๐๐ผ๐ถ๐ป๐ด ๐๐น๐ผ๐ฏ๐ฎ๐น - ๐๐ฒ๐๐๐ผ๐ป๐ ๐๐ฒ๐ฎ๐ฟ๐ป๐ฒ๐ฑ ๐๐ฎ๐๐ป๐ฐ๐ต๐ถ๐ป๐ด ๐ฎ ๐๐ฟ๐ฎ๐ป๐ฑ ๐๐น๐ผ๐ฏ๐ฎ๐น๐น๐
Between 2013 and 2019, I was fortunate to travel across the globe ๐, designing, delivering, and launching a product in markets where we were completely unknown. It was an incredible journey where I had the privilege of delivering over 1.5 million sq ft of workspaces in cities like London, Tel Aviv, Shanghai, Tokyo, Singapore, Sydney, and more. ๐
Here are 5 lessons I learned launching a product & brand globally:
๐ 1. ๐ง๐ต๐ฒ ๐ฎ๐ฟ๐ ๐ผ๐ณ ๐ฏ๐ฒ๐ถ๐ป๐ด ๐น๐ผ๐ฐ๐ฎ๐น ๐ฎ๐ป๐ฑ ๐ด๐น๐ผ๐ฏ๐ฎ๐น ๐ฎ๐ ๐๐ต๐ฒ ๐๐ฎ๐บ๐ฒ ๐๐ถ๐บ๐ฒ - ๐๐'๐ ๐๐น๐ผ๐ฐ๐ฎ๐น.
During my first trip to Tel Aviv, I had after-dinner coffee with Benjy Singer, discussing the challenges of working for a company where most leadership decisions were made far away. It was clear: regionalising decision-making is crucial. Benjy said it best:
"Dean, we have to become Glocalโglobal in brand and mission but local in operations and execution."
Benjy Singer
๐ 2. ๐ง๐ฟ๐ฒ๐ป๐ฑ๐ ๐๐ฎ๐ธ๐ฒ ๐๐ถ๐บ๐ฒ ๐๐ผ ๐ฏ๐ฒ ๐ฎ๐ฑ๐ผ๐ฝ๐๐ฒ๐ฑ - ๐ฆ๐ผ ๐ฐ๐ต๐ถ๐น๐น ๐ผ๐๐.
Not every market will grasp all the brand nuances immediately. Donโt sweat every detail. Start with the โwhyโ and pick your battles wisely. Focus on what will truly resonate.
๐ท 3. ๐๐ฎ๐น๐ฎ๐ป๐ฐ๐ฒ ๐ฑ๐ฒ๐๐ถ๐ด๐ป ๐๐๐๐น๐ฒ ๐๐ถ๐๐ต ๐ฐ๐ผ๐บ๐บ๐ฒ๐ฟ๐ฐ๐ถ๐ฎ๐น ๐ฟ๐ฒ๐ฎ๐น๐ถ๐๐ - ๐๐ผ๐ป'๐ ๐ฏ๐ฒ ๐ฟ๐ถ๐ด๐ถ๐ฑ.
When launching the first WeWork in London, I broke from the US design standard and opted for a frameless glass system that was more cost-effective and suited to the UK market. Initially met with scepticism, it eventually became the local standard.
๐ซ 4. ๐๐ฒ๐ ๐๐ต๐ฒ ๐น๐ผ๐ฐ๐ฎ๐น๐ ๐น๐ฒ๐ฎ๐ฑ - ๐๐ฒ ๐ฎ ๐ด๐๐ถ๐ฑ๐ฒ.
Let the local team take the reins. As a creative director, I encouraged the teams to express ideas they believed would resonate with their community. My primary role was to ensure we stayed true to the global brandโs core values.
โ5. ๐๐ผ๐ฐ๐๐ ๐ผ๐ป ๐๐ฒ๐ฎ๐ฐ๐ต๐ถ๐ป๐ด ๐๐ต๐ฒ ๐๐ต๐ - ๐๐ฟ๐ฒ๐ฎ๐๐ฒ ๐ฏ๐ฟ๐ฎ๐ป๐ฑ ๐๐ฎ๐น๐๐ฒ.
When launching in a new city, I spent most of my time with the local team. I understood their story, gained their trust, and emphasised why the brand should matter to them. When they see the value, theyโll take pride in their work and create a version of the brand that fits beautifully within the global framework.
๐ What lessons have you learned launching a product in a new market?
Thanks for reading.
