In this episode, Wendy sits down with John Saylor, a veteran international business leader with decades of experience helping U.S. companies expand into Europe and other global markets. Drawing on real examples from the field, John breaks down how shifts in trade policy, tariffs, and political tone directly impact how U.S. companies are perceived abroad — often in ways leaders don’t anticipate.
The conversation explores why many companies misread international expansion by treating “global” as a single market, over-relying on English, or assuming that strong domestic performance will automatically translate overseas. John shares firsthand insight into how sudden tariff increases, regulatory changes, and top-down decision-making can strain trust with international partners — even when the business case seems sound.
Wendy and John also discuss what effective global leaders do differently: taking time to understand regional differences across Europe, adapting messaging for local audiences, and prioritizing credibility and long-term relationships over speed. Through examples of both successful and failed market entries, John offers practical guidance for leaders navigating cross-border growth in today’s complex global environment.
Whether you’re entering international markets for the first time or recalibrating an existing global strategy, this episode delivers candid, experience-driven insight into what actually drives sustainable global growth.
