Living the Localization "Groundhog Day" to explain WHY LOCALIZATION IS IMPORTANT

Have you ever felt like Phil from the famous movie Groundhog Day starring Bill Murray and Andie MacDowell?

 I'm sure you have! Most likely, many of you reading this post are familiar with the movie, but just as a refresher…

 "Groundhog Day" is a funny movie from 1993 starring Bill Murray. He plays Phil Connors, a weatherman who gets stuck living the same day over and over again: February 2nd, Groundhog Day, in Punxsutawney, Pennsylvania.

This town is famous for its groundhog, Punxsutawney Phil, who predicts the weather. Phil doesn't like Punxsutawney, and being stuck there feels like a never-ending punishment for him. He tries everything to leave but is always back in the same place. Every day is the same; every day, go back to square 1.

 We all live our particular Groundhog Day; regardless of what we do, some things come back again and again.

My particular Groundhog Day comes with questions about "How can I make [insert here CEO, leadership team, product owner, my manager, my stakeholders, etc.] understand why localization is important?

How can I show the impact of localization?

 In the last few weeks, I've had the opportunity to give some talks and presentations, and the question came up in 3 consecutive sessions. It's my particular Groundhog Day!

 I've been in this industry since 1995, and I've lost count of the times I've been asked this question in one way or another, whether it was/it is in my job, in questions that come to my blog, in talks I've given... the same question comes over and over again… How can I explain that Localization is important….

 Although I have already written a few articles on my blog in the past that can help answer this question, given the recent persistence of this question, I think it doesn't hurt to write about this topic again. So, here we go once more with the Phil of Localization, explaining why localization is important:

Clich HERE to download the image

 STEP 1. **Define Localization and its Importance**: Start by defining what localization is and why it's crucial for businesses operating in international markets. Localization involves adapting products, services, and content to meet the linguistic, cultural, and regulatory requirements of different target markets. Emphasize that it's not just about translation but about creating an experience that resonates with local audiences. Discuss WHY (Hello Simon Sinek!) this is important, as it focuses on customer experience and satisfaction.

A CEO might not be interested in the details of our localization program, but he is definitely interested in understanding how what we do positively impacts the clients, so be clear from the start, from these first conversations, to help them understand how Localization contributes to customer experience.

 STEP 2. **Highlight Revenue Potential**: The customer experience is a good hook to start the conversation, but it won't be enough. Efficiency, earnings, and revenue are fundamental today for a product or service to last over time. So, the next step is to speak with data; we need to illustrate how entering new markets through localization can unlock significant revenue streams. Provide data and case studies showcasing how businesses that have invested in localization have seen growth in sales, market share, and customer loyalty. Highlight success stories of companies that have effectively localized their offerings and expanded their global reach. To explain this well, you'll need metrics because without them, as they say, you're simply a person with an opinion. So, we need to start building our Localization metrics ecosystem to be a person with an opinion, but also with data! Metrics that can help here include:

   - Percentage increase in market penetration after localization.

   - Number of new markets entered through localization efforts.

   - Customer satisfaction scores in localized markets compared to non-localized markets.

   - Revenue growth percentage attributed to localized markets.

   - Comparative revenue figures before and after localization efforts.

   - Average revenue per user (ARPU) in localized markets versus non-localized markets.

 STEP 3. **Address Competitive Advantage**: Keep up with the Joneses! This is an expression I remember learning somewhere and find quite curious. Not fully sure of the meaning, but I think I can use it in this context :) Although looking at our competitors should not be our strategy for deciding what makes sense for us to do, it doesn't hurt to understand what others are doing and try to benchmark where we stand. This is useful for supporting our localization program. Closing the gap or surpassing competitors by entering new markets through localization where we currently lack presence is a compelling reason to invest in Localization!

 STEP 4. **Align with Business Goals**: This is important because it shows that we are aware of what is important to our company. It shows that we are not living in our little localization bubble, where we are only interested in fuzzy matches, localization rates, and TM maintenance (just to say something because we do much more!). When thinking about aligning with business goals, it is very important to tie your localization strategy directly to the CEO's broader business objectives and revenue targets. Show how localization aligns with KPIs such as revenue growth, market penetration, and customer acquisition. Emphasize that investing in localization is essential for achieving these goals and sustaining business growth in an increasingly globalized economy.

 STEP 5. **Inclusivity/Diversity to Speak to Their Heart; Be a Nelson Mandela**: Nelson Mandela once famously said, "If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart." At first glance, this quote may seem simple and straightforward, advocating for the power of communication and understanding. Indeed, it highlights the significance of connecting with individuals on a deeper level. When we converse in someone's native language, we not only bridge a linguistic gap but also touch their very core, tapping into the essence of their being. Also, let's not lose sight of the fact that localization ensures that products or services are accessible to people from diverse linguistic and cultural backgrounds, including those with disabilities. Accessibility features incorporated into localization, such as alternative text for images, captions for videos, and intuitive navigation, not only benefit users with disabilities but also enhance the overall user experience for all customers. This fosters a positive brand image and reinforces your commitment to social responsibility.

 SUMMARIZING

In summary, the localization journey is much like reliving Groundhog Day, where the same challenges and questions emerge repeatedly. Yet, each iteration allows us to refine our approach and advocate for the value localization brings to global businesses. It is crucial to emphasize its role in enhancing customer experience, driving revenue growth, gaining competitive advantage, aligning with business objectives, and promoting inclusivity and diversity. These pillars form the backbone of a compelling argument for the strategic importance of localization in today's company strategies.

As we navigate our own Groundhog Days within the localization industry, let's remember the lessons from Phil Connors' repetitive journey. It's not about getting stuck in a loop but about learning, adapting, and ultimately convincing our CEOs, leadership teams, and stakeholders of the indispensable value localization holds. By continually highlighting real-world examples and data-driven results and aligning our efforts with broader business goals, we can break the cycle and lead in a new way where the importance of localization is universally acknowledged and embraced.

@yolocalizo