The Importance of Situational Awareness in International Expansion

A column about competing in international markets - and winning.

By Heather Gadonniex

I had planned to write a deep dive on Vibe Marketing this month, but just like scaling a startup, sometimes life throws something more urgent in front of you. Maybe you’ll get two columns from me this month! As I sit here in my safe, serene home in New Zealand, watching two Kererū eat the leaves of a Kowhi tree, I can’t stop thinking about the vast shifts, both economically and politically, that have happened in the US over the past few months. The landscape has completely and drastically changed, and strategies and tactics must adapt accordingly.

Among these changes, the U.S. recently announced a sweeping set of new tariffs that will have ripple effects across multiple industries and regions. For companies with international ambitions, especially those eyeing expansion into the U.S., this is a prime example of why situational awareness is no longer optional. It’s essential.