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Lessons I’ve Learned from Consulting Across Borders

By Nwakwesi Milash | Founder, Milash Brand Digital


When I started consulting, I thought business was business — regardless of geography. Strategy is strategy. Execution is execution. But working with clients across Africa, Europe, North America, and beyond has taught me otherwise.


Yes, core business principles are universal. But how people think, decide, lead, and respond to change is deeply shaped by culture, context, and capacity.


Here are the key lessons I’ve learned from building solutions across borders.


1. Strategy Must Translate, Not Just Transfer


A strategy that works in Lagos may fall flat in London. Not because it's wrong, but because every market has its own rhythm. Some clients need speed and agility. Others need structure and compliance. I’ve learned to listen first, adapt second, and recommend only what fits.


2. Don’t Assume You Understand — Ask Better Questions


Across cultures, assumptions are dangerous. I no longer assume timelines mean the same thing to everyone. I ask: “What does urgency look like in your business?” or “Who needs to be convinced for this to move forward?”


Clarity starts with the right questions, not with pre-packed solutions.


3. Confidence Looks Different in Every Culture


In some regions, silence means agreement. In others, it means resistance. Some clients speak with authority; others lead with humility. I’ve learned not to judge a client’s readiness by their tone, accent, or body language — but by their actions after the conversation.


4. Execution Depends on Structure — Not Just Vision



Many founders across emerging markets are brilliant, but overwhelmed. Their challenge isn’t passion — it’s systems. In more developed markets, the gap may be the reverse: strong systems, weak innovation. My role is to diagnose the real need, not just what’s trending in that space.


5. One Size Fits No One


There is no "African solution" or "Western model." There is only contextual intelligence — the ability to understand the unique mix of ambition, constraint, opportunity, and people dynamics. That’s the skill I’ve honed through cross-border work: designing solutions that fit.


6. Trust Is Built Differently Everywhere


In some cultures, credentials are king. In others, referrals, shared values, or time in the trenches build trust. I’ve learned to be patient. To respect how trust is earned — not demand it. And that trust, once built, opens doors that talent alone cannot.


Conclusion 

Consulting across borders has made me sharper, quieter, and more precise. It’s taught me that global thinking is not about imposing what works but discerning what’s needed.

At Milash Brand Digital, we don’t force-fit models. We build frameworks that work wherever you are; because we take the time to understand who you are.


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