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Success StoryReducing Risk ThroughScience and TechnologyLightning EliminatorsState-of-the-art engineering and physicshelp protect customers in over 70 countries.The CompanyLightning Eliminators is a Boulder, Colorado,company that does what its name says, accordingto chief executive Avrum Saunders, who overseesthe supply of hardware and related servicesto protect their oil drilling rigs, storage tanks,airports, schools, prisons, and many other kindsof infrastructure in harm’s way. The technology isdesigned around a principle called charge transfer.Basically, this is how lightning forms: Energy formsfrom the ground up and from the clouds down;where the two meet, you’ll see the lightning strikeor flash. Lightning Eliminators’ equipment keepsthe upward-forming energy from reaching enoughstrength to attract the downward energy.The company has made sales in about 70 countriesand boasts over 3,000 installations. Internationalsales have comprised 63 percent of revenues andled to 200 percent growth over the past 4 years.The ChallengeSaunders found that when dealing overseas—particularly in certain countries, such as Nigeria—there can be cultural and legal issues.For example, the Foreign Corrupt PracticesAct prohibits U.S. citizens from paying bribes.Competitors may not have such rules or they arenot enforced as they are by their governments.Finding new business abroad was a challenge forthe company in the beginning. How do you get infront of decision makers in other countries? Andwhen you find them, how do you make sure youget paid? Saunders says that these concerns existhere in the United States but are more complexwhen dealing in different cultures, countries, andlanguages. He said: “You’ve got to understandpeople’s business challenges and needs andmodels. And once we do that, then you have aconversation to figure out how you can help. But ifyou’re not listening, you’re going to miss it.”The SolutionSaunders says that his company has navigatedcultural challenges by becoming very good atlistening, and that involves “listening for what’snot said as well as what is said.” To illustrate,Saunders said he’s done a significant amount ofbusiness in the United Arab Emirates (UAE). Hesaid: “When you first look at UAE, lightning isn’t a190U.S. Commercial Service • A Basic Guide to Exporting