Many people don’t fully grasp business on a global scale until they begin running one themselves. For Nathaly Mesa, CITP, years of running small businesses opened the door to international opportunities—and sparked a new fascination. As she applied her business management background in a global context, it became clear that international trade was the natural next step in her career. 

“I began my journey in international trade out of a deep interest in global markets and how businesses expand across borders,” she explains, adding that, while running businesses, “I often encountered opportunities that involved international clients and suppliers. This sparked my curiosity and motivated me to explore the field further.” 

To advance her expertise, she pursued the FITT Diploma in International Trade, a transformative step that, in her words, “gave me both practical tools and strategic insights into global business operations.” 

Combining two passions: global trade and sustainability

Nathaly is a fan of international business and green practices, so when she had the opportunity to work with a sustainable furniture company, she jumped at the chance. 

“One of my favourite stories from my career was working with a furniture company whose concept immediately caught my attention,” she says.

“Their main material was recycled wood, which really resonated with me because it combined two of my biggest passions: international trade and supporting businesses that contribute to environmental conservation.”

Being involved in their international expansion was both exciting and meaningful, she says. She had the opportunity to support them in navigating logistics, understanding trade compliance, and building relationships with overseas partners. Recognizing that her contributions helped a sustainable business scale internationally, while also promoting eco-conscious practices, made the experience “incredibly fulfilling,” she adds. 

Championing Colombian craftsmanship around the world

Nathaly reflects on another project with pride, one that was significant to her—not only from a business perspective but on a cultural and personal level too.  

Working with artisans from her home country, she led internationalization campaigns for their handcrafted products: 

“I worked closely with local artisans, whose incredible craftsmanship reflects Colombia’s rich cultural heritage. Through hard work, strategic planning, and a deep respect for their work, we were able to introduce these unique products into demanding international markets in Europe and North America.” 

“Seeing them embraced abroad was incredibly rewarding,” she reflects. “It confirmed my belief in the value of combining international trade with cultural preservation and ethical business practices.” 

This work underscores her approach to trade not simply as a means of profit, but as a platform to elevate culture, sustainability, and community empowerment. 

A career shaped by cross-cultural intelligence

Looking back, Nathaly now understands the importance of cultural competence and relationship-building in business. It is a lesson she wishes to impart to new professionals in the field of trade. 

“One piece of advice I wish I had known when I started working in international trade is the importance of building strong cross-cultural relationships from the very beginning.”

She goes on to explain that, early on in her career, she placed heavy focus on logistics, compliance, and strategy, “which are, of course, critical,” she emphasizes. “But I later realized that understanding cultural nuances and building genuine trust with international partners can be just as important for long-term success.” 

Now she takes the time to learn about different business practices, communication styles, and cultural expectations, and this, she believes, has helped her avoid misunderstandings, strengthen partnerships, and ultimately close better deals. “If I had embraced that earlier, I believe some challenges could have been turned into opportunities more quickly,” she says. 

How FITTskills shaped her global expertise

Nathaly describes her FITTskills experience as “extremely valuable,” particularly the practical frameworks that helped transform her hands-on experience into strategic expertise. She felt the courses gave her a comprehensive understanding of key concepts in international trade. 

“What I appreciated most was the practical, hands-on approach that helped bridge the gap between theory and real-world application.”

“The knowledge I gained has been directly applicable to my career, especially in internationalization projects and supporting businesses looking to expand globally. It has enhanced my ability to navigate complex global markets with confidence, and the courses have given me the tools to better assess risks, opportunities, and strategies in international trade,” she adds. 

Though she loved all the courses, two in particular stood out to her. 

The Feasibility of International Trade course, she says, helped her understand how to evaluate whether international expansion is a viable and strategic move for a business. It also gave her the tools to conduct detailed market, financial, and operational assessments. 

She also enjoyed the International Market Entry Strategy course, finding that it complemented her feasibility knowledge by guiding her through the process of selecting the most appropriate entry methods, tailoring strategies to different markets, and managing associated risks. 

“Together, these two courses significantly enhanced my ability to support businesses in making informed and successful decisions when entering global markets.” 

