Wednesday, December 10, 2008

3 aspects of confidence that challenge us working globally

I was asked by PharmaVoice magazine to provide a preview of 2009 issues facing medical brand marketers.

Specifically, editor Taren Grom asked “As the life-sciences world continues to expand beyond traditional borders, all stakeholders will need to adopt processes to do business differently. What are the biggest challenges to working in a global environment?”

Here’s my reply:

The main issue is confidence.

Based on our experience with clients in the US, Europe, and Asia – as well as partner agencies in Istanbul, Turkey and Mumbai, India – we see tremendous positive growth. And because of this, the teams we work with are taking actions to take advantage of the opportunities.

Three aspects of a lack of confidence however, could limit us -- transparency, risk aversion and creative bias. Therefore, working across borders and corporate entities requires –

1. Communication and trust in setting goals,
2. Energy and guts to try new ways,
3. Openness to explore branding commonalities that still embraces cultural differences.

No comments: