Your global strategy is broken if it starts with English

There’s a quiet assumption embedded in how most companies operate: English is almost always seen as the starting point. I see it play out almost daily in conversations with leadership teams. It shows up in how product specs are written, how campaigns are planned, and how expansion is sequenced.  On the surface, this feels efficient. In practice, it constrains growth in ways that are easy to miss until it’s too late. Running Smartling, I spend a lot of time with companies that are eith...