How Cortana solves the issue of ‘lost in translation’ for small business owners
What do you do when your biggest goal turns into your worst nightmare?
For small business owners, international growth is one of the major markers of success — proving their business model is strong enough to be effective on a larger, more diverse audience. But taking a company abroad also comes with some challenges that can quickly derail the fantasy of global expansion
What cultural customs does your brand need to respect? What’s the currency exchange rate? What’s the time-zone difference? What’s the prevailing language, and if not your own, how do you deliver your brand promise and values in a way that is meaningful to the new consumer? Read more…