100 episodes

Thrive in Global Markets is a unique podcast for entrepreneurs, managing directors, and executives who are frustrated with their growth in their home market and want to expand internationally.

The podcast is intended to share practical tips, delve deep into the personal experience of successful entrepreneurs, and discuss what makes international communications successful and impactful.

Hear from the experts, ask questions, and brainstorm ideas to move your business forward into new markets by selling internationally.

Innovative and energising, Thrive in Global Markets is your gateway to global business.

Thrive in Global Markets Levent Yildizgoren

    • Business
    • 5.0 • 25 Ratings

Thrive in Global Markets is a unique podcast for entrepreneurs, managing directors, and executives who are frustrated with their growth in their home market and want to expand internationally.

The podcast is intended to share practical tips, delve deep into the personal experience of successful entrepreneurs, and discuss what makes international communications successful and impactful.

Hear from the experts, ask questions, and brainstorm ideas to move your business forward into new markets by selling internationally.

Innovative and energising, Thrive in Global Markets is your gateway to global business.

    Seamless Customer Experience with Edith Bendermacher

    Seamless Customer Experience with Edith Bendermacher

    Edith Bendermacher is the Director of Globalization Strategy and Localization Operations at NetApp, based in San Jose, California. Focused on the end goal of delivering the best global Customer Experience, her team is responsible for the strategic planning and execution of globalization across all departments, including delivery, innovation, uptake, and return of the globalization investments. Under her lead, the Globalization Center of Excellence provides localized offerings in up to 15 languages.
    Edith is a regular speaker on globalization in panels and globalization industry events. Edith is also a member of the Women in Technology Group at NetApp. Starting in 2022, she became the Program Director of the Women in Localization Marketing Program. Additionally, Edith’s passion is developing and mentoring rising localization professionals through programs such as MIIS/NetApp Professional Coordinated Studies.
    KEY TAKEAWAYS
    The customer experience is a vital part of your business and understanding customers from all perspectives can help you deliver successful services. Customer journey stages are the key to this success. Based on your business model, there can be even seven stages but in general, there are a discovery stage, evaluation stage, purchase stage, deployment, or support stage. Each customer journey stage has a different set of content that is required in order to satisfy the customer’s needs.
    BEST MOMENTS
    “From a globalization point of view, the best customer experience means a seamless experience across the websites and platforms that we have across the products and content that we have. So when the customer starts the journey with NetApp, they should be able to find all the relevant information that they need to make informed choices with.”
    “The native language is a way to quickly browse, digest and memorize and filter all that information and accelerate the business outcome. Right. It can help to choose the right product it can help to fix an issue and it can help to provide a tool to learn about the product.”
    “There's the discovery stage and then there's the evaluation stage. Everybody has to discover the company and everybody evaluates a company. So we looked in depth, what are the pieces of content that fall into these categories. So for example, product and solution descriptions, right or customer references, or even technical documentation needs to be accessible in language at that stage in order for the customer to figure out and discover what is it that we do and then also to evaluate if our product and our solutions are the ones that they need in order to be successful.”
    “So we don't localize just to localize. We really make an effort to really understand what are the important pieces of the customer journey and what brings the biggest value to our customers.”
    ABOUT THE HOST
    Sıla Erol started her journey at TTC wetranslate Ltd as a Project Coordinator and has been continuing as a Key Account Manager after graduating from Translation and Interpreting Department at Ege University in Izmir/Turkey.
    CONTACT METHOD
    https://www.linkedin.com/in/sılaerol
    https://ttcwetranslate.com/
    ABOUT THE GUEST
    Edith Bendermacher is Director of Globalization Strategy and Localization Operations at NetApp, based in San Jose, California.
    CONTACT METHOD
    https://www.linkedin.com/in/edith-bendermacher-859b492/
    VALUABLE RESOURCES
    Do you have any questions about translation, localization, or international growth? Visit TTC website: https://ttcwetranslate.com/
    Are you curious about how ready you are to go global? Take TTC wetranslate’s Scorecard: https://global.scoreapp.com/
    Take your business global with the 5-step LINGO modal! Purchase 'Good Business in any Language' on Amazon now: https://cutt.ly/2ORR

