This column really should be titled, “Think Global,” but I thought it was more dramatic to call it, “Think Big.” Big is a more exciting term to get us juiced when we are working on something important or want a successful outcome. However, for the purposes of this column we need to consider “global” too because I’m talking about a worldwide, all encompassing approach within your business. We are in an age, an era of global thinking and global actions.

It is not always easy to wrap our heads around that concept. Many of us work and live in such small nooks of the world. Moreover, for some, it is the era we were most comfortable with that we cling to, like my elderly mom. She looks continually at the labels of clothes, appliances and furniture to find out whether it was made in the U.S. She strongly believes in “made at home.” Her belief is admirable and warranted when it relates to jobs at home and other aspects, but we can’t dismiss how small our world has become.

Working in real estate, you are entrenched in the community, yet today the community is culturally diverse. Your success in each transaction depends on your ability to understand people of varying nationalities. An interesting study was done by NAR on the international market, Business Data for Engaging in International Real Estate Transactions in Massachusetts. The study examined the influx of people from other nations to the U.S. and Massachusetts, and provides interesting insight on population trends that can help you work more successfully in your markets. International buyers and sellers are a growing segment of the industry; knowledge of a culture’s nuances can reap benefits for you, as can global marketing.

Think big when you plan your marketing, as this issue’s feature suggests. Marketing yourself and your business is critical, but with so many vehicles to choose from and current trends to be considered, what works best? Well, some experts believe a combination of vehicles may work best. "The Right Media Mix is the Recipe for Success," in this issue, asks the reader to stay open to both new and old methods to get your message out. We are inundated with technology and social media marketing tools attempting to convince us that print, radio, and other forms of marketing are dead. However, this article will show you that many think otherwise and provide great ideas on mixing your marketing tools to achieve the best communication penetration.

Think big and think globally as you nurture your business. These are not my mother’s days any longer. There is too much diversity in the clients you serve and the marketing methods available not to learn how to work best in both. Big is better.