Thrive in Global Markets

Technical authors are highly skilled at presenting complex information clearly, using very precise vocabulary. They have strong attention to detail and comprehensive knowledge of the subject matter they are writing about. When a technical writer requires one of their documents to be translated, it is crucial that it be performed accurately — maintaining the meaning of any specialized terminology and ensuring that the document remains easy to understand. In this episode of 'Thrive in Global Markets' podcast, join your host Levent Yildizgoren to learn the first 5 things important to technical authors in their translation journeys. For more content like this, check out TTC wetranslate company LinkedIn page and make sure you register for new audio events every Wednesday and follow us live: https://www.linkedin.com/company/ttcwetranslate

In this special episode of the Thrive in Global Markets podcast, we welcome Russell Armstrong, inventor of hotun detect and the hotun dry trap tundish and the Managing Director of RA Tech. RA Tech is the sponsor of this year's Translation Challenge competition. Translation Challenge has been running for 10 years and provides translation students with the opportunity to gain real-world experience by working on a translation project for a real client and this year, the students will be translating for Russell's company and product. In this episode, Russell expresses his expectations for the competition and the potential benefits for his company's international expansion by having a translated homepage that can be used to test different international markets. ABOUT THE HOST Levent Yildizgoren, the author of 'Good Business in any Language', is an award-winning entrepreneur, localisation professional, and a PRINCE2 qualified project manager. CONTACT METHOD Linkedin: https://www.linkedin.com/in/leventyildizgoren/ Twitter: https://twitter.com/yildizgoren IG: https://www.instagram.com/levent.yildizgoren/ ABOUT THE GUEST Russell Armstrong is inventor of hotun detect and the hotun dry trap tundish and the Managing Director of RA Tech and the sponsor of Translation Challenge 2023. CONTACT METHOD https://hotun.co.uk/ https://www.linkedin.com/in/russell-armstrong-mciphe-a6356186/ VALUABLE RESOURCES Want to learn more about the Translation Challenge competition? Visit our landing page: https://ttcwetranslate.com/about/translation-challenge/

Edith Bendermacher is the Director of Globalization Strategy and Localization Operations at NetApp, based in San Jose, California. Focused on the end goal of delivering the best global Customer Experience, her team is responsible for the strategic planning and execution of globalization across all departments, including delivery, innovation, uptake, and return of the globalization investments. Under her lead, the Globalization Center of Excellence provides localized offerings in up to 15 languages. Edith is a regular speaker on globalization in panels and globalization industry events. Edith is also a member of the Women in Technology Group at NetApp. Starting in 2022, she became the Program Director of the Women in Localization Marketing Program. Additionally, Edith’s passion is developing and mentoring rising localization professionals through programs such as MIIS/NetApp Professional Coordinated Studies. KEY TAKEAWAYS The customer experience is a vital part of your business and understanding customers from all perspectives can help you deliver successful services. Customer journey stages are the key to this success. Based on your business model, there can be even seven stages but in general, there are a discovery stage, evaluation stage, purchase stage, deployment, or support stage. Each customer journey stage has a different set of content that is required in order to satisfy the customer’s needs. BEST MOMENTS “From a globalization point of view, the best customer experience means a seamless experience across the websites and platforms that we have across the products and content that we have. So when the customer starts the journey with NetApp, they should be able to find all the relevant information that they need to make informed choices with.” “The native language is a way to quickly browse, digest and memorize and filter all that information and accelerate the business outcome. Right. It can help to choose the right product it can help to fix an issue and it can help to provide a tool to learn about the product.” “There's the discovery stage and then there's the evaluation stage. Everybody has to discover the company and everybody evaluates a company. So we looked in depth, what are the pieces of content that fall into these categories. So for example, product and solution descriptions, right or customer references, or even technical documentation needs to be accessible in language at that stage in order for the customer to figure out and discover what is it that we do and then also to evaluate if our product and our solutions are the ones that they need in order to be successful.” “So we don't localize just to localize. We really make an effort to really understand what are the important pieces of the customer journey and what brings the biggest value to our customers.” ABOUT THE HOST Sıla Erol started her journey at TTC wetranslate Ltd as a Project Coordinator and has been continuing as a Key Account Manager after graduating from Translation and Interpreting Department at Ege University in Izmir/Turkey. CONTACT METHOD https://www.linkedin.com/in/sılaerol https://ttcwetranslate.com/ ABOUT THE GUEST Edith Bendermacher is Director of Globalization Strategy and Localization Operations at NetApp, based in San Jose, California. CONTACT METHOD https://www.linkedin.com/in/edith-bendermacher-859b492/ VALUABLE RESOURCES Do you have any questions about translation, localization, or international growth? Visit TTC website: https://ttcwetranslate.com/ Take your business global with the 5-step LINGO modal! Purchase 'Good Business in any Language' on Amazon now: https://cutt.ly/2ORR

Anna Schlegel is VP of Product, Global Infrastructure, International Markets, and Globalization at Procore Technologies, co-founder of Women in Localization, a non-profit based on 30 worldwide sites with 7000 global members, and the author of "Truly Global '', awarded as the best book on international markets by Book Authority for the past 3 years. Anna has led globalization teams at top technology companies in Silicon Valley, including Cisco, VeriSign, VMware, Xerox, and NetApp. Her work has been published in Forbes, Fortune, the European Union, Gala-Global, Multilingual, and many other industry forums. Anna has consulted for Google's International Product Team throughout her career and is a requested speaker at the Berkeley Haas Institute, Monterey Institute of International Studies, and Stanford University. In December 2021, Anna was awarded the "Creu de Sant Jordi" Medal of Honor by the Catalan Government for her leading efforts in Technology and Business, considered the highest honor as a Catalan national. You can reach Anna’s first episode here: https://apple.co/3CX8uSf KEY TAKEAWAYS The process of globalization can be long and tedious, but with patience, you will find that it is worth your time. You should hit the right tone for each company so they know what kind of approach would work best in their situation; this could depend on many factors such as business goals and objectives. BEST MOMENTS “Who wants you prepared the product or the solution or the idea? How are you going to make it known? Because you can make something beautiful to go into another country. But if you don't announce it, and you don't learn also from the feedback of the local customer or consumer, you're not going to improve that product.” “Globalization teams tend to be typically under marketing or under engineering or under product, many, many teams are under product. And that's, to begin with, but that we want these globalizers to not stay in one team to either do rotations or to be at the level of a CMO or chief product officer or a chief data officer or whatever.” “One huge mistake is to localize everything that moves if there's not enough of a machinery to start the pilot going to a beta and then go to a general availability. You can pilot things, but I'm sometimes against piloting themes that you can already see that nobody's going to be able to support to go global. So these are business decisions.” “After you've done it a few times, I think it's to remain steady to play the guardrails. And something that can be hard is the amount of times you have to explain it or evangelize or try to redirect where the conversation is going. Because a lot of people have the title of global and they've seen it done one way or a couple of ways. And so you need to align a lot of different opinions.” ABOUT THE HOST Sıla Erol started her journey at TTC wetranslate Ltd as a Project Coordinator and has been continuing as a Key Account Manager after graduating from Translation and Interpreting Department at Ege University in Izmir/Turkey. CONTACT METHOD https://www.linkedin.com/in/sılaerol https://ttcwetranslate.com/ ABOUT THE GUEST Anna Schlegel is VP of Product, Global Infrastructure, International Markets, and Globalization at Procore Technologies, co-founder of Women in Localization, and the author of "Truly Global ''. CONTACT METHOD www.trulyglobalbusiness.com Twitter/Instagram: @annapapallona https://www.linkedin.com/in/annanschlegel/ VALUABLE RESOURCES Do you have any questions about translation, localization, or international growth? Visit TTC website: https://ttcwetranslate.com/ Take your business global with the 5-step LINGO modal! Purchase 'Good Business in any Language' on Amazon now: https://cutt.ly/2ORR

