It was HOT in Sweden this week. And being from Texas, I don't use that word lightly. Now, before all my friends in Texas start hollerin' at me for complaining about Nordic temperatures: yes, of course, I realize it's not as hot here as it is in Texas. However, there's a big difference in how we experience warmer temperatures in Sweden.

After our bodies have acclimated to 8+ months of cold weather, it's a shock when the temperature suddenly rises. And here's the catch: we can't escape the heat. There is no indoor air conditioning here. There hasn't been much of a breeze, either. The sun is up until midnight, and our upstairs bedrooms act like little greenhouses — storing all the heat they can. And the office? Yikes! The computer monitors add to the heat, making concentration nearly impossible.

At 80 to 90 degrees Fahrenheit (26-32 C), I've been more miserable than I was on most triple-digit days (40+ C) in Texas. Is it any wonder most Scandinavians take long summer vacations and spend countless hours at the beach? Growing up in Houston, I thought my family in Scandinavia didn't know what "real heat" was. How could they complain? Now, I understand.

Here's the point of my heat wave rant:

When marketing your products, services, or ideas, remember: your perspective is not their perspective — and their perspective is more important.

That seems basic, right? We know it's vital to connect with our audience, and we know many factors influence audience perspective: cultural norms, peer influences, available local resources, history, climate, languages and dialects, standard technology and equipment, etc.

Yet, it's still easy to fall into the trap of assuming some things are the same for everyone. Because of our own natural perceptions and life experiences, there are factors we wouldn't even think to consider. Things that seem innate, universal. After all, wouldn't many of us assume 80 degrees (26 C) feels the same for everyone?

The danger is if, when we become aware of differences, we ignore them or judge them.

People living in different parts of the world may experience and perceive your business, services, products, and website in some unexpected ways. Their problems, "pain points," likes and dislikes in these areas are real and serious. If their support is important to you, address their experiences properly.

P.S., To my family and friends in Scandinavia: thanks for not saying, "I told you so."

Happy summer! I'll be at the beach with my laptop if anyone needs me.

If you hang around me long enough, you'll soon realize I love quotations — inspiring, thought-provoking, funny, emotional statements (even whole songs, book passages, and movie scenes) that strike a chord. A good quote wakens something in me — some sense of purpose, excitement, motivation, joy, or challenge.

I guess it boils down to my fascination with words and all they allow us to express. Amazing, isn't it? How after all these centuries, we're still able to use the same 26 letters (in the English language, anyway) to move people — to laughter, to tears, to action.

That's why I'm excited to open a new blog category: Motivation & Inspiration.

Now, I realize you're probably most interested in following this blog to gain fresh ideas, advice, and information for your business. Don't worry, you'll still find that here. These entries will be a supplement to the information I share about English copywriting, international marketing, and global communication.

I hope these posts will encourage you, challenge you, and get you thinking in a new way. So, please visit this blog anytime you're feeling unmotivated, discouraged, or just in need of something on the lighter side, and look for the Motivation & Inspiration category.

Now, on to our first entry: Persistence Trumps Talent