A few years ago, Lynnda and I were part of a trade mission to Japan. We were on our own until we connected with the rest of the group. On the train from Narita Airport to Tokyo Station all announcements were in Japanese only. I noticed, “All the signs are in Japanese!” Lynnda commented, “We ARE in Japan.” “Yes, and I have no idea how to find our hotel.” Lynnda disappeared and returned in 10 minutes. “I found a lady who speaks English. Her husband is meeting her at the station. He can help us.” The woman’s husband took us from the 5th basement level of the station to the taxi stand outside. He even wrote the hotel name and address in Japanese on our reservation for the cab driver. My Japanese was limited to “Good morning.” “Good afternoon.” “Please” and “Thank you.” In Japan, everyone in our business meetings spoke English. Most Japanese don’t, which made getting back to the airport an adventure.

The British Empire spread the English language around the world. English is the official language of the British Commonwealth. After WWII the USA became a world power and has the largest economy in the world. English is important for companies wanting to sell into it. The most populated country in the world, India, has over 700 spoken languages. The greatest number of people, 44% speak Hindi. Approximately 12%, about 130 million people in India can speak English, many as a second language. English is the language of higher education, government and business. It’s the language of success in India. English is the global language of business.

When Nathan Lord, Shale Crescent USA President, spoke in India, he presented in English. Last year in Germany, our presentation was in English because the business community speaks English. This year in the U.S. Commercial Services Road Show, everyone in the Netherlands, Belgium and most business people in France spoke English. We learned that most people in Europe can speak more than one language. A good idea for Americans, to help us be more effective global communicators.

In Paris, a businessman scheduled a meeting with me to discuss a product he wants to distribute and eventually make in the USA. He spoke a little English. I speak a little French. Using the “Translate App” on our phones and knowledge of each other’s language we communicated. If two people want something bad enough, they will find a way. We got his process started. He told me, “I must learn English.” This businessman understands English is the language of business. All my grandparents immigrated to the USA from Europe. They knew if their children (my parents) wanted to be more than laborers or housekeepers and live the American dream, they must learn English. Immigrants still come to the USA. To help them avoid a life of low wage jobs and maximize their contributions to our economy, they must learn English.

The Shale Crescent USA (SCUSA)Team is home after 12 days, 7 cities and 3 countries in the U.S. Commercial Services European Road Show in the Netherlands, Belgium and France. They did a great job of getting over 200 companies who are serious about investing in the USA and put them in front of 20 states and the Shale Crescent USA organization. They handled the logistics. We showed up and told our region’s story. We also met with a company coming to the SCUSA because of our encouragement and toured their factory in the Netherlands.

Road Show attendees were a diversified mix of companies from food & beverage, technology, semiconductors, chemicals, heavy & light manufacturers and others. The focus of the SCUSA Team was on manufacturers, particularly those who are high energy users. With over 400 attendees we had to talk to a lot of people to find our prospects. Over 30 meetings were set up ahead of the event and even these weren’t always the prospects we were looking for. Many companies had products and were looking for U.S. customers. For a company to expand to the USA, the first thing they need is customers. Our best prospects are companies who already have a U.S. customer base they can grow. Several companies we met have U.S. customers who are pushing them to make their products in the USA. Our goal was to convince them to come to our region and not Texas, the Carolinas or Georgia.

European companies are interested in investing in the USA primarily because of its large market, the biggest in the world. The European economy and markets are flat to shrinking. We were told by business people that federal taxes in Europe take 60% of their income. Another 10%+ goes to local taxes. That doesn’t leave much. Economically dependable energy is important, especially for manufacturers. They said EU regulations are oppressive, adding cost and making it more difficult to get new products to market. We found Europeans very innovative but constrained by their political system and governments. They see the USA as the land of opportunity.

One of the challenges for European companies wanting to invest and expand in the USA is our huge size as a country. The Road Show had 20 diverse states for companies to choose from. Most Europeans knew only where New York City, Disney World, Texas and Hollywood are. Every state claims to be #1. Attendees felt overwhelmed and confused. They wrongly assumed all U.S. natural gas and oil comes from Texas. They didn’t know manufacturing always follows energy or SCUSA is the birthplace of U.S. oil & gas, manufacturing and the chemical industry.

Now we are doing important follow up calls with prospects. We share all leads with the states who can help with economic development packages and sites. This week’s calendar is filling up with Zoom calls from companies met on the Road Show. Several companies are already planning site visits to SCUSA in advance of SelectUSA in May. Our region has a lot to offer. A time of great opportunity!