Breaking into a new country is tough for any company — and it's even harder for start-ups.
It can be done, and done well, however, if you follow one simple rule, according to the worldwide CEO of M&C Saatchi. He should know, he's gone from working out of an apartment to building one of the world's biggest advertising agencies with 27 offices in 23 countries.
"Hire local," Moray MacLennan tells CNBC Make It.
It may sound obvious, MacLennan acknowledges, but so many companies get it wrong because of either "laziness or arrogance."
"If you have a big chunk of revenue, then maybe you can put someone in (to a new market). But if you're a start-up, it increases the odds of success massively if you can find someone on the ground who knows the region and who knows its people," MacLennan explains.