The USA remains the primary destination for European investors and will continue to be in the future. Although many companies have recognized this, a study shows that 70% of all foreign investments fail—mostly due to miscommunication and a lack of cultural understanding. In their book, Ralf Drews and Melissa Lamson align the needs of American customers with European go-to-market strategies. They clearly illustrate how American culture influences business life, decision-making processes, purchasing interest, and customer loyalty. Based on interviews with managers from leading European companies operating in the USA, the book offers numerous practical tips and insights. Additionally, implementation tools such as the US Buying-Decision Model and the Organizational Readiness Survey are presented.