What One North American Expansion Taught Me About Choosing the RIGHT Market (Not Just the Biggest One) Five years. That's how long one company had been pushing into North America. Five years of investment. Five years of partnerships. Five years of showing up to meetings, submitting tenders, and waiting for the phone to ring. The result? Zero projects. Zero track record. Zero recognition in the market. When I got on a call with them recently, the exhaustion was palpable. "We