A common language will only get you so far

Zia Daniell Wigder | November 05, 2007, 10:03 AM

An article in the WSJ today, “Plain English Gets Harder in Global Era”, highlights the cultural challenges of globalization. Though an increasing number of people around the globe are learning and communicating in English, a common language does not alleviate differences such as senses of humor and cultural sensitivities. The article highlights examples such as:

“[A] British manager openly discussed mistakes made by team members -- to the chagrin of colleagues in France, who thought such public criticism inappropriate.”

“The Estonians would respond better to a more forceful and authoritarian style than was common in Sweden. He advised his client to change phrases like "it is good" to "it is vitally important."

This issue of localization – adapting to a specific language, country or culture by taking into account nuances such as local terminology and consumer behavior – goes beyond just understanding foreign colleagues; it’s equally important when launching an international offering. Indeed, localization is a topic we discuss here extensively, as a lack of localization is one of the biggest mistakes companies are making today when expanding abroad.

I’m working on an international search report and have heard a number of interesting anecdotes about dollars being left on the table - or funds being misspent - by search marketers failing to take into account cultural nuances and local habits (clients, stay tuned for the report by month end). US marketers tend to focus their time and energy on language translation when entering foreign markets; while language translation is certainly important, it’s but a first step in launching a successful overseas offering.