Table 125 Jul 2026From “When a proven playbook meets a new market.”

What crosses the border, and what has to be rebuilt

The right-hand column is the part that never appears in the playbook document.

Table 1What crosses the border, and what has to be rebuilt

Component of the playbook	Crosses the border	What has to be rebuilt locally
Discovery questions and qualification bar	Yes, essentially intact	Nothing: this is the portable core
Message and positioning logic	The logic yes, the wording no	The category argument, where the category is not yet believed
Proof and references	No	Named customers in the buyer's own segment and country
Price and packaging	The structure, not the level	The anchor the buyer compares against, which is local
Channel and partner routing	No	Standing with partners who have no reason to know you
Buying process and timeline	No	The actual approval path, which is institutional, not cultural

Swipe or scroll horizontally if the table is wider than your screen.

Source: Author's own classification.

PNG4:3, 1600 × 1200, with the title, the source line and the attribution set in the image isoglu-2026-proven-playbook-new-market-fig02.png

From the essay

Go-to-market strategy

When a proven playbook meets a new market.

The motion that worked at home crosses the border intact. The market position it was quietly standing on does not, and that is the whole problem.

25 Jul 2026

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This exhibit belongs to an essay: the numbers live here, the argument lives there.

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APA 7

Isoglu, S. (2026). What crosses the border, and what has to be rebuilt [Table]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-proven-playbook-new-market-fig02/

BibTeX

@misc{isoglu-2026-proven-playbook-new-market-fig02,
  author = {Isoglu, Sinan},
  title = {{What crosses the border, and what has to be rebuilt}},
  year = {2026},
  howpublished = {Table 1, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-proven-playbook-new-market-fig02/},
  note = {From the essay {When a proven playbook meets a new market.}}
}

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<figure>
  <a href="https://isoglu.com/insights/exhibits/isoglu-2026-proven-playbook-new-market-fig02/">
    <img src="https://isoglu.com/social/isoglu-2026-proven-playbook-new-market-fig02.png" alt="Table 1: What crosses the border, and what has to be rebuilt" width="3200" height="2400">
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  <figcaption>Table 1: What crosses the border, and what has to be rebuilt. Source: Author&#39;s own classification. <a href="https://isoglu.com/insights/exhibits/isoglu-2026-proven-playbook-new-market-fig02/">View exhibit</a>.</figcaption>
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