How To Localize for Success: Interview with GlobalSaké Co-Founder Talia Baruch

We had the pleasure of interviewing GlobalSaké co-founder Talia Baruch. In this session, we learn about her background in the localization industry, post-pandemic trends (hello there, AI and Machine Translation), and stories from her 20+ years of experience helping brands go global (we’re talkin’ LinkedIn in China, Surveymonkey in Germany, and Starbucks in the Middle East—trust me, you’ll wanna hear this one). We also learn the inspiration behind GlobalSaké, a collective community of cross-functional global leaders driving international expansion.

We had the pleasure of interviewing GlobalSaké co-founder Talia Baruch. In this session, we learn about her background in the localization industry, post-pandemic trends (hello there, AI and Machine Translation), and stories from her 20+ years of experience helping brands go global (we’re talkin’ LinkedIn in China, Surveymonkey in Germany, and Starbucks in the Middle East—trust me, you’ll wanna hear this one). We also learn the inspiration behind GlobalSaké, a collective community of cross-functional global leaders driving international expansion.

We had the pleasure of interviewing GlobalSaké co-founder Talia Baruch. In this session, we learn about her background in the localization industry, post-pandemic trends (hello there, AI and Machine Translation), and stories from her 20+ years of experience helping brands go global (we’re talkin’ LinkedIn in China, Surveymonkey in Germany, and Starbucks in the Middle East—trust me, you’ll wanna hear this one). We also learn the inspiration behind GlobalSaké, a collective community of cross-functional global leaders driving international expansion.

Here are some timestamps to help you navigate:

00:51 – Talia’s background in localization and how she pivoted from literature/arts to tech

03:57 – The entry of Starbucks into the MENA region (and the company’s 19-year reluctance to adapt the siren logo for Saudi Arabia)

08:54 – LinkedIn’s “Trojan horse” entry into China with Chitu

11:35 – How do companies decide whether and what to adapt? 14:00 – Pandemic and post-pandemic trends in the industry (hint: machine learning and AI!)

16:29 – The shift in mindset and willingness to adapt for global readiness

18:35 – All about GlobalSaké

24:16 – The future of GlobalSaké

27:45 – What motivates you? What does the world need more of? What’s one thing people need to know about localization?

29:30 – How SurveyMonkey achieved success in Germany

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