Why Nathaly pursued the CITP designation

For Nathaly, earning her Certified International Trade Professional (CITP®|FIBP®) designation was an intentional step to solidify her place in the global trade community:

“I chose to apply for the CITP designation because I see it as a mark of excellence and credibility in the field of international trade. After completing the FITTskills program and gaining hands-on experience in global business, I wanted to formalize my expertise with a designation that is recognized and respected worldwide.” 

Earning it was deeply meaningful: “It felt like the recognition of years of dedication… and represents a milestone in my professional journey.” She also takes pride in knowing that her work and knowledge met the high standards required for the designation. She describes it as more than just a credential; it also reaffirms her passion for global business and motivates her to keep growing and contributing to the field with integrity and purpose. 

Leadership and supporting global business expansion

With her CITP in hand, Nathaly is focused on expanding her leadership roles in international business while supporting companies pursuing global growth through new networks. 

“With this designation, I feel more confident pursuing leadership roles in global business development, expanding into new markets, or supporting companies through internationalization processes.”

“It also connects me to a respected community of professionals, which I believe will open new opportunities for collaboration, growth, and continuous learning throughout my career.” 

Her blend of cultural insight, sustainability-driven values, and business management expertise makes her a powerful force in international trade. She is shaping connections that benefit not just international companies, but also local artisans, the environment, and countries steeped in deep heritage. 

The post CITP Spotlight: Nathaly Mesa—General Manager, Mangles SAS appeared first on Trade Ready.

For Philippe Ferland, CITP, the path into international trade was organic, unfolding naturally as his curiosity and analytical strengths aligned with a growing opportunity.

After completing his master’s degree, he was approached by the manager of the Business Intelligence team at Invest in Canada, who encouraged him to apply for her newly forming team. He did, and it changed the course of his career.

“I began in a research-focused role where I developed reports related to foreign direct investments and international trade and transitioned to a client-focused role later in my career,” Philippe explains. The shift not only expanded his responsibilities, but deepened his understanding of global investment flows and the human connections behind them.

From research to real-world trade interactions

One of Philippe’s most memorable experiences came when he hosted his first site visit—a week-long tour across Quebec and Ontario with the CEO of an Austrian company. Coordinating the agenda required meticulous planning involving extensive collaboration between two provincial partners.

“It wasn’t until the Saturday before the visit that I completed the agenda and sent it to the company,” he recalls. The CEO jokingly admired how “hard-working public servants must be in Canada for doing work on a Saturday.”

The week that followed was a success on every front. Philippe served not only as a guide to Canadian opportunities but as a cultural bridge between Canada and Austria. When the visit ended, the company identified several ideal factory locations and expressed continued interest in investing. The CEO even gifted Philippe Austrian chocolates and wine, small tokens of gratitude for a job exceptionally well done.

Seeing world leaders in action

Another favourite moment in Phillipe’s career came during the 2023 CERAWeek in Texas, one of the world’s premier energy events, founded by Cambridge Energy Research Associates. There, Philippe unexpectedly found himself sharing the convention floor with a notable guest:

“We saw John Kerry just casually walk by the Canadian booth every morning… it was always a surprise to us—seeing him in person.”

He adds that he was impressed that the Former US secretary of state did not have an extensive security detail and seemed entirely at ease.

Shaping the energy sector with a cornerstone report

While Philippe’s client-facing work keeps him engaged daily, one of his proudest professional achievements comes from his earlier research days as a Business Intelligence Analyst: “I wrote a comprehensive report on the battery supply chain that broke down opportunities to attract investment across every stage of it,” he explains. It was a major undertaking—months of interviews with industry experts and analysis condensed into a single strategic document.

The result? The report received significant praise internally and became a cornerstone of Invest in Canada’s national strategy for the sector. It also gave Philippe a deep expertise in an industry critical to Canada’s future competitiveness, expertise he continues to apply in his work today.

“Getting to write such a useful piece of research to the organization was really rewarding. The knowledge I gained writing it has supported all the work I’ve done in the sector ever since.”

Patience and experience lead to “second-nature” instincts

Reflecting on what he wishes he knew earlier in his career, Philippe emphasizes patience and persistence, stating:

“It takes time to fully develop into a role in this space. International trade is a complex subject with many nuances, and you won’t have all the answers immediately. However, over time, you’ll be exposed to enough scenarios that your ability to handle most situations will become second nature.”

