Episode 2 - Talia Baruch, Global-Ready Product Growth at Google, LinkedIn, SurveyMonkey, founder of GlobalSaké
Summary: <p>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!</p> <ul> <li> <a href="https://www.globalsakegrowth.com/the-parlamint" target="_blank"><strong>The ParlamINT</strong></a> - 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.</li> <li>Yewsdene and Talia's Influencers. How far Localization has come in the past 20 years</li> <li>How to set up your company to be global ready from the start, and the re-work needed if you don't</li> <li>Learnings from companies that nailed the local approach in Japan and China - Evernote and LinkedIn</li> <li>Localizing your brand and lightweight entry strategy for China Localizing the entire user journey - way beyond language</li> <li>How should you build your international team, and where this function should live within the organization</li> <li>What's the right first hire, what other skills do you need on your international team</li> <li>Internationalization vs. Localization and what most companies overlook. The spectrum between straight translation, localization, transcreation and local content origination.</li> <li>Setting up your platform infrastructure architecture the right way to prevent code re-factoring and rework later</li> <li>Vision, mission and value proposition - how these concepts intersect, and what should be adapted to fit your priority new markets</li> <li>How Starbucks and Wix had to adapt their brands to not offend customers in the Middle East and Germany. Here's a <a href="https://www.youtube.com/watch?v=IddnMutPgTI" target="_blank"><strong>video</strong></a> of Wix turning an awkward brand name mishap into marketing gold (hint: Google 'Wix in German').</li> <li>Is anyone big enough to not need to localize?</li> <li>Germany and Japan - why these markets are so different from the rest and what they have in common</li> <li>Localizing your Marketing approach for Europe and Asia</li> <li>The pitfalls of localizing for Asia but without local content The importance of "guanxi", reciprocity, and trust in Asia</li> <li>Fun ones - Talia's biggest cultural learning, favorite hotel, tips for jetlag, and biggest influence<br> <br> </li> </ul>
