Market entry & expansion
Success in one market does not transfer to the next. Barbara helps companies build the credibility a new market demands, before they commit the capital to enter it.
Strategic advisor / Founder & CEO
Barbara Wichmann
What it takes to enter new markets, communicate clearly and earn trust.
Founder and CEO of ARTÉMIA Communications, Barbara has spent more than 30 years advising startups, established companies and public organizations on market expansion, strategic communications and stakeholder engagement.
Barbara believes communication is business infrastructure, not a "nice to have." The companies that treat it that way are the ones that enter markets cleanly, withstand scrutiny and earn trust that holds when it is tested.
San Francisco · Worldwide01 Founder of ARTÉMIA since 1995
02 International consulting experience
03 Startups to Fortune 500
Professional background
Consulting and entrepreneurship.
Before founding ARTÉMIA in San Francisco in 1995, Barbara worked internationally on communications, marketing and partnership initiatives for clients in different markets.
Since then, she has built and led her own consultancy while advising startups, major corporations and public organizations. Her work connects business priorities with the customers, partners and communities those organizations need to reach.
1995.The year Barbara founded ARTÉMIA Communications
Areas of focus
How Barbara helps
Barbara's work spans organizations at different stages of growth and sectors where communication, credibility and stakeholder relationships matter.
Strategic communications & reputation
Reputation is built in the quiet years and spent in the loud ones. She helps leaders make the case for their business clearly enough that customers, partners and the public choose it.
Stakeholder engagement & leadership
In regulated and high-stakes sectors, a single misread decision rarely stays contained. Barbara advises teams on seeing the second and third consequences before they arrive.
Notes, observations & original thinking
B's Notions.
Barbara's space for ideas about international business, leadership and the role of communication in a changing world.
The Most Expensive Words in Business May Be: "Yes, We Can Do That"
Winning a contract is only one measure of commercial success, and the relationship depends on keeping the commitments that made it possible.
Read the article
International business
Why Being Successful Abroad Doesn't Mean You're Ready for the U.S. Market
Success abroad does not guarantee success in the U.S. Explore how buyer expectations, market differences and credibility can affect expansion plans.
Read the article
AI & Communications
AI Can Write Your Communications. It Cannot Take Responsibility for Them.
AI can make business communications faster, but human oversight remains essential. Explore the risks of AI-generated messaging and why accountability matters.
Read the articleBeyond B's Notions
Published & featured.
Selected commentary and conversations featuring Barbara's perspective on business, leadership and communications.
Recognition & honors
Leadership recognized.
Barbara's advocacy for women-owned businesses has earned regional and national recognition. Selected honors are shown here; her full awards record appears on the About page.
WBE Volunteer of the YearWBEC-Pacific
WBE Advocate of the YearWBEC-Pacific
WBE Volunteer of the YearWBEC-Pacific
Speaking / podcasts / interviews
Bring Barbara into the conversation.
Barbara brings decades of consulting and entrepreneurial experience to discussions about international business, strategic communications and leadership. For podcast interviews, panel discussions and speaking inquiries, get in touch.
Invite Barbara to speak