For companies whose US market size falls somewhere between 30–50% of TAM, it can be challenging to decide whether Europe or the US should hold the centre of gravity. Pendulums are usually companies that have delayed their launch into the US market. By the time attention turns to the US, the organisation is more mature, with an established leadership structure in Europe. Competitors in the US may have also moved ahead, limiting the landgrab opportunity.
As traction builds in the US, and the growth potential is proven, the company needs to divide its attention. Over time, the organisation, founders, and leadership spread out across continents. A global mindset is essential, plus a tolerance for extensive travel, and calls at all hours of the day or night.