Insights

Notes from the board.

Markets, brands and the moves that matter.

Entering a new market? Start with the consumer, not the container.

Most market-entry plans begin with logistics because logistics is the part that is easy to write down. It is the part that matters least.

Pricing gets treated as arithmetic. It is the most public thing your brand says about itself, and it is usually the last decision anyone defends.

Parallel imports are usually read as theft and answered with enforcement. More often they are a pricing decision you made in someone else's market.

When the answer is "we need a new site", the answer is usually about a decision nobody has made. The rebuild makes the unresolved answer load faster.

Positioning rarely fails at the writing. It fails in the retelling — the trade stand, the sales deck, the colleague who was not in the meeting.

The mistakes are rarely about choosing the wrong person. They are about what happens after the post.

A story written for one market usually collapses in the next one. Here is what survives translation, and what does not.

Tell us where it is now, and where you want it to be.