysts are essential for successful global growth in aggregate. 

These people are what we call, INTERpreneurs, as in International.

What is an Interpreneur?

An Interpreneur is a type of business professional who identifies international business opportunities, leads the organization towards global expansion, and helps to maintain a global perspective. They possess traits of both entrepreneurs and intrapreneurs, with an added emphasis on cultural awareness and curiosity. They are agile and able to navigate the challenges of entering new markets, while also being able to navigate the complexities of an established organization and building support for their international goals. They have a focus on innovation and learning, even in the face of failure.

As a growing company expands into international markets, it can be difficult to secure the resources and support from leadership needed to succeed in those markets. This is where intrapreneurs come in - individuals who possess the skills to work within the company's framework to achieve their goals. It's important to note that interpreneurs can be located at the company's headquarters and can be at any level within the organization, and not just in local market offices. They can be part of any business function and at any level from CEO down to entry level.

Interpreneurs don’t limit their connections within their own borders

As Mads Faurholt, former Global Managing Director and Partner at incubator and company builder Rocket Internet, points out of successful global business professionals, “they often connect more with others across countries than those in their same location; what defines them is cross-border,” a mindset that is well suited for distributed work. Interpreneurs are able to take what is often a complex and challenging process of scaling internationally and frame it in the positive, communicating the ROI and getting buy-in while advocating for competing budget items. Interpreneurs are facilitators who are extremely effective at listening and learning. To echo a mantra from Marc Benioff , co-founder and co-CEO of Salesforce, Interpreneurs constantly have a “beginner’s mindset” and are able to listen deeply to things beyond what confirms their biases.

Let’s break down the building blocks of Interpreneurs, which we visualize with a pyramid.

Interpreneurs have a Growth Mindset. They are Entrepreneurial and can navigate the uncertainty of not knowing key elements of how a business will operate in a new market, persevering to validate what that model is. This is represented by the base of the pyramid.

The middle layer of the pyramid is the Company Mindset. Interpreneurs are also INTRApreneurial. They understand how to succeed amidst the complexity and bureaucracy of an established organization. They can overcome internal obstacles, garner alignment and break through silos. Organizations of all sizes have sought after this intrapreneurial mindset over the last 1-2 decades as they have launched innovation and digital transformation initiatives.

Finally, at the apex of the pyramid is what we consider to be the most often overlooked aspect crucial to successfully supporting global growth, a Culture Mindset. Cultural curiosity, cultural sensitivity, global mindedness. The ability to have empathy to understand and localize a business for a new market. We see that this INTERpreneurial, Cultural Mindset is the mindset of the next decade that will be as sought after as the Intrapreneurial mindset has been over the last decade.

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We have created, and trademarked, the Interpreneur term to give companies a common language and criteria to better identify and nurture this type of talent that will be crucial to them reaching global scale. By personifying this essential mindset, you and your company can be more purposeful about developing Interpreneurs. 

INTERpreneurs possess a global mindset and are able to connect with people across borders, making them well-suited for multicultural environments. We refer to it as a combination of cultural consciousness, cultural curiosity, cultural sensitivity, and Cultural EQ. They have a deep understanding and empathy for different cultures, which is crucial for localizing a business in a new market. This cultural mindset is what sets them apart as Global Class Companies and should be highly valued by governments and companies alike, as it can have a positive impact on economic and social development. 

We consistently found that these Interpreneurs had formative experiences that showed them there was a world beyond their home countries and led them to explore other cultures and countries. These experiences often gave these Interpreneurs a cultural agility that, allowed them to thrive in diverse environments, very different from their home market.

It’s also important to note that Interpreneurs aren’t just people who leave their home country and headquarters behind, moving to a new market

Interpreneurs can be anywhere. They can thrive in local markets, being mindful of the often overlooked aspects of expanding into new markets, from navigating the complexity of opening a new bank account, to building relationships in the local ecosystem. BUT, at the same time, it’s important to have Interpreneurs at HQ setting up internal processes to support localization and operating at scale, creating the “momentum builders” that we discuss in another module.

Characteristics of Interpreneurs:

Global Mindset, Sees Opportunities - Scott Coleman, formerly the Head of Global Growth and International Product for Pinterest, emphasizes the ability of Interpreneurs to acknowledge the distinct and diverse perspectives of different cultures. They don't generalize a whole region but rather understand the unique characteristics of each country and city. They view the journey with a positive outlook and focus on identifying and seizing opportunities, while still being mindful of potential risks.

Values Diversity & Inclusion - Interpreneurs understand that different perspectives lead to new opportunities and growth. They actively seek out diversity in their teams and decision-making processes, recognizing the value in varied backgrounds and experiences. They understand that diversity and inclusion are essential for success, not just a passing trend.

Takes Educated Risks - Interpreneurs are not afraid to take on new challenges, even if it means leaving their comfort zones. They are open to relocating and adapting to new cultures and environments. They also understand the importance of being a champion for global expansion, building support, and allocating resources for it, whether they are part of a local team or the company's headquarters.

