Featured Conversation with Sabine Janssen, based in Amsterdam, Project and Communication Manager at Choose Europe, and Xavier Bardaji Serra, based in Barcelona, Senior Foreign Direct Investment Adviser at Catalonia Trade & Investment.
Q: What is Choose Europe?
Sabine Janssen: Choose Europe is a collaboration between 15 cities in Europe, all investment promotion agencies. Our mission is to position Europe as a prime destination for companies and talent. In short, we provide a seamless transition into Europe for any company from outside of Europe looking to scale or move their business here. We sometimes say that if you enter Amsterdam, you actually enter 15 other cities because you gain access to the same network. What we do is provide tailored advice and step-by-step guides for expanding a business into Europe. We open up the network, connect companies with the right people in the right ecosystem, and ensure they have all the support they need. Q: Why should companies choose Europe for expansion Xavier Bardaji Serra: There are several key reasons why Europe is an attractive market:
Featured Interview With The Leaders at IBM Institute for Business Value Cindy Anderson Global Executive and CMO based in Singapore and Anthony Marshall, Senior Research Director based in New York
Q: Can you share a bit about your backgrounds and what led you to co-author this book?
Cindy Anderson: I have been with IBM for five years, leading thought leadership initiatives. Before that, I established a thought leadership practice at the Project Management Institute, building it into a strategic brand and loyalty tool. Anthony Marshall: I lead Thought Leadership Research at IBM. The motivation for this book came from our research into the impact of thought leadership at IBM. The company has been funding the IBM Institute for Business Value for over 22 years, and we wanted to demonstrate its value. In doing so, we saw how impactful thought leadership is for businesses worldwide, which led us to write this book. Q: Why is thought leadership important today and in the future? Cindy Anderson: We define thought leadership as the "eighth P" of marketing—a foundational platform on which all other marketing initiatives are built. The return on investment (ROI) is significant. Through our research, we found that thought leadership is an incredibly effective tool for brand-building and long-term influence. Anthony Marshall: There’s a difference between being an individual thought leader and an organization investing in thought leadership. If a company wants to influence buying decisions, the key is to create rigorous, compelling, and unique content—not sales-driven messaging. True thought leadership builds trust and positions a company as a trusted advisor. Q: Measuring ROI in thought leadership is challenging. How do you calculate it? Cindy Anderson: The math is simple: ROI = (Revenue Generated - Cost) / Cost. However, determining how much revenue thought leadership generates is the complex part. We surveyed 4,000 C-suite executives worldwide, asking how much they directly and indirectly spend due to thought leadership. This data, combined with factors like mindshare and client reach, allowed us to create an evidence-based ROI model. The book includes a worksheet that companies—big or small—can use to calculate their own ROI. Anthony Marshall: This model works for companies of all sizes. If a company spends $100,000 on thought leadership and has five clients, they can estimate its impact. For a firm spending $100 million with 500 clients, the same framework applies, just on a larger scale. Q: How does thought leadership differ in global and regional markets? Anthony Marshall: Our research spanned 16 countries, revealing that while thought leadership consumption is consistent worldwide, spending impact varies. For instance, executives in France and India spend more proportionally on thought leadership than those in the U.S. Cindy Anderson: If a company wants to expand globally, thought leadership is a powerful tool. Business growth doesn’t happen overnight—it requires building awareness and trust. High-quality thought leadership helps open doors in new markets by establishing credibility with executives unfamiliar with your brand. Q: What practical steps can executives take to build and amplify their thought leadership? Anthony Marshall: Building thought leadership requires proprietary data, expertise, analysis, compelling storytelling, and effective packaging. Generative AI makes it easier to create content, but without unique insights, content risks being mediocre. Cindy Anderson: Amplification happens on two levels:
Cindy Anderson: Having a strong voice, backed by data, is key. Many influencers share opinions, but executives rely on fact-based insights from trusted organizations. Thought leadership should be a long-term strategy, not a one-off effort. Anthony Marshall: In our book, we identify eight thought leadership archetypes. The most powerful—what we call the ‘superhero archetype’—combines quality, uniqueness, and reach. Organizations that master all three stand out and sustain influence over time. Conclusion: Cindy and Anthony’s research underscores the undeniable impact of thought leadership on business growth. Their book provides a practical, data-driven framework for measuring and maximizing ROI. For executives, business leaders and entrepreneurs looking to expand their influence, The ROI of Thought Leadership is a must-read. Featured Article by Mostafa Aouich & Dr. Elena Tomozii Co-Founders at GCC Mentors
When we look at the sheer scale of transformation unfolding in Saudi Arabia, it's impossible not to be inspired. The Kingdom is moving at an unmatchable speed, shaping its future with bold ambitions and unprecedented investments.
