Years ago, I interviewed with Apple and got in an argument with a director about the importance of taking local market needs into account (they love argumentative stress interviews at Apple). He said that local customization was a cop-out and a sign of failure. He argued that a consumer insight should be universal if you distill it far enough. If your consumer insight isn’t universal, it’s not a good enough consumer insight. In other words, being “hopelessly local” is lazy.
For those who have been there, this resonates.