A great product without the right retail channel is like a masterpiece hidden in the wrong museum. In this Paper, I explain why product-channel fit is critical for international brands entering the U.S. and how understanding retail psychology builds lasting success.

In my experience leading international expansion, one critical mistake repeats: hiring only fellow countrymen abroad. True success in the U.S. market demands diverse, local insight, not comfort. Growth comes when we trust new perspectives, not just familiar faces.