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International-Ready and Great
Winning revenue by internationalizing right the first time and every time
Go to any general business conference where you can join a question-and-answer session
with a leading executive, and I will bet the topic of expanding global revenue comes up
within the first five questions. This topic always gets me energized. It is thrilling to see
globalization getting the business recognition it deserves. And at Lingoport, we are seeing a
direct cascading effect from this trend. More smaller companies than ever before are
winning contracts and gaining clients worldwide. Larger companies are refining processes as
they expect to make larger revenue gains outside their home markets.
Globalizing a company means different things to different people. There are always many
with which issues to deal: legal, taxes, distribution, partnership, logistics and global labor-
force. But the primary focus, behind which every other issue falls in line, is winning and
keeping clients all over the world—or at least in targeted regions. And to do this well,
companies must keep their eyes on the ultimate goal, the one that causes all the hubbub
and hassle: growing business around the globe.
Loyal worldwide business expands revenue, lowers regional market sales risks and increases
the equity value and cachet of the company. But with greater global competition comes
greater client expectations. You need more than just adequate performance based on a set
of minimal specifications. Products have to work reliably and according to locale-specific
There is a common saying about a product launch: “don’t worry, be crappy.” This saying
shows that the emphasis of a launch is usually to keep up momentum, get the new product
out and not worry about exceeding expectations, let alone meeting them fully. I do not
think that such a strategy works when you are going global with a software product.
Mistakes, long delays