Tugce Bulut is the founder and CEO of Streetbees which connects with real people in real-time through conversational AI, capturing the reality of everyday life. While working as a strategic advisor, Tugce Bulut was continually exposed to the limitations of the traditional consumer intelligence space, which was struggling to uncover growth opportunities as they continue to use outdated survey methods that relied on unrealistic claims of professional survey takers. In 2015, Tugce founded Streetbees to build a marketplace for the world’s largest companies and organisations to truly build an intimate relationship with their consumers. In a short time, Streetbees has become an indispensable tool for the world’s largest companies, such as Pepsico, Unilever, Nestle and a number of governmental organisations and hedge funds. Streetbees now has over five million users globally and c.200 employees in London and Lisbon offices, as well as a global remote team. KEY TAKEAWAYS With the recent advances in conversational AI, it's now easier than ever to understand how consumers behave differently across cultures. But one thing that should never be forgotten about each country is its unique set of happiness and satisfaction scores which will affect what statistics are used when considering product/service quality. BEST MOMENTS “You realize the variances in behavioural courage and how people perceive things differently, how that influences their demand for consumer products as well. So it definitely allowed us to think about how do we capture that level of granularity and differentiation in consumer demands in international trade.” “One thing you also need to correct for statistically is people's expression of levels of happiness, etc is also very different. We always talk about French unhappiness. If you're looking at comparing globally about a given product, the average French score categorically will be lower than your average Indian score, Indonesian score, Turkish score, etc.” “You need to be market specific by market meaning countries but even sometimes within the countries there might be subgroups and you need to really understand who's buying this, who's your audience, and make sure your messaging on the brand, on the packaging, even the materials you use on the packaging, etc resonates with that particular audience group. It is all about precision now.” “It's really the people that you brought together who keeps that innovative culture. I think a couple of things you're going to hire the right type of people to begin with, and there's nothing wrong with being either type. They have different jobs. Now as a scaler where we are with the company, the innovative group is a smaller percentage of the business because we also need people who can maintain systems, build processes which is a different type of personality. For innovative part, it's important to engage them in the interview process.” “Everyone is different, and everyone's cultural code is very different. And the reason why we become very successful in integrating different teams is that because we train our teams not to make assumptions and not to expect certain behavioural courage.” ABOUT THE HOST Levent Yildizgoren, the author of 'Good Business in any Language', is an award-winning entrepreneur, localisation professional, and a PRINCE2 qualified project manager. CONTACT METHOD Linkedin: https://www.linkedin.com/in/leventyildizgoren/ Twitter: https://twitter.com/yildizgoren IG: https://www.instagram.com/levent.yildizgoren/ ABOUT THE GUEST Tugce Bulut is the founder and CEO of Streetbees which connects with real people in real-time through conversational AI, capturing the reality of everyday life. CONTACT METHOD www.streetbees.com https://www.linkedin.com/in/tugce-bulut/ https://www.linkedin.com/company/streetbees/ VALUABLE RESOURCES Do you have any questions about translation, localization, or international growth? Visit TTC website:...

Pia Bresnan is Senior Localization Manager at Uber. She was technically born in NY but is a Citizen of the world. She spent her childhood in Europe before coming back to the US for her under-grad studies in International Relations. Pia started her second career in Localization at a single language vendor, learning the ropes from the linguists' perspective then worked her way up the value chain, now at for the past 4 years leading a team of Localization Program Managers at Uber. She has over 18+ years of Localization strategy experience with extensive hands-on operational know-how, managing global teams. She combines a strong instinct for stakeholder empathy and a keen understanding of their challenges with a pragmatic and efficient ability to lead cross-cultural teams to "get stuff done”. Pia lives in the Bay Area with her family. KEY TAKEAWAYS It's possible to maintain a global image while adjusting to the local requirements if you understand your target audience. Speaking multiple languages is not necessary for a successful career in a multinational company as long as you can understand the markets you are dealing with. Even the way we greet one another has a huge impact on the localization process and shows how we should be taking every aspect of a culture into account. BEST MOMENTS "Customers don’t use uber because it’s an American company, they use uber because it’s serving their purpose." "We recognize that the way we developed Uber is not suitable for each country. Take India for example. Not only the bandwidth is very different but also the socioeconomic level of our drives is different. So we need to adjust to being able to operate in India in an efficient way." "It's been a journey to educate everyone to understand that we are a global company. Yes, the majority of the problems we are trying to solve are for English Speaking countries but you need to be aware that you cannot simply say 'Do you need a knife and a fork with your Uber Eats order?' in Japan because it doesn't translate to anything." ABOUT THE HOST Levent Yildizgoren, the author of 'Good Business in any Language', is an award-winning entrepreneur, localisation professional, and a PRINCE2 qualified project manager. CONTACT METHOD Linkedin: https://www.linkedin.com/in/leventyildizgoren/ Twitter: https://twitter.com/yildizgoren IG: https://www.instagram.com/levent.yildizgoren/ ABOUT THE GUEST Pia Bresnan is Senior Localization Manager at Uber. CONTACT METHOD https://www.linkedin.com/in/pia-f-bresnan-8186765/ https://www.uber.com VALUABLE RESOURCES Do you have any questions about translation, localization, or international growth? Visit TTC website: https://ttcwetranslate.com/ Take your business global with the 5-step LINGO modal! Purchase 'Good Business in any Language' on Amazon now: https://cutt.ly/2ORR

