News Summary

• Companies think they're being global, but they're still defaulting to the comfort of their home market.
• Proximity bias and familiarity creep in quietly, and the playbook that worked so well at home suddenly stops delivering.
• One of the first hurdles I see in global expansion is surprisingly simple.
• People don’t speak the same language about what they’re trying to do.
• This mindset often leads to sprawling projects that drain time and money without making much of a difference to customers.