Fill in the Blank: The World is Your __?
Fill in the Blank: The World is Your __?
How you see the world shapes what you do and where you go. With technology at your fingertips, you can explore the world (without accruing any carbon miles).
Here is an insight on what’s shifting in the world and how it can shape the way you think, act, and lead globally.
Steve Blank famously advised entrepreneurs to “get out of the building,” highlighting that the best ideas don’t develop in isolation but through real-world engagement with customers and markets.
For many leaders, stepping out into their city or traveling within their own country may no longer unlock significant opportunities. With economic contraction, geopolitical uncertainty, and shifting global dynamics across trends, technologies, and threats, it pays to look beyond the familiar.
Once you step out, you can explore what the world means for your business. It could include:
The World Is Your Market
Expanding into international markets once involved high costs, significant risks, and reliance on intermediaries. Today, in theory businesses can reach 5.55 billion active internet users globally without the traditional complexity. In 2024, the number of digital buyers has reached 2.71 billion1.
As of 2023, Shopify contributed over US$490 billion to global economic activity, empowering small businesses and solopreneurs to reach international markets with just an online storefront2.
New Zealand’s Merino wool industry expanded globally by branding its wool as a premium, sustainable material. Through partnerships with international fashion brands like Icebreaker and Allbirds, the Merino Wool Company leveraged sustainability and quality to scale globally without heavy infrastructure.
Black Sheep Cycling from Australia followed a similar approach, growing internationally by emphasizing distinctive designs and craftsmanship. Rather than opening physical stores, the company licenses its designs and collaborates with local retailers and cycling clubs, expanding through partnerships and a strong brand identity.
Globally, the B2C e-commerce market reached US$4.8 trillion in 2023 and is expected to grow to US$9 trillion by 2032, with a 7% annual growth rate from 2024 to 20273.
When home markets contract, it pays to look at ways of serving the global market in low-cost, low-risk ways.
The World Is Your Competition
Competition is no longer limited to nearby or comparable markets. China’s Shein is an example of a middle-income market company that disrupted the global fast fashion industry. By using data-driven models and rapid production, Shein competes directly with giants like Zara and H&M, recording over US$2 billion in profit for 2023, up from US$700 million in 20224. However, the company’s troubling record of human rights and environmental practices may lead to regulatory changes in the global business landscape5.
Competitors are emerging from everywhere.
In 2023, there were 1,361 unicorns globally, up from 1,312 the previous year, with many emerging outside traditional tech hubs6. The US leads with 653 unicorns, followed by China with 169, and India with 70. The UK, Germany, France, Israel, and Brazil all host growing unicorn ecosystems, showing that billion-dollar companies are increasingly emerging from diverse markets.
In Australia, where I am currently located, there are eight unicorns, most of which compete in the global market7.
Canva, launched in 2013, now operates in nearly 200 countries and over 100 languages, with users having created billions of designs. Canva competes against established software giants like Adobe, as well as online tools like Figma and Piktochart.
Founded in 2015, Airwallex is transforming global business finance by streamlining accounts payable, foreign exchange, and global money transfers. Airwallex competes with TransferWise (Wise), PayPal, and Revolut in cross-border payments and financial services.
Culture Amp, founded in 2009, provides employee engagement, performance, and development tools. It serves around 2,500 customers in 50 countries, with teams spread across Melbourne, San Francisco, New York, and London. Culture Amp competes with platforms like Qualtrics, Peakon (by Workday), and SAP SuccessFactors.
The World Is Your Global Talent Pool
The best talent may not live where you are, but they can still work for you. Advances in technology have broken down international barriers, making it possible to access a global pool of experts. GitLab, with a fully remote workforce in 65 countries8, proved this during the pandemic, leading to a US11$ billion IPO in 20219.
The shift towards a global workforce is about flexibility and access to the right expertise when needed. Where teams were once limited to local full-time employees, businesses can now hire specialists from anywhere in the world, whether AI experts in India or blockchain developers in Romania. Digital collaboration tools like Zoom, Slack, and Google Docs allow seamless communication and teamwork regardless of location.
Engaging global talent on a project or permanent basis reduces fixed costs and optimizes results. Platforms like LinkedIn, Upwork, and GitHub match skills to specific project needs, driving innovation through diverse perspectives and experience.
Additionally, demographic shifts, with youthful populations rapidly growing in markets like India, Nigeria, Indonesia, and Kenya, mean that tech-savvy talent increasingly emerges from these regions.
The World Is Your Local Store
What can’t you buy online? Despite efforts to localize manufacturing, imported goods may remain more affordable.
