My latest post for client Pitney Bowes includes tips for creating “world ready” visuals. An excerpt: Don’t Send the Wrong (Hand) Signal Gestures are culturally specific and, while some gestures have gone global, there are variations on these gestures and …
Laurel Delaney has been helping companies expand globally for many years and now she shares what she’s learned in the excellent new book Exporting: The Definitive Guide to Selling Abroad Profitably. I consider this book a “must read” for marketing and …
Read moreHow to succeed at exporting: A Q&A with Laurel Delaney
From my guest post for Gigaom: When a software company asks me if I think its new product will succeed globally, I typically respond by asking: Is your product translation worthy? In other words, are people eager to voluntary translate …
Read moreMake your product “translation worthy” and the world will follow
When I lived in New York, I used to get a kick out of visiting Tiffany. Not that I actually purchased much of anything there, but I was always impressed by how well the store packaged itself — down to …
Read moreTiffany’s global aspirations (and room for improvement)
My latest post for client Pitney Bowes includes tips for removing the global ‘friction’ from your ecommerce website. An excerpt: What’s Your “Last” Name? In the United States, we generally use the term “last name” on input forms, but many countries use …