It’s advice that mirrors his own growth—from researcher, to advisor, to a trusted liaison between foreign investors and Canadian opportunity.

How the FITTskills program expanded his global perspective

Philippe’s decision to pursue the FITTskills program helped broaden his horizons beyond niche focuses. He liked how the courses were straightforward and accessible while also offering important information to anyone looking to work in international trade. He also found particular value in the rounded view of trade that the program gave him:

“These courses helped broaden my horizons and see the bigger picture when interacting with my own clients.”

He also felt that his favourite course, International Market Entry Strategies, stood out for its cultural insights. “The component on cultural considerations was really interesting… and pushed me to be more conscious of these matters in my own day-to-day work interacting with clients from different European countries,” he says.

Wanting the CITP from the get-go

For Philippe, applying for the Certified International Trade Professional (CITP®|FIBP®) designation was a natural extension of his learning.

“It was the goal I was aiming for by taking the courses. Being designated as a Certified International Trade Professional shows I have the knowledge and skills necessary to succeed in this field,” he explains.

“Like being a certified accountant, the designation builds trust from your clients.”

He also felt a deep sense of satisfaction in achieving something new in his career progression.

A path to an established community and new opportunities

Looking ahead, he sees the CITP as an asset for future opportunities—particularly in roles within the foreign service, where the credential is known and respected.

“Seeing that the CITP designation is quite common for those working on the trade side in the foreign service,” he says, adding, “it can open doors for me there should I decide to apply in the future.”

Already a meaningful contributor to Canada’s trade ecosystem, Philippe is well-positioned to deepen his impact in the years ahead. His strong research foundation, analytical approach, and steady dedication set the stage for many more achievements to come.

The post CITP Spotlight: Philippe Ferland, Market Advisor, Europe, Invest in Canada appeared first on Trade Ready.

Michael Whitmarsh has built an impressive career in international trade, with a focus on supply chain management, corporate development, and global expansion. His journey, driven by a passion for business and exploration, illustrates the profound impact that mentors and continual learning experiences can have on a career.

An international career from the beginning

Michael’s career in international trade began at Weatherford International, where he managed U.S.-based purchasing and global logistics across 21 countries. It was the perfect starting point for a young professional fresh out of the University of Houston, where he earned a double major in Economics and Spanish.

“Being born and raised in Houston, the oilfield industry was a natural calling for me,” Michael explains.

His dual expertise in supply chain and international relations helped him transition into the global scene.

From the outset, Michael’s work exposed him to the complexities of international business, allowing him to combine his love for travel with his skills for business development.

“Once I started doing business across borders, I developed a passion for international trade.”

He continued to gain experience with Holloway, an NOV distributor, where his exposure to global markets solidified his passion and set him on the path to become a leader in the oilfield industry.

Leading Block 4 Oilfield, LLC

Today, Michael leads Block 4 Oilfield, LLC, one of the fastest-growing oilfield companies, with operations in the U.S., South America, and the Middle East. Under his leadership, the company has expanded through strategic sales, acquisitions, and entry into international markets.

“I’ve spearheaded the growth from day one through my understanding of international markets, business development, sales, and marketing.”

His dual expertise in supply chain management and corporate development has allowed him to navigate the complexities of global trade and strategically grow Block 4 Oilfield.

“My career has been two-pronged. My first ten years focused on supply chain, purchasing, and logistics, while the second half has been corporate development, setting up distributors, and entering different markets,” Michael said.

This unique combination of skills has made him an effective leader, capable of taking his company into new and challenging regions around the globe.

The Role of FITTskills and the CITP designation in his growth

For Michael, the FITTskills program and the CITP designation provided the formal education and credentials necessary to elevate his career in international trade. His decision to pursue the FITTskills courses stemmed from his interactions with Canada’s Trade Commissioner Service (TCS) and Export Development Canada (EDC), two organizations that played a pivotal role in his understanding of international business. Michael explains,

“I knew that FITT, being associated with EDC, was an outstanding organization to seek training and obtain certification from.”

Michael found the FITTskills courses particularly valuable in areas where he needed to strengthen his expertise, such as trade finance. “Finance was the side of trade where I was weaker before the training,” he admitted, but the courses helped him “add a lot of skills to [his] belt.”

