FAQ: The Hidden Biases That Hold LATAM Businesses Back
These mistakes can sabotage your strategy and messaging.
Here are the top 10 most common biases—and how to avoid them.
🧠 MINDSET MISTAKES
The Overconfidence Bias
We’re already successful in LATAM. Why wouldn’t we succeed in other countries?
Because each market is different. What worked for you in LATAM may not work the same way elsewhere. Take time to understand the new audience before jumping in.
The Survivalist Bias
Can’t we just start and figure it out as we go?
That approach can lead to costly mistakes. Strategy, research, and planning are essential when entering a new market. Going in without a plan is risky.
The Savior Complex Bias
Why not just hire a native English speaker to handle everything?
A native speaker can help, but if they don’t understand your brand’s message, they won’t help you much. You need someone who can understand both your culture and the new market.
🛠️ EXECUTION MISTAKES
The Translation Trap
Let's just translate our website, social posts, and sales deck?
It’s not just about translating words. You need to adapt your message to make it resonate with the new market, or it won’t connect with your audience.
The Speed Bias
Can we just launch quickly and fix things later?
Rushing to launch can lead to mistakes. Proper planning ensures you’re making the right moves before you start.
The Outsourcing Bias
Can’t an agency just handle everything for us?
Agencies can help, but you need to stay involved to ensure your message remains authentic to your brand. They don’t know your business as well as you do.
The Metrics Mirage Bias
We’re getting lots of clicks and views—doesn’t that mean it’s working?
Clicks don’t tell the full story. The real measure is whether people are engaging, taking action, or making a connection with your brand.
🎤 MESSAGING MISTAKES
The “Cool Factor” Bias
Should we sound more trendy or flashy to fit in?
Being authentic is better than trying to be something you’re not. Focus on your true message while adapting to your audience’s needs.
The “One Voice Fits All” Bias
We already have a great brand voice in Spanish—can’t we just use that?
What works for one market might not work for another. Adjust your voice to fit the new market while staying true to your brand’s essence.
The “We’re Too Small” Bias
We’re too small to enter new markets.
Size doesn’t matter. What matters is having something of value to offer. If your product or service solves problems for your audience, you’re ready.
These aren’t just mistakes. They’re roadblocks.
If you recognize any of these biases, that’s your starting point.