The tension of ‘glocalization’.

Tom Fishburne:

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.


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