Chris Walker is CEO and Director of Diamond Hard Surfaces Ltd, a high-growth SME in the Advanced Engineering Sector producing innovative patented coating materials and thermal management products. The business was established in 2005 and currently exports 60-80% of its turnover to 22 countries worldwide. Chris is an entrepreneur, Chartered Marketer, and Engineer who has specialised knowledge in establishing relationships between blue-chip companies and early-stage technology businesses to exploit new innovations, and markets. He has a broad knowledge of general management in an international environment. He is also a co-founder of SIITACE and Chair of FSB’s (Federation of Small Businesses) International Trade Policy Unit working to forge new policies to encourage and promote International Trade. KEY TAKEAWAYS When you have an international trade network, the entire international trade process can be made more efficient. This is because the people in this system are not only exporters or suppliers but also the people that will be doing business with them like international trade advisors and translators. Having access to this kind of network can make all aspects much easier when expanding into new markets. BEST MOMENTS “FSB has chairs of policy units, which basically follow each step, each government department so in this case, he wanted me to work with the Department of International Trade and to shadow them and to collaborate with them and to influence and leverage the information and needs of the members of which 160,000 small business members in the UK to influence government policy about how to support international trade.” “One of the challenges is finding the right resource to be able to support you in understanding what the export journey should and could look like and facilitating the vast amount of paperwork and procedures and processes which are required to be able to develop an international business plan. And that's the key really is having an international business plan within your general business plan.” “We have to value what these international trade experts do, whether it's in translation, whether it's in business development, whether it's in customs, whatever, and we have to try and forge it, forge a difference and at least very least get the international trade network to work together with these independent people more effectively.” “It's just humanities like that, that you have to take into account that consideration that different customs, they're slightly different nuances, as you mentioned.” ABOUT THE HOST Levent Yildizgoren, the author of 'Good Business in any Language', is an award-winning entrepreneur, localisation professional, and a PRINCE2 qualified project manager. CONTACT METHOD Linkedin: https://www.linkedin.com/in/leventyildizgoren/ Twitter: https://twitter.com/yildizgoren IG: https://www.instagram.com/levent.yildizgoren/ ABOUT THE GUEST Chris Walker is CEO and Director of Diamond Hard Surfaces Ltd and Chair of FSB’s (Federation of Small Businesses) International Trade Policy Unit. CONTACT METHOD https://www.linkedin.com/in/chriswalker/ https://www.diamondhardsurfaces.com/ VALUABLE RESOURCES Do you have any questions about translation, localization, or international growth? Visit TTC website: https://ttcwetranslate.com/ Take your business global with the 5-step LINGO modal! Purchase 'Good Business in any Language' on Amazon now: https://cutt.ly/2ORR

Professor Monika Schmid is Head of the Department of Language and Linguistic Science at the University of York. She received her PhD at the University of Dusseldorf and speaks five languages; German, Dutch, English, French, and Spanish. Her main area of research is the loss of natural language among multilingual people. It’s a problem she’s experienced directly as a multi-linguist herself. KEY TAKEAWAYS We are never lost when it comes to languages. Even if you haven’t used them in a while, all knowledge of the language is still inside your brain and can be accessed again with some practice. With every passing day, our ability will improve so much more that soon enough these forgotten phrases could come back into use. BEST MOMENTS “There has been quite a bit of research about children who are raised with more than one language about the fact that they are able to take on the outlook of other people have sort of more, there tends to be sort of measures of empathy and measures of understanding. Children who grow up with more than one language tend to do better on that. There's a really interesting thing.” “We need to, particularly when we train people, when we train students to work in a multilingual environment. You know, we have to teach them these kinds of things. We have to make them aware of the difficulties and pitfalls of intercultural communication.” “German has a lot of kind of particles that are used to sort of slightly change that doesn’t actually have any meaning as such, but sort of, are used to change the tone of the of the message.” “Brain handles language in a way that is different from any other knowledge that we have because I mean, it stands to reason that you forget things and stuff if you don't use it. However, there seems to be and we know this from other experiments, all the languages that we have in our brain are interconnected. And so basically whenever you use any language, all the other links all the knowledge of other languages that you have receives a little bit of simulation and that seems to be enough to prevent it deteriorating. What does deteriorate is your ability to quickly get out it.” “The words in all the languages that you have the words that mean the same thing are situated quite closely to each other and sometimes you reach for them because we talk at a rate of five words per second. So you have to make these decisions very quickly and sometimes you just take the wrong one.” “We don't lose the language. We don't lose the knowledge. What we lose is the access to that knowledge, just sort of sort of nice, fluent way of getting it out.” ABOUT THE HOST Levent Yildizgoren, the author of 'Good Business in any Language', is an award-winning entrepreneur, localisation professional, and a PRINCE2 qualified project manager. CONTACT METHOD Linkedin: https://www.linkedin.com/in/leventyildizgoren/ Twitter: https://twitter.com/yildizgoren IG: https://www.instagram.com/levent.yildizgoren/ ABOUT THE GUEST Professor Monika Schmid is Head of the Department of Language and Linguistic Science at the University of York. CONTACT METHOD https://www.linkedin.com/in/monika-s-schmid-1538378a/ https://languageattrition.org/ VALUABLE RESOURCES Do you have any questions about translation, localization, or international growth? Visit TTC website: https://ttcwetranslate.com/ Take your business global with the 5-step LINGO modal! Purchase 'Good Business in any Language' on Amazon now: https://cutt.ly/2ORR

Anne Ford runs PGM Reball with her husband Mehdi Sabet and is a proud UK manufacturer of small precision ballscrews that fly in the demanding and harsh conditions of aerospace and space. She is passionate about manufacturing, SMEs, her county of Leicestershire as well as the role of women in the workplace, particularly in engineering. Following a 30-year career in Human Resources in the corporate world, Anne joined her husband’s SME business in 2014 and applied her expertise in process mapping and project management to underpin the business with strong cloud-based systems achieving the aerospace quality standard AS9100 two years later. PGM Reball now has an unrivalled roster of multi-national customers who choose to work with this husband and wife team because of their innovative approach to making quality, light-weight, and compact actuation systems not available from traditional manufacturers. PGM Reball won New Exporter of the Year in 2010 by establishing a business in Germany and since Brexit has gained Inward Processing authority for refurbishment activity to service a worldwide customer base. KEY TAKEAWAYS For global growth, we need to be proactive in seeking help and taking action, making sure that we're going to spend our money and time wisely. Building a strong relationship and maintaining it with your contacts in the export markets is the key. It needs to be tried and tested to see if there are any results, but all initial homework is so critical. BEST MOMENTS “The feel in Sweden is that they're very sad that the UK has left the EU because it puts trade barriers in the way so we're not all one on group anymore. We're not all on the same side. And that sort of psychologically really does affect the way that customers think about the UK.” “Getting to see as many people as possible go to shows and events and exhibitions and just really networking to try to identify the right kind of gets back to relationships again but trying to identify the right kind of partner to work with or to collaborate with. So, I think that that's one challenge. To actually sort of having to get out into the market, which is obviously a big investment in time.” “I think that there's lots of innovation happening in terms of materials and light-weighting needing to be very compact. So, there are lots of technological developments that if you confine yourself to the UK, you're missing out on a lot of opportunities.” “If you come across a stumbling block or something that you don't know about, then it's really important to have a trusted adviser effectively that you can tap into whether that's through the DIT or whether you go through a consultant, but that very definitely. I think the other piece of advice is that the DIT, Department for International Trade, will actually try to funnel you into what they call a market.” ABOUT THE HOST Levent Yildizgoren, the author of 'Good Business in any Language', is an award-winning entrepreneur, localisation professional, and a PRINCE2 qualified project manager. CONTACT METHOD Linkedin: https://www.linkedin.com/in/leventyildizgoren/ Twitter: https://twitter.com/yildizgoren IG: https://www.instagram.com/levent.yildizgoren/ ABOUT THE GUEST Anne Ford runs PGM Reball with her husband Mehdi Sabet and is a proud UK manufacturer of small precision ballscrews that fly in the demanding and harsh conditions of aerospace and space. CONTACT METHOD https://www.pgmreball.co.uk/ VALUABLE RESOURCES Do you have any questions about translation, localization, or international growth? Visit TTC website: https://ttcwetranslate.com/ Take your business global with the 5-step LINGO modal! Purchase 'Good Business in any Language' on Amazon now: https://cutt.ly/2ORR