    • 28 min
    Globalization: Hitting the Right Tones with Anna Schlegel

    Globalization: Hitting the Right Tones with Anna Schlegel

    Anna Schlegel is VP of Product, Global Infrastructure, International Markets, and Globalization at Procore Technologies, co-founder of Women in Localization, a non-profit based on 30 worldwide sites with 7000 global members, and the author of "Truly Global '', awarded as the best book on international markets by Book Authority for the past 3 years. Anna has led globalization teams at top technology companies in Silicon Valley, including Cisco, VeriSign, VMware, Xerox, and NetApp. Her work has been published in Forbes, Fortune, the European Union, Gala-Global, Multilingual, and many other industry forums. Anna has consulted for Google's International Product Team throughout her career and is a requested speaker at the Berkeley Haas Institute, Monterey Institute of International Studies, and Stanford University.
    In December 2021, Anna was awarded the "Creu de Sant Jordi" Medal of Honor by the Catalan Government for her leading efforts in Technology and Business, considered the highest honor as a Catalan national.
    You can reach Anna’s first episode here: https://apple.co/3CX8uSf
    KEY TAKEAWAYS
    The process of globalization can be long and tedious, but with patience, you will find that it is worth your time. You should hit the right tone for each company so they know what kind of approach would work best in their situation; this could depend on many factors such as business goals and objectives.
    BEST MOMENTS
    “Who wants you prepared the product or the solution or the idea? How are you going to make it known? Because you can make something beautiful to go into another country. But if you don't announce it, and you don't learn also from the feedback of the local customer or consumer, you're not going to improve that product.”
    “Globalization teams tend to be typically under marketing or under engineering or under product, many, many teams are under product. And that's, to begin with, but that we want these globalizers to not stay in one team to either do rotations or to be at the level of a CMO or chief product officer or a chief data officer or whatever.”
    “One huge mistake is to localize everything that moves if there's not enough of a machinery to start the pilot going to a beta and then go to a general availability. You can pilot things, but I'm sometimes against piloting themes that you can already see that nobody's going to be able to support to go global. So these are business decisions.”
    “After you've done it a few times, I think it's to remain steady to play the guardrails. And something that can be hard is the amount of times you have to explain it or evangelize or try to redirect where the conversation is going. Because a lot of people have the title of global and they've seen it done one way or a couple of ways. And so you need to align a lot of different opinions.”
    ABOUT THE HOST
    Sıla Erol started her journey at TTC wetranslate Ltd as a Project Coordinator and has been continuing as a Key Account Manager after graduating from Translation and Interpreting Department at Ege University in Izmir/Turkey.
    CONTACT METHOD
    https://www.linkedin.com/in/sılaerol
    https://ttcwetranslate.com/
    ABOUT THE GUEST
    Anna Schlegel is VP of Product, Global Infrastructure, International Markets, and Globalization at Procore Technologies, co-founder of Women in Localization, and the author of "Truly Global ''.
    CONTACT METHOD
    www.trulyglobalbusiness.com
    Twitter/Instagram:  @annapapallona
    https://www.linkedin.com/in/annanschlegel/
    VALUABLE RESOURCES
    Do you have any questions about translation, localization, or international growth? Visit TTC website: https://ttcwetranslate.com/
    Are you curious about how ready you are to go global? Take TTC wetranslate’s Scorecard: https://global.scoreapp.com/
    Take your business global with the 5-step LINGO modal! Purchase 'Good Business in any Language' on Amazon now: https://cutt.ly/2ORR

