Examining Emergent Abilities in Large Language Models: The Pillars of International Growth

Examining Emergent Abilities in Large Language Models: The Pillars of International Growth

The concept of emergence, which suggests that quantitative changes in a system can result in new behavior, has been widely studied across various disciplines. This idea, popularized by Nobel laureate Philip Anderson in his essay "More is Different" in 1972, has been observed in complex systems in physics, biology, economics, and computer science. In the context of large language models, emergence refers to the presence of abilities that are not present in smaller models but manifest in larger models. These emergent abilities are of scientific interest and motivate further research in the field.

Similarly, when it comes to international growth, companies must understand the pillars that support their expansion efforts. Just as a company needs to establish product/market fit before growing efficiently domestically, it must achieve product/culture fit before expanding abroad. This requires adapting the product to meet the local needs and preferences of the target market. Additionally, companies need universal currencies, such as cash, content, or connectors, to fuel their growth across international borders.

However, there are common mistakes that companies make when expanding internationally. One such mistake is mistaking early traction in a market for product/culture fit. It is important to recognize that early success may be driven by a small subset of users who do not represent the majority of the market. Another mistake is dismissing emergent use cases as aberrant or unwanted behaviors. These emergent use cases can actually represent massive opportunities to gain traction in new markets.

Moreover, companies often underestimate local competitors and fail to identify a strategic advantage that differentiates their product offering. Each country has its own unique culture and habits, and companies need to understand these nuances to effectively compete in the international market.

To navigate the complexities of international expansion, a 4-phase framework can be employed. The first phase is making the product available with no changes, focusing on local availability in English. The second phase involves localizing the language of the product to cater to the linguistic preferences of the target market. The third phase is investing in local content that resonates with the local users. Lastly, the fourth phase entails investing in local features that meet market-specific needs.

Measuring progress toward product/culture fit can be done by analyzing customer retention and observing accelerating organic growth. A flattened retention curve or a smile curve indicates that product/culture fit is being achieved. Furthermore, companies must ensure that their product is accessible to local customers in terms of performance, pricing, and payment methods.

Optimizing website and mobile app performance is crucial, especially in markets where internet speeds are slower than in the U.S. and Europe. It is also important to adjust pricing to match the disposable income of the target customers. Understanding local payment methods and preferences is critical for achieving widespread customer adoption.

Additionally, companies can leverage their existing success in mature markets to jumpstart growth in international markets. By reinvesting cash generated from mature markets into targeted ad campaigns, companies can accelerate growth in nascent international markets that are vital for their next phase of expansion.

Pinterest is an excellent example of a company that successfully scaled internationally by relying heavily on content. The visual medium of Pinterest allowed the platform to expand rapidly into new countries even before investing significant effort in language-level or content-level localization. This demonstrates the power of content in reaching diverse markets and appealing to a wide range of users.

Another interesting example is TripAdvisor, which recognized early on that travelers from different countries were interested in the same popular destinations. To cater to these international travelers, TripAdvisor manually translated the most popular reviews and integrated on-demand Google Translate translations for the rest. This integration of on-demand translations enabled people from different language backgrounds to access reviews and make informed decisions.

In conclusion, examining emergent abilities in large language models and understanding the pillars of international growth are both essential for companies seeking to expand their reach and impact. By recognizing the concept of emergence and leveraging it in the context of language models, researchers can uncover new insights and drive future advancements. Similarly, understanding the pillars of international growth, such as product/culture fit, customer accessibility, and universal currencies, can guide companies in their expansion efforts. Three actionable advice for companies embarking on international growth are: 1) Invest in localization at different levels to meet market-specific needs, 2) Optimize product performance, pricing, and payment methods to ensure accessibility, and 3) Leverage existing success to jumpstart growth in international markets. By following these principles, companies can navigate the complexities of international expansion and unlock new opportunities for success.