WINNING IN THE US
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Winning in the US book
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WINNING

in the US

THE FOUNDER’S GUIDE TO BUILDING A GLOBAL COMPANY FROM EUROPE

(Synopsis)

The best European companies are born global. Rather than seeing international expansion as a distant point on their journey, they’re thinking internationally from the start – whether in terms of talent, customers or investors. Yet conquering the hyper-competitive US market is a daunting challenge.


Winning in the US smooths the journey by distilling the wisdom of the most successful global players into actionable strategies and tactics. It’s your definitive guide to US expansion, based on the analysis of over 500 VC-backed companies and over 40 in-depth interviews with founders and operators from globally successful companies. From crafting your US game plan to hiring executives on the ground, this resource gives you everything you need to cross the Atlantic – and win.

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EXPANSION

Plan

Winning in the US identified five distinct archetypes for US expansion – Magnet, Anchor, Pendulum, Telescope, and Transplant – each with proven frameworks for timing, team structure and geographic focus.

NOW DISCOVER YOUR ARCHETYPE

Contributors
Ami Luttwak portrait
Ami Luttwak portrait
Contributors
Ami Luttwak
Wiz
Eleonore Crespo portrait
Next Eléonore Crespo
Global seems like a binary. It’s actually not. When we say global, we mean agile. It means that I can grow wherever I need to.”
Eleonore Crespo portrait
Eleonore Crespo portrait
Contributors
Eléonore Crespo
Pigment
Ami Luttwak portrait
Next Ami Luttwak
Building a global champion from Europe means moving beyond borders and connecting continents. It’s now more attainable than ever.”
Winning in the US Contributors collage
Contributors include
Pieter van der Does
Adyen
Daniel Ek
Spotify
Eléonore Crespo
Pigment
Ami Luttwak
Wiz
Stef van Grieken
Cradle
Mati Staniszewski
ElevenLabs
Vidya Peters
DataSnipper
Jarek Kutylowski
DeepL
Ilkka Paananen
Supercell
Alex Kendall
Wayve
The new internationalists

THE NEW INTERNATIONALISTS: HOW FOUNDERS ARE UNITING A DIVIDED WORLD

"This surprisingly resilient trend toward greater connection, even in the face of the rhetoric of deglobalization, represents one of the most powerful and optimistic forces in the global economy today," writes Index's Danny Rimer.

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Window

EUROPE’S MOST AMBITIOUS STARTUPS AREN’T BECOMING GLOBAL; THEY’RE STARTING THAT WAY

"I believe now is a defining moment for European tech, and the companies that seize it and expand globally will be the ones who capture tomorrow’s biggest opportunities," argues our partner Martin Mignot.

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REWARDING

Talent

Employee ownership helps attract the world’s best talent to small startups with limited cash, but near limitless potential. The result is that these startups have the people they need to succeed early on. Our guide and app are designed to help you make critical decisions on employee ownership.

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SCALING

Through Chaos

Once you've taken VC funding, 50 percent of your time as a founder will be spent on people-related issues: hiring, retaining, organizing and inspiring your team. If you're searching for answers to the critical people-related FAQs as you build a tech company, Scaling through Chaos is the guide for you.

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