In addition to working in our respective businesses and organizations, nearly all of us are customers too. When we’re customers, companies routinely say to us “we appreciate your business,” or words to this effect. Do they really mean it? If their actions, services/products, and operations are consistent with this statement then they probably do. Companies […]
What happens when a customer takes a professionally prepared and delivered translation, and edits it to make its quality less (unintentionally of course)? Why would this happen? Customers for professional translation services hire professional linguists for several reasons, one of them being their superior language skills relative to internal resources within their organizations. In so […]
Commercial organizations can run into problems when they try to be “all things to all people.” To appeal uniformly to a broad market is a tall order, some would same not even possible. So we’re selective in the language services we offer. By selective we mean we only offer services in categories where we excel, […]
As Harvard Business School marketing professor Theodore Levitt put it, “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!” Likewise as buyers of translation services, organizations don’t purchase translations. They purchase: Conveying an important idea or information to a wider audience Transferring a new and valued skill The satisfaction of a […]
