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What Nelson Mandela can Teach Business Owners

By: Jonathan Downie    Date: September 27, 2017

“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.” 
― Nelson Mandela

One of the most inspiring figures in history, Nelson Mandela’s legacy is simply incredible. Everyone knows about his  work in fighting apartheid and leading South Africa. Yet, as inspiring as he is, one of his pithiest quotes is often forgotten.

In a world driven by information and communication, it is striking how many companies still have the attitude that everyone speaks English, so professional translation and interpreting are pointless. The bare facts show them to be wrong.

The All Party Parliamentary Group for languages has shown that, in the United Kingdom alone, companies miss out on £48 billion worth of contracts each year due to a lack of language skills. Research from Common Sense Advisory has found that 75% of consumers prefer to buy in their native language and nearly 60% of consumers will never or only rarely buy from English-only websites.

And, no, machine translation is not enough to bridge the gap. We only need to peruse the numerous examples of poor machine translation found around the web (supreme court beef, anyone?) to see why professionals are still needed. When it comes to interpreting, the results are even more striking, as can be seen from this video of a so-called “translation earpiece” in action.

Human professionals will always deliver a better job. Only last year, I helped a company land a seven figure contract by smoothing out a cultural misunderstanding during an interpreting assignment. Machines won’t do that. At best, they just tell you what the person said.

Interpreting makes a difference. You will always be more convincing when working with a professional than you will be without them. If you are looking for your business to reach international markets and persuade buyers who don’t speak your language, it’s time we talked. Drop me an email to see the difference professional interpreter can make to you.