What's the biggest difference between marketing a global product vs. a more regional product?

Timezones: If you have to make a 1a call work, do it. But then give yourself a break or a reward. You have to make allowances outside of your personal time to make projects work around the globe, but pay yourself back in some cases so you don’t burn out. Ex) Prior to COVID-19 I worked from home most Fridays (especially after long trips or off-time meetings) to ensure I could get some personal admin done. Or if I stayed up at 8p the night before, I tried to treat myself to a yoga class or something personal during the work hours to drive balance. Actually tonight I have a 9:30p meeting - so I'm definitely going to have a nice, long lunch tomorrow. :-) 

Getting teams to use the documentation: The biggest thing that will help you sleep and drive work without you needing to be there is rooted in documentation. Communication documents and getting people to USE them is key. You have to build a muscle to restrain yourself from answering every ping/comms, and direct people to the documentation. Teach them and you will be thankful for more time. 

Language barriers and cultural nuances: Driving personal context and trust is key. Driving trust is hard, but worth the pay-off when your team can move quickly and stakeholders give honest feedback. (Managing Humans is also a fantastic book if you're learning how to work with tech teams). 

Unbalanced market feedback: Going global leads to “Superpower Syndrome” where the biggest markets or the company HQ location (probably based in a strong market) drives most of the product decisions. Staffing accordingly and using data-driven exercises versus gut feelings will drive a balanced point of view.