I just finished teaching a Global Marketing Strategy seminar to a great group of working professionals at University of San Diego.

The key theme was customer intimacy. Three things stand out for me: 1) How much I learn when I teach. 2) How the idea of customer intimacy resonates with people on a gut level, I believe because it is a fundamental human need to be heard, to be connected, and to matter. Which is what customer intimacy is all about. 3) How, when going global, the strategic decision about standardization (the same in every country - think McDonalds) vs. customization (think Four Seasons - you know what country you're in by just looking around your hotel room) is so foundational to corporate philosophy, product positioning, and success.

And there is a parallel in our everyday lives. How do we adapt to a different environment  or culture? Do we stay the same or change? My belief is that like companies, we as individuals need to be clear about our principles that are unchanging and those we can flex. And to know which are which.