Should I improve my English first to pursue higher-paying markets, or can I succeed locally in Ukraine despite lower rates?
English is economically valuable, but the decision is a math equation: compare (your chance of success in the Ukrainian market × the Ukrainian rate) with (your chance of success in an English-speaking market without an advantage × the English rate). If the former is larger, staying local makes sense; otherwise, learn English. Maker School doesn't offer language support, but the same approach works for non-English audiences.
He explains that the decision comes down to weighing reduced earnings against reduced friction. He ranks markets: US first, British Commonwealth second, EU third, with Luxembourg and Switzerland similar to British Commonwealth. Selling locally yields lower income because of lower earning power, but also less friction if you share the local language and culture. The mental calculus is simple: if the reduction in friction outweighs the reduction in money, it’s worthwhile. For example, earning half as much but finding it three times easier to close deals gives you 1.5× the effective return compared to a high‑ticket, competitive market. He adds that when starting out, high‑ticket coaching beats low‑ticket offers because you need cash flow and proof; personal brand isn’t the real moat—distribution is. Systems beat motivation; clients who have a system stay, those who rely on motivation don’t. To teach money‑making you must be in the top 1% of earners yourself; otherwise you’re wasting time. He advises becoming a specialist rather than a generalist, as the market seems smaller but more focused.
You don’t need to be a native English speaker to run an agency. I was born in Germany and only started speaking English around age 14, and I’ve built my agency without problems. If you can’t hold a fully professional conversation, you can focus on leads in your own country. In Germany, businesses often need services like yours because they’re less familiar with AI and automation. You don’t need extraordinary English to sell, but speaking the client’s preferred language does help. There will always be a slight disadvantage if you’re less comfortable than the client—maybe a 1 % edge case where it even helps—but generally you’ll have a harder time expressing yourself. Learning English expands your market to a wider audience with more money, since most technology and communication are in English and most money is allocated in English‑speaking countries. The trade‑off is the time and energy you must invest in learning and communicating in a language you’re not comfortable with, versus staying in your native market where the audience may have less money and require more education. Overall, I recommend you go for it.
The more important question is how someone from a developing nation with limited English can earn trust from US business owners on a tiny budget. Two immediate respect earners are: first, demonstrating physical discipline like being visibly fit, which signals dedication; second, learning the language of the market you want to serve. Speaking English (or the target language) builds trust because people inherently trust those who communicate in their language. Even in a post‑AGI world, translation won’t be instantaneous, so investing time to learn English the old way shows real value and commitment. Practically, spend about 30 minutes a day improving your English—immersive resources can make rapid progress. Package your offer in simple, easy‑to‑understand terms, give value up front, and show you understand the client’s busyness by being proactive: identify how you can deliver value in their organization and start delivering it without asking for permission, then keep them updated on the results. This approach builds trust and credibility even with a limited budget.
Yes, improving your American accent would help because people buy from those they like and who seem similar to them. However, using accent as an excuse to delay outreach is the real problem. The issue isn't the accent; it's avoiding action due to imperfect circumstances. Success comes from taking action despite flaws—just start selling, and you'll improve your accent and skills along the way. Waiting for perfect conditions will hold you back in business and life.