Simon Severino helps business owners in SaaS and Services run their companies more effectively resulting in sales that soar. His services are trusted by Google, Roche, Consilience Ventures, Amgen, and AbbVie. He created the Strategy Sprints™ Method that doubles revenue in 90 days by getting owners out of the weeds. He is a TEDx speaker, Contributor to Forbes and Entrepreneur Magazine, and member of the SVBS Silicon Valley Blockchain Society. KEY TAKEAWAYS The key to doubling your company's revenue lies in identifying bottlenecks and solving them. Solving a bottleneck is one of the most important points for achieving this goal, as it will make you energized with motivation! The next thing on our list is habits - creating daily, weekly, or monthly schedules can help us stay organized throughout different parts of life. All these things combined add up to being agile: staying aware enough about what needs doing without wasting time. BEST MOMENTS “There are two reflective questions of all these things. Which one will I delegate tomorrow? And so I review which one gave me energy or took energy from me and which one really moved the whole business forward versus just parts of the business. And the second reflective question is if I would live more freely, and more intentionally, what will I do tomorrow? That's a daily habit. And if everybody does that, in your team, you learn you improve, but also you scale because now everybody starts as soon as they have built something that works.” “If the market breaks down in one week and it takes you three months to change your offers, to change your processes then you are rigid. If it takes you one week to respond on that changing your offers and your processes. Then you're agile.” “Velocity, which means it is speed including the direction of the speed because you can run a marathon and you’re the fastest but you're running in the wrong direction. That's the worst thing that can happen to you.” “What's the current bottleneck? So what's the weakest part right now? If we improve that the overall value creation goes higher, more than just if we repair everything a little bit, and so there is always one weak part and that's the bottleneck.” “If you really care about somebody and if you are their advisor, the first part is to really acknowledge their culture and to pick them up at their bus stop, but then get into the next year of the bus and go something, explore a little bit of the wild territory with that bus.” ABOUT THE HOST Levent Yildizgoren, the author of 'Good Business in any Language', is an award-winning entrepreneur, localisation professional, and a PRINCE2 qualified project manager. CONTACT METHOD Linkedin: https://www.linkedin.com/in/leventyildizgoren/ Twitter: https://twitter.com/yildizgoren IG: https://www.instagram.com/levent.yildizgoren/ ABOUT THE GUEST Simon Severino helps business owners in SaaS and Services run their companies more effectively which results in sales that soar and he is the creator of Strategy Sprints™ Method. CONTACT METHOD https://www.strategysprints.com/ https://www.facebook.com/strategysprints/ https://twitter.com/strategysprints https://www.instagram.com/strategysprints/ https://www.linkedin.com/in/simonseverino/ https://www.youtube.com/channel/UCnSFgJd0CrsEdQdO21txR2A https://podcasts.apple.com/us/podcast/strategy-sprints/id1299008831 https://www.amazon.com/Strategy-Sprints-Accelerate-Growth-Business/dp/139860349X VALUABLE RESOURCES Do you have any questions about translation, localization, or international growth? Visit TTC website: https://ttcwetranslate.com/ Take your business global with the 5-step LINGO modal! Purchase 'Good Business in any Language' on Amazon now: https://cutt.ly/2ORR

Geraint Edwards is Chief Growth Officer at tangerine, a UK-founded international design consultancy that helps companies to make creative leaps through the design of innovative products, services, and customer experiences. Geraint joined tangerine in 2020 and his appointment builds on the consultancy’s offer in growth sectors for the business, expanding its capabilities in service and experience design. He has recently led a project to craft the user experience at the Grand Egyptian Museum in Cairo and has also worked with longstanding tangerine clients LG and Nikon on design and innovation projects looking at future business models and products for emerging market sectors. KEY TAKEAWAYS Design has always been about creativity and innovation, but in the last few years, it's come to mean something different. Now we think about human-centered or customer experience-driven designs that take into account what customers want from our products instead of just designing them. Merely guessing at what consumers might require is insufficient - you need an understanding not only of your market and their needs/desires; but also of evolving your service for the new market. BEST MOMENTS “Product design is now really known as quite a digital product design and a lot of different businesses talk about their product as their offer and this is something that tangerine helped an array of different clients and companies around basically innovating on their offer, and that is often referred to as a product.” “Decades ago, our offer only we only dealt with the R&D department right of our clients and it was a niche kind of nice to have design engineering side of the offer for that client. But more now we're working with the board level because they're becoming design-led organizations. And they’re actually trying to work out what that means in terms of their purpose and their mission to be design-led and to be human-centered.” “Customer experience design and design thinking can help nearly every sector. So every sector can really grow and evolve from embracing the new design mindset that the methodologies that you're encouraged to use when thinking about how to evolve your offer for new venue users, but that's the key thing is that you've got to have appetite to go after and you want to have to either evolve your offer or incrementally improve your offer to go and grow to a new sector and new market.” “To grow internationally, you got to be empathic to the people in those different markets. And that's really what user-centered design human-centered design does and the methodologies that we and hundreds of other design consultancies use is to really go and help our clients understand that market and I think that's the key part of our offer. And traditionally, it was pure product design, but more and more now, that's not enough. You need to think about, you know, end-to-end experiences people talk about in a holistic design solution.” ABOUT THE HOST Levent Yildizgoren, the author of 'Good Business in any Language', is an award-winning entrepreneur, localisation professional, and a PRINCE2 qualified project manager. CONTACT METHOD Linkedin: https://www.linkedin.com/in/leventyildizgoren/ Twitter: https://twitter.com/yildizgoren IG: https://www.instagram.com/levent.yildizgoren/ ABOUT THE GUEST Geraint Edwards is Chief Growth Officer at tangerine, a UK-founded international design consultancy that helps companies to make creative leaps through the design of innovative products, services, and customer experiences. CONTACT METHOD https://www.linkedin.com/in/geraintmedwards/ https://tangerine.net/ VALUABLE RESOURCES Do you have any questions about translation, localization, or international growth? Visit TTC website: https://ttcwetranslate.com/ Take your business global with the 5-step LINGO modal! Purchase 'Good Business in any Language' on Amazon now: https://cutt.ly/2ORR

