You're expanding with startups from diverse cultures. How do you navigate expectations effectively?

In our early days, we partnered with a Japanese battery firm. We were eager and fast-paced, but noticed long silences in meetings. Initially, we mistook it for disinterest. Later, we realized it was their way of showing respect—carefully considering every point before responding. Once we adapted—slowing down, giving space for reflection—the collaboration became far more productive. It taught us that respecting cultural rhythms isn’t just polite; it’s strategic.

When working across cultures, assumptions can quietly derail progress. A lesser-known but powerful approach? Create a “culture brief” for each market—just one page capturing values, communication styles, and business norms. Not from a textbook, but gathered through real conversations with local founders or team members. This small habit builds respect, prevents misunderstandings, and shows that listening is part of the strategy. Understanding culture isn’t just about avoiding missteps—it’s about earning trust.

- Learn key norms before meetings - Ask questions to avoid assumptions - Set shared goals early on - Communicate clearly in simple terms - Respect time zones and customs - Stay open to different views

Cultural insight isn’t a nice-to-have—it’s essential. When you expand with startups across cultures, you’re not just navigating time zones or language. You’re navigating values, trust, and ways of working. Effective collaboration starts with understanding how decisions are made, how feedback is given, and what respect looks like in each culture. The more you listen and learn, the smoother the partnership. Insight builds trust—and trust drives results.

To navigate expectations with startups from diverse cultures, it's crucial to first embrace and understand the differences in communication styles, business etiquette, and values. Begin by establishing open, respectful communication and actively listen to their needs, ensuring mutual understanding. Set clear expectations from the start, but also remain flexible and adaptable to different ways of working. Encourage transparency and foster a collaborative environment where feedback is welcome. Additionally, educate your team on cultural sensitivities and offer cross-cultural training to build stronger connections. This helps create a foundation of trust that makes navigating these diverse expectations smoother.

Working across cultures starts with humility and curiosity. I research norms before engagement, but more importantly, I listen early and often. I ask partners how decisions are typically made, what respect looks like in their context, and what they expect from collaboration. I’ve learned that assumptions kill trust — but thoughtful questions build it. Cultural insight isn’t just knowledge; it’s the willingness to adapt your default lens to truly align across boundaries.

In one of our early expansion efforts, our usual direct and results-focused sales pitch didn’t resonate. We soon realized the local business culture valued relationship-building over immediate numbers. So, we adapted—focusing first on trust and long-term value before discussing deals. This shift didn’t change our core values, but it aligned our approach with the expectations of our audience. Flexibility helped us connect better and build stronger partnerships.

In cross-cultural work, rigid playbooks often fall short. One underused tactic? Build flexible frameworks instead of fixed systems. Set clear outcomes, but leave space for local teams to shape how they get there. This invites ownership, respects cultural nuance, and often leads to better results. What works in one region might fall flat in another—adaptability isn't a backup plan, it's the bridge that keeps global teams aligned without losing their identity.

During a virtual meeting with an international startup team, I used the phrase “let’s circle back,” thinking it was clear. But later, I found they misunderstood it as a rejection. That moment made me rethink how I communicate—choosing simpler, more direct language and confirming understanding without assumptions. We also became more mindful of body language and cultural expressions. Clear communication isn't just about speaking—it's about being understood the way you intend.

Clear communication isn’t just about language—it’s about interpretation. A simple but rarely used practice? Ask teams to summarize key points in their own words after meetings. This surfaces gaps early and reveals how messages are actually landing. In diverse cultures, what’s said isn’t always what’s heard. Creating space for mutual clarity builds trust, reduces misalignment, and keeps everyone moving in the same direction—even if they’re coming from different places.

When we partnered with an overseas team, we noticed formal meetings weren’t enough to build momentum. So, we took time to join them in informal gatherings—sharing meals, celebrating local festivals, and learning about their customs. Those moments, outside the boardroom, built real connections. It wasn’t just about business anymore; it was about mutual respect. That trust laid the foundation for a much stronger and smoother collaboration.

Building trust across cultures requires more than promises—it’s about consistency in actions. One often overlooked tactic? Be transparent about mistakes. When things don’t go as planned, own it openly. In many cultures, admitting fault doesn’t weaken leadership; it strengthens it. This vulnerability fosters trust and shows integrity. Trust isn’t built overnight, but showing authenticity in tough moments is what makes it stick, especially when diverse teams are involved.

In one cross-border project, we assumed the startup team shared our definition of “go-live.” But midway, we discovered their interpretation was just internal readiness—not market launch. That mismatch caused delays. After that, we began every collaboration by clearly defining goals, timelines, and milestones together. We also introduced regular check-ins to ensure alignment. Clear goals aren’t just paperwork—they’re the bridge that keeps everyone moving in the same direction.

Innovation without clarity is chaos. One actionable shift is redefining how goals are set between corporate and innovation units. Don't wait for executives to hand down rigid KPIs. Involve innovation leads early. Co-design milestones using non-linear methods like design thinking. Align metrics with experimentation, track learning velocity, startup engagements, and pivot decisions. Innovation demands adaptive frameworks, not fixed checklists. When goals are shared and iteratively shaped, momentum follows.