Cover of the book Think Outside the Country: A Guide to Going Global and Succeeding in the Translation Economy

Coming: April 2017
250 pages
Full-color paperback
120 exhibits and images
Price: $29
ISBN: 978-1-61822-049-3

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Release date: April 2017
Price: $29
Pages: 250 full-color pages
Binding: 5.25 x 8 x 1
ISBN: 978-1-61822-049-3

Succeed globally. Passport not required.

You don’t need to travel the world to take your company global. What you do need is an open mind and the desire to become a global generalist. This book will help. Based on 15 years of experience helping companies go global, author John Yunker provides:

  • A process for creating world-ready products, websites, and software
  • Cultural insights into China, Russia, Germany, Brazil, India, and more
  • Tips for localizing text, images, icons, and pictures for the world
  • New rules of the translation economy
  • In the information economy, information is power. In the translation economy, translation is power. Thanks to translation and localization, companies like Apple, Nike, and General Electric now make more money from outside the US than from within it.

    This book helps marketers, designers, and executives develop sound strategies for going global—and avoid costly and embarrassing mistakes along the way. In addition, you’ll find the ultimate globalization checklist that your web, marketing, and product teams can use to make sure you go global the right way.

    Who this book is for

    This book is for marketing, sales and web teams, PR execs, business development and product managers, localizers, translators and project managers. In other words, this book is for anyone who wants a better understanding of the global internet and how to make the most of it.

    Table of Contents

    • Welcome to the translation economy
    • The translation economy timeline
    • Why this book?

      New Rules of the Translation Economy

      • Rule 1: The internet connects computers; language connects people
      • Rule 2
      • Rule 3
      • Rule 4
      • Rule 5
      • Rule 6

      Think Globally

      • If the world were 100 people
      • Websites speaking in tongues
      • Thinking beyond .com
      • How to take anything global
      • Conflicting names
      • When going global, be flexible
      • Crossing the mobile divide

      Think Locally

      • Think locale
      • With translation, less is less
      • You say Czech Republic; I say Czechia
      • When in doubt, geolocate
      • All commerce is local
      • Avoiding abandoned shopping carts
      • Spanish: The second language of the US

      Think Culturally

      • Cultures visible and invisible
      • Holidays
      • Lucky numbers
      • Why translate when you can transcreate?
      • The obligatory lost in translation chapter
      • Some brands are foreign by design

      Think Visually

      • Global design is less design
      • When colors clash
      • Local models
      • The language of the body
      • Taking icons global
      • The evolution of an icon
      • Wave flags with caution (if at all)
      • Visually managing language expectations

      Think Outside

      • Think .cn
      • Think .br
      • Think .de
      • Think .th
      • Think .in
      • Think .uk
      • Think .ru
      • Think .au
      • Think .ar

      Becoming World-Ready

      • We are more alike than we are different
      • We’re all translators
      • Globalization is a journey, not a destination


      • The ultimate globalization checklist
      • A few global resources

    About the Author

    Co-founder of Byte Level Research (, John has helped hundreds of companies and organizations improve their global websites and marketing efforts. He wrote the first book devoted to the emerging field of web globalization, Beyond Borders: Web Globalization Strategies and has written a number of landmark reports, including 14 annual editions of The Web Globalization Report Card.

    John is a regular speaker at industry events such as Unicode Conference, Internet Retailer and Localization World. He has a bachelor’s degree from the University of Missouri School of Journalism and an MS from Boston University. He blogs at

    Pages from the book