Leveraging the Lewis Model for Localised Go-to-Market Strategies
Crafting go-to-market (GTM) strategies that resonate with diverse audiences is paramount. The Lewis Model of Cross-Cultural Communication offers a structured approach to understanding cultural nuances, enabling businesses to tailor their marketing efforts effectively.
Decoding the Lewis Model
Richard Lewis's model categorizes cultures into three primary types:
Linear-Active Cultures: Emphasising order, logic, and planning, these cultures value punctuality and efficiency. Countries like Germany, the United States, and Switzerland exemplify this type.
Multi-Active Cultures: Prioritising relationships and emotional expression, individuals in these cultures often engage in multitasking and value personal interactions. Examples include Italy, Spain, and many Latin American nations.
Reactive Cultures: Characterised by a focus on listening, harmony, and indirect communication, these cultures value consensus and often take a reserved approach in discussions. Countries such as Japan, China, and many Southeast Asian nations fall into this category.
How to Craft Localised GTM Plans with the Lewis Model
1. Market Research and Segmentation
Understanding the cultural context of your target market is crucial. Utilising the Lewis Model, companies can segment their target audience based on cultural characteristics, ensuring that research efforts reflect the unique preferences and behaviors of each group. For instance, linear-active markets may prioritise quantitative data, while multi-active markets might value qualitative insights gained through interpersonal interactions.
2. Messaging and Communication Style
Tailor your messaging to align with cultural preferences:
Linear-Active Cultures: Opt for clear, concise messaging that outlines product benefits.
Multi-Active Cultures: Incorporate storytelling and emotionally charged content that highlights personal connections.
Reactive Cultures: Adopt a softer approach, emphasising harmony and indirect communication.
3. Channel Selection
Different cultures exhibit distinct preferences for communication channels:
Linear-Active Cultures: Favor email or professional networking platforms like LinkedIn.
Multi-Active Cultures: Prefer social media or face-to-face interactions.
Reactive Cultures: Respond best to formal presentations or meetings that allow for reflection and consensus-building.
Understanding these preferences helps businesses select the most effective channels for outreach.
4. Sales and Negotiation Tactics
Adapt sales strategies to fit cultural norms:
Linear-Active Cultures: Employ a straightforward and logical sales approach, emphasizing facts and figures.
Multi-Active Cultures: Focus on relationship-building, establishing rapport and trust before discussing business.
Reactive Cultures: Exercise patience; approach negotiations with sensitivity, allowing space for listening and consensus before reaching conclusions.
5. Feedback and Adaptation
Establish feedback loops to facilitate continuous learning and adaptation. The Lewis Model encourages businesses to remain agile, adjusting GTM strategies based on ongoing interactions and feedback from local markets. This responsiveness not only strengthens relationships but also ensures that marketing efforts remain relevant and effective.
Use case: North American ERP Expanding into APAC
Problem:
In my earlier years of working with global brands, globalisation was a fresh concept I had in my tool kit (early 2010s). Cool concept, yet as many of my peers embarked on creating national campaigns for local markets - I was challenged to think how we could bring an old school American ERP brand into the APAC market. Not only did I need to understand my VP’s strategy to enter each sub market, but I then had to articulate how to achieve market penetration without the usual “copy/paste” approach most North American businesses used.
Key learnings:
I realised quickly we needed to translate our website and collateral for the new markets on a shoestring budget.
Next I needed to figure out the best channels in each market based on my research and conversations with our local sales teams.
Finally I had to brief my US design and content team on what we needed for each region using a location brief. Something I had never heard of but it was a natural result for what I needed at the time
Results:
We launched 3 localised websites in 3 regions and in 2 additional languages.
Each region had their own set or visual design sets for top 3-4 channels used for the initial Go To Market.
We also established local vendor relationships to ensure our execution had a local feedback loop.
Since the initial GTM, the business still uses the same framework that was established almost 10 years ago.
Even with not knowing the Lewis Model at the time, I was pragmatically executing it while problem solving. In short it does work!
In an increasingly globalised marketplace, understanding cultural nuances is more important than ever. Especially today in 2025 when a large number of brands are opting to go the global first approach, versus just local. The Lewis Model provides a robust framework for businesses seeking to develop localised go-to-market plans that resonate with diverse audiences. By embracing the principles of this model, companies can create targeted strategies that enhance engagement, build trust, and ultimately drive growth in various markets. As you embark on your localisation journey, remember that cultural sensitivity is not just a best practice; it’s a vital component of successful global business strategy.