Interpreneurs are aware of the potential in diverse markets, and they are not limited by their current surroundings. They don't let their location or the familiarity of their home market cloud their judgment, instead, they look beyond and identify opportunities in different cultures and regions. They are also willing to take risks, leaving their comfort zones and taking on new challenges to pursue growth. Interpreneurs understand the importance of diversity and inclusivity, and they value different perspectives, opinions and backgrounds. They also recognize the huge potential in international markets, not getting bogged down by biases and assumptions about the scale of different countries and regions.

Open, Sharing and Always Learning - Interpreneurs possess a unique mindset that allows them to identify opportunities and navigate diverse cultures to achieve success. They appreciate the nuances of different markets and don't lump regions together. They embrace adventure and view diversity and inclusion as essential to their approach. They are willing to step outside of their comfort zones and understand the potential scale of international markets. They are avid learners and always looking for new insights and opportunities for growth. They embody the mentality of "it's always day one" and constantly strive to learn and experience new things.

Culturally Curious & Creative - Interpreneurs have a unique perspective and skill set that allows them to navigate different cultures and markets effectively. They possess an entrepreneurial mindset, an appreciation for diversity, and an ability to identify opportunities. They are able to suspend their biases and tap into their curiosity to understand different people and cultures. Despite facing challenges and limited resources, they are determined and passionate about getting things done.

Interpreneurs are individuals who have a mindset that is open to understanding different cultures and perspectives. They have an appreciation for diversity and seek to identify and take advantage of opportunities in different markets. They are willing to step outside their comfort zones and are eager to learn and understand other cultures. They have a passion for understanding people and are able to get things done with limited resources. This mindset makes them stand out in today's business world, as cultural curiosity is a differentiator that is hard to find.

 Seeks to Understand and Is Sensitive to Culture - Interpreneurs are experts at bridging cultural gaps. They understand that different cultures have different customs and beliefs, but they also know how to find shared values and create common ground. They view challenges as opportunities and are able to find a sense of belonging in unfamiliar places. They can translate local culture into valuable insights, making them valuable assets in today's globalized business world. Their ability to navigate cultural differences and find common ground is what sets them apart and makes them stand out in today's competitive business landscape.

Interpreneurs understand the cultural nuances and similarities between people without judging them as better or worse

Troy Malone, a professional in international expansion for companies like Evernote, Weebly, and mmhmm, describes this approach as being mindful rather than assuming. He argues that this method is more successful in achieving long-term goals than trying to force a market to conform to the way things are done at headquarters.

This approach can be applied at all levels. When Troy was at Evernote, local media would often ask him about the significance of the company's elephant logo. In preparation for these questions, he would research the symbolic meaning of elephants in the local culture. Instead of providing an American-centric answer - that the logo relates to the American saying "an elephant never forgets" (symbolic of how Evernote remembers all the notes and thoughts you add to it) - he would tailor his answer to fit the country he was in, referencing the local mythology surrounding elephants. Being aware and making an effort to adapt to local culture is crucial in building strong relationships.

Interpreneurs are aware of the significance of both cultural similarities and differences, as well as company culture. They can convey the essential principles of the organization to both employees and customers in a local market.

Has a “builder’s mentality” - Interpreneurs are skilled in constructing connections. They aid in creating a strong presence for the company within local markets, and in creating a welcoming environment for international employees within the organization. They excel in building relationships, and possess the necessary soft skills to communicate their cultural understanding and establish trust with others. They prioritize long-term relationships over short-term transactions, and are adept at leveraging positive communication to gain support for their strategies.

Thinks in terms of focus - Interpreneurs are able to focus. They identify what truly matters and aren’t distracted by distracting and insignificant things. As Paul Williamson, Head of Revenue at Plaid, points out, “They are truthful about alignment with values,” using these principles as a guiding light for where to invest resources and time.

Committed, Long-Term View - Interpreneurs take a long-term approach to their work. They focus on building strong relationships with partners, employees, and customers, recognizing that these connections are key to success in the global marketplace. They are patient, strategic thinkers who look for the right fit rather than settling for the first opportunity that comes along. They also prioritize constant improvement, always looking for ways to iterate and innovate in order to stay ahead in the long run. As Christina Lee from Chegg states, "Interpreneurs understand that the strategies and tactics that worked yesterday may not be enough for tomorrow."

Passion for their local market - We also found that many Interpreneurs, especially those who were helping to bring a global company into their home market, have a passion for bring economic prosperity, jobs, top technology and solutions to problems in their local market. His passion drives their open-mindedness and ability to successfully localize a business for their market.

Cultural Agility - In addition to diligently honing the skills and characteristics outlined in the previous section, there are several other methods for developing your Interpreneurial abilities. Similar to how businesses don't become global overnight, individuals don't naturally become Interpreneurs; it's a mindset that is acquired and improved through experience and growth over time.

According to the leaders we interviewed, many of them stumbled upon their inner Interpreneur along the way, without even realizing it. The specific experiences that shape one's global-mindedness and cultural curiosity are less important than the fact that you are building Cultural EQ.

