Productized Podcast

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

20 May 2025

Audio

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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 insightWhether 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.📌Chapters:01:26 Meet Chui Chui Tan: Founder of Beyō Global02:00 Meditation, travel, and daily routines09:50 Cultural adaptation: Spotify, IKEA, Netflix12:50 What “culture” really means in product15:10 Why localization is not enough19:04 Payments, trust & PIX in Brazil22:20 M-Pesa in Kenya & ecosystem fit25:10 Cultural risks in product development27:19 Real case study: Spotify in Colombia31:55 Netflix pricing backlash in Portugal34:20 5 Stages of cultural adaptation37:00 Can AI understand cultural nuance?40:20 Tools & frameworks for cultural insight43:21 The mindset shift PMs need now45:23 How to connect with Chui Chui🔗 Where to find Chui Chui:LinkedIn: https://www.linkedin.com/in/chuichuitan/ Website: https://beyo.global Books: https://beyo.global/books 🔗 Where to find Andre: https://www.linkedin.com/in/marquet/ 🎉 Mark your calendars for Productized Conference 2025!Join us for the 10th edition of this premier event where product leaders gather to share, connect, and celebrate. Get your tickets now 👉 https://www.productized.coWhere to find us:Newsletter 👉 http://bit.ly/3aMvWn2Website: https://productized.co/LinkedIn: https://www.linkedin.com/school/productizedInstagram: https://www.instagram.com/productized.co/Meetup: https://www.meetup.com/pt-BR/Productized/🎧 Listen now and let’s #CreateChangeTogether#ProductManagement #Localization #CulturalIntelligence #UserExperience #TechLeadership #ProductStrategy #AI #ProductizedPodcast

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13:00H | 21 DIC 2025 | Fin de Semana

01 Jan 1970

Fin de Semana

10:00H | 21 DIC 2025 | Fin de Semana

01 Jan 1970

Fin de Semana

12:00H | 20 DIC 2025 | Fin de Semana

01 Jan 1970

Fin de Semana

2ª PARTE | 06 ENE 2026 | EL PARTIDAZO DE COPE

01 Jan 1970

El Partidazo de COPE

3ª PARTE | 22 ENE 2026 | EL PARTIDAZO DE COPE

01 Jan 1970

El Partidazo de COPE

3ª PARTE | 04 MAR 2026 | EL PARTIDAZO DE COPE

01 Jan 1970

El Partidazo de COPE

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Productized Podcast

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

This episode hasn't been transcribed yet

Other recent transcribed episodes

13:00H | 21 DIC 2025 | Fin de Semana

10:00H | 21 DIC 2025 | Fin de Semana

12:00H | 20 DIC 2025 | Fin de Semana

2ª PARTE | 06 ENE 2026 | EL PARTIDAZO DE COPE

3ª PARTE | 22 ENE 2026 | EL PARTIDAZO DE COPE

3ª PARTE | 04 MAR 2026 | EL PARTIDAZO DE COPE

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