During my work helping clients choose countries, channels, and strategies for scaling globally, I've noticed we often forget about learning and unlearning about our products.

You first need to understand what your product is. While it may sell effortlessly in your local market, the same approach rarely works when entering new markets.

You need to educate customers about the solutions you provide and the life transformations you deliver, but, what exactly does it bring?

Can you explain it?

If yes, will that resonate with your new customers?

Oftentimes, no.

You need to unlearn the features or value propositions that worked in your local market and adapt your product to your new customer base.

You are not changing the product itself, rather you are changing the perception of that product.

Keep learning and, when necessary, unlearn what you know about your product.