Under the leadership of HRH Mohammed bin Salman, Vision 2030 is not just a roadmap—it’s a monumental shift in how the world sees Saudi Arabia. From futuristic smart cities and clean energy to entertainment hubs and industrial innovation, the opportunities are vast. But here's the question—how do you, as an investor, entrepreneur, or business leader, successfully enter this dynamic market? Start with Strategy: The Key to Success in Saudi Arabia Navigating a fast-evolving economy like Saudi Arabia requires more than just enthusiasm—it demands market intelligence, local expertise, and strategic execution. Before jumping in, here are a few critical factors to consider:
Now, let’s explore where the biggest opportunities lie. 1. Industrial Innovation & Manufacturing: The Future is Now Saudi Arabia is on a mission to become a global manufacturing powerhouse. With over $1 trillion invested in industrial infrastructure and special economic zones, this sector is attracting global businesses looking to expand into the Middle East and beyond. Investment Hotspots:
Saudi Arabia’s strategic location at the crossroads of Europe, Africa, and Asia makes it an ideal logistics and export hub for global manufacturers. 2. Technology & Innovation: Shaping the Next Digital Era Saudi Arabia is not just adopting new technologies—it’s creating the future. With major investments in AI, blockchain, and smart city infrastructure, the Kingdom is a magnet for tech startups and global innovators. Key Growth Areas:
3. Green Energy: The Race to a Sustainable Future Few countries have made a stronger commitment to clean energy than Saudi Arabia. With a goal to generate over 50% of its electricity from renewables by 2030, the Kingdom is investing heavily in solar, wind, and hydrogen production. Why Invest?
4. Tourism & Entertainment: A Market on the Rise Tourism is no longer just a side industry in Saudi Arabia—it’s one of the main pillars of Vision 2030. In 2023 alone, revenue from tourism tripled, reaching $9.9 billion, with projections to create 1.2 million new jobs by 2030. Entertainment: A $23 Billion Industry in the Making With 63% of Saudi’s population under 35, the demand for theme parks, cultural experiences, concerts, and live entertainment is exploding.
5. Healthcare & Biotechnology: Investing in Well-Being With a strong focus on public health and innovation, Saudi Arabia is doubling its healthcare and biotech market by 2030, growing from $8 billion to $15 billion. Major Investment Areas:
6. Logistics & Transportation: The New Global Trade Hub Saudi Arabia is set to become one of the world’s most connected economies, increasing its logistics sector’s GDP contribution from 6% to 10% by 2030. Investment Opportunities:
How We Can Help You Succeed in Saudi Arabia The opportunities are vast, but success requires the right strategy, local expertise, and strong execution. At GCC Mentors, we offer tailored consulting, market entry support, and operational solutions to help businesses expand into Saudi Arabia with confidence. Our Services Include:
to book your consultation and explore your opportunities in Saudi Arabia. Keynote Hightlights by Robert M. Shewchuk, Microsoft General Manager SMB Americas Sales & Strategy. at GLOBAL PRESENCE Forum Toronto 2025
Rasheed Walizada Founder of GLOBAL PRESENCE Magazine
Mostafa Aouich Director of Partnerships at MFZ Marketing
Sabine MacDonald CEO and Founder of Nexa Avenue
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