Expanding into the US takes more than product–market fit — it requires reshaping your story for a completely different audience. What works in the UK often fails to resonate across the Atlantic. In this article, Lincsus C‑Suite Partner and Ross Hunter, Founder & CEO of CopyLab, explain why messaging must be rebuilt for the US market and how founders can craft a narrative that truly connects.

Join Gregor and Andy on the latest “From Me To…” episode with guest Ross Hunter, Founder and Executive Chairman of Copylab, the global investment communications agency trusted by 17 of the world’s top 20 asset managers. From a spare room in Glasgow to leading a 100-strong global team, Ross shares how a passion for clarity in financial storytelling shaped Copylab’s growth. He also opens up about what’s next, AI, global expansion, and building a legacy beyond the business.