Brand Messaging Across International Borders with Wendy Pease

In this week's episode, join host, Lee Murray and special guest Wendy Pease as they delve into the fascinating world of international marketing and branding.

Wendy shares her expert insights on the importance of language and cultural understanding when it comes to expanding your business globally. She reveals the key factors that companies need to consider before taking the leap into international markets and highlights the critical role of quality translation and cultural sensitivity.

If you're interested in international marketing and expanding your business on a global scale, this is the episode for you.

Thank you for watching. If you are enjoying what you hear, please consider sharing it with a colleague or a friend.

Have a guest recommendation, question, or just want to connect?
Go here: https://www.harvardmurray.com/exploring-growth-podcast

Connect on LinkedIn:
Lee - https://www.linkedin.com/in/leehmurray
Wendy - https://www.linkedin.com/in/wendypease

"The Language of Global Marketing" Book - https://www.amazon.com/Language-Global-Marketing-Strategies-International/dp/B09CLVY6YM/ref=sr_1_1?c...

"Global Marketing Show" Podcast - https://open.spotify.com/show/74C4ECk4tFeMc8KX8FRlzc?si=a7fab1d33c7d4326

Speaker 0 (00:00:01) - All right. Welcome back to the Exploring Growth Podcast. I'm here with Wendy Pease from Report Translations, um, international. And, um, thanks for coming on, Wendy.

Speaker 1 (00:00:12) - Oh, thank you, Lee, for having me here. I'm very excited to talk to you.

Speaker 0 (00:00:15) - Yeah, li likewise, we, we, we probably just spent like about half an hour getting to know each other and talking through like what I do and what you do. It's been very interesting conversation. I wish we would've hit record about half an hour ago. Uh, but, uh, just real quickly summarize what it is that you and your you do with your organization.

Speaker 1 (00:00:37) - What we do is connect people around the world in 200 different languages and cultures through high quality written translation and spoken interpretation services. So people usually say, well, what does that mean? And who do you work with? Well, we do websites and user manuals and legal contracts and regulatory information. Anything that has to be done, right? Mm-hmm. for translation, because you, you can have a huge liability, and we can get into some stories about that, right? Um, or you're not gonna grow your top line with some easily accessible things to do. And then interpretation is spoken, and we do telephone interpreting, video interpreting in-person interpreting, conference interpreting, where, you know, you have the headsets and it looks like the un mm-hmm. . So anything from one language to another except teaching. We'll leave that up to the teachers . Yeah.

Speaker 0 (00:01:36) - That's, that's, that's a heavy one to lift. Well, so you do a lot, and it's very interesting. Uh, we were talking about it, um, and we're gonna get back to this, but you wrote a book, which is Yes. Pretty awesome. You have a podcast. And so as we kind of tease that out there, um, let's talk about international marketing or branding and messaging and how it, how it plays. Um, I, as we were talking about what we were gonna talk about, we had this idea of like, brand messaging internationally, right? So, um mm-hmm. , you know, we, we own a lot of the people listening to this are, you know, um, people who own and run businesses in the US for the most part. Um, and they do it here domestically, and now they want to take it either back to their home country or they want to take it to, um, which I guess would probably be even easier.

Speaker 0 (00:02:27) - Or they take it to a new, you know, place. Um mm-hmm. . So let me give you my take on how I think about this, and then you can, you know, correct me or, or, you know, whatever. But then we, I want, I want you to talk, talk to us about what, you know, how we should really approach this. So, I've tr I've traveled a bit, um, over my lifetime and, um, and some of those travels have had translators and, um, local guides, and a lot of those people have become close friends. And, you know, we, we still stay in touch even though we don't see each other. And, um, I love meeting new people in different places because I love seeing how, learning how they live. Um, yes. How do they approach solving certain problems? You know, I remember doing some work in Haiti, um, with, uh, some entrepreneurs down there, and we would show up to do mentorship essentially, and there would be basically half of a container, you know, a container that you would get product in overseas that they were using as like a barbershop and Yeah.

