Darrel Rhea — 4 January 2008
Going Global
I was corresponding with Reid Walker, VP of Communications at Lenovo this week. Reid is a certified global guy, emailing me from around the world including exotic places like Katmandu and Lhasa. (I’m jealous.) He is writing a manifesto for companies attempting to go global on Changethis.com. Lenovo is a unique company -- the first truly global company to emerge from an emerging market.
I was riffing off of his ideas, thinking about what my version of the 5 most important principles for driving success:
WorldBrand: Build a global brand promise (a value proposition that is truly scaleable – you know that most everyone starts with a local brand that gets extended. Start with what is truly meaningful to humans, base your positioning on that, then develop the plan for the global extensions at the outset.)
WorldDesign: Build a global platform for product & service design (design your offer in a holistic way that allows for scalable efficiencies. Think big, and then think bigger. Design for success and work backward from that vision.)
WorldSource: - Don’t outsource. Source materials, innovation, talent, logistics, infrastructure & production wherever they are best available -- commit to not just being the best in these categories, but being the best in the world…
WorldTeam: Leverage the power of cultural diversity in your management. (Reid makes a good point that limiting you management to any one regional mindset leaves you weaker than you could be.)
WorldDeliver: Recognize that all brand and product experiences are intensely local and personal. “Glocalize” products/services, distribution, and delivery of the brand experience. Don’t just sell stuff, deliver meaningful experiences that truly serve your customers.
Sorry for the cuteness of the “world theme,” but it helps focus the ideas. What do you think is missing? Email me and let me know.
© 2008 Cheskin Added Value