Even the best laid plans for global go-to-market strategies can go awry with a strong dose of cultural competence. The first step is to understand yourself, Ephraim Schwartz explains in 3 essentials of global team building. “What is your style? How do you communicate, and how do you lead?”Beyond that, of course, is to understand other cultures. “This is just the way things are is probably a good attitude to adopt.” Technology Industry