To Build an International Brand, Says Will.i.am, Focus on What's Universal

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Aspiring entrepreneurs can learn an important lesson from Black Eyed Peas frontman Will.i.am: go where your audience is.

At its start, the group had difficulty breaking into the American market. The hit single, Where Is the Love?, topped the charts first in New Zealand and the act built future success from there. “We spread to Australia -- and because of the Australia and British connection, we went to London,” he told Entrepreneur’s editor in chief, Amy Cosper, at the inaugural Entrepreneur 360 conference last fall in New York. “America came last.”

As the group moved across continents, it looked for commonalities among different cultures. This “science of the Peas,” Will says, became a linchpin of its success. To hear more about key observations that helped hone an international brand, check out this short video.

Related: Will.i.am: How the Hit Maker is Hitting Hard in Business

Edition: September 2017

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