Chris Walker is CEO and Director of Diamond Hard Surfaces Ltd, a high-growth SME in the Advanced Engineering Sector producing innovative patented coating materials and thermal management products. The business was established in 2005 and currently exports 60-80 % of its turnover to 22 countries worldwide. Chris is an entrepreneur, Chartered Marketer, and Engineer who has specialised knowledge in establishing relationships between blue-chip companies and early-stage technology businesses to exploit new innovations, and markets. He has a broad knowledge of general management in an international environment. He is also Chair of FSB’s (Federation of Small Businesses) International Trade Policy Unit working to forge new policies to encourage and promote International Trade. KEY TAKEAWAYS Embracing cultures and speaking different languages is a great asset to have when you want international trade. The more open-minded people are, the better they can understand their customers' needs because of this mindset. It would also help if there were a compelling and interesting story behind your business. With that story, you will portray your enthusiasm, and, in the end, your story will be awarded. BEST MOMENTS “Marketing is the basis of running businesses essentially, although there are days often associated with the activity of marketing communications. Marketing encompasses business planning. Marketing communications and one of the most interesting modules I did was international marketing. And that sort of set me on my journey to internationalization.” “So traditionally, I think if you would go to somebody like DTI, they would say what's your next country you're going to go to? Well, then I'll say so that's the kind of vertical approach looking at geography by geography we've cut across those geographies and looked at market sectors. And we go aftermarket sectors and the great thing about Diamond Hard Surfaces is that when the customer sees apart and sees for things we can do with coatings, they even if they don't have an application themselves, they say, oh, what have you thought about this? Have you thought about that? A lot of our innovation and ideas come from talking to customers and solving their problems.” “I'm very passionate about the fact that when businesses start up, they should think about the internationalization or international market for their products right from the get-go. And when developing a business plan, look at the international side of the potential for their business.” “International trade is exactly the same. It's a specialism where you can get very good expert advice from an expert but sometimes when you get free advice, it's not worthwhile. You get what you pay for. Yeah. You wouldn't go to somebody on the corner for legal advice. You know, you wouldn't ask somebody standing on the corner of the street for legal advice. You'd go to a lawyer, and it's the same with international trade, go to a customs expert. Go to somebody who's will ease your passage into a new territory for example, because they've been there with other clients, and they've done that before.” ABOUT THE HOST Levent Yildizgoren, the author of 'Good Business in any Language', is an award-winning entrepreneur, localisation professional, and a PRINCE2 qualified project manager. CONTACT METHOD Linkedin: https://www.linkedin.com/in/leventyildizgoren/ Twitter: https://twitter.com/yildizgoren IG: https://www.instagram.com/levent.yildizgoren/ ABOUT THE GUEST Chris Walker is CEO and Director of Diamond Hard Surfaces Ltd and Chair of FSB’s (Federation of Small Businesses) International Trade Policy Unit. CONTACT METHOD https://www.linkedin.com/in/chriswalker/ https://www.diamondhardsurfaces.com/ VALUABLE RESOURCES Do you have any questions about translation, localization, or international growth? Visit TTC website: https://ttcwetranslate.com/ Take your business global with the 5-step LINGO modal! Purchase 'Good Business in any...

George Natsvlishvili is Organic Growth at Airapps and a consultant at different companies such as Gamehive, Glovo, Lingokids with several teams leading: UA, Monetization, ASO, SEO, incrementality projects, and AdTeach Team. His team has already saved the companies more than 5 mln euros, with more than 3 mln euros savings coming from organic growth projects. Meanwhile, within the last several years he did a few side growth projects with many games and apps, such as Zalando, Freeletics, Bending Spoon, Schibsted, Dogo, Popcore, Top War, etc with solid results from implementations. With more than 16 years of working experience in different multinational organizations such as the UN, Coca-Cola, Microsoft, Zalando, Glovo, Schibsted, Lingokids, Nielsen, and GFK, he has successfully conceptualised, developed, and led marketing, product, and sales initiatives. He's passionate about Growth and believes that it is the present and future of mobile growth. KEY TAKEAWAYS The future of growth is organic. The key tactics that help in this new era include ASO, SEO & UA strategies but each country needs its own approach so as not all options work everywhere - monetization and AdTech also come into play depending on what's best suited for your market size/needs. BEST MOMENTS “All mobile apps are depending on the amount of smartphones that we have and amount which kind of devices we have, mainly, of course, iOS or Android devices across the world. And it's like, in recent years, more and more people are using not only just mobile devices but smartphones. And the role of mobile industry and mobile apps and games are super like increasing.” “The main challenges was to organize them to align with all of them what I'm doing and to sell app optimization is a project to all of them so to get that Okay, guys, if we implemented this benefit, not only for marketing department for itself, but for you as well. Yeah, we all gonna get a benefit from it.” “For different countries, the willingness to pay for the same service is different. So if you want to move forward with monetization strategy, you have to start with a wall so you shouldn't go to deep dive was going on but start with tiny stuff like the first stuff I will I'm recommending is to do like a starting with the pricing segmentation for regions.” “I try to set up a proper expectation with them and try to set up how long it will take the project to get success and to get the outcome of it before launching the project. Yeah, it's very important.” “Check the activities, campaigns, new launches with your product team and user acquisition team, be the first in implementation stage in the new stuff like custom product page.” ABOUT THE HOST Levent Yildizgoren, the author of 'Good Business in any Language', is an award-winning entrepreneur, localisation professional, and a PRINCE2 qualified project manager. CONTACT METHOD Linkedin: https://www.linkedin.com/in/leventyildizgoren/ Twitter: https://twitter.com/yildizgoren IG: https://www.instagram.com/levent.yildizgoren/ ABOUT THE GUEST George Natsvlishvili is Organic Growth at Airapps and a consultant at different companies such as Gamehive, Glovo, Lingokids with several teams leading: UA, Monetization, ASO, SEO, incrementality projects, and AdTeach Team. CONTACT METHOD https://www.3minutesbullshitwithgeorge.com/ 3 MINUTES BULLSHIT WITH GEORGE https://www.linkedin.com/in/georgynatsvlishvili/ https://airapps.co/ VALUABLE RESOURCES Do you have any questions about translation, localization, or international growth? Visit TTC website: https://ttcwetranslate.com/ Take your business global with the 5-step LINGO modal! Purchase 'Good Business in any Language' on Amazon now: https://cutt.ly/2ORR

