I’m pleased to announce the publication of my newest book: Think Outside the Country: A Guide to Going Global and Succeeding in the Translation Economy.
This book is the result of the past decade spent working with marketing and web teams around the world. I’ve long wanted to have something I could pass along that would demystify the process of product or website globalization and provide insights into languages, cultures and countries. Such as Brazil:
Too often people get overwhelmed by the complexity of it all, not to mention bewildering lingo and acronyms such as FIGS (French, Italian, German Spanish) and L10n (localization). What I always tell people is that you don’t have to speak a half-dozen languages to succeed in this field, but you do have to know what questions to ask. Hopefully this book will help.
The book is now available through Amazon or by request from any local bookstore. You can learn more here.
PS: If you’d like to order multiple copies for your teams, quantity discounts are available. Simply contact me using this form.
I’m pleased to announce the new book Think Outside the Country: A Guide to Going Global and Succeeding in the Translation Economy, due out on April 10th.
Think Outside the Country is isn’t strictly about taking a website or mobile app global, though you’ll find plenty of real-world examples about how to do just that. Ultimately, this book is about taking yourself global. It’s about providing an understanding of the globalization process along with country and cultural insights so you know what questions to ask when you’re asked to, say, introduce a product into a new market or launch a global marketing campaign.
This book is intended for people who want to help their organizations expand into new markets as efficiently as possible without any embarrassing or costly mistakes. And this book is about showing respect for the people who live in these markets.
You won’t speak every language, understand every culture. And that’s okay. Nobody knows everything. But we can all know a little bit about a lot. More important, we can know what questions to ask. This book will help.
You can learn more here.
And it’s now available for preorder on Amazon.
PS: We will also offer quantity discounts if you’d like to order a batch for your teams.
Remember the Falklands War?
I do and, yes, this does make me feel a little old.
For those of you who don’t remember, the war was fought over a group of small islands far off the Patagonian coast of Argentina.
The British won the war but the Argentines are still very attached to the islands.
So what we have here is a disputed territory, always a challenge for mapmakers.
Here’s a screen grab from Google Maps. Notice how “Islas Malvinas” is in parentheses.
As a test, I switched my language preference on Google Maps to Spanish thinking maybe I’d see Falkland Islands placed within the parenthes. But no.
However, Bing does localize the map based on language. When I switched Bing Maps to Spanish, here’s what I saw:
This is map localization at work.
I hope to one day visit these islands — and I hope they can survive the next looming (environmental) conflict. The Falklands would not be in the news today if not for great quantities of oil buried deep below the ocean floor. Make no mistake, oil is at the center of this current dispute, not the natural wildlife, which neither government seems too terribly concerned about.
If it were up to me — and if only it were — I would hand over the islands to the one government that promised to leave the islands free of oil derricks. The Falklands are of enormous importance to penguins, albatross, and many other creatures that are running out of safe places to nest.
PS: Here’s a recent article in the NYT about the islands.