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Re-Think Your U.S. Market Strategy: Forget New Year’s Resolutions and Embrace Agility

Forget new year’s resolutions and consider Re-Thinking your approach to achieving commercial success in the U.S. As you and your company engage with the U.S. market in 2024, Re-Thinking, not resolving, is a better path towards success.

Ditch the one-size-fits-all approach. The U.S. is a diverse landscape and I yet, too frequently I hear companies say they are “focused on the U.S.” Start by securing one customer, or by leveraging existing customer relationships to develop deeper and more customer relationships. Tailor your strategy to region-specific dynamics, from Texas's heart to New York's hustle. Understand local cultures, consumer behaviors, and preferences. This isn't just tweaking, it's a fundamental rethink of market engagement.

Shift your mindset. Trade European caution for American enthusiasm. If your solution is impressive, frame it to your U.S. in American terms like “fantastic” and “amazing”, or at least tell prospective clients your solution is great. Embrace the "can-do" attitude, take calculated risks, and focus on potential, not just challenges. Be open to doing business in new ways, embrace innovating how you approach the market, and engage with existing and potential clients and decision makers through networking. Remember to follow up relentlessly.

Capitalize on sustainability. Many European companies have solutions in environmental sustainability that are cutting-edge, at least compared to some of what is available in the U.S. The Inflation Reduction Act is a goldmine for European green tech companies, and you should consider how you can take advantage of it. At the same time, your company should pay close attention to developments and be ready to adapt and change. Even large companies like Ørsted have had to change course. Their CEO Mads Nipper showed us how it is possible to learn from past decisions and still stay focused on sustainability and continue developing lucrative partnerships. Frame your business objectives around the U.S. demand for sustainable solutions.

Re-Thinking is not about goals, it's about adaptability. Be responsive to market dynamics, tune in to cultural differences, and continuously adapt your strategy. AXEL can help you navigate the complexities of the U.S. market with insights and strategies tailored to your objectives.

This year, Re-Think the way you do business and chart a course for sustained success and impactful growth in the U.S. Let AXEL guide you.

Let us Help: Contact AXEL today and let us help your company Re-Think your path to commercial success in the US.

Send us an email to

Cheers, Thomas Riebs

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