Having worked in this space for more than two decades now, we have grown weary of the question: what language should we speak to them? The fact of the matter is that modern America is changing dramatically, as is the entire global economy. It isn’t so much about what language you are speaking as it is about WHAT YOU ARE SAYING! To survive and thrive in emerging markets, be there in the US or abroad, you must first understand the cultural background and factors of meaning to your audience. You must understand how to speak to them in a way that is compelling and relevant. That is what we call Transculturalization and it is what we do more than simply provide translation services.
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