When in Belgium while on a business trip, I was interviewed by Benny Debruyne of Trends Magazine – probably the business weekly in Belgium – on the pitfalls of ‘doing business’ in the United States. The product of this conversation became the article that was published a couple of days ago.
Here is the link to the full article – ‘Europeanen zijn als kokosnoten, Amerikanen als perziken’ – (‘Europeans are like coconuts, Americans like peaches’). For the non-Dutch speakers among our readership – the author heard me talk about many things, but distilled these 5 pitfalls:
- send the wrong scout
- consider the US as one single market
- underestimate the legal side
- move too eagerly
- be too modest
About the title, the quote is not mine – I read it somewhere, but cannot recall who actually said it first. It stuck because it describes both cultures perfectly, Europeans are like coconuts: hard on the outside, but soft on the inside. Americans are like peaches: very open and accessible, but can be a hard nut to crack!