Shekhar Varma is a Business Coaching Specialist and also Associate Partner at Coach Strategic Growth For Enterprise SGFE. He has 30 years of experience as a business owner, international coach, and trainer. He works with leaders, teams, and CEOs from diverse cultures around the world focused on helping them grow their business by facilitating insights and clarity that take a plan from good to great. He has extensive experience in working with leaders to develop a high-performance culture that creates a winning team. He believes that diversity and inclusion even in SMEs are important in winning talent to propel your business to greatness. Shekhar specialises in contextual business planning, is a sought-after coach, and is skilful in putting clients at ease and listening. He will challenge and encourage you to push forward and expand your possibilities and potential. KEY TAKEAWAYS Globalization has been a hot topic lately and there are four major barriers to international trade: language differences between countries, cultures that have never had contact with one another before whereas others do not even perceive them differently due to their similar backgrounds (perceptual barrier), practical concerns such as transportation costs for delivering products across borders without incurring significant losses on either side of an agreement; finally psychological fears. To overcome these barriers, business owners should have a global mindset or they want to develop a global mindset by breaking these stereotypes. BEST MOMENTS “I would say that working with people abroad, you have to be aware of local customs, and you'd have to be aware of, if you like, local habits, but you shouldn't be intimidated by them. And I think for me a lot of the time I found people very welcoming.” “One of the interesting things about international culture and working in international business is we have a tendency to look at how we tolerate other people's cultures. And I believe quite strongly in the benefit of diversity is that you can actually find that there are different ways of doing things in different cultures. And maybe by understanding the way that somebody thinks from a Middle Eastern background or from a far eastern background might change the way you might improve the way that you do things and you go from tolerance to embracing to change.” “In regard to international trade, then you need to understand the working practices. You need to understand how that country how the people there might view you and that might be both political. So I think majority of people in this country would be ignorant of how a lot of other political systems in the world work. And I think equally, people from other countries don't necessarily understand how politics, for instance, works in this country, and how therefore that influences the economy and the way that people do business.” “I think you've got those language barriers. I think there's a perception that it's much more difficult. And I think, you know, some of these are realities. It's not an easy thing to do. And you, therefore, need a plan. I think there's concerns that people have about Will I get paid? And if so, what how do you manage, for instance, currency risk, and I myself in different ways, and just evolving that over time as to how I've managed the currency risk. So I think there are perceptual barriers. I think there are practical barriers. And I think also to some extent, where does somebody start?” ABOUT THE HOST Levent Yildizgoren, the author of 'Good Business in any Language', is an award-winning entrepreneur, localisation professional, and a PRINCE2 qualified project manager. CONTACT METHOD Linkedin: https://www.linkedin.com/in/leventyildizgoren/ Twitter: https://twitter.com/yildizgoren IG: https://www.instagram.com/levent.yildizgoren/ ABOUT THE GUEST Shekhar Varma is a Business Coaching Specialist and also Associate Partner at Coach Strategic Growth For Enterprise SGFE. He...

Priscilla Knoble is Senior Director of International Strategy & Product Management at Adobe. She was born and raised in Japan, she is fluent in the culture and the Japanese language. She sees the world through an international (non-English) lens. She and her team are responsible for the strategy behind the foundational requirements for developing localized products that allow them to focus Adobe's business on international markets. She’s also an entrepreneur outside of her high-tech career. In 2011, she launched a publishing company, Stitch Publications, where she translated and published over 25 Japanese quilting and craft books into English. They have been best sellers in the industry. KEY TAKEAWAYS The world is globalized, and companies need to think about customer experiences. Companies used to only create English versions of their product or services, but this is no longer enough for the modern marketplace with too many competitive options out there today. The goal should be delivering on expectations rather than just having "the best" product because sometimes that won't work for everyone as well. In order to meet customer expectations, Adobe uses three strategies: internationalisation, localisation, and culturalization. BEST MOMENTS “When somebody bought a subscription or even today buys us a subscription to our products, even though we might default for you assuming on what language you might want to use for a download, you can easily go up and change the language version that you want and download and use. So, I think that was one change that customers appreciated is that they could choose the language they wanted. But now what we're dealing with even further and more different is this concept of and I think it's really because of AI, MT, ML all these things were trying to anticipate what a customer wants, whether it's content or email or marketing materials.” “As more start-ups come in, more apps come in, they're able to start from scratch and do amazing things. I think often oh my gosh, I bet their day is fantastic because everybody wants to do culturalization of the product or transcreation. They're not fighting, you know, the kind of the old methods but we are working on trying to bring product and the globalization closer together and trying to figure out how do we do that better.” “Our engineering globalization engineering team they are the ones that really work alongside the product teams to make sure that things are fully internationalized. Then we have localization, that's our second pillar. And for us, we define that as really just the translation of the UI and the components to make it work online or the translation of content. So, it really is that translation factor. And that's more of a business decision around what we do there. And then the third one is culturalization.” “There's a lot of talk about diversity and inclusion, and it never seems to really reach the localization sort of story, but that's kind of what I want to bring in if we are truly trying to be a diverse company that has inclusion, it shouldn't just be about our employees and what we do in the company, it should be about our products as well and what are we offering to the world.” ABOUT THE HOST Levent Yildizgoren, the author of 'Good Business in any Language', is an award-winning entrepreneur, localisation professional, and a PRINCE2 qualified project manager. CONTACT METHOD Linkedin: https://www.linkedin.com/in/leventyildizgoren/ Twitter: https://twitter.com/yildizgoren IG: https://www.instagram.com/levent.yildizgoren/ ABOUT THE GUEST Priscilla Knoble is Senior Director of International Strategy & Product Management at Adobe and owner of Stitch Publications. CONTACT METHOD https://www.linkedin.com/in/priscilla-knoble-067920 https://www.adobe.com/ VALUABLE RESOURCES Do you have any questions about translation, localization, or international growth? Visit TTC website: https://ttcwetranslate.com/ Take your business...

