As cliché as it may sound, content creators play first fiddle in today’s business. In the digital world your potential clients will only know about you what you let them read! Make sure you have the powerful message that will not only reach their minds but also touch their hearts…
You need to know what motivates them. What guides their decisions. What makes them act, think or feel in a particular way, what their needs are and how they go about meeting them.
Did you know, for example, that Spaniards are, on average, a bit less individualistic and more collectivist than most other Europeans but still high on individualism by global standards, with Americans and Brits being among the most individualistic societies of all?
Or that Spaniards and Poles are both very highly motivated by uncertainty avoidance, which is an important motivation for Lithuanians as well but not (comparatively) so much Americans and Brits?
Or that, despite their close locations and historical ties, Poles and Lithuanians differ considerably in their approach to organizational hierarchy and the balance between competition and quality of life?
Ordinary, language-focused translation is not meant to reflect this. Transcreation, by contrast, is all about it.