Talent is the hardest part of US expansion. Not the market. Not the product. We say it to every founder we work with and Stephan Dietrich (Neolane → Adobe) lived it. He landed in the US as the underdog, with a budget that couldn't compete with the incumbents. Here's the playbook he ran instead: 1. Location as leverage: he picked Boston, not the Valley, for one reason: the deepest talent pool in the country (Harvard, MIT, Cornell). 2. Proximity as strategy: he set up two miles from the US market leader. 3. Mercenaries with an expiration date: he hired their best people, knowing they wouldn't stay forever. 4. Build the bench: he had those hires train the young talent who would carry the company long-term. "Outsmart, don't outspend." This is exactly the kind of deliberate, on-the-ground thinking that separates founders who scale in the US from those who stall. The full episode with Stephan is coming soon, but this is the work we help founders get right from day one at US Expansion Partners. Expanding to the US? Tell us where you'd plant your first office. 👇 #USExpansion #Founders #GoToMarket #Hiring #SaaS #USXP

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