Most technology executives know the seminal work of “Crossing the Chasm”. Well, what about “Crossing the Atlantic”? This is a journey every bit as important to any European enterprise technology business. Forget selling across Europe, country by country, focus on building a global business from the outset, building a strong domestic business and culture and the leapfrogging Europe to the US (and Asia, but more on that another time). That’s where the real prize is.

Any European enterprise tech company, with the ambition to be a category leader, must conquer the US.