Some people call themselves globalists because they believe in trading freely with other countries, and having world-level companies and organizations managing products and services.

And some people call themselves isolationists because they prefer to deal only with those within their borders, and to stay out of other people’s troubles. 

But throughout history, for better or for worse, people have been influenced by those who are outside their borders.  And in the 21st century, if you’re an entrepreneur, the influence is more often than not, a key factor in running your business. 

Whether you’re a Fortune 500 CEO or a sole proprietor who put up your first website yesterday, the entire world is your market, and if you call yourself an entrepreneur, you need to know how to look at everyone.

Your community, audience, customers or client base is the whole world. 

This is a 21st century reality you cannot ignore.  And to navigate effectively you need to know how to look at your community, how to recognize your place among everyone as you offer your product or service to the global marketplace.

So what should you do?

See the World as Your Market

The key idea is the entire world is your market.  This has happened because technology makes it possible to connect with people across great distances for nominal costs.  People now search for universal concepts and ideas.  And if you are the one offering what they are looking for, then you win the business.

That means you can look at the world as your neighborhood.  When you are reaching out to your customers they are as good as next door.  This is not meant to sound kumbya.  The idea is to operate with a world view.

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Maintain Your Unique Brand

This is also not meant to sound politically-correct.  You don’t have to genericize your product or service idea, or try and be all things to all people.  You just have to recognize you may have a customer base in places you did not originally expect to have them.

So be aware – not stifled by this opportunity.  But stay authentic and true to your brand. 

That’s not a conflict.  Your value to the market lies in your uniqueness, your voice, and original presentation.  Your ability to deliver to the market is in your capabilities and effort.  So you keep your product unique you while still making it global. 

Common problems, Multiple Solutions

Many people face the same challenges and are searching for the same solution.  If your business operates in a universal industry like technology, food or fashion, you will be able to reach people who understand the underlying concept because it is the same in different places. 

The next thing people will decide is if they like how you deliver it.

In the same way that there are thousands of personal development approaches, there may be thousands of takes on your idea.  Individuals will decide which one they like.  You may think Tony Robbins is too rah-rah, and you prefer the zen of Eckhart Tolle.  Usually you make this decision based on your own personality, not because you live in a particular location.

Of course, sometimes you can associate particular cultures with specific approaches to how things are done.  But this may also depend on the product or service you are offering.  A culture may be open to one type of product, and closed to another.  You will not know until you reach out with yours.

As an entrepreneur you look at the world as the marketplace where you can deliver your product or service.  You respect the consumers in every market, but you are really only looking for the ones who are aligned with you.

Don’t be afraid to say ‘no’ to those customers who are critical or want to do things differently.  Those are not the people you are looking for in your community, they can go elsewhere to find someone else’s version of your product or service.

You also do not have to be overly aware of holidays, time zones or standard work weeks.  We live in a 24/7/365 time-shifting world.  Whenever you decide to present your product or service, someone is awake somewhere in the world.  And those who miss it the first time can catch the replay.

This is another benefit to operating in our high-tech global environment.  There is plenty of scope for you to work when you want to work and still reach those who are looking for you. 

So as you look at the world – your neighborhood – think of it as an always on, always open space. 

Operate Inside the Walls

I have an analogy I use to explain the difference between self-publishing and traditional publishing, but I think the idea also suits this topic. 

Imagine a walled city, like you see in the movies and on TV, you know like Winterfell.  Imagine in the center is the public market.  Entrepreneurs are there all the time selling products and services, and buyers are there all the time as well. 

The idea with traditional publishing is that you the author stand outside the wall and try and talk a sentry into escorting you in.  Once you enter with a sentry people will notice you.  You still have to deliver a product people are interested in, but you have a little attention already built in.

With self-publishing, you enter through the open door.  You walk right into the midst of the marketplace, where everyone is trying to get everyone else’s attention.  To get people interested in you, you really have to perform and figure out a way to grab their attention.  You are in, right from day one.  But you are on your own.

Frankly I prefer to operate from inside the walls, not outside.  And you can imagine your place in the global marketplace the same way.  You are in once you create your product or service that’s available for sale to the global marketplace.  And you stay in as long as you continue to draw attention to your business.

If people like what they see, if you deliver the value they seek, they will notice you and come to you.

That’s what you want to be doing when you are looking at the world as an entrepreneur – you want to be participating.