In a globally operating company, when a country management team base their opposition to the global product marketing strategy on a System Dynamics simulation tool, the model is definitely to support communication across the management layers in a bottom-up way. To reach out to stakeholders and global management at the HQ, neither of them being familiar with the System Dynamics approach, itís not sufficient to provide a technically convincing simulation tool. This paper describes a bottom-up model building initiative and its vital educational component. Building the model with the client had to both grow ownership at the country level, overcome "black-box" attitudes and establish a shared understanding for the approach at the stakeholder level in order to structure the discussion about critical issues beyond trailing market dynamics or covering up by fanciful statistics. Keywords: Black box, Stakeholder, Ownership