His favorite course, Feasibility of International Trade, gave him a deeper understanding of the risks and benefits of entering new markets.

“It provided useful tools in risk analysis and risk management, tools that I use on a daily basis in my position.”

His CITP designation, which he earned through the FITTskills program, also helped Michael distinguish himself as a global trade expert. “I’m extremely proud to have the CITP designation and to present myself as an expert in international trade,” Michael said.

The credential not only proves his expertise but also connects him to a network of professionals who share his dedication to ethical business practices and ongoing professional development.

A world of lessons through global experiences

Michael’s career has taken him to over 20 countries, providing him with rich cultural experiences and an understanding of how different regions approach international trade. He shared some of his favorite stories, such as working in the Middle East, where relationship-building is paramount before discussing business.

“In Abu Dhabi, we would talk about families and personal experiences over tea or eat Mandi on the floor in a traditional manner before business even came up,” Michael recounted. This cultural insight helped him adapt to various regions and avoid the pitfalls of international etiquette.

His experiences in Latin America, Singapore, and the Middle East have taught him to “do as the Romans do” — to adapt to local customs and respect cultural differences. “You’ll pick up on things really quickly,” Michael advised.

He stressed the importance of researching local customs and relying on networks like expat communities or experienced colleagues for guidance when entering new markets.

Inspirational mentorship from an industry leader

A key influence in Michael Whitmarsh’s career has been his mentor, John Samuels III, a legendary figure in the energy and commodities trading industries. Michael met John during his time in the Middle East, and they collaborated on several projects, including commodity trading deals between the U.S. and the Middle East, as well as launching an oilfield rental company in Sharjah, UAE.

John’s incredible career trajectory—starting from humble beginnings in Galveston, Texas, to building a corporate empire with diverse holdings—served as a powerful inspiration to Michael.

John’s vast knowledge of business, his grace under pressure, and his ability to intertwine personal life with professional success left a lasting impression.

“What really impressed me with him is that he has all this knowledge, all this personal life experience… he’s probably the most interesting man in the world.”

John, often referred to as “The Great Gatsby” due to his larger-than-life persona, had a profound understanding of commodity trading and global markets, especially through his role in helping to launch the Dubai Gold and Commodities Exchange.

For Michael, learning from someone with such a rich blend of business acumen and personal integrity was invaluable.

“He handled everything with such grace… despite all of his accomplishments, he was still so humble,” Michael said.

This mentorship not only shaped Michael’s approach to business but also deepened his passion for international trade and global markets.

Among his many accomplishments, Michael is particularly proud of establishing the first international distribution hub as an NOV distributor in Dubai.

“I performed all the market intelligence prior to entering the market, found the lowest-cost ports, staffed the company, and adapted the policies to local cultural and legal requirements.”

This project not only positioned his company as a master stocking distributor for the Eastern Hemisphere but also highlighted his strategic expertise in global business development.

Michael also sites his work with the Canadian Trade Commissioner’s office and EDC as motivating factors in his career development. These organizations helped him navigate international markets, meet high-profile players, and secure contracts with drilling contractors in regions like Argentina and Cuba.

Michael’s experience working with these agencies further cemented his passion for international trade and gave him a profound respect for the role government organizations can play in supporting businesses.

Looking to the future

Michael believes his CITP designation will continue to play a pivotal role in his future career.

“The CITP designation will open many doors to opportunities that I may not have otherwise been offered.”

As he continues to grow Block 4 Oilfield and explore new global markets, Michael remains committed to leveraging his expertise and credentials to drive success. Whether it’s through acquisitions, mergers, or strategic partnerships, his future looks bright, fueled by the knowledge and tools he’s gained through the FITTskills program and the CITP designation.

Want to learn more about the Certified International Trade Professional (CITP®|FIBP®) designation? See why it’s the world’s most recognized designation for competency and credibility in global business.

Adding credibility to experience and expertise with the CITP designation

For those considering taking their business into an international market, Michael has one key piece of advice:

“Understand the tools related to international trade finance. From Letters of Credit to Export Credit Agencies, each tool is extremely helpful to hedge a growth strategy and to best position oneself in a given market.”

With his deep experience, global perspective, and the CITP designation, Michael Whitmarsh is not just a leader in the oilfield industry — he’s a prime example of how education and professional certification can propel a career to international heights.

