Tech startup leaders need to think globally from the get-go

Fast Company

19-05-2025

'The best way to predict the future is to create it.'
This timeless insight from renowned 20th-century Austrian-America management consultant Peter Drucker is especially relevant for startup leaders who aim to build something that stands the test of time.
In today's digital economy, global expansion has never been easier—yet many tech founders are still focused on an initial geographical market. While starting with that thinking may seem practical, failing to embed a global mindset from the get-go can limit long-term potential.
The reality is, startups that delay international thinking face tougher roadblocks later—scaling infrastructure, product-market fit, cultural nuances, and competition become bigger hurdles than necessary. The best startups anticipate these challenges early, positioning for global impact before opening a second office.
I've seen this firsthand—setting out to empower the world with your company's tools shouldn't just be a tagline; it should shape every product decision, hire, and expansion effort. For founders unsure where to start, here's what I've learned about building global-first from day one.
Establishing a clear vision
A strong vision serves as a guiding light through the thousands of decisions a company must make. Startups that scale successfully have a clear and ambitious purpose that informs their strategy from day one.
For example, at Canva, we've aimed to make our product accessible to anyone, anywhere in the world. And while this seemed massively aspirational at our founding, it's helped us avoid complacency, and feels more realistic as you focus on hitting incremental milestones. In the early days, you won't be able to build a solution for every conceivable challenge. Focusing on your most obvious core audience, or, finding a niche that isn't too restrictive—tools for real estate, e-commerce, marketing, etc.—can ensure the foundation to support future expansion.
Balancing ambition with practicality isn't just a challenge—it's a necessity. Those who master it pave the way for sustainable, scalable global success.
Solve a problem that transcends borders
Startups often face resource constraints, making it tempting to prioritize short-term gains over long-term scalability. However, founders must resist the urge to build products solely for their initial market. Instead, they should develop solutions with modularity and adaptability in mind.
I believe in focusing on solving a fundamental problem—simplifying graphic design was our strategic focus—while ensuring that a platform can evolve for different industries, languages, and cultures. As your startup grows, maintaining flexibility becomes even more important. More than 10 years in, my company is still adapting to changing markets, shifting consumer expectations, and emerging trends.
Balance focus and flexibility
If you are an American startup founder, remember that 95.7% of the world's population lives outside of the U.S., and many of them may fall into your target customer demographic. Therefore, the ability to refine strategies based on global opportunities is a crucial trait of long-term success. This goes far beyond just translating the interface. It involves integrating local payment methods, content, templates, SEO strategies, and much more.
At Canva we refer to a helpful metaphor of cupcakes and icing. The cupcake is our core offering of design and workplace software. The icing is the way we build on top to suit different countries, languages, and industries. The most important thing is that the cupcake is made in a way that it can expand and serve all of these different needs.
The power of passion and storytelling
A founder's passion is contagious. When a team believes in the company's mission, they'll go the extra mile to execute it. But passion alone isn't enough—it must be communicated effectively and proven in actions. Founders should meaningfully lift the hood on their own motivations as often as is appropriate, whether it's the inspiration behind the product, the obstacles overcome, or the impact their product has had on customers worldwide. I know from experience that this can be extremely successful in uniting a workforce around a shared mission. This becomes even more critical as a company scales across borders and languages.
Consistently telling and refining your story ensures alignment and momentum, especially as new markets open up. A globally resonant narrative makes it easier to expand into different regions while maintaining a strong brand identity—and it starts at the top!
Integrating emerging technologies
Startups that embrace new technologies early gain a competitive edge. Staying ahead means keeping a pulse on industry shifts, making judgement calls as to whether a new technology aligns with your goals, and taking calculated risks. It also means building to adapt, and minimizing reliance on any single model or partner. Find ways to be 'pluggable' with other tools and technologies so you can evolve your tech stack without starting from scratch.
In Q3 2024, AI startups accounted for 31% of global venture funding, signaling an industry-wide shift toward automation and intelligent systems. AI is offering an unprecedented opportunity to grow efficiently, without adding costs.
Companies that delay integrating these advancements risk falling behind. Regardless of a startup's stage, a forward-thinking approach to technology is key to long-term success.
Building internationally and for decades to come
The most successful startups aren't those that expand internationally just because they need to continue to grow sales; they're the ones that embed a global mindset into their culture, strategy, and vision from the get-go.
Founders must recognize that the world is their market, not just their home country. From my native Australia to America and everywhere in between, each market might benefit from a product in different ways. Wise founders will commit to exploring and embracing those differences by building adaptable products, crafting a resonant brand story, hiring teams with diverse perspectives, and leveraging technology to stay ahead.
In the end, the startups that think globally from the beginning are the ones that don't just react to the future—they create it, just as Drucker envisioned.