Global Trends, Local Moves. Strategy Lessons from Multinationals. How we can apply them in our business.

TSB Scene: A strategy workshop

SME Owner: Every time I read about global companies like Unilever or Microsoft, I think this is great, but how do their big strategies apply to a business like mine?

Consultant: Good question. The trick is not in copying multinationals. It is in translating their lessons into your scale and context.

SME Owner: Give me an example.

Consultant: Take sustainability. Unilever sets global carbon goals. You don’t need a massive ESG department to follow suit. You can start by tracking your energy use, cutting waste, or switching suppliers to greener options. Same principle, smaller scale.

SME Owner: And what about technology?

Consultant: Look at how Microsoft invests in AI to drive efficiency. An SME in Dubai recently mirrored this by automating client onboarding through a simple CRM system. Cost was low, but the customer experience leap was huge. Now, that is a ‘local move’ from a global trend.

SME Owner (nodding): So, it’s less about size and more about mindset?

Consultant: Exactly. Global firms succeed by being disciplined, forward-looking, and adaptive. SMEs that adopt the mindset of focus, agility, and innovation can punch far above their weight.

Practical Lessons for SMEs

• Think Big, Start Small. Borrow global best practices, but scale them down.

• Localize Quickly. What works in New York or London may need a Dubai or Delhi twist.

• Stay Disciplined. Big firms succeed because they follow through. SMEs must do the same, even on smaller budgets.

• Leverage Technology. Innovation is not about spending millions. It is about smart adoption.

TSB Takeaway : Multinationals are not role models because of their size, but because of their discipline and adaptability. SMEs that translate global strategies into local actions can create the same impact without the corporate baggage.

Your Turn

What is the one global trend you have noticed that you could scale down and apply in your own business today?

DM Indu Singhal on ‪+97150-4567066‬ for a 30-minute free online consultation.