A message that works at home often lands flat abroad, because the point of comparison changes. A promise is built against competitors, not against the product.

The first part of the session opens that difference with three questions:Whom are you being chosen instead of?What are you giving up?Can you say it in one sentence?

Trying five channels at once in a new market means dividing the budget by five. What works in practice is choosing two and staying with them for six months.In the session each team picks its own two and argues the choice to the room.

View counts say very little about a market. The last part of the session is built on repeat purchase and referral source — the only two honest figures in a first year of exporting.