Maria Carolina Suarez

He told me that when Coke came to Canada, they took the same television ads, the same print ads, and they applied it broadly across Canada. The ad execs (who were probably based in Toronto) probably said, “If it works here, it’ll work everywhere.”

No.

It didn’t work in Quebec because people didn’t connect with it. The cultures were vastly different.

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The problem you solve for customers is increasingly one they can’t even articulate for themselves . The ones that are easy to understand have already been built and funded over the last 20 years. Building something of true excellence will require a hungrier engagement with the world—and that will have to start with developing superior taste.