The document features insights from Richard Brooks, CEO of K International, about the importance of effective communication and localization in global business. It highlights the rapid changes in economies, the significance of population size, and emphasizes the need for service-oriented solutions in developing markets. Additionally, it provides guidelines for choosing language partners to ensure successful market entry and product localization.

1. TITLE
Sub title
@RichardMBrooks
Richard.Brooks@k-international.com
+44 1908 557 900
www.k-international.com
Avoid getting lost in translation. #T10Expo @RichardMBrooks 1

2. HELLO
Richard Brooks. CEO K International
@RichardMBrooks
+44 1908 557 900
Richard.Brooks@K-International.com
www.k-international.com
Avoid getting lost in translation. #T10Expo @RichardMBrooks 2

3. “oh… what languages
do you speak”
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4. I leave the
translation to the
clever people.
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5. “so… you use robots to
do the translation?”
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6. I am fluent in over
six million forms of
communication
I’m being sarcastic…
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7. “so… why can’t you just
google translate it?”
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8. http://www.k-international.com/blog/google-translate/
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9. Avoid getting lost in translation. #T10Expo @RichardMBrooks 9

10. From Bric to Mint
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11. Notice the time it
took to shift to the
west and time it
will take to shift
back to the east
(actually at a
speed of 140
kilometres a year,
the fastest in
history).
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12. To download click here
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14. PAGE 72
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17. Each colour represents a billion people.
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18. More people live inside the circle than outside of it
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19. What will these economies need?
• High growth economies in the digital age imply they won’t go
through the same growth curve as we did… it’ll be faster.
• Technology, even innovation can be replicated.
• Population size will become more important.
• Developing economies will demand services faster than
products.
• Services such as; healthcare, financial, leisure, education will
be imported in.
• Talent will be drawn to the new economies.
• Governance needs to improve quickly in the developing
economies.
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20. Why is the UK so Awesome?
• Fastest growing economy in the developed world.
• The world wants to trade with us.
• The world wants our products.
• Outstanding talent pool.
• Low unemployment, low inflation.
• Low interest rates.
• Low tax.
• Open for business.
• Brand Britain is very strong.
• Diverse.
• Close ties to Europe.
• We have our own currency.
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21. “If I’m selling to you, I
speak your language.
If I’m buying, dann müssen
Sie Deutsch sprechen!”
Willy Brandt
Former Chancellor of Germany
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23. Get it right and you’ll be a
national hero… get it wrong
and at best you’ll be a
laughing stock.
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31. Top tips for picking a language partner
• Pick one which fits for you
• Some spend time investing in in-country resources, some
use the cheapest they can find
• There are single and multiple language vendors, there 1st
and 2nd tier vendors
• Some use tools, some don’t. Most tools can be purchased
• Invest in building a partnership with your company of choice
• A good one will be able to help you to test your products in
new markets before the big day
• Integrate them into the content creation process
• Use an agile approach to management… >>>
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32. COST OF MAKING CHANGES
Make them early to reduce costs
Stolen from Peter Reynolds
(@peterrey).
Although specifically about
the investment in
terminology can/is used to
demonstrate benefits of
localizing fast moving
products using the Agile
Method.
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33. Case Study
Localization of 8000 food products
36 regions. Translation, Legal Review & Artwork.
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