Originally published at Elite Business. Available here.
August 12, 2025
From practical strategies to deeply personal reflections, the final panel discussion of this year’s Elite Business Live ‘Global: Crossing Borders and Breaking Barriers’ offered a powerful education for anyone considering international growth.
What began as a conversation about exporting and expanding into new markets quickly became an honest and energising exploration of what it truly takes to build a business that transcends borders.
The session brought together four remarkable voices, each with distinct experiences of growing and guiding businesses around the world. Jade Buffong-Phillips, founder of Main Hookup, brought the perspective of a founder taking on the US beauty-tech scene. Pavlo Phitidis, a seasoned global strategist and business builder, brought hard-won insight from launching ventures across five countries. Lucie McLeod, founder of Hair Syrup, added the raw energy and openness of an entrepreneur at the beginning of her international journey. And Philippa White, founder and CEO of TIE Leadership, reframed what global thinking really looks like for business leaders. Together, they created a conversation rich in truth, vulnerability and hard-earned wisdom.
The engine of international growth is empathy
While strategy and planning were key themes of the session, Philippa White brought something deeper, a reminder that mindset matters just as much as market research.
Philippa, who has spent years designing immersive learning journeys for business leaders in over 29 countries, believes empathy is the foundation for leading across borders. “You cannot develop true empathy by sitting in boardrooms with people exactly like you,” she said. “You need to get uncomfortable. You need to experience different cultures. That is where growth happens.”
She described how her work takes leaders to the edge of their mental maps and gently nudges them off. In doing so, they develop not only better business skills, but a greater ability to connect with people, build inclusive teams and truly understand other markets. It was a powerful reminder that going global is not just a business decision. It is a human one.
Lessons for the journey ahead
As the session unfolded, so many insights were shared that felt immediately actionable. Here are just a few that stood out:
Know where you are strong before expanding. If your domestic business is shaky, fix that first. It is your platform for international credibility and cash flow.
Choose your first market wisely. Look at the data. Study competitors. Follow patterns of success from similar companies. As Jade reminded us, past history leaves clues.
Speak the local language, literally and culturally. Pavlo explained that even the way we talk about growth differs between the UK and the US. In Britain, we talk about making an impact. In America, it is about domination. Subtle but crucial.
Make the most of every trip. Philippa and Pavlo both emphasised the importance of proper planning. Go where the trade shows are. Set up meetings. Ride the local bus. Ask questions. Get under the skin of your chosen market.
Invest in the right people. Whether you are hiring talent abroad or building an advisory board, surround yourself with people who understand the territory better than you. As Jade did, tap into networks and warm introductions to find the right fit.
Be prepared to lead from the front. Expansion cannot be delegated too early. It must be driven by someone who understands the business inside out and is prepared to take the risks and responsibility.
A reminder of Britain’s strengths
As the panel drew to a close, Philippa offered a stirring reflection. Having lived and worked all over the world, she reminded us that Britain often undersells itself. “We are a powerhouse,” she said, pointing to our creative industries, our financial services and our commitment to purpose-driven business. In her experience, British companies are often people-first, focused on engagement, ethics and long-term value, qualities that can be incredibly appealing in international markets.
And perhaps that was the perfect note to end on. Global success does not mean becoming someone else. It means understanding your unique strengths, building empathy for others and applying your vision with focus, clarity and courage.
If you’d like to watch the full panel or explore insights from the other guests, click [here].
