A pleasure and a joy
I was conducting a phone meeting with a business contact of ours in Bombay, India, who said that speaking to me was “both a pleasure and a joy.”
I smiled as I hung up, but began to reflect on the tremendous, and also the subtle cultural differences that exist among us. In business (and in life), I am always careful to be a student of a culture, and to let my counterpart take the lead. Knowledge of, or at least a respect for culture, and our cultural differences goes a long way with international business relationships.
We have begun to focus the elements brand on “global growth,” given the wide spread appeal of our philosophy of “balanced, healthy lifestyle.” Our board also shares the vision that being an international fitness and lifestyle player gives elements a far greater depth. Our online interactive diet, “BalanceD” has a community feature which allows women globally to chate and share inspiration, tips, and stories with each other. It is really fascinating to watch women from such different backgrounds and worlds share a common weight loss or lifestyle goal.
It is really essential to understand the economic impact of a global marketplace. Today, just focusing a brand state-side is almost perceived as short-sighted. In terms of business, if the growth can be managed, it certainly makes great sense to have operations internationally – it stabilizes the brand in times of political or economic uncertainty, while adding an entire new dimension of depth. In total, with the right team, international growth, coupled with a solid base at home, builds a more solid investment for shareholders, with far greater growth potential.
