I am a localization expert, but that wasn’t always the case. Many years of work on a wide range of projects gradually turned me into a person who lives and breathes localization, even after office hours. I simply cannot turn off my inner localization expert. Let me explain.
Take advertising, for example. They say that every ad carries a grain of truth. Well, it also carries tons of misinterpretations. I’m talking about ads that advertise overseas-based products or services. They are written in Hebrew, and sometimes they don’t get the right message across. Don’t get me wrong: some are wonderful. But the minute I come across an ad, the product or service are the last things that interest me. What interests me are terminology and language. By the way, I learned the hard way that analyzing street ads while walking on cracked sidewalks is not recommended (yes, I took a few spills).
But it’s not only ads. It’s also apps and websites. Especially those that aim to engage users or create a unique user experience. Instead of enjoying the services, I begin reading and analyzing obsessively. If it’s well-written, I become convinced that I am looking at the best app in the world. But when I find mistakes, my trust falters. That’s how the human mind operates.
I also analyze mugs with slogans, aprons with old French proverbs and car stickers with sayings that only work in Hebrew. I immediately start to think: “If someone had asked me to localize these sayings, what strategy would I use? What would I try to do?”
My mind plays games with me. I am exposed to countless business initiatives on a daily basis. Many of them cater to local audiences and therefore don’t require my help. But my mind runs wild with ideas. What if the business I had just met wanted to penetrate the French market. How would I begin the localization process? How would I approach the research? What changes would I make to the current messaging?
So yes, I may be exaggerating. My life isn’t only about localization. But when you’re a localization expert, your profession seeps into your DNA. Sometimes, it’s hard to let go. But with such a satisfying profession, who would want to?