As tech companies expand their reach across the globe, it’s inevitable that some assumptions about various markets will turn out to be wrong, if you don’t rely on the knowledge and expertise of those working on this particular market. At JetBrains, which grew from a small startup in Prague to an established company whose tools are used across 213 countries and territories, my colleagues and I had the early assumption that most developers speak English, for instance. It’s a requirement for developers at JetBrains to have good English skills, and most developers in our inner circle are fluent, so we…
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