Why successful global growth starts with brutal honesty.
International expansion has always held a certain appeal in direct selling.
When growth slows in a domestic market, it’s tempting to look across a map and imagine opportunity waiting somewhere else. A new country promises new distributors, new customers and new revenue streams. The logic seems simple: if we’ve built something successful here, surely we can build it somewhere else.
After spending years helping companies expand internationally—both inside and outside direct selling—I’ve learned that global growth rarely works that way.
In fact, some of the biggest mistakes companies make stem from a handful of myths they tell themselves before launching into a new market. And the more convinced we are that those myths are true, the more expensive the lessons become.
Myth #1: Our Product Is So Good It Will Sell Anywhere
Every company believes its product is special. We tell ourselves our products are better; our opportunity is stronger; and our brand is more compelling than everyone else’s. We assume consumers in another country will immediately recognize that value.
But customers don’t buy products in a vacuum. They buy products within the context of their culture, habits, priorities and economic realities.
A product that resonates in one market may struggle in another. The problem isn’t necessarily the product itself. The problem is assuming consumer behavior works the same everywhere.
International success requires understanding how people think, shop and make decisions—not simply assuming they’ll respond the same way your domestic customers do.
Myth #2: If We Move Fast Enough, We’ll Win
I’ve seen companies rush into new markets because they were afraid someone else would get there first. The assumption is that speed creates advantage. In reality, speed often creates complexity. Being first isn’t always the advantage we think it is. In many cases, the companies that succeed are the ones that learn from earlier entrants and execute better.
Earlier in my career, I worked for a company that launched more than twenty countries in a relatively short period of time. On paper, the strategy looked aggressive and exciting. In practice, many of those markets were weak, unprofitable and resource intensive.
The challenge wasn’t simply the cost of launching them. It was the ongoing burden they created.
Regulatory teams had to support them. Finance teams had to manage them. Operations teams had to service them. Leadership teams had to spend time solving problems inside them. Instead of fueling growth, some of those markets became distractions.
Expansion should never become a numbers game. The goal isn’t to launch the most countries. The goal is to build successful ones.
Myth #3: Geography Will Solve Our Problems
One of the most dangerous assumptions in business is believing that a struggling business will somehow become successful simply because it changes locations. If growth isn’t happening where you already operate, international expansion probably isn’t the answer.
I often ask leaders a simple question: Is there a city, region or community where your business is already performing exceptionally well? The answer is almost always yes.
In one business I worked with, tens of millions of dollars in revenue were concentrated in a relatively small community. That success didn’t happen because of expansive geography. It happened because the business found the right customers, the right leaders and the right momentum. And in a small geography, it can still be very successful.
When companies struggle domestically, it’s tempting to believe another country will somehow unlock growth. But—more often than not—it simply exposes existing weaknesses. Simply put, if we’re not successful where we are, we’re not going to be successful where we’re going.
Asking the Right Questions
When evaluating a new market, I believe leaders should begin with a different question. Instead of asking, “Should we launch this country?”
Ask: “What would have to be true for this country to succeed?”
That question changes everything. It forces us to think beyond excitement and focus on reality.
- Do we have the financial resources to support the market properly?
- Do we understand the regulatory requirements?
- What is the leadership necessary to build momentum?
- Do we have the patience to invest before seeing meaningful returns?
These questions are far less exciting than announcing a new market launch, but they’re infinitely more important.
Reputation Travels Faster Than You Do
One lesson I’ve learned repeatedly is that companies don’t leave their reputations behind when they cross borders. Whatever your brand represents today will follow you into the next market.
If your culture is strong, people will discover that.
If your systems are weak, they’ll discover that, too.
International expansion doesn’t create a fresh start. It amplifies what already exists. That’s why companies need to be honest about who they are before they decide where they’re going. Growth doesn’t fix foundational problems. It magnifies them.
Culture Is More Complicated Than We Think
One of the most common mistakes companies make is treating countries as if they’re culturally uniform. They’re not.
I grew up in the Netherlands, and even within a relatively small country, regional differences are significant. Languages, customs, communication styles and buying behaviors can vary dramatically from one area to another.
The same is true throughout the world.
Malaysia contains multiple cultural groups with very different perspectives and behaviors. India functions more like a collection of distinct regions than a single homogeneous market. Brazil, China and Indonesia each present their own complexities.
Understanding a country isn’t enough—you need to understand the people inside it. You need to understand how they shop, what motivates them, what alternatives they have and what role direct selling plays within their broader economic environment.
The Leadership Factor
Markets don’t build themselves. People build them. One thing I’ve come to appreciate over the years is the extraordinary commitment demonstrated by field leaders who choose to pioneer new markets.
I’ve met distributors willing to relocate their families and dedicate years of their lives to establishing a business in a new country. I recently found myself reflecting on a leader who relocated to India for a year to help build a market. He wasn’t paid to do it. He invested his own time, his own resources and accepted enormous personal risk in the process. When I ask myself whether most corporate executives would make that same sacrifice, the answer is probably no. That’s why I’ve developed such deep respect for field leaders. They’re often willing to commit more than we realize.
The best international growth stories are rarely driven by infrastructure alone. They’re driven by people who believe strongly enough in an opportunity to risk it all to pursue it. When evaluating a new market, leadership matters just as much as logistics. Maybe more.
Commitment Before Expansion
International growth can be an extraordinary opportunity, but it demands more than enthusiasm. It requires capital, time, attention, patience, flexibility, leadership, regulatory discipline and cultural understanding. But most importantly, it requires commitment.
I’ve seen companies establish arbitrary goals like launching a certain number of countries every year. I’ve never understood that approach. The objective shouldn’t be to launch countries. The objective should be to build successful businesses.
When companies approach expansion with that mindset, they make better decisions. They choose markets more carefully. They invest more thoughtfully. And they create stronger foundations for long-term growth.
International expansion remains one of the most powerful growth opportunities available to direct selling companies. But before asking where to go next, it’s worth asking a more important question: Are we truly ready to succeed when we get there?
WALTER NOOT is Chief Operating Officer at USANA, where he guides the company’s transition into ecommerce platforms and global operations. He has enhanced USANA’s global supply chain while creating a modern, faster and more intuitive customer experience. Walter brings more than two decades of executive leadership across a wide range of industries. His expertise spans IT, operations and supply chain, sales, marketing, engineering and manufacturing, product development, finance and business development.
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