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Localization is recommended as key skill for Executive Dream Team by FORTUNE magazine

Serge Gladkoff
July 07, 2011

What a few weeks it’s been for the localization industry. When we first read that Fortune Magazine was initiating a CEO Dream Team, we felt a familiar sense of cynicism and bowing to the big ad-spenders. However, when we saw their criteria for joining this elite band, we were pleasantly surprised to see that one of the requirements was a deep understanding of global business, or, as Fortune puts it “being a true citizen of the world”. This is something Logrus – and many other highly-regarded MLVs – has been preaching for decades.

The word ‘localization’ is now becoming more and more mainstream, and accepted in boardrooms across the globe – it’s no longer ‘another ingredient within the marketing mix’ but it now forms a vital strategic component to a company’s international growth plans. We at Logrus have a pretty sharp view of the localization world, and we are increasingly seeing the promotion of localization managers to board level decision makers as companies are seeing the benefits of becoming truly global. Sure, companies will survive, just, in this competitive economic climate, but the realisation is hitting home: to survive and grow, the need to adapt and genuinely embrace the global audience is key. Look at the examples listed in the Fortune article, these companies are not relying on their existing global footprint to survive, but they are actively changing the way they perceive the world. It’s true.

Logrus has a deep network of contacts around the world who regularly advise us about how the world is viewing the USA. And in some cases, the results are startlingly short-sighted. However, we are sensing a change amongst some companies who are leaning on our knowledge, and introducing a more global feel to their commercial operations. They are learning the lessons. No longer is it acceptable to use US-centric marketing materials for the rest of the English-speaking world; no longer will the UK audience accept US spelling within software; no longer will French, Spanish, Italian, German customers be satisfied with poorly translated documentation – put simply: it turns them off. Thanks Fortune for bringing this to a wider audience, and let’s hope the CEO Dream Team – when they are selected – are all true citizens of the world.



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