Close the GAP
Most expansion fails. Not dramatically – quietly. Eighteen months of effort. Significant burn. Then, a retreat, dressed as “refocusing on core markets.”
I’ve watched this pattern for 30 years. At Unit4, we expanded into markets that thrived and markets that died. I’ve advised CEOs who cracked new countries in 12 months – and others who burned millions learning what should have been obvious from the start.
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