Phrases like ‘entering the Asian market’ or ‘going global’ often signal that no real decisions have been made. A country is an administrative boundary, not a market. Markets are formed by behavior. This article dismantles the myth of monolithic markets like the Asian or Europe, and explains why real market entry must start from cities, problems, roles, and contexts—not translations. It also outlines how Oswarld Boutique Consulting Firm approaches global expansion in practice.