The commercial world is littered with the wreckage of international expansion plans gone awry, whether it’s the $2 billion that US discount retailer Target misguidedly spent thinking Americans and Canadians are the same, Tesco’s failure to understand US shopping habits with its Fresh & Easy brand or the failure of the HP digital magazine Pivot to accommodate French and German editions in a layout that was grounded in English. Telenor’s VP of Product Lisa Long gave the London #mtpcon audience a valuable crash course in how to minimize these sorts of missteps when you try to take your product beyond its initial home audience.