In this week’s episode, Shahar and Romi talk with Nicholas Kontopoulos, Twilio’s VP Marketing for Asia Pacific and Japan.

A marketing veteran with experience in 65+ countries, Nicholas has spent years building and scaling teams internationally. As a “Westerner operating in Asia”, he’s learned what works and what doesn’t when it comes to finding success in unfamiliar markets.

Nicholas tells us about the importance of building an agile organizational structure and defining a clear purpose for your business to anchor around.

He talks about the need to understand and appreciate differences and similarities between the countries you’re looking to expand into – what translates and what doesn’t – and why you should avoid the “cut and paste” approach to selling your brand across different territories.

Nicholas is a firm believer that “culture eats strategy for lunch” – so how can you scale while staying true to your baseline culture?

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