With over 70 countries visited, fluency in six languages, and a lifetime of cross-cultural experience, Sylvia Gonner, President of Culturewiz, is in discussion with VistaTalks Host Simon Hodgkins. Sylvia brings both authority and a practical perspective to the challenges of going global.

From Third Culture Kid to Global Consultant

Sylvia's journey began as what she calls a "third culture kid," growing up in Belgium and Italy with parents who worked for the EU. By the time she moved to the United States for university, she already spoke five languages and had lived in diverse, multilingual environments. That early exposure to global perspectives shaped her career in international relations and global expansion for multinational associations and nonprofits.

Five years ago, she launched Culturewiz to help organizations enter new markets, develop intercultural skills, and thrive globally. Her work spans consulting on global strategy, training teams in cross-cultural communication, and auditing digital presence for international relevance.

Why Global Value Starts with Awareness

Sylvia explained that creating value across borders requires more than a good product or service. It means practicing what she calls "global inclusion", consciously removing domestic-centric language, imagery, and assumptions, and replacing them with content that resonates universally.

From avoiding terms like "summer conference" (which may be winter elsewhere) to writing for clearer AI translation, these adjustments make brands more relatable and accessible to diverse audiences.

Two Tools for Smarter Global Growth

To help organizations expand strategically, Sylvia developed two frameworks.

Target Market Expansion Method

A research-based approach that balances opportunities, obstacles, effort, and potential impact to identify the most promising markets.

Five A's Global Appeals Test

A practical checklist to assess products or services for applicability, accessibility, acceptability, affordability, and adaptability in new markets.

By combining these tools, companies can make informed, proactive decisions rather than reacting to scattered international interests.

Building a True Global Mindset

While many leaders talk about having a global mindset, Sylvia teaches how to make it a habit. Her four-part approach, 'Absorb, Accept, Adapt, Authentic', encourages curiosity, openness, flexibility, and integrity. She stresses that thinking globally should be embedded from the start of any initiative, not added as an afterthought.

Supporting Expats and International Teams

Sylvia also works with expatriates through her "Adapt and Succeed Abroad" program, preparing both employees and their families for assignments abroad. She points out that a significant percentage of foreign assignments fail, often because companies overlook cultural preparation or neglect to support accompanying family members.

For organizations, especially mid-sized and smaller ones without in-house global mobility programs, this kind of guidance can make the difference between a successful placement and an early return.

Diversity Done Right

Sylvia champions diversity but is candid about its complexities. Without facilitation, training, and cultural awareness, diverse teams risk misunderstandings and wasted effort. She often facilitates global forums, ensuring that all voices, not just those from more outspoken cultures, are heard and valued.

Trends on the Horizon

Looking ahead, Sylvia sees geographically dispersed teams becoming even more prevalent, along with the continued disruption brought about by AI. She believes global skills training is no longer optional, especially as AI-generated content must still respect cultural equity and sensitivity.

Global Mindset

For Sylvia, a global mindset is not a "nice to have" but an essential skill in modern business. Like fitness, it requires commitment, planning, practice, and a willingness to keep learning. As she put it, "When I think I've figured it out, I'm confronted with something completely different. It's a never-ending journey but one worth taking if we want a more inclusive world."