Going Global: Why It’s Better To Localize International Content.

31 Oct 2022 · 0 min

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0:10

Short multi-speaker discussion (panel-style YouTube video) arguing that localization goes beyond translating language: companies must adapt product features, operations, and behaviors to local markets. Speakers emphasize that an American or Silicon Valley innovation may not be competitive abroad because local incumbents can already meet needs; success requires operational and cultural adaptation, not just language changes.

There was a time to use an American perspective. It was like, oh, this American product is great. But now, you know, customers are expecting that you localize the business for their markets.
Also, in particular, with the increasing competition around the world. Now, just because you have you're an innovative company in Silicon Valley doesn't necessarily make you that innovative in another country, because they might already have an existing technology solution that actually serves that need as well. So you have to be better at localizing your product to out compete local competition as well.
It points to that larger thing of also like the language is only the first level. The way that you operate, whether or not you're innovative or useful or valuable in a country, and the way that you manage and carry yourself are all totally different.