Startups and expanding companies shouldn’t approach new international markets with a one-size-fits-all approach and a drive-by mentality. They should carefully craft strategic plans – customized to each market – that integrate cultural considerations, deep partnerships, credible references, solutions-oriented tactics, and, most of all, trusted business relationships. After all, you only get one chance to make a first impression.

Keith Krach Chairman & co-founder Krach Institute for Tech DIplomacy; Former U.S. Under Secretary of State; Former Chairman & CEO DocuSign and Ariba