    • 41 min
    Decoding Consumer Behaviour with Tugce Bulut

    Decoding Consumer Behaviour with Tugce Bulut

    Tugce Bulut is the founder and CEO of Streetbees which connects with real people in real-time through conversational AI, capturing the reality of everyday life. While working as a strategic advisor, Tugce Bulut was continually exposed to the limitations of the traditional consumer intelligence space, which was struggling to uncover growth opportunities as they continue to use outdated survey methods that relied on unrealistic claims of professional survey takers. In 2015, Tugce founded Streetbees to build a marketplace for the world’s largest companies and organisations to truly build an intimate relationship with their consumers.
    In a short time, Streetbees has become an indispensable tool for the world’s largest companies, such as Pepsico, Unilever, Nestle and a number of governmental organisations and hedge funds. Streetbees now has over five million users globally and c.200 employees in London and Lisbon offices, as well as a global remote team.
    KEY TAKEAWAYS
    With the recent advances in conversational AI, it's now easier than ever to understand how consumers behave differently across cultures. But one thing that should never be forgotten about each country is its unique set of happiness and satisfaction scores which will affect what statistics are used when considering product/service quality.
    BEST MOMENTS
    “You realize the variances in behavioural courage and how people perceive things differently, how that influences their demand for consumer products as well. So it definitely allowed us to think about how do we capture that level of granularity and differentiation in consumer demands in international trade.”
    “One thing you also need to correct for statistically is people's expression of levels of happiness, etc is also very different. We always talk about French unhappiness. If you're looking at comparing globally about a given product, the average French score categorically will be lower than your average Indian score, Indonesian score, Turkish score, etc.”
    “You need to be market specific by market meaning countries but even sometimes within the countries there might be subgroups and you need to really understand who's buying this, who's your audience, and make sure your messaging on the brand, on the packaging, even the materials you use on the packaging, etc resonates with that particular audience group. It is all about precision now.”
    “It's really the people that you brought together who keeps that innovative culture. I think a couple of things you're going to hire the right type of people to begin with, and there's nothing wrong with being either type. They have different jobs. Now as a scaler where we are with the company, the innovative group is a smaller percentage of the business because we also need people who can maintain systems, build processes which is a different type of personality. For innovative part, it's important to engage them in the interview process.” 
    “Everyone is different, and everyone's cultural code is very different. And the reason why we become very successful in integrating different teams is that because we train our teams not to make assumptions and not to expect certain behavioural courage.”
    ABOUT THE HOST
    Levent Yildizgoren, the author of 'Good Business in any Language', is an award-winning entrepreneur, localisation professional, and a PRINCE2 qualified project manager.
    CONTACT METHOD
    Linkedin:  https://www.linkedin.com/in/leventyildizgoren/
    Twitter: https://twitter.com/yildizgoren
    IG: https://www.instagram.com/levent.yildizgoren/
    ABOUT THE GUEST
    Tugce Bulut is the founder and CEO of Streetbees which connects with real people in real-time through conversational AI, capturing the reality of everyday life.
    CONTACT METHOD
    www.streetbees.com
    https://www.linkedin.com/in/tugce-bulut/
    https://www.linkedin.com/company/streetbees/
    VALUABLE RESOURCES
    Do you have any questions about translation, localization, or international growth? Visit T

