Executive manager in business seeks EB-2 NIW. Has advanced degree and substantial merit for proposed endeavor but failed to establish national importance of working as executive manager in finance sector. Decision focuses on specific endeavor impact, not industry importance.

An entrepreneur seeks NIW as EB-2 advanced degree professional to establish a company offering reputation, positioning, and brand-building consultancy to corporations. The AAO dismissed the appeal because the petitioner failed to show the endeavor has national importance, as it lacks broader implications extending beyond the company's clients to the relevant fields.

CEO with advanced degree sought EB-2 NIW for self-employed consulting firm in business development and global trade. AAO held proposed endeavor, though of substantial merit, lacks national importance; petitioner failed to show broader implications or economic effects rising to national level.

A financial manager self-petitioner sought EB-2 classification with national interest waiver. The Director found substantial merit and national importance but denied overall. The AAO dismissed the appeal, finding the petitioner failed to establish either advanced degree professional or exceptional ability status, making the underlying EB-2 classification prerequisite unmet.