How to Sell Software in a Low Trust Environment

I was the head of product for QuickBooks outside of the US market, which is India, Malaysia and Singapore. And one thing we realized it is very, very hard to sell software in a market like India. It took me a couple of years to figure out that, you know, it is rooted in culture. So there are some geographies which are time-rich, but money poor. If you sell save time there, it's not going to work. But some geography which are money-rich and time-poor, then save time value proposition and messaging is going to work with them.