    • 34 min
    Uber's Global Aspects with Pia Bresnan

    Uber's Global Aspects with Pia Bresnan

    Pia Bresnan is Senior Localization Manager at Uber. She was technically born in NY but is a Citizen of the world. She spent her childhood in Europe before coming back to the US for her under-grad studies in International Relations. Pia started her second career in Localization at a single language vendor, learning the ropes from the linguists' perspective then worked her way up the value chain, now at for the past 4 years leading a team of Localization Program Managers at Uber.  She has over 18+ years of Localization strategy experience with extensive hands-on operational know-how, managing global teams. She combines a strong instinct for stakeholder empathy and a keen understanding of their challenges with a pragmatic and efficient ability to lead cross-cultural teams to "get stuff done”. Pia lives in the Bay Area with her family. 
    KEY TAKEAWAYS
    It's possible to maintain a global image while adjusting to the local requirements if you understand your target audience.
    Speaking multiple languages is not necessary for a successful career in a multinational company as long as you can understand the markets you are dealing with.
    Even the way we greet one another has a huge impact on the localization process and shows how we should be taking every aspect of a culture into account.
    BEST MOMENTS
    "Customers don’t use uber because it’s an American company, they use uber because it’s serving their purpose."
    "We recognize that the way we developed Uber is not suitable for each country. Take India for example. Not only the bandwidth is very different but also the socioeconomic level of our drives is different. So we need to adjust to being able to operate in India in an efficient way."
    "It's been a journey to educate everyone to understand that we are a global company. Yes, the majority of the problems we are trying to solve are for English Speaking countries but you need to be aware that you cannot simply say 'Do you need a knife and a fork with your Uber Eats order?' in Japan because it doesn't translate to anything."
    ABOUT THE HOST
    Levent Yildizgoren, the author of 'Good Business in any Language', is an award-winning entrepreneur, localisation professional, and a PRINCE2 qualified project manager.
    CONTACT METHOD
    Linkedin:  https://www.linkedin.com/in/leventyildizgoren/
    Twitter: https://twitter.com/yildizgoren
    IG: https://www.instagram.com/levent.yildizgoren/
    ABOUT THE GUEST
    Pia Bresnan is Senior Localization Manager at Uber.
    CONTACT METHOD
    https://www.linkedin.com/in/pia-f-bresnan-8186765/
    https://www.uber.com
    VALUABLE RESOURCES
    Do you have any questions about translation, localization, or international growth? Visit TTC website: https://ttcwetranslate.com/
    Are you curious about how ready you are to go global? Take TTC wetranslate’s Scorecard: https://global.scoreapp.com/
    Take your business global with the 5-step LINGO modal! Purchase 'Good Business in any Language' on Amazon now: https://cutt.ly/2ORR

    • 28 min
    International Trade Network with Chris Walker

    International Trade Network with Chris Walker

    Chris Walker is CEO and Director of Diamond Hard Surfaces Ltd, a high-growth SME in the Advanced Engineering Sector producing innovative patented coating materials and thermal management products. The business was established in 2005 and currently exports 60-80% of its turnover to 22 countries worldwide. Chris is an entrepreneur, Chartered Marketer, and Engineer who has specialised knowledge in establishing relationships between blue-chip companies and early-stage technology businesses to exploit new innovations, and markets. He has a broad knowledge of general management in an international environment. He is also a co-founder of SIITACE and Chair of FSB’s (Federation of Small Businesses) International Trade Policy Unit working to forge new policies to encourage and promote International Trade.
    KEY TAKEAWAYS
    When you have an international trade network, the entire international trade process can be made more efficient. This is because the people in this system are not only exporters or suppliers but also the people that will be doing business with them like international trade advisors and translators. Having access to this kind of network can make all aspects much easier when expanding into new markets.
    BEST MOMENTS
    “FSB has chairs of policy units, which basically follow each step, each government department so in this case, he wanted me to work with the Department of International Trade and to shadow them and to collaborate with them and to influence and leverage the information and needs of the members of which 160,000 small business members in the UK to influence government policy about how to support international trade.”
    “One of the challenges is finding the right resource to be able to support you in understanding what the export journey should and could look like and facilitating the vast amount of paperwork and procedures and processes which are required to be able to develop an international business plan. And that's the key really is having an international business plan within your general business plan.”
    “We have to value what these international trade experts do, whether it's in translation, whether it's in business development, whether it's in customs, whatever, and we have to try and forge it, forge a difference and at least very least get the international trade network to work together with these independent people more effectively.”
    “It's just humanities like that, that you have to take into account that consideration that different customs, they're slightly different nuances, as you mentioned.”
    ABOUT THE HOST
    Levent Yildizgoren, the author of 'Good Business in any Language', is an award-winning entrepreneur, localisation professional, and a PRINCE2 qualified project manager.
    CONTACT METHOD
    Linkedin:  https://www.linkedin.com/in/leventyildizgoren/
    Twitter: https://twitter.com/yildizgoren
    IG: https://www.instagram.com/levent.yildizgoren/
    ABOUT THE GUEST
    Chris Walker is CEO and Director of Diamond Hard Surfaces Ltd and Chair of FSB’s (Federation of Small Businesses) International Trade Policy Unit.
    CONTACT METHOD
    https://www.linkedin.com/in/chriswalker/
    https://www.diamondhardsurfaces.com/
    VALUABLE RESOURCES
    Do you have any questions about translation, localization, or international growth? Visit TTC website: https://ttcwetranslate.com/
    Are you curious about how ready you are to go global? Take TTC wetranslate’s Scorecard: https://global.scoreapp.com/
    Take your business global with the 5-step LINGO modal! Purchase 'Good Business in any Language' on Amazon now: https://cutt.ly/2ORR

