This document provides an example of a critical incident analysis from the author's experience working for Motorola's international cellular business. It discusses the importance of understanding local culture to increase sales and reduce costs. The author describes how in Brazil, the IT staff created a custom cellular billing system in-house in 3 months at virtually no cost, whereas using an outside consultant likely would have been more expensive and taken longer. The key lessons are to utilize and appreciate local talent and resources to most efficiently achieve the goal of profit maximization.