Ekaterina Gorbacheva on Scaling a Business Across Cultures

Coffee with Jon - Think Big. Get Unstuck. Grow Your Business · Jun 20, 2026 · 19m

How often do you pause to thank someone — really thank them — for making your day better?

I sat down with Ekaterina Gorbacheva, Head of Global Expansion at FlowWow, a marketplace helping local shops deliver gifts, flowers, and pastries across 40 countries.

We talked gratitude, culture, and scaling globally.

Here are my 3 takeaways:

1. Know your market.

Localization isn't translation — it's understanding people, culture, timing, and trust.

2. Gratitude drives business.

A simple thank-you or small gesture can strengthen relationships at every level.

3. Growth starts with awareness.

Before you…