International – A Meaningless Term in Executive Titles

I frequently see executives with titles such as EVP of International Operations, SVP of International Sales or Head of International Markets. These are among the worst tiles a company could give an executive and an example of “Inside Out” thinking. “International” is a relative term. If you are in the US, “international” implies Canada, Europe, Asia, Latin America and the Middle East. But if you are in France, “international” implies the US as well as the rest of Europe, Latin America and Asia.