Diana Ballard joins Jess Dewell to discuss internal communication messaging translation – so all are on the same page! – as well as the strategic and operational aspects of product distribution.
Opportunities for market expansion are greater than ever before. Yet, there are many pitfalls we encounter when we rush or skim over the details. For example, the way teams communicate to new markets is directly impacted by company culture and the way products are delivered and supported. Diana Ballard visits Jess Dewell on The Voice of BOLD Business Radio to discuss how not to get “Lost in Translation.”
Starting The Conversation:
- What’s our perspective … can we get out of our regular experience and culture to connect with others?
- Unless we connect decision making process of increasing sales to customer experience, our products in non-native languages will fail.
Host: Jess Dewell
Guest: Diana Ballard
What You Will Hear:
Clarity in communication for engagement with customers
We HAVE TO be open to gaps in communication, and get out of our comfort zone.
Common misunderstanding is that a company’s internal communication suffices for the customer(s) too.
Identify best practices for terminology for messages around customer needs and our solutions.
Written and unwritten agreements…and keeping our best practices up to date as we find our assumptions and communication gaps.
Quality in understanding saves time and uses fewer words and offers a higher level of repurposing.
Misunderstandings from cultural nuance and a couple of examples.
The journey (and experience) we can learn from others can be hard to accept as real.
The unwritten structure in cultures, and Diana shares stories.
Even though we realize there are other native-languages out there, we stick to our native language.
A process to make localization work starts with prioritizing the message as being part of the initial objective.
The experience of customers after we make the initial native language continues through the transaction.
Respect that not all other markets will experience our brand and products the way we do.
Notable and Quotable:
Diana Ballard: Everything we do is a process.
Jess Dewell: The questions they asked themselves were limited by the information they already knew.
Diana Ballard: The challenge of business is understanding our audience and feeding into their expectations.
Diana Ballard: The a-ha moment isn’t the translation that’s hard, it’s that communication is hard.
Diana Ballard: Context in communication is everything.
Jess Dewell: We might not even know we are using lingo when we build messaging.
Diana Ballard: It is possible to reuse (and clarify a message) by reducing the words by at least 20%.
Jess Dewell: There is a benefit to politeness.
Jess Dewell: It’s our responsibility to gain understanding.
Diana Ballard: Respect is necessary to navigate difference in cultures.
Diana Ballard: 96% of the world’s population have native languages other than English.
Diana Ballard: Constant correct and improve message adds multi-cultural diversity to enrich your company.
Tags: translation, communication, distribution, marketing, openness, connection, culture, globalization, localization, perspective, respectful
Opportunities for market expansion are greater than ever before. Yet, there are many pitfalls we encounter when we rush or skim over the details. For example, the way teams communicate to new markets is directly impacted by company culture and the way products are delivered and supported. Diana Ballard visits Jess Dewell on The Voice of Bold Business Radio to discuss how not to get “Lost in Translation.”