Interpreneurs embrace the agile approach and actively seek out communities that foster an interpreneurial spirit, choosing settings that offer opportunities for professional growth. They embrace travel and exposure to different cultures and prioritize diversity and collaboration, which helps them gain credibility and influence within their organizations as they work towards achieving global expansion.

To cultivate an Interpreneurial mindset, it's essential to actively seek out international experiences and opportunities to engage with individuals from different cultures. This is the most direct and efficient method. Challenge yourself by stepping out of your comfort zone, whether it's by working in an international market, connecting with globally-minded individuals from different nations, or staying informed about global news and trends. While traveling for leisure may offer some insights, it's not a substitute for the valuable lessons learned through living or working abroad. It's important to understand the differences in mindset and culture that can only be experienced by living or working in other countries.

Another key step in developing an Interpreneurial mindset is to adopt an open-minded attitude and avoid making judgments. Interpreneurs don't use their own country as a standard for determining what's right or wrong or what's normal or different. There's no "us versus them" mentality for Interpreneurs, there's only the shared humanity and a drive to find common ground.

Interpreneurs are able to adopt a sense of Cultural Agility; the ability to shape-shift to fit into different local culture contexts. It’s important not only to be open to new cultural experiences, but to build a keen eye for cultural nuances and to translate cultural experiences into lessons about the local market to help the company succeed.

Finally, take a honest self-assessment of your skills and attributes based on the Interpreneurial characteristics listed in this module. Identify any areas where you may have shortcomings and make a deliberate effort to improve in those areas.

Global Citizenship - Interpreneurs are citizens of the world. They view the world as one big community and approach people with a sense of unity, rather than viewing them as belonging to a specific nation. They use their natural empathy to understand cultural differences and to bridge those gaps, connecting with people from all backgrounds and creating a sense of belonging.

Interpreneurs are unique individuals who possess a global mindset. They possess a cross-cultural understanding and the ability to connect with people from different backgrounds. Many of the Interpreneurs we spoke with had diverse backgrounds, which shaped their perspective on the world and set them on a non-traditional path to international business. These experiences, such as a passion for photography or a life-changing mission trip, gave them a deeper understanding of the world and helped them become effective global citizens.

In summary, Interpreneurs possess a global mindset, an agile mindset, and a company mindset to bring a vision to the world, as visualized through this pyramid, where the growth or agile (entrepreneurial) mindset serves as the base, a company (intrapreneurial) mindset is in the middle of the pyramid, layered on top, with the cultural mindset resting at the apex, encapsulating and building on a foundation of the other two. 

Global Class companies are beginning to recognize the power of this Interpreneurial mindset and are identifying and nurturing this mindset within their employee base.

Leadership at companies such as Amazon and Shopify have begun to factor in international experience when discussing promotions of senior leaders and developing talent pipelines. Many global companies now consider international experience as a must-have for executive positions, recognizing the significance of a global mindset in the company culture.

We anticipate that the Interpreneurial mindset, along with the associated characteristics and abilities, will be highly sought after by companies in the next decade, similar to the rise in demand for an agile mindset and intrapreneurial skills in the previous decade.

Even with the best plans and procedures in place, success is not guaranteed without the right personnel to execute them. In other words, a company cannot become a Global Class organization without individuals who embody the Interpreneurial mindset. The global mindset of a company is reflected in the individuals that make up the organization and the presence of Interpreneurs within a company is what drives the company to become a Global Class organization.

Currently, it can be challenging to locate individuals with Interpreneurial skills, and the group of these globally-minded experts is dispersed around the world. However, as more companies adopt remote and distributed work, the need for Interpreneurs will increase, connecting this community of business leaders more closely. In virtual companies, Interpreneurs are essential to effectively lead and collaborate across cultures and borders to achieve goals.

Why are Interpreneurial skills important?

It’s crucial to allow for experimentation between HQ and the local team in order to develop the entrepreneurial mindset and intrapreneurial skills necessary to be an effective Interpreneur. A culturally conscious, problem-solving ethic must be developed throughout the entire company. The first step in developing this culture is to assemble the right team, followed by the implementation of processes and training to encourage this behavior.

As important as they are during market entry, interpreneurial skills remain crucial during market growth. Local teams must continue to strive for optimization and self-improvement by constantly iterating and challenging themselves. This skill set is essential for streamlining operations while maintaining the cultural sensitivity needed to understand what will work best in the market.

It may be challenging to find individuals who possess an interpreneurial mindset, particularly in countries with highly structured business cultures. 

To echo a point made earlier, one key reason nurturing Interpreneurial talent is important is because without it cultural conflicts are likely to arise. When you bring together a diverse group that lacks a Cultural Mindset, they won’t be as empathetic to each other’s differences. With this Interpreneurial mindset, teams will be able to build off each others’ diversity and create an organization that can weather the challenges of reaching global scale.

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 3, Episode 3 of the Global Growth Master Class.