Proof

Case Studies

Each case is anchored to one named problem, or to the specific form it takes in that case, and grouped by the structural failure at its core. The same structural problems recur across very different companies, which is what makes them diagnosable.

AI visibility & discovery

Payments AI visibility illustration Payments • AI Visibility Transatlantic product, US-only entity The International AI Visibility Gap Solid rankings, structurally absent from AI vendor shortlists. Rebuilding one dual-market entity puts the platform back on those shortlists across most tested prompts. Read the case →

Search, intent & localisation

Localisation governance illustration
Workflow SaaS • Localisation Five language versions, five different products Localisation Debt Each market describes the product in its own terms, so search reads five loosely related products. A shared terminology standard is what restores ranking consistency. Read the case →
Ecommerce migration SEO illustration
Ecommerce • Migration Accumulated SEO equity at risk The Entity Architecture Gap A replatform across several markets puts years of organic equity at risk. The architecture decisions taken before the build are what the launch turns on. Read the case →

Growth systems, governance & authority

DTC brand authority illustration DTC • Brand Authority Famous at home, unknown across the border Authority Non-Transfer Planned as a localisation project, it is really a market-entry one. Local authority has to be built market by market. Read the case → International governance gap illustration FinTech SaaS • Governance Every market busy, no shared framework The International Governance Gap A coordination problem presenting as a channel-performance problem. A shared governance model connects the agencies so growth can compound. Read the case → International growth debt illustration Professional Equipment • Fractional CMO Scaling a system that isn’t built yet International Growth Debt Mandated to scale across Europe, with no marketing system beneath the plan. A Fractional CMO builds the growth system before more spend amplifies its gaps. Read the case →
THE NAMED PROBLEMS

A single diagnostic language

Catherine’s work is organised around six named problems, each one a different way international growth breaks. The same six names run through the research, the case studies and the insights.

What is the International AI Visibility Gap?

A brand that ranks on Google but is missing from AI answers. The gap is widest abroad. Read the research →

What is Authority Non-Transfer?

Domestic brand authority fails to replicate internationally because trust signals are market-specific, so a brand famous at home stays unknown across the border. Read the research →

What is Localisation Debt?

The accumulated cost of multilingual content produced without a shared governance model: more localised content, less coherent authority. Read the research →

What is the International Governance Gap?

The structural absence of a coordination layer across international marketing operations: every agency performs, yet growth still fragments. Read the research →

What is International Growth Debt?

The operational cost of expanding across markets faster than systems, governance and visibility can support: technical debt, but for growth. Activity compounds while demand does not. Read the insight →

What is the Entity Architecture Gap?

The pages rank, but AI cannot tell who the brand is, because visibility was built page by page. It is a root cause of the International AI Visibility Gap. Read the research →

BEYOND THE CASES

Where the diagnoses come from

The research sets out the evidence behind each problem in depth, and the insights turn it into the decisions that follow.

Research → Data-led synthesis behind the named problems. Insights → What is going wrong, and what to do about it.