I think that one has to remain open-minded to the fact that there are 6 billion people around the world who are not European or North American, and they buy an awful lot of stuff.
Perhaps it would be a good idea to start asking some questions about these consumers, for example:
- Why do they buy it?
- How do they buy it?
- What are they using to buy it?
- Who’s serving them?
- How do they serve?