The post CITP Spotlight: Michael Whitmarsh, MBA – President & CEO, Block 4 Oilfield, LLC appeared first on Trade Ready.

Between 1998 and 2006, I was the international sales director for a small but very rapidly growing tech company. During that period, I opened up 12 international subsidiaries and appointed another 12 master distributors in other countries.

Whilst sales grew exceptionally on the back of this international expansion, our firm had to overcome many local challenges, including complicated tax, regulatory, and operational frameworks, hiring, firing and retaining talent, and the management of multiple service providers worldwide.

Despite these challenges my company went public in 2005, buoyed by this global success. After exiting the company, I reflected on the international success my firm had achieved, particularly on how we were able to successfully enter challenging foreign markets. None of the major international advisory firms wanted to support us because we were too small, and it was so difficult managing multiple local service providers.

Sometimes it felt like I was spending more time managing vendors than I was winning new business.

After looking at a number of new business opportunities I decided that the best use of my experience was to establish an international market entry and expansion firm that was designed to deal with exactly the challenges and opportunities that my own company had faced.

Why a company succeeds or fails in emerging markets

During this journey, I had gained tremendous insights and learned many lessons on the issues that really impact whether a company succeeds or fails internationally. These lessons included truly understanding local cultural nuances, getting to grips with different regulatory and tax frameworks, and knowing who to hire to deal with them.

I had to learn to be wise to where and when a company should establish a local presence in a foreign market.

My journey, whilst ultimately successful, faced some spectacular failures and startling episodes along the way, which I had to overcome. I once arrived several days early to a meeting in Hong Kong only to find our “exclusive” distributor was actually fully representing our main competitor!

Then, there was the time I hired local staff in one of our international markets, only to later realize our appointed GM had hired three of his immediate family members into our local business, but used different surnames for them all. And so the adventure went on!

Ultimately the success or failure of expanding into emerging markets is no different to the recipe you would adopt in your home market. A business needs to have a great product or service which is well-priced and of good quality, and crucially, isn’t immediately replicable, possessing unique some competitive advantage. To sell to and service a customer base, any company needs great people; people who can communicate your company’s value proposition, provide after sales support, and help with the general administration and logistics of cross border trade.

Any company needs to deliver its message locally. Whether this is by establishing a distribution channel, having your own boots on the ground, or leveraging the increasingly important route to market that is ecommerce, companies need to cover all the bases to ensure success.

Online retail sales in India, for example, have risen tenfold in just seven years, from $3.8bn in 2009, to $38bn last year, and yet still this represents only 2.2% of total retail sales in the country.

If you don’t truly understand your new market, you’ll become a cautionary tale

Globalization is often misconstrued as being synonymous with standardization. In fact, localization is most commonly what creates success for SMEs going global.

Whether it be the tweak of a design, the shade of a color, product name, or how it is packaged, these details are more often than not the key to successful market entry.

Consider the following examples:

A British rice cooker manufacturer who succeeds in China – not because they necessarily know a lot about rice, but because they emblazoned the Union Jack on each of their rice cookers accompanied by the slogan “Made in Britain”.

McDonald’s expanded into India, secretly hoping they could convert the local population to become beef-eaters. Several restaurants were burnt to the ground by angry mobs, and would be customers protested outside the remaining restaurants. It took MacDonald’s years before they could respond and finally came up with a localized vegetarian menu – hence the veg Maharaja Mac was born.

Consider the U.S. motor company that introduced a car named the “Matador” in Puerto Rico, only to find out that their bleak sales results were caused by the translation of “matador” to “killer”.

5 ingredients to a successful emerging market strategy

There’s much to be learned from the market entry failures, but put simply, the key ingredients required for achieving success in emerging markets are:

• Avoiding the threat of duplicity;
• Competing in highly price sensitive environments;
• Finding and managing the right sales channels ;
• Recruiting quality talent across multiple time zones and at a great distance, and;
• Genuine localization

There is no quick fix to international success, and a single sales order does not mean that you are an expert exporter. Global expansion requires patience, consistency and long term commitment. If you are planning on expanding in emerging markets, be sure to give all areas of your global business the same focus you would to your business at home.

The post What I learned from 20 years of experience in tough emerging markets appeared first on Trade Ready.

