What happens when you take a deeply personal, unconventional product and prepare it for international expansion? Natasha Burgess shares how she reshaped the brand, pricing, and go-to-market strategy for Tree Urn, a biodegradable cork urn, designed to grow a tree. With no local network or industry background, she used in-market research and cultural insight across Asia-Pacific to build trust before traction. This session reveals why authenticity, engaging with locals, and building ecosystem awareness aren’t soft skills, they’re the strategic edge businesses often overlook when trying to break into other markets. · Why authenticity is a global superpower and the foundation for building long-term market trust. · How real customer feedback informed regional pricing, product strategy, and messaging. · Why understanding local ecosystems is critical for sustainable international expansion.