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Episode 2 - Talia Baruch, Global-Ready Product Growth at Google, LinkedIn, SurveyMonkey, founder of GlobalSaké
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In this episode, Talia Baruch provides a masterclass on how to properly localize a company's Vision, Mission, Value Prop, and product experience, and why it's so important to take on a global-ready mindset from the start. She goes into dozens of real world examples of how companies including LinkedIn, Evernote, Starbucks, and Coca-Cola adapted their approach in order to succeed overseas. Below is a chronological list of topics we cover with links to external resources. Enjoy!
- The ParlamINT - Talia's GlobalSaké monthly series covering the holistic, cross-functional areas for building a global-ready and geo-fit product strategy, integrating the right regional and cultural factors to win local new markets on a global scale.
- Yewsdene and Talia's Influencers. How far Localization has come in the past 20 years
- How to set up your company to be global ready from the start, and the re-work needed if you don't
- Learnings from companies that nailed the local approach in Japan and China - Evernote and LinkedIn
- Localizing your brand and lightweight entry strategy for China Localizing the entire user journey - way beyond language
- How should you build your international team, and where this function should live within the organization
- What's the right first hire, what other skills do you need on your international team
- Internationalization vs. Localization and what most companies overlook. The spectrum between straight translation, localization, transcreation and local content origination.
- Setting up your platform infrastructure architecture the right way to prevent code re-factoring and rework later
- Vision, mission and value proposition - how these concepts intersect, and what should be adapted to fit your priority new markets
- How Starbucks and Wix had to adapt their brands to not offend customers in the Middle East and Germany. Here's a video of Wix turning an awkward brand name mishap into marketing gold (hint: Google 'Wix in German').
- Is anyone big enough to not need to localize?
- Germany and Japan - why these markets are so different from the rest and what they have in common
- Localizing your Marketing approach for Europe and Asia
- The pitfalls of localizing for Asia but without local content The importance of "guanxi", reciprocity, and trust in Asia
- Fun ones - Talia's biggest cultural learning, favorite hotel, tips for jetlag, and biggest influence
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