Guessing is not a strategy: How to build decision velocity with AI and real-time data
June 10, 2026 | Live Webinar
Global Marketing Misfire
Mike Donoghue is a member of a multinational information technology corporation where he collaborates on the communications guidelines and customer relationship strategies affecting the interactions with internal and external clients. He has analyzed, defined, designed and overseen processes for various engagements including product usability and customer satisfaction, best practice enterprise standardization, relationship/branding structures, and distribution effectiveness and direction. He has also established corporate library solutions to provide frameworks for sales, marketing, training, and support divisions.
It used to be that when you were talking about a great salesperson, people would say that he or she could “sell iceboxes to Eskimos” (for those of you out there unfamiliar with the term “icebox,” its modern counterpart is the refrigerator). In other words, the salesperson was so effective that they could get an individual to buy something that they really didn’t need. While this concept demonstrates a victory for the salesperson, it unfortunately also demonstrates the inability of a market to fully appreciate the needs of its customers and adapt its product to a different culture.
This is a common story when it comes to many company’s misdirection of their global marketing strategy.
Crumbling Walls
As financial borders become amorphous and cultures mesh more and more though, organizations are increasingly improving their futuristic vision of an international market. It is slow going, but signs toward the growth of global markets and incorporation of strategies to make this possible appear to no longer be a dream--and signs of consumerism are spreading around the world.
As financial borders become amorphous and cultures mesh more and more though, organizations are increasingly improving their futuristic vision of an international market. It is slow going, but signs toward the growth of global markets and incorporation of strategies to make this possible appear to no longer be a dream--and signs of consumerism are spreading around the world.
Still, the movement is somewhat sluggish owing to the existence of extensive cultural divisions. This places additional pressure on organizations to comprehend the wants and desires of buyers everywhere and identify the overall and niche product market segments. As a …
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"I never thought much of the courage of a lion-tamer. Inside the cage he is at least safe from people." - George Bernard Shaw |