Some time ago, I had the opportunity to present to a company looking to expand into a new European market. The challenge was clear: less than 10 minutes to capture the attention of executives who had already heard dozens of similar pitches. And that’s when I understood something fundamental: a…

Entering a new market is like moving to an unfamiliar city.  When I moved from Barcelona to Istanbul years ago, I knew I would encounter a different culture, a new language, unique cuisine and even different ways of interacting with others. I was prepared for this, because it would have…