    • 37 min
    Loss of Natural Language with Monika Schmid

    Loss of Natural Language with Monika Schmid

    Professor Monika Schmid is Head of the Department of Language and Linguistic Science at the University of York. She received her PhD at the University of Dusseldorf and speaks five languages; German, Dutch, English, French, and Spanish. Her main area of research is the loss of natural language among multilingual people. It’s a problem she’s experienced directly as a multi-linguist herself.
    KEY TAKEAWAYS
    We are never lost when it comes to languages. Even if you haven’t used them in a while, all knowledge of the language is still inside your brain and can be accessed again with some practice. With every passing day, our ability will improve so much more that soon enough these forgotten phrases could come back into use.
    BEST MOMENTS
    “There has been quite a bit of research about children who are raised with more than one language about the fact that they are able to take on the outlook of other people have sort of more, there tends to be sort of measures of empathy and measures of understanding. Children who grow up with more than one language tend to do better on that. There's a really interesting thing.”
    “We need to, particularly when we train people, when we train students to work in a multilingual environment. You know, we have to teach them these kinds of things. We have to make them aware of the difficulties and pitfalls of intercultural communication.”
    “German has a lot of kind of particles that are used to sort of slightly change that doesn’t actually have any meaning as such, but sort of, are used to change the tone of the of the message.”
    “Brain handles language in a way that is different from any other knowledge that we have because I mean, it stands to reason that you forget things and stuff if you don't use it. However, there seems to be and we know this from other experiments, all the languages that we have in our brain are interconnected. And so basically whenever you use any language, all the other links all the knowledge of other languages that you have receives a little bit of simulation and that seems to be enough to prevent it deteriorating. What does deteriorate is your ability to quickly get out it.”
    “The words in all the languages that you have the words that mean the same thing are situated quite closely to each other and sometimes you reach for them because we talk at a rate of five words per second. So you have to make these decisions very quickly and sometimes you just take the wrong one.”
    “We don't lose the language. We don't lose the knowledge. What we lose is the access to that knowledge, just sort of sort of nice, fluent way of getting it out.”
    ABOUT THE HOST
    Levent Yildizgoren, the author of 'Good Business in any Language', is an award-winning entrepreneur, localisation professional, and a PRINCE2 qualified project manager.
    CONTACT METHOD
    Linkedin:  https://www.linkedin.com/in/leventyildizgoren/
    Twitter: https://twitter.com/yildizgoren
    IG: https://www.instagram.com/levent.yildizgoren/
    ABOUT THE GUEST
    Professor Monika Schmid is Head of the Department of Language and Linguistic Science at the University of York.
    CONTACT METHOD
    https://www.linkedin.com/in/monika-s-schmid-1538378a/
    https://languageattrition.org/
    VALUABLE RESOURCES
    Do you have any questions about translation, localization, or international growth? Visit TTC website: https://ttcwetranslate.com/
    Are you curious about how ready you are to go global? Take TTC wetranslate’s Scorecard: https://global.scoreapp.com/
    Take your business global with the 5-step LINGO modal! Purchase 'Good Business in any Language' on Amazon now: https://cutt.ly/2ORR

    • 35 min

Customer Reviews

5.0 out of 5
25 Ratings

25 Ratings

Dinghyracer ,

Insightful in International Trade

Levent is a great listener and always manages to tease out insightful material from his guests !

B through C ,

Amazing guests

Levent and his team really have hand picked some industry greats to support the listeners through whatever it is they are trying to acheive.

Simple & Easy listening, definitly worth meandering through some of the interviews, I always find something of particular interest.

Moja_Zoe ,

Fascinating insights

A great podcast sharing fascinating insights from expert guests. Actionable advice to make an impact in your industry.

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