What does it actually take to connect with a foreign market? Not just enter it but connect with it? In this edition of the Global Business Playbook, Alexandria Everett unpacks market relevance: the discipline of understanding what a market is built on before you try to sell to it. From fiscal calendars that vary wildly across borders, to Canva's "Truly Local" strategy that drove campaigns across the US, UK, India and Japan. They are all completely different by design. This post makes the case that translation is just the beginning. Real relevance goes deeper, and the businesses that get it right are the ones that grow.

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