Imagine you run a successful chain of coffee shops in your home country. Customers love your brand, your operations are smooth, and you are starting to wonder: could we open a store in Tokyo, or Milan, or São Paulo? The moment you ask that question, you step into the world of global strategy — a world of enormous opportunity, but also hidden costs and surprising complexity. This chapter gives you the mental tools to decide where to compete, how to adapt, and how to enter a new country without stumbling.