No bribes and no personal talk: how an immigrant can succeed in the USA

Our people often dream of moving to the USA and achieving success. Kateryna Mikityuk told the publication MC.Today not only the delights of life in the United States, but also the difficulties on the way to success.

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Next - from the first person.

I now have over 12 years of producing and creating content in both television and digital. I am a creative editor who studies business inside and out, and then comes up with a model and strategy for communicating with the audience, which leads not only to great love, but also to impressive sales.

My career began on the largest TV channel in Ukraine, then I ended up in the United States. I am now 29 years old and have been working with Hollywood stars and major international brands for almost two years now. On the one hand, it sounds like a fulfilled American dream, but on the other, the realities of moving to the USA, hard work, difference in mentality and so on are hidden.

How my journey to the USA began

I have been living in Los Angeles on an O-1 talent visa (a temporary work visa issued to foreigners with "extraordinary ability") for almost 2 years now.

Also, when I was the head of the Digital Department at the STB TV channel in Ukraine, I really wanted to spy on the processes of American colleagues and learn something new. In 2018, I received a collaboration offer from the Younk.com music label. First remotely, and later, when some of the processes were debugged, we met in person at their mansion in Beverly Hills.

I was offered to lead the creative content department and develop a new brand promotion strategy. Of course, it was a dream job, and I immediately applied for a visa. My portfolio was enough to get the approval. This is how my career in the USA began.

What differences in building a business between Ukraine and the USA I noticed right away

The customer is always right. Despite the fact that I only work in the creative industry, the rules are the same for everyone. One of the fundamental is that your client is always right. Often this happens to the detriment of business, but loyalty is a priority here. Here's a simple example: you bought a face cream in a store. Came home, put it on your skin, and you got redness. In the US, you can take the cream back to the store and return it. Sometimes you won't even be asked the reason. Almost anywhere and anytime, you can ask for a probe to avoid this situation and test for allergies. Even if it's a $ 500 bottle of perfume. Service is really important in the US. This is often lacking in Ukraine.

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Licenses and Permits. If you plan to open something in a rented space, then you can't just re-plan the electrician or plumbing. You need to make a project and get permission to implement it. Even if the premises are yours, and you open, for example, a beauty salon, you cannot simply treat customers to champagne with strawberries or coffee. You need a Food Serving Permit (and related conditions) and a license to serve alcoholic beverages. If you have a coffee shop, then you cannot put a table outside without a separate permission. The most important requirement from the state is the safety of employees and customers, which you, as a business owner, must ensure.

The habit of keeping the brand. Business here can be done in any field. The main thing is to do it efficiently and beautifully. That is, you can become a millionaire by making paper flowers, selling candy, or providing the services of a swimming coach. The main thing is that your approach is different from competitors and there is room for scaling. Well, you won’t be able to relax in the USA - it’s more difficult to reach customers, the quality must be impeccable, and the difference from competitors must be clear and loud.

Prices. The same product often costs the same both on the manufacturer's website and at retailers. And very often the seasonal discount applies to the item wherever it is sold. Of course, as elsewhere, the United States has its drawbacks. Most likely it will surprise you, but Ukraine is many steps ahead in terms of mobile applications, banking and online services. There is no chatbot at the post office, and mobile banking cannot be compared to monobank! There is no Apple Pay in a huge number of stores and no one is worried about it. In Ukraine, they try to introduce new technologies as actively as possible, but here sometimes they simply do not find the time.

Building a business in the USA is not easy, but if you succeed, you feel a certain stability and unlimited prospects. That is why immigrants from post-Soviet countries are so drawn here. America, in turn, is interested in the influx of talented people from other continents, as they develop business and build a kind of ecosystem around themselves, making the country even more attractive for investments and tourists. But why do millions dream, but only thousands succeed? This determines a number of factors.

What a Ukrainian should know if he plans to start working in the USA

The most important thing - here no one is waiting for you with open arms. Only once did I receive a job offer just because I am from Ukraine. An American invited me to create content for her brand, because she works with Ukrainian programmers, whom she found on the freelance website and loves our approach very much. Only this time a line with the mention of KNU named after Taras Shevchenko on LinkedIn did her job! Usually this is not enough at all, and you will have to fight for class work, sometimes for 8 months, or even a year.

Learn spoken language and get in the habit of writing literate letters. The same goes for the resume. In the US, other standards and our boring resumes won't appeal to anyone. At a minimum, start by writing down the key accomplishments and successes (bullet points) you have achieved in each of the companies you have worked for.

Develop storytelling skills and public speaking. This will help you both when applying for a job and during project presentations. By the way, I would also add the art of presentation design to the treasury of important knowledge.

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Have endurance and stock up on strength... The ability to work, the desire to experiment and the willingness to work for the future will make you strong enough players in the American market. After all, you will have to work more than the Americans - both to be noticed and to be promoted.

For two years of my life in the USA, I have allocated for myself and taboo for Ukrainians (more precisely, for immigrants from post-Soviet countries), who want to build business and relationships with Americans.

Obsession and lack of personal boundaries - bad taste. Natives of the CIS often cause inconvenience to Americans. For example, their obsession or questions about personal things. It is not customary to ask about family matters or discuss the weekend in detail in a work setting.

No talk about the amount of personal funds. In the United States, income is not discussed - neither one's own nor someone else's. A billionaire can wear a cheap T-shirt and you will never feel any condescension or infringement on his part.

Forget the opportunity to decide something with a bribe. The Americans are not trying to bribe or circumvent competitors in a tender in a roundabout way. Only your skills, the race for quality and the right presentation will help you achieve what you want. Long-term and fair-play cooperation is valued in the USA.

Speaking specifically about Ukrainians, we have very cool ideas and a level of responsibility. It helps make quantum leaps in business development in the United States. Therefore, do not be afraid - find a good lawyer and accountant. These are the two most important assistants in the successful path of your business in the United States.

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