I first worked across borders in the mid‑90s, interpreting Spanish calls for AT&T. What struck me then — and what still holds today — is how quickly things break down when people assume their way of working is universal. Fast‑forward nearly three decades, after leading international growth at HubSpot and advising companies from Google to SaaS startups, I’ve seen the strongest domestic strategies fall flat abroad. Here’s what I see happen over and over again: Teams think they’re being global, but they’re still defaulting to the comfort of their home market. Proximity bias and familiarity creep in quietly, and the […]