Pilar Cardenas is Chief Growth Officer at Meditopia. With extensive experience in launching, developing, and successfully scaling Direct-to-Consumer (D2C) and Subscription brands, Pilar has worked with top international brands including Adidas, Savage X Fenty, and Fabletics (part of the American fashion group TechStyleOS) for over a decade. A strong believer and advocate of the importance of mental health at work, Pilar has successfully been able to combine her personal focus on health with her expertise, by working on building scalable and cash-sustainable business strategies for firms linked to health. As part of Meditopia’s Executive Team, Pilar is responsible for driving global growth by leading user acquisition, retention, and brand teams, and by helping shape the firm’s strategy and growth vision, including full global B2C and P&L responsibilities. Pilar loves nature and tries to spend as much time as possible in the outdoors, hiking or walking along the coastline. She is also an avid yogi, with an RYT teacher training certificate, Pilar practices Hatha Yoga almost daily. Meditopia gives a free one-month premium membership for only our audience. You can reach it at https://meditopia.com/promo/1m-thrive KEY TAKEAWAYS Mental health is an issue that affects people around the world, and their views on it vary. Each culture has its own way to deal with mental illness so changing mental well-being content for each individual group would be necessary in order not only to recognize but also to address these issues properly. It can be said that no matter what the subject is, localising the content is the key to global success. BEST MOMENTS “We believe that mental health is a need is not a trend. It's not something that is just happening now. It's something that has happened always that now we are more vocal than ever on that and that it happens to anyone sitting in any country, anywhere.” “I think that's the keynote on remote is not only about having a colleague and talking about work, it's about going beyond and just making these connections that you just feel part of it naturally.” “Growth is, of course, the reaching to as many people or as many companies so they can offer our services to employees as possible, as well as also generating like let's say also the business for the company to make it sustainable long term.” “We continuously create content on sleep, anxiety, stress, and these ones we do on an intimate level, but then our local partners will always keep the local touch. So we have these two things because as you said, being a global company and having tools to provide content to our users could be extremely complex if we will only do it by market. We have global topics and then detail injections of content that will be relevant.” “When you feel this deep connection with what the company you're working for thus it's just so easy to wake up in the morning. And just start your date. And the team also like it's not only about the brand, but the team like we have so much time.” ABOUT THE HOST Levent Yildizgoren, the author of 'Good Business in any Language', is an award-winning entrepreneur, localisation professional, and a PRINCE2 qualified project manager. CONTACT METHOD Linkedin: https://www.linkedin.com/in/leventyildizgoren/ Twitter: https://twitter.com/yildizgoren IG: https://www.instagram.com/levent.yildizgoren/ ABOUT THE GUEST Pilar Cardenas is Chief Growth Officer at Meditopia and is responsible for driving global growth by leading user acquisition, retention, and brand teams, and by helping shape the firm’s strategy and growth vision, including full global B2C and P&L responsibilities. CONTACT METHOD https://meditopia.com/ https://blog.meditopia.com/ VALUABLE RESOURCES Do you have any questions about translation, localization, or international growth? Visit TTC website: https://ttcwetranslate.com/ Take your business global with the 5-step LINGO modal! Purchase 'Good Business in any...

Alan Temple is the Chief Revenue Officer at Paligo, an enterprise-grade cloud-based Component Content Management System (CCMS). He has over 20 years of leadership and sales experience in the tech Industry. His professional journey started out in Dell when it was in hypergrowth during the late 90’s/early 2000s. He moved then to Oracle and LinkedIn before stepping more into the start-up world. He has learned a massive amount about growth and start-up in the last 6 years. He has a specific mindset as a leader based on consistent improvement (better this week than last). He based his leadership style on seeking the correct attitude and being. KEY TAKEAWAYS In order to be a great leader, you need the ability and commitment of your team. You can't just assume that they will do what needs done or care about their work as much as possible because each person has their own unique personality. While growing into new challenges with heavier workloads comes naturally for some members of your group - others might find themselves struggling under pressure without support within this changing environment; making sure everyone feels included would help you all succeed together. BEST MOMENTS “As you can imagine, in any leadership role, or if you're achieving taking a sporting role, you would even take same as a football manager. It's easy to be the manager when everything's going well and the team are winning, you're wearing your costume how you behave when the team aren't doing so well when you do need to make some changes are some tough decisions.” “I do think you as a leader, you have a responsibility to have a work-life balance to set an example for your team. And, you know, there's no point preaching about work-life balance and sending emails on the weekend or in during the night or thing.” “If you don't learn about your team and what makes them tick as an individual, you will actually go wrong, you know, assumption can be the worst thing you can do you know, so you need to know what makes people tick. Some people you know in simplistic terms, some people are very financially orientated. Some people are praise orientated. Some people want to be challenged, but you don't know them until you take the time to learn them as a person.” “Having a massive increase in sales can have a massive negative effect on the rest of the company. You know, simple, the team that on board the customers the team, the train the customers, you know, their workload went absolutely through the roof, without their increase in headcount or without increases in efficiency. So that certainly stands out as the biggest thing.” “Key from a sales process is everything starts with the discovery call. And if you as a sales team, get your discovery call right with the customer, then everything else is simple. It's like building a house and not doing good foundations if you don't have the foundations right you're gonna continuously have problems.” ABOUT THE HOST Levent Yildizgoren, the author of 'Good Business in any Language', is an award-winning entrepreneur, localisation professional, and a PRINCE2 qualified project manager. CONTACT METHOD Linkedin: https://www.linkedin.com/in/leventyildizgoren/ Twitter: https://twitter.com/yildizgoren IG: https://www.instagram.com/levent.yildizgoren/ ABOUT THE GUEST Alan Temple is the Chief Revenue Officer at Paligo, an enterprise-grade cloud-based Component Content Management System (CCMS). CONTACT METHOD https://paligo.net/ https://www.linkedin.com/in/alantemple VALUABLE RESOURCES Do you have any questions about translation, localization, or international growth? Visit TTC website: https://ttcwetranslate.com/ Take your business global with the 5-step LINGO modal! Purchase 'Good Business in any Language' on Amazon now: https://cutt.ly/2ORR

Kate Anderson is a consultant with business growth experts, SGFE, and founder of B2B insight agency morph b2b. Kate has 25+ years of experience supporting global corporates in designing, planning, and implementing strategic change through insights-based consulting. She is an expert in understanding and optimising B2B global value chains with a particular focus on tech, industrial, and logistics. Kate helps clients address today’s critical business issues: from portfolio management, diversification, digitisation, and servitization, to CX, channel, and pricing strategy. KEY TAKEAWAYS One of the most important aspects of any business is to be able adaptable and flexible. Especially, if you would like to grow globally, you should be flexible. The strategy you are using in your local market can work very well for that dynamic. However, each market has its own unique structures and needs, so it is important to change your strategy based on the new market’s needs. BEST MOMENTS “I think there's more of an understanding that it's worth investing in insights, it's worth investing in an understanding rather than going out with what is quite an arrogant approach to think that you can just walk up in another country and do the same thing and it's all gonna work.” “I think starting points should be thinking about other markets where there is a similar dynamic. Now, that won't necessarily be a market that shares the language with you so a similar dynamic and also a market where there's some logic to you starting out there, do you have a head start in that market? Do you have good commercial relationships? Do you have customers importing from that market already? So you can see a desire there already? That's coming in, even though you haven't tried to expand. So some kind of starting point in that market, emphasize it as a good opportunity for you.” “We found quite differences about what premium means and we're looking at the whole aesthetic experience of premium so not just what the product is but your whole experience of how you buy it, how it's packaged, what you get along with that, what the experience is of using and owning that product moving forward.” “The amount of data and information that you have at your fingertips is enormous. And with networking sites like LinkedIn, you can make contact with people in local markets and engage with them. Ask them questions, understand how the market works. So much can be done, even without leaving your desk. So you can do some groundwork to already establish a lot of that.” ABOUT THE HOST Levent Yildizgoren, the author of 'Good Business in any Language', is an award-winning entrepreneur, localisation professional, and a PRINCE2 qualified project manager. CONTACT METHOD Linkedin: https://www.linkedin.com/in/leventyildizgoren/ Twitter: https://twitter.com/yildizgoren IG: https://www.instagram.com/levent.yildizgoren/ ABOUT THE GUEST Kate Anderson is a consultant with business growth experts, SGFE and founder of B2B insight agency morph b2b. CONTACT METHOD https://www.linkedin.com/in/kateandersonmorphb2b https://morphb2b.com/ VALUABLE RESOURCES Do you have any questions about translation, localization, or international growth? Visit TTC website: https://ttcwetranslate.com/ Take your business global with the 5-step LINGO modal! Purchase 'Good Business in any Language' on Amazon now: https://cutt.ly/2ORR

