When small and mid-sized companies look to expand into the U.S., execs and owners often worry that their limited size or home-market visibility will hold them back. But size isn’t the barrier many assume. Belgium, a country no larger than tiny Maryland, has carved out global influence that far exceeds its footprint. Its story offers powerful lessons for international companies building a presence in the U.S.
Belgium is centrally located in Europe. That matters. But what makes the country successful on the world stage goes deeper than geography. Diminutive Belgium:
This playbook isn’t just for nations. It can be adopted by any international business entering the U.S. market.
Belgium didn’t try to be everything to everyone. It leaned into its strengths: high-value manufacturing, research, pharmaceuticals and global governance. Mid-market companies should do the same. Rather than launch a full suite of offerings in the U.S., lead with the one solution that:
Clarity beats complexity when building awareness.
Belgium's diplomatic corps supports not just national interests, but business expansion. Its economic attachés and consular networks (pick your personal flavor: Capital region, Flemish or Walloon) proactively help companies navigate local regulations, form partnerships and avoid missteps.
Similarly, companies should treat U.S. market-entry like a diplomatic mission. That means:
Market success comes faster when you show respect for local ways of working.
Belgium operates in three languages (four if you count English, which isn’t hard to find). This cultural agility is essential when doing business abroad. Too many companies expand into the U.S. with a "lift and shift" approach, assuming their existing assets and messaging will perform the same.
They rarely do. Success requires:
Adapting to culture isn’t a compromise but a competitive advantage.
In our podcast interview, Belgium’s then-ambassador to the U.S., Jean-Arthur Régibeau, emphasized the importance of traveling beyond D.C. to understand the full American picture. The same holds for companies. If you’re only focused on the East Coast or California tech hubs, you’re missing out on:
"If you want to understand America, you have to visit as many other states as possible;, Washington is a bit of a political bubble." - Jean-Arthur Régibeau
Belgium’s influence comes from decades of strategic consistency. For international companies, brand-building in the U.S. is a marathon, not a sprint. There’s no shortcut around:
But those who invest deliberately reap sustainable growth and loyalty.
Absolutely. But only if they localize strategically, focus their offerings and show up consistently. Big markets reward those who do the hard work.
Critical. The U.S. is not one market, but many. Start small, prove value in one region or sector, then expand from a position of strength.
If you have done your homework on product-market fit, a well-positioned mid-market company can begin seeing promising results within 6-12 months, with meaningful traction typically occurring around 18-24 months. If you don’t have a strategic U.S.-market approach, you could spend years spinning your wheels.
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