Ignite Your
Mind.

I didn’t learn this from a book. I learned it the hard way, working with teams spread across Europe, the US, and China, all looking at the same  product and all convinced they understood the customer best. At some point, after yet another debate about positioning, messaging, and priorities, a simple realization hit me: There is no such thing as a global customer. It sounds obvious once you say it out loud. Yet many global organizations still behave as if customers everywhere