Speaker 0 (00:03:32) - Um, they would have constantly have security issues, constantly have, um, issues with not even having electricity for the day. They don't even know from one day to the next if they're gonna have electricity. Right. So we are there trying to give help and business advice and, you know, we're dealing with just rudimentary fundamental issues, um, that we had to kind of work around. But you get to meet like, some of the salt of the earth people, people that are so resilient, they just show up every day with a smile on. It was amazing to me. I mean, I learn about these people's stories and the hardships they've gone through and, and what they're currently going through, and they are more excited about their venture than I was, you know? So I, I come back home thinking, wow, I, I need to go, I gotta meeting more grateful for all I can. I know my electricity's gonna be on every day. Um, but, but in that moment is what I found was, um, the, the translation where it would fall down was in language. So if, if I wanted to communicate something, if I could do it in their language, like if I could say it in their language, that was the rule. The

Speaker 1 (00:04:47) - Haitian Creole,

Speaker 0 (00:04:47) - That was the best. Right? Right. If my translator could say what I said in their language, then that was good too. Um,

Speaker 1 (00:04:54) - Your interpreter, cuz it's spoken translation is written, interpretation is spoken, so, okay. Yeah. Nobody knows that outside the industry. So you learn one thing from this podcast, interpreter, your interpreter

Speaker 0 (00:05:08) - Learning stuff. So my interpreter, um, who again became friends with, um, he, he told me right off the bat, he said, if, if you at least try, if you at least attempt to learn a little bit of their language, and he would teach me as we would have lunch or, you know, be stopped, um, if you would at least greet them, if you would at least, you know, attempt, it's gonna go so much further for them taking your advice for them, listening to you from them doing anything. Um, yes. And so I thought about that and I thought, you know, okay, that makes a lot of sense because if the roles were reversed, I would wanna know that they cared that much. So when I think about marketing and I think about branding and messaging and taking it to another place, which I never have done, but if I were to do it, I think that would be the first thing I would do is think, how can we say what we're trying to say, first of all, in their language, but then in a way that makes sense to them when they hear their language in, uh, their sort of cultural wrappings, I guess is the way to say it.

Speaker 0 (00:06:15) - Yes. Um, so if I were to say, okay, I'm gonna take this service that I'm doing and I'm gonna take it to, you know, Mexico, we were talking about that earlier. Um, I'm gonna take it to, uh, you know, obviously in Spanish, but in a, in the, the, the version of Spanish that's the most local to the, to where I'm taking this mm-hmm. , um, tone and you know, cultural wrappings and I'm gonna think about all of that first before I think about anything else really. Um, that's the way I think about if I were to market what I'm doing somewhere else

Speaker 1 (00:06:51) - From

Speaker 0 (00:06:51) - Mm-hmm. where I am domestically to where someone would be, I internationally, I'm so curious to hear what you have to say about how to properly do it. Cuz I know you've done it so, so many times.

Speaker 1 (00:07:03) - Well Lee, you're a strategy guy so I'm gonna talk strategy with you. I think you're jumping in at like step four or five. You know, if I look at a company that says, well first off, almost every company should be thinking about going international. Okay? If you want a local dry cleaner or carwash or a restaurant where you're not gonna sell products that can be delivered, you know, it gets kind of hard to sell international. Now talk to me about attracting international guests. We could go another way. Sure. But if you've got a product and you have a website, you are reaching the rest of the world. Mm-hmm. , whether you like it or not. And so you're leaving money on the table if you're not optimizing that site for the people who want. So the first is, how are we gonna target the clients that we want?

Speaker 1 (00:07:50) - Mm-hmm. . And then the next step on your strategy is, I've got Mexico, I've got Canada that are right next to us. Or I could go to an English speaking country like UK or Australia mm-hmm. or do I wanna go for a big market like China? Mm-hmm , like there's all these considerations where you pick and that's when you go back and you do your strategy work. Okay, what are my products? Oftentimes US companies will go into English speaking countries cuz they think it will be easier, but what happens is they've got so many more competitors cuz everybody else who speaks English is going into that market. Mm-hmm. , you're gonna do a lot better off making an investment in translation and cultural adaptation and go into a market that wants your products and you've got no competitors. So it really starts with where am I gonna go into?

