Translation Quality
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What Transcreation Means, and How Leading Global Companies Use It for Marketing Campaigns
The term “transcreation” describes the process of adapting content for a given target audience to make sure that it resonates with the intended effect. To help illustrate what successful transcreation looks like, I’ll start out by sharing some fun examples of how transcreation is used within recent local and global marketing campaigns from some of…
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The Benefits of Internal Linguistic Teams
I’m often asked about the benefits of having an internal linguistic team at a software company. Here’s why I think having one is absolutely invaluable within a tech environment, but definitely at one where agility matters, and especially when using a CI/CD model. If you’re in a company where all of your teams are moving…
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The Rising Value of Human Translation
Ever since I began working in the language services field, I hoped to shine a light on the work of human translators. That dream came true in the form of a book I co-authored called Found in Translation. After nearly a decade of hard work and pitching publishers, it felt surreal to land a book…
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The Opportunity Cost of Low-Quality Translation
Localization managers at companies that purchase translation services are often trained as follows: when it comes to translation, your top considerations are quality, speed, and cost. Pick two, you simply can’t have all three. That’s the common logic the industry uses today. And, the way the language services industry is set up actually means that…
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How to Improve Inclusivity with People-Friendly Translation
I was fascinated by a LinkedIn post I saw recently from a Polish translator named Aleksandra Domke-Jarre on the topic of language inclusivity. When I saw her words, “people-friendly translator that customers love,” I knew I had to reach out to her. I was impressed by her focus on customers as human beings, who sit…
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Customer Experience and Translation Quality
Have you ever noticed that when you talk about “translation quality” to people outside of the localization field, their eyes start to glaze over? Let’s talk about customer experience instead.
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Why Translation Quality Dips in Summer Months
You’re in North America or Europe, working for a digital company in an international growth or localization role. You’re preparing to enjoy your summer holidays soon, when complaints start coming across your desk. Suddenly, international users are complaining. A key feature update in your software product UI was mistranslated and has to be fixed. Some…