I was reading the latest BusinessWeek and saw this quote from Sam Palmisano, Chairman, President, and CEO of IBM:

“I enjoy spending time in many countries, especially in the developing world. There is tremendous optimism and excitement about their future. You can’t learn about these diverse cultures and immense opportunities by staying in your corporate headquarters.”

He nailed it. It’s the people. The first emerging market I traveled to was India in 1999. That is still my most memorable trip. I still remember the sights, sounds, smells and experiences. But it was the people that made it unique. Before that trip I had traveled to a number of mature market countries, and while it was great being exposed to other cultures, it wasn’t until I started visiting emerging countries   that I got the overwhelming sense of entrepreneurial spirit and optimism. I’ve seen this same spirit in every emerging market country I’ve been to (23 and counting), from the relatively richest (China) to the relatively poorest (Kenya). It’s why I plan to always focus my career on doing business in emerging markets.

Palmisano’s last point is also a good one. Do you need creative input for a product or marketing program? Get out and travel. Get out of HQ. Of the 100’s of trips I’ve done, I have always come back with a long list of new ideas.

I recently was a guest speaker at an undergraduate marketing class presenting on the subject of international marketing. Two tips that I had put in my presentation were:

  • Whether a marketeer or an engineer, regularly go visit customer/target audience. The best ideas come from outside the office.
  • Whether for business or pleasure, go out and see the rest of the world. It will change your life.

If you haven’t done this yet, just go do it.