Big tech companies are positioning themselves as your local store. The digital marketplace is thriving. In 2022, Alibaba served approximately 1.31 billion active consumers through its global ecosystem, including over 1 billion in China and 305 million outside10.
Amazon also dominates, offering products from international sellers and making it easy for consumers to access goods globally11. Amazon has an estimated 310 million active users, with around 80% in the US. The platform hosts 9 million sellers, with 2 million actively selling. With 21 international marketplaces, including one launched in South Africa in May 2024, Amazon operates in more than 100 countries, allowing sellers to either sell directly or ship from other Amazon marketplaces.
The World is Your Technology Hub
Cloud computing and SaaS (Software as a Service) tools have opened unprecedented opportunities for businesses to access cutting-edge technologies without high upfront costs. Whether a startup in India or an established firm in Brazil, businesses now access powerful tools once requiring significant capital and infrastructure.
Platforms like AWS, Google Cloud, and Microsoft Azure offer on-demand access to AI, machine learning, and data analytics, leveling the playing field between startups and larger enterprises. Cloud-based solutions eliminate costly hardware, allowing businesses to focus on growth and innovation. SaaS tools like Salesforce, HubSpot, and Slack streamline operations, enabling teams to collaborate efficiently across borders.
The World Is Your Network
Strategic partnerships are no longer confined to local markets. Businesses can tap into global networks of collaborators, suppliers, and investors.
Airbnb works with local hosts in over 200 countries and 81,000 cities, allowing it to scale while maintaining local relevance12. Nike, rather than owning factories, collaborates with manufacturers across Asia, enabling it to focus on design, marketing, and innovation. Ørsted, a Danish energy company, partners with global stakeholders to build offshore wind farms across Europe, Asia, and North America, becoming a leader in renewable energy.
The World Is Your PlayGround
Testing ideas globally enables businesses to scale faster.
Unilever has a history of testing products in emerging markets like India and Brazil before scaling them globally. This approach allows the company to tailor its offerings to local needs and gather valuable feedback. Pureit, a water purifier developed in India, became a success due to local environmental challenges and was later expanded to other markets like Southeast Asia and China.
The World Is Your Innovation Lab
Low- and middle-income markets are hotbeds of innovation. M-Pesa, the mobile money service launched in Kenya, serves over 50 million users across Africa13. By launching in a market with limited banking infrastructure, M-Pesa rapidly scaled, addressing a need for financial inclusion. Its success has inspired similar models across India, Afghanistan, and Eastern Europe.
Testing in emerging markets provides immediate feedback and reveals product gaps. Unilever develops products like low-cost, single-use sachets for low-income consumers in emerging markets. Companies like Microsoft test new AI applications in India and Brazil in order to take advantage of local ecosystems.
The World is Your Launching Pad
International markets provide fertile ground for businesses to scale. Netflix now generates more than half its revenue from international markets, with Asia driving much of its growth. Spotify dominates the global music streaming market, with 70% of users outside the US.
Dyson, early on, recognised the potential in China and Japan, where demand for high-tech products was rising. Focusing on these markets helped Dyson drive innovation and boost its global revenue.
The World is Your Destination
Where you go determines where you will arrive.
How you see the world shapes what you do and where you go. With technology at your fingertips, you can explore the world (without accruing any carbon miles).
Imagine if you were to get out of the building, and far beyond where you are now.
The World is Your ______?
Fill in the blank. What do you want the world to be in 2025?
Further Reading:
https://www.oberlo.com/statistics/how-many-people-shop-online
https://www.linkedin.com/feed/update/urn:li:activity:7064238332557307904/
https://www.cmswire.com/the-wire/b2c-e-commerce-market-report-2024-a-valuation-of-us-90-trillion-predicted-by-2032-imarc-group/
https://www.techinasia.com/shein-posts-2x-profit-growth-2b-ipo
https://time.com/6247732/shein-climate-change-labor-fashion/
https://worldpopulationreview.com/country-rankings/unicorns-by-country
https://www.airwallex.com/au/blog/aussie-unicorns-2024
https://handbook.gitlab.com/handbook/company/culture/all-remote/
https://www.fastcompany.com/90686337/gitlab-ipo-the-github-competitor-begins-trading-on-the-nasdaq-under-gtlb
https://static.alibabagroup.com/reports/fy2022/ar/ebook/en/22/index.html
https://amzscout.net/blog/amazon-statistics/
https://www.businessofapps.com/data/airbnb-statistics/
https://www.vodafone.com/news/services/m-pesa-celebrates-reaching-50-million-customers