Reader resources
Direct answers that expand on the book’s key questions, for professionals applying the framework and educators bringing it into the classroom.
January 12, 2026 · 9 min read
A practical ten-step framework for European firms entering the United States, covering positioning, research, site selection, pricing, channels and compliance.
Read the companion article →February 3, 2026 · 7 min read
How to choose your first US location: what Boston, New York, Austin, San Diego and the Bay Area actually offer, and how to weigh talent, capital, customers and cost.
Read the companion article →March 9, 2026 · 6 min read
American buyers expect outcomes, specificity and proof. Here is how to rewrite European positioning so it lands in the United States.
Read the companion article →