David Bloxham, CEO, GCS and Cees van Versendaal, COOat MwareTV, discuss why putting sustainable growth and innovation at the heart of their strategy has been the key to thriving in a fast-changing industry.

 They dive into:

• Why bold ideas and big stories aren’tenough without real content and marketing.
• How learning to walk away protectsboth your team and your brand.
• The unique dynamics of cross-cultural business,from name pronunciation to “the Culture Map.”
• The importance of regularly reinventing your tech and strategy to keep up with a changing market.

 Perfect for founders, leaders, and anyone scalingbeyond their home country, listen for pragmatic wisdom, real-life lessons, and a dash of humor.

 Timestamps:

00:00 — Intro & why sometimes you shouldn't start aproject with us

01:09 — MeetCees van Versendaal and MwareTV

03:02 — The role of culture in international business(+ funny name pronunciation stories)

06:21 — Customer relationships: learning by doing andgrowing with your clients

09:44 — What MwareTV actually does in the TV/broadcastecosystem

13:20 — Picking the right projects: why “No” issometimes best for both sides

16:30 — Startup lessons: failures, resilience, andsaying no to “free lunch” ideas

18:41 — The pitfalls of chasing funding and how MwareTVdid it differently

21:17 — How to balance long-term vision with short-termreality 23:35 — Why reinventing your core technology every 3–4 years matters

26:53 — Understanding global business cultures and"The Culture Map"