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We see that even though the business needs to manufacture, produce and leverage the product on a global scale, increasingly small niches of customers have their own distinctive variants, subcultures, languages and dialects with which we must align ourselves in order to be successful. And so while the rest of the business functions are looking towards mass uniformity around the world, we in marketing work to identify the uniqueness of our customers and deliver messages and value propositions that are targeted and relevant to the individual.

Case in point: Honda

With a global network of 454 subsidiaries and affiliates, Honda develops, manufactures and markets a wide variety of motorized vehicles, from cars and motorcycles to boats and scooters. Honda is the world's largest mobility company, and its success is due in part to its recognition and embrace of a dual-world approach.

On the flat-world side of the equation, Honda has been able to quickly adapt its technology and product in one market and move it to another market, thereby globalizing their quality model and creating incredible economies of scale.

On the marketing front, where the world remains round, Honda works with Aprimo to empower dealers at a local level. The dealers must take the brand of Honda and, staying within the global Honda branding standards, address the unique variants of their own specific market. A Honda dealer may have a highly competitive Toyota dealer across the street, and that affects the dealer’s entire marketing strategy and makes it different from any other Honda dealer in the country. To be successful, Honda’s marketers have to think locally – how can dealers set pricing and promotions that align with local holidays and community schedules? As a dealer on a specific corner in a certain town, to market effectively I must leverage the global Honda brand while recognizing that the world is still round, and that my customers and local market conditions are unique.

The task of the local Honda dealer is the similar to that of marketing in any organization, no matter how flat it sees the world. As marketers, we must continue to uphold the individuality of the customer. We have to be the part of the organization that stays true to that principal while the rest of the company is trying to be profitable and successful, viewing the world as a large, flat market place.