How we choose to do business in a globally interconnected world matters. Developing understanding about the nuances of culture and how to respond to them through your marketing and communications will help your international business to flourish. Building trust is often the key to sales success, but how do you build trust when you’re trading across borders and you’re not sure about the rules of the game?

The currency of trade

Cultural fluency is a currency – the more of it we have the richer we become, in business, as leaders and in life. Understanding and responding to cultural differences enables exporters to achieve stronger business relationships, leading to improved efficiency and profitability.

Consider the social, economic, political, religious and environmental factors that influence culture and how they may affect how people think, behave, communicate and do business.

Building successful business relationships requires slightly different approaches in different cultures. It’s crucial to take into account different attitudes to:

• time (punctuality, deadlines, response times)
• hierarchy, status and attitudes to risk (affecting decision-making, influencing and management and leadership styles)
• the individual or group (affecting the dynamics of communication in business as well as marketing and advertising).

There are several cultural models that help us understand the complexities of culture and how to adapt our communication style for different cultural contexts. One of the simplest of these models refers to low and high context cultures.

So, for example, a low context culture, such as those of the UK, USA, Germany and Switzerland, is characterised by decision making and communication that is based on logic, facts and figures and treats business as a transactional process. In contrast, high context cultures such as those of Japan, China and many parts of The Middle East, are concerned with long term relationship-building before decisions are reached and business is done. Understanding this allows you to prepare, manage expectations (your own and those of your buyers) and can ease some of the frustrations associated with doing business internationally.

Time is money – or is it?        

Different cultures perceive time differently – the past, present and future have different levels of significance according to culture. These perceptions of time are determined by factors such as religion, history and social practices. Patience and adjustment of expectations may be needed when doing business in cultures where attitudes to time are different. These are of course generalisations, as variation occurs within any culture due to regional differences, organisational cultures and individual beliefs.

Punctuality in business is important in creating a good impression in UK, Germany, the USA, Switzerland, Austria and Scandinavia where expectations are high when it comes to schedules and keeping to deadlines. The assumption is that present actions influence future outcomes and business. Attitudes to time are also influenced by industrial processes which have evolved in the USA and Northern Europe.

Many Asian, Latin American and some Middle Eastern cultures are more concerned with the present – the here and now – and that means investing time in building strong relationships before business can be done. The here and now can be more important than promises made for events that (may or may not) take place in the future.

Watch your language

Language knowledge and awareness is crucial for international trade, and even small efforts can go a long way. Granted, learning to speak a foreign language is challenging, especially for those who do not have existing foreign language competence. But as Nelson Mandela said,

If you speak to a man in a language he understands it goes to his  head; if you speak to him in his own language it goes to his heart.

This speaks volumes about the importance of language in building trust, which is a key element in successful business relationships. Speaking to your international buyers in their language not only eases communication but shows commitment to building the relationship.

There are many ways of addressing language needs that needn’t be costly. It could involve, for example, recruitment of university students who can assist with language and culture-related marketing, market research, sales and customer care tasks that require language skills and cultural knowledge.

It’s important that translation is done professionally; automated translation should be avoided to ensure your copy is presented in the appropriate ‘voice’, accurately and professionally.

Professional translation may not be as costly as you may think. A small investment will reap rewards, enabling you to engage more effectively with your buyers and preserve your brand’s credibility.

A professionally translated, localised, and well optimised website (or language pages within your website) will help your business ‘speak to the heart’ and give you a competitive edge.

But can’t we just rely on English when it appears to be the lingua franca of international business?

Consider this: would you buy from a website that is in a language other than your mother tongue, or, given the choice, would you choose the one in your own language? In the digital age international buyers have an extensive choice of where to buy their products and services from. Give them a good reason to choose you.

According to the All-party Parliamentary Group on Modern Languages (2014), it’s estimated that the UK economy loses £48 billion a year in lost contracts because of lack of language skills.  And for those of us who rely on English, let’s not take this for granted – English is a difficult language to learn to speak and write well.

Be mindful of symbolism in your branding

Building an international brand involves building trust through all of your marketing and communications relationships and interactions.

When planning your export communications and marketing strategy, it is useful to consider every communication touch point, be it online, face-to-face, over the phone or through your written interactions.

