Our Analysts' Insights

For many years now, localization managers at enterprises have known how they should create content tailored for particular markets, even if they haven't actually done it. Instead, the model that evolved in the 1990s invested in optimizing existing content for translation.

Turning something that's perceived as cheap or ugly into a more valuable or beautiful object has been the goal of alchemists through the centuries. Many languages have expressions that echo their quest to turn lead into gold. An English proverb maintains that you can't make a silk purse out of a sow's ear. The French take a different animal to task, "On ne saurait faire d'une buse un épervier" – you can't turn a buzzard into a sparrow hawk. And a Russian might say ...