Speaker 1 (00:08:41) - And then, you know, stepping outside of the marketing, there's also currency and banking and logistics and stuff like that. And there's all sorts of free help from the government on this because our balance of trade is so far off. So if you're getting to the strategy stage, um, you know, reach out to Lee to get the strategy from the marketing plan and then also reach out to the, to the government. You can contact me and I can give you, I can make an introduction cuz I know a lot of 'em are, have access to them. Um, so you develop your strategy mm-hmm. , then you're looking at going into the market. And when they're doing work with Yulee, what they wanna come up with is something that is transferrable across countries. Okay. Okay. So first I'll talk about B2B strategy. Now if you're in B2B services, oftentimes uh, people in creative agencies or consulting will think, oh, well that's for products to go international mm-hmm.

Speaker 1 (00:09:36) - . But our number one export from the US is B2B services. So, you know, I've opened so many firm's eyes on that of even considering mm-hmm. . Okay. So you're, you decide you wanna go in, you're doing your marketing strategy, you wanna think about what goes across. If you think about 3m, it's innovation. Mm-hmm. , if you think about, um, Coca-Cola, it's a Coke within hands reach. Um, you know, we worked with a client called Boston Scientific and it was all about quality. These are all messages that will go across cultures that you can put measurables and communications across it. So if you can get to something like that, which is usually you can do it in b2b, you may have to, you know, adapt it for cultural on b2c you can get that message, but your visuals are gonna have to change more. Okay.

Speaker 1 (00:10:36) - Okay. And you may have to adapt it, you've gotta test it more on b2b, B2C cuz you know, it's much more creative and um, much more emotion based. Sure. Okay. So once you develop your strong English strategy, that, and then you make sure that it's something that's transferrable across languages and cultures mm-hmm. and you do your strategy of which markets you wanna go to first. Um, and in all my podcasts I di I interview all sorts of people. I mean there's a guy that has never stepped foot outside of the U United States, but he goes to trade shows where international visitors come in and he's been able to develop a global market cuz of that. Yeah, that's right. There are people that will go to Canada or Mexico cuz it's close and they have logistics issues and they wanna be close. Mm-hmm. , there's other people that will start in a large market because you know, maybe they've got a senior leader from China who speaks Chinese and that makes sense.

Speaker 1 (00:11:37) - Right? Um, if you're in Israel or Norway, you think global from the start because your country's so small, you know, you're gonna have to go international mm-hmm. . So once you've picked your strategy, your marketing communications, then you start getting into how am I gonna adapt the language so I'm connecting with my potential clients. So that gets into what you're starting to talk about. Okay. Um, sometimes you can globalize, which means that you do one good translation Spanish, that you can talk to the whole Spanish speaking world. Mm-hmm. , you know, people in the us, Mexico, Puerto Rico, Spain mm-hmm. . Um, same with uh, French. You could do that with other times if you really have to ha connect with that local buyer you wanna localize, which means you may have a different translation for, uh, Montreal and Quebec than you would for Paris Sure.

Speaker 1 (00:12:37) - Or France. Sure. Um, and those are the kinds of discussions we always do with our clients is, is number one, it's not which language, but where's this gonna be used mm-hmm. . Um, then after that you start thinking about, um, chat B G P T, Google Translate, automated, translate it post editing, or whether you need a human to do that. Mm-hmm. . And I can tell you if it is anything that's gonna affect your growth, connecting with clients or anything that's gonna give you a liability, you still wanna have heavy involvement, human involvement in that. Right. If you're down in Mexico and you're taking a cab somewhere and you're chit-chatting with the D driver, go ahead and use Google Translate. You don't have a liability there. Right. You know, maybe it'll cost you a little bit more cuz you end up in the place. Um, if your content writers are trained to write in a specific way, um, you may be able to use some of the automatic translations mm-hmm.

Speaker 1 (00:13:38) - . But if there is any question on grammar word usage, meaning, um, you're not gonna have a double check of of are you communicating what you want to communicate. Right. Um, and then we've seen machine translation with post-human editing come in and a lot of clients are coming to us saying, yeah, it just sounds clunky and people don't like reading it. Um, and, and so there is huge variability in it and you need to be very careful and that's, you know, my book, the Language of Global Marketing spells it all out. Mm-hmm. , step by step on how you do that. Or you can listen to some of the podcast episodes or call us for a free consultation cuz we're always happy to, to walk through with you, make introductions and walk through what our thoughts on what you can use.