Your marketing, branding and packaging should take into account your buyers’ expectations, preferences and beliefs. This requires some thorough market research, but getting it wrong could be costly. Colours have different associations – choose red and gold over black and white for Chinese markets; orange for positive, spiritual alliance in Southern Asia; and avoid purple in Brazil (as it’s associated with mourning).

The number 8 and multiples such as 88 and 888 are highly positive in SE Asia, whereas the number 4 is negative and associated with death – important to know if your standard packaging normally contains four items – many companies have failed to sell products (beer, crockery, golf balls..) packaged as four-packss in these markets.

Be mindful of the colours, numbers and symbols used in your branding too – be aware of cultural sensitivities to gender and the status of women in society and how they should be portrayed in media and advertising. Even visuals of plants, flowers, and animals used in designs and logos might just create the wrong brand message.  Do your research!

There are many more dimensions to cultural fluency that enable us to thrive in business, our careers and life in general. Watch this TEDx Talk to further explore the fascinating world of intercultural communication and how it applies to fulfilling our potential as individuals and leaders of communities, teams, organisations and even nations.

The post A short 4 step guide to cultural fluency for exporters appeared first on Trade Ready.

Hiwot Regasa, CITP|FIBP developed a curiosity for international travel and culture at a very young age. She was born in Addis Ababa, the capital city of Ethiopia, and moved to Nairobi, Kenya during her childhood years. This background allowed her to learn three languages – English, Swahili, and Amharic.

“Growing up in Nairobi, I was exposed to the city’s diverse culture. I went to school with students from all over the world. I really enjoyed learning about my classmates’ cultural backgrounds and trying cuisine from different regions.”

A completely international education

Hiwot came to Calgary as an international student pursuing a Bachelor of Business Administration degree at Mount Royal University. At MRU, she had the opportunity to study and work with other international students, which amplified her interest in international business.

“I declared my minor in international business  and started taking FITT-accredited courses as part of my degree. Once I graduated from MRU I got a position in international relations, which reinforced my commitment to international business and pursuing the CITP®|FIBP® designation,” Hiwot explains.

She decided to continue taking FITTskills courses online in order to earn her FITT diploma and increase her knowledge in importing and exporting. Hiwot enjoyed taking the courses at her own pace, enabling her to take in a lot of detailed information without interfering with her busy work and social schedules. Learning about how different cultures conduct business around the world was a thrilling extension of what she’d learned from her fellow international students and the dynamic regions she grew up in.

The FITTskills courses were very informative and enjoyable. Some of my favorite courses were International Trade Research and International Market Entry Strategies.

“The online courses were very convenient for me. I was able to pace myself and complete my courses during my free time while working. The course content gave me a broader understanding of the potential risks that could arise when doing business internationally and how to mitigate them. The program sharpened my knowledge of different cultures’ unique methods of conducting business.”

Channeling a childhood passion every day

Hiwot’s combined international background, education and passion for international cultures made her a perfect fit for her role as Student Liaison and Project Administrator at SAIT Polytechnic in Calgary.

Her primary duty is to provide continuous, comprehensive support to students and instructors overseas. This covers a wide range of international activities including supporting study tours, assessing students for enrolment, coordinating in-country training and global education initiatives.

“My current role has allowed me to meet and work with students, teachers and administrators from schools around the world, including Kazakhstan, Indonesia, India, China, Mozambique and Equatorial Guinea.”

Hiwot collaborates on detailed research for future international projects and contributes to proposals to build institutional capacity and workforce nationalization. Another important aspect of her job is delivering outstanding support to her company’s existing international clients, a task that allows her to make use of her multilingualism.

Joining peers with international recognition

After completing her education, Hiwot decided to develop her reputation as an expert in international trade by earning the CITP®|FIBP® designation.

I decided to apply for the CITP®|FIBP® designation to set myself apart, and show my commitment to this profession. I am excited to be a member of this select group of elite global trade professionals.

“I hope my designation will help me to connect with other international business professionals and grow my network and career.”

Hiwot also loves to give back to the international community and has helped new international students settle in to the right program for them by volunteering at study abroad orientations for both MRU and SAIT Polytechnic.

She is looking for new opportunities to do more to help international students as they make the same journey she once took, from international student to global business professional.

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