DUNE Global 7
DUNE Global 7 is a seven-lens framework for deciding why, where, and how a company should become globally relevant.
What must become globally relevant—not merely globally available?
01 / WHY IT EXISTS
Why it exists.
Many global plans begin with a country list or channel conversation. That is too late. The first questions are why the company should go global, which customer problem travels, and what must change inside the company to earn relevance elsewhere.
Global 7 keeps market choice connected to offer, route, localization, and operating model so international activity does not outrun strategic coherence.
02 / THE FRAMEWORK
Seven lenses for one global decision.
The lenses move from strategic reason to operating capability. A weak answer in an early lens should change later choices rather than be hidden by activity.
- 01
Why now
Clarify the strategic necessity, not just the availability of overseas demand.
- 02
Customer
Name the first customer and the problem important enough to cross borders.
- 03
Market
Choose a beachhead by fit, learning value, access, and right to win.
- 04
Offer
Decide what travels intact and what must be redesigned.
- 05
Route
Select the entry model: direct, distributor, partner, local company, or a staged combination.
- 06
Localization
Localize meaning, product, price, trust, service, and relationships—not language alone.
- 07
Operating model
Build the people, governance, data, capital, and feedback loops global growth requires.
03 / QUESTIONS FOR FOUNDERS
Questions for founders.
- 01
Why should this company go global now?
- 02
Which first market will teach us the most while preserving strategic focus?
- 03
What capability is genuinely transferable, and what is only domestically familiar?
- 04
What must the founder personally carry across the first border?
04A / WHEN IT IS USEFUL
When it is useful.
- A Chinese company is choosing its first overseas market or reconsidering an export-led model.
- An OEM or supply-chain company wants to become a global brand or solutions company.
- Overseas distributors are creating activity without building durable market understanding.
04B / WHAT IT IS NOT
What it is not.
- It is not a universal country ranking or a promise that global expansion is always right.
- It is not a list of distributors, legal advice, tax advice, or a market-entry guarantee.
- It does not treat product export as equivalent to company globalization.