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Building a global company is easier, but also more nuanced and complex, than ever before. In the past, companies could limit expansion in a more controlled fashion to just one market at a time. In the digital age, global growth is far more continuous and incremental in nature. But with this new approach comes risk: If your customers in one market receive less value than those in another, they perceive your offering differently. This is not only unfair to them, but it can also hurt your business in the long run. To truly create an equitable experience for your customers, you will need to focus as early as possible on driving a GLOBE mindset, one that’s geography-agnostic, linguistically inclusive, operationalized, balanced, and empathetic.

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