Recently, I had an engaging conversation with a fellow French entrepreneur who, after facing a setback with his Zurich-based team, made the difficult decision to close his Zurich office and consolidate operations in Geneva.
This story is not unique.
In fact, I’ve heard similar narratives repeatedly over the past few years.
Expanding into a new market is always a challenge, and when expectations aren’t met, the natural reaction is often to retreat.
While I understand the frustration, I also believe there is another way—one that doesn’t involve abandoning growth opportunities but rather understanding and addressing the deeper underlying challenges.
Reflecting on these experiences, several key themes emerge that, if proactively tackled, can determine the success or failure of an international expansion.
1. Bridging the Cultural Divide: Beyond Language, Towards True Understanding
One of the most underestimated challenges in building a successful team across geographies is not just language but cultural intelligence.
Many companies assume that hiring skilled professionals in a new location will automatically translate into smooth operations, but reality often proves otherwise.
Success in a new market demands more than a great product or service—it requires a deep understanding of local customs, professional norms, and business etiquette.
What is considered a proactive leadership style in one country may come across as micromanagement in another.
What seems like an informal but effective communication approach in one culture might be perceived as a lack of structure elsewhere.
How to Overcome This?
✅ Cultural Immersion – Take the time to understand the market beyond just business metrics. Engage with local professionals, attend industry events, and gain firsthand insights into workplace expectations.
✅ Empathy and Adaptability – Instead of expecting local teams to conform to your way of working, create an environment of mutual adaptation where both sides learn from each other.
✅ Localized Leadership – Consider appointing a local leader who understands the nuances of the culture but also aligns with your company’s core values and vision.
2. Cultivating Cohesive Team Dynamics: From Fragmentation to Unity
Managing teams across different locations presents challenges in maintaining alignment, trust, and morale. When teams are not physically together, small miscommunications can quickly escalate into deeper frustrations. Even more so when cultural differences come into play.
Key Strategies for Building a Unified Team
🔹 Establish a Shared Corporate Culture – Companies with strong, clearly defined values navigate global expansions better. Make sure your mission and values are not just words on a website but actively embedded in daily operations.
🔹 Universal Communication Standards – While multilingual teams bring diversity, they also introduce potential communication gaps. Adopting a common business language (e.g., English) ensures clarity and efficiency in all interactions.
🔹 Eliminate Unintentional Exclusion – Internal jokes, country-specific references, or siloed conversations can make some employees feel like outsiders. Proactively create an inclusive environment where every team member feels equally valued.
🔹 Transparency in Decision-Making – Clearly outlining expectations, roles, and objectives prevents misunderstandings and keeps everyone aligned with the company’s long-term vision.
3. Deliberate and Inclusive Hiring Practices: Finding the Right Fit from the Start
A company's success in a new market is deeply tied to the quality of its hires. A common mistake? Hiring based purely on qualifications, without assessing cultural fit, working style, and alignment with the company's long-term mission.
How to Hire Effectively Across Borders?
✅ Define Your Narrative – Candidates don’t just want to know what the job entails; they want to understand the bigger picture. Why does your company exist? What makes it different? How does this role contribute to the larger mission?
✅ Engage in Meaningful Dialogue – Go beyond standard interview questions. Ask how candidates solve problems, handle conflict, and build relationships. Their answers will reveal whether their approach aligns with your leadership style.
✅ Set Clear Mutual Expectations – Don’t assume alignment will naturally develop over time. Have candid conversations about working styles, values, and long-term expectations from the very beginning.
Final Thought: Growth Requires Introspection
Before making significant decisions—whether it’s hiring, restructuring, or exiting a market—it’s crucial to pause and reflect:
🔹 Are we investing enough in understanding local culture?
🔹 Have we created a truly inclusive and unified team?
🔹 Are we hiring for alignment, not just skills?
Growth is never easy, but sustainable success requires looking beyond short-term frustrations and addressing the deeper, systemic factors that drive performance.
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