GSA Pioneer Partner
GSA Pioneer Partner
Reversing the 30% Productivity Loss in Cross-Border Teams - introducing the GSA Pioneer Partner Initiative
New research (2024) confirms what many have long suspected: cross-cultural friction accounts for up to 30% in lost productivity across our industry. Yet despite its impact, it remains the elephant in the room - rarely named, rarely addressed.
We believe it’s time to change that.
Cross-cultural friction isn’t inevitable. It’s diagnosable, measurable, and fixable. That’s why we’re launching the GSA Pioneer Partner Initiative - a bold, collaborative effort to tackle this issue head-on and co-create new industry best practice.
Cross-border teams lose 30%. It's time to change that!
GSA PIONEER PARTNER INITIATIVE
What's involved
As a GSA Pioneer Partner, you’ll have the opportunity to:
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Pilot the Teams in Flow programme at no cost
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Collaborate with peers to shape a scalable solution
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Help define new standards for cross-border team performance.
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We’re partnering with Together Global, creators of the Teams in Flow programme and specialists in aligning culturally diverse teams for measurable results.
First pilot: Western-Indian teams
Our Western-Indian pilot, starting from November 2025:
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We’re inviting up to six GSA member organisations to join our first pilot, launching this year.
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The focus: bridging cultural gaps between Western and Indian teams - a critical interface in global delivery.
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Together Global CEO & Founder Lisa Thorne will be in India from 19 November to 3 December 2025, available for on-site stakeholder engagement.
What's next
Register for pilots in new regions, starting Q1 2026:
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Future pilots will address Western–African and Western–MENA team dynamics.
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If these are relevant to your organisation, we encourage you to register your interest now.
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Let’s stop accepting friction as a cost of doing business - and start designing teams that flow.
Why friction?
Friction is commonplace in cross-border teams and has a negative impact on performance and engagement. We identify, then remove friction so teams are more productive, with proven results.
Why friction?
We find that organisations are either unaware of, or don't want to acknowledge, friction in their cross-border operations. We know from experience that all cross-border teams experience friction.
"There's no friction."
We find that friction, when not addressed, leads to frustration on all sides. It also leads to mis-communication, mistakes, missed deadlines, and ultimately a breakdown in trust. It matters.
"It doesn't matter."
Operating as a neutral 3rd party, we've developed unique tools and techniques to find out what people really think. Honest feedback and insights that organisations aren't able to access themselves.
"People won't speak up."
We’re acutely aware of the problems cross-border and cultural misunderstandings can make. Teams in Flow is a game-changer for our members. It has proven and measurable results and offers something unique and effective.
Kerry Hallard, CEO, Global Sourcing Association