How would you describe this rule to a friend in your own words?

Emerging Market Multinationals: New Giants on the Block Article Summary

How would you describe this rule to a friend in your own words?
What example you remember form the book or do know of from any other source (personal experience, other things you’ve read, stories you have heard from friends) illustrates the importance of this rule?
Is this a rule you are naturally good at or is it something you have to work on?