Brian Coultrip is CEO of Shirlaws, The Shirlaws community of business professionals encompasses coaches and consultants, CEOs and senior teams as well as HR and L&D professionals across all sectors. With their world-class IP, training and global community of experts help to overcome the source issues that affect most businesses and create an environment in which businesses, and the people who work in them, can flourish. It was in his early 20’s that he fell into Recruitment and through the next 25 years he built teams, businesses, relationships, and much more. He exited two of his own and was in the final stage in a couple of others. He was always hungry for more. He took a break from the norm of Recruitment and meandered into the world of Intellectual property (namely business growth methodologies) and has already achieved great things, he’s going to go further too! KEY TAKEAWAYS The best way to grow your business globally is by understanding cultural differences and how those play out in different countries. For example, some cultures want quick sales while others may be more interested in getting to know your company before making any commitments or buying anything at all; there are no one-size fits all approach when it comes down to doing what works well with each culture. Next, it’s worth considering the price - each country's economy varies so there will undoubtedly be different costs. However, in the end, you will have great global opportunities considering these cultural differences. BEST MOMENTS “So I think my first barrier is always understanding the culture and the ways perceived to be the right way to do business. Right. So do we wine and dine then sell or do we just drop a proposal then we wine that we dine and do we sell afterwards? Do we wait to be invited to sell this? So that for me is the cultural part and then it comes down to research of the local markets. To try and find good resellers or distributors. I've always found that incredibly difficult.” “Very simply, you couldn't build a process that works in the UK and expect to leave the UK on a plane and land and start deploying that same process. “ “It's important that everybody becomes unified by a simple product by a simple logo by a simple brand. I'm aware, Russia has just got a version of McDonald's but I suspect it will never outlive McDonald's, their global brand. So yes, it's really important to us that the words Powered by Shirlaws and Compass on every street corner.” “Why not have a foot in both camps? Why not have a small exposure school entity? And if that's a franchise market, if that's a reseller or distributor relationship go look, go ask the questions, go hunting around and listen. If nothing else, you will meet some great people and you've just given yourself some brand exposure, whether you touchdown in that particular territory or not.” ABOUT THE HOST Levent Yildizgoren, the author of 'Good Business in any Language', is an award-winning entrepreneur, localisation professional, and a PRINCE2 qualified project manager. CONTACT METHOD Linkedin: https://www.linkedin.com/in/leventyildizgoren/ Twitter: https://twitter.com/yildizgoren IG: https://www.instagram.com/levent.yildizgoren/ ABOUT THE GUEST Brian Coultrip is CEO of Shirlaws, The Shirlaws community of business professionals encompasses coaches and consultants, CEOs and senior teams as well as HR and L&D professionals across all sectors. CONTACT METHOD https://www.linkedin.com/in/briancoultrip/ https://twitter.com/BriCoultrip www.poweredbyshirlaws.com www.shirlawscompass.com VALUABLE RESOURCES Do you have any questions about translation, localization, or international growth? Visit TTC website: https://ttcwetranslate.com/ Take your business global with the 5-step LINGO modal! Purchase 'Good Business in any Language' on Amazon now: https://cutt.ly/2ORR

Alessandra Binazzi is the founder of Alessandra Binazzi Consulting. She is a multi-lingual professional with a surprisingly varied experience and one common thread: International markets and customers. Proficient in all major European languages, Alessandra has dedicated her professional life to marketing, selling, supporting, and educating customers on all continents. She was raised in Italy and university-educated in Boston, MA, she was exposed to global technology companies from the beginning of her career, with a particular focus on globalization and multilingual digital content. Alessandra Binazzi Consulting combines Alessandra's background in languages, technology, and business to develop globalization strategies tailored to the needs of organizations in a growth stage. Alessandra received a BS in International Business from the University of Massachusetts and an MBA from Northeastern University in Boston. She has lived and worked in 10 different countries. KEY TAKEAWAYS The Italian culture is a complex one. The country has many different regions with unique traditions - this means every business relationship should change according to the region for better or worse depending on where there are located geographically. The hierarchy should be considered, too. You should know who is at the higher level and act accordingly. It can be said overall that Italy needs detailed research for every region and all businesses should look at their cultural and business etiquette. BEST MOMENTS “We know that networking and word of mouth is important everywhere, but I would say in Italy it's particularly important. So personal relationships, I would say are top of the list. So, you know, when you're doing business in Italy, you should expect to get a little deeper knowledge of the person you're doing business with” “The business culture in Italy actually in terms of working hours, I would say is much longer than like in the US or even the UK for example. So you do find people's workday extending to seven to 7.30 very often and you know the myth of the long lunch breaks doesn't really exist anymore.” “It's fairly hierarchical in Italy. So yeah, your level within your organization definitely matters. So you know, when addressing especially if it's your first encounter, you really should be addressing, you know, the higher levels first, and then you know, and then as you meet the broader team and understand maybe the stakeholder that you will be dealing with directly then you can start that direct relationship.” “We do use hand gestures a lot. In fact, you know, you can go online and look at tutorials for hand gestures. And I will tell you also the different regions have different gestures as well. So you may find different regions using different hand gestures to mean different things. So, you know, it's not only a national thing, you may even find regional variations.” “If you're foreign, if you're an exporter, or trying to do business in Italy, you know, you may find more affinity with the business culture in the North. The other thing about the north and this business culture is also that it's just, you know, in terms of business is more developed. So services may be easier to find and just work better.” ABOUT THE HOST Levent Yildizgoren, the author of 'Good Business in any Language', is an award-winning entrepreneur, localisation professional, and a PRINCE2 qualified project manager. CONTACT METHOD Linkedin: https://www.linkedin.com/in/leventyildizgoren/ Twitter: https://twitter.com/yildizgoren IG: https://www.instagram.com/levent.yildizgoren/ ABOUT THE GUEST Alessandra Binazzi is the founder of Alessandra Binazzi Consulting which combines Alessandra's background in languages, technology, and business to develop globalization strategies tailored to the needs of organizations in a growth stage. CONTACT METHOD https://www.linkedin.com/in/alessandrabinazzi/ VALUABLE RESOURCES Do you have any questions about...