180. The Cultural Code: What Every Product Team Needs to Understand | Chui Chui Tan

Episode notes

What if your product isn't failing because of functionality - but because of cultural disconnect? In this episode of the Productized Podcast, host André Marquet sits down with Chui Chui Tan, cross-cultural strategist and founder of Beyō Global, to unpack what most product teams miss: cultural intelligence. From her work with Spotify, IKEA, and Netflix to real-world lessons in markets like Colombia, Kenya, and India, Chui Chui shares why localization isn’t enough - and how culturalization can make or break a product’s global success. They explore: ️ Why “build first, localize later” often fails ️ The stages of cultural maturity in product development ️ How Spotify uncovered surprising user behavior in Latin America ️ Why product teams must champion cultural risk ️ What AI can and can’t do for cultural insight Whether you're building for global markets or just trying to improve user engagement at home, this episode will reframe how you think about product strategy, organizational culture, and global design.

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