Political scientist and journalist Nancy Clara has launched a new book titled 'Step by Step: Cómo hacer negocios con EE.UU.,' offering Argentine entrepreneurs a systematic methodology for business engagement with the United States. The book presentation will occur on Thursday, February 26, at 7:00 PM at the historic Palacio Balcarce (COFA) in Recoleta, featuring academic support from engineer Raúl Racana and analytical perspective from journalist and researcher Claudio Negrete Williams.
Clara brings a unique perspective based on 25 years of residence in the United States, supported by her previous role as Director of the Argentine-American Chamber of Commerce and her work as a consultant for the Washington DC Foundation for Latin America. This experience enables her to address what she describes as the 'segmented and fragmented' American audience, a key challenge for international businesses.
Unlike other manuals, 'Step by Step' focuses on sales team training and personal brand creation, which Clara identifies as critical assets in the digital era. The book features exclusive interviews with successful Argentine leaders abroad, including Edgardo Defortuna of Fortune International Group in real estate, Guillermo Toffoni of World Eleven in sports business, and Mario Graziano, among other industry leaders currently operating in the U.S.
'In this moment of economic reconfiguration in Argentina, the entrepreneur doesn't need more theory, they need a fundamental tool that provides legal and strategic security,' Clara emphasized. 'Step by Step is the bridge between local talent and the global market.' The book is available at physical locations including Librería Paidós, Librería Huemul, and Librería Biblos, as well as globally through Amazon.com.
Clara outlines five fundamental keys for Argentine business success in the North American market, challenging common misconceptions. She debunks the myth of a 'single market,' explaining that communicating for Miami differs significantly from communicating for Texas or New York. She emphasizes personal branding as a critical asset, noting that in the U.S., 'who you are' precedes 'what you sell,' requiring authority building before transaction seeking.
The book addresses the common error of operating without strategic networks, detailing how to leverage consulates and foundations that support entrepreneurs. It analyzes success cases like Defortuna and Toffoni to demonstrate that perseverance requires methodology. Finally, Clara stresses that owner knowledge alone is insufficient, requiring sales teams to be culturally acclimated, with 'Step by Step' serving as a training guide for these teams.
This publication arrives during a period of economic transition in Argentina, providing practical tools rather than theoretical frameworks. By addressing the fragmented nature of the U.S. market and emphasizing personal branding and team training, Clara's work offers Argentine businesses a structured approach to international expansion that acknowledges both strategic and human factors in cross-border commerce.