Speaker 0 (00:14:32) - Yeah, that's great. I mean the roadmap, put the roadmap. I love it. And I'll listen then what you wanna

Speaker 1 (00:14:38) - Do

Speaker 0 (00:14:38) - The podcast down on the description for everyone.

Speaker 1 (00:14:41) - Okay. Thank you. Thank you. And once you, another thing that I often talk to people about, I just wanna mention this here, is once you do the translation, keep the archives and keep using the same content. Cuz you know, marketing is repetition, repetition, repetition. Mm-hmm. . And if you're reusing that English content, reuse the translation cuz that can save you cost time and effort.

Speaker 0 (00:15:03) - Yeah. So I think one thing that sticks out to me is at the very beginning you're talking about putting together a marketing strategy for English like you would normally, and then you take that strategy, um, internationally to wherever you've chosen. To me, I would think that you would want to go first and maybe this is embedded in it, right? But you would wanna first go learn about, um, the buyer that's there versus the buyer you're writing for here and craft, you know, maybe part or all of your strategy around that target audience. Um, so to me, I, and this is like my thinking from the very beginning, um, is it's almost like not the the whole playbook, but a lot of the playbook that you would use here in English kind of goes out the window and you have to kind of start over because you're starting with a new buyer. It's the same maybe need or problem that you're solving, but it's a different, potentially different way that they're getting to that need. Um, it just seems like it's more complicated. It it's more complicated than just taking what you're doing in English, taking what you're doing locally and ma taking it internationally, isn't it?

Speaker 1 (00:16:19) - Yeah. Yeah. You're making a good point. And that's when it comes down to the strategy that you're trying to figure out. So you've developed the English, you don't wanna just, if you know you're buyer, um, there's different ways to test it. So one is take what you've done in English mm-hmm. and test it, do some interviews and find out Yeah. That's a great

Speaker 0 (00:16:40) - Approach.

Speaker 1 (00:16:40) - Yeah. Yeah. Cuz at least you're starting with something, you're not recreating the whole wheel. Mm-hmm. , um, the other, so you can start with that. If you're finding out that it's very, very different then, then you go back to the drawing board and maybe you adjust your English and, and, and test it back with your English mm-hmm. . So, and that's, it's very good insight. It feels like it's more work and double doing. But that's why they talk about the diversity of teams. If you get this different input. I mean, I love the story about, um, peppered farms. They create these great cookies. They've got a lot of, uh, Spanish speaking people working there mm-hmm. . And they're like, how come, how come these cookies aren't selling in the Spanish speaking dominant areas? And they said, well, you don't create our favorite flavor. You're not making a strawberry.

Speaker 1 (00:17:28) - That's that's right. Stuffed cookie. That's right. So they started creating one of those and they flew off the, the shelves at the tienda in the United States. So, you know, so even though it might take more time to do the research, you might get very valuable research that's gonna help with your original research. Now with that said, um, I've got all sorts of examples of companies that tried to enter a market and they didn't test their brand name. Um, like the Electrolux came from the UK to the US and their tagline was, it sucks. didn't work in the United States. Same language. Yeah. But, you know. Yeah. Um, you've got the Claro mist stick and in Germany the mist meant manure.

Speaker 0 (00:18:18) - Okay.

Speaker 1 (00:18:19) - So they didn't test that, um, in Farsi, they wanted Tolar launch the barf detergent here. . Yeah. . So I can go on and on. You can, you can, you can

Speaker 0 (00:18:31) - Stop me there too. You could end up with like the, it sucks tagline. You could end up selling less product, but you still sell product. You're just selling it to a whole completely different audience. .

Speaker 1 (00:18:41) - Yes. Yes. But you wanna know, as a good marketing strategist, you wanna know what you're doing. Right. So that's why I'm almost like create, and and again, it depends on the company, it depends on the resources, it depends on the target market Sure. As to what you test. And that's what you've got to find somebody who's an expert in global marketing Yes. And run it by them and say, this is what we wanna do.

Speaker 0 (00:19:05) - Right. I think the testing is imperative. Um, I it's imperative for domestic, um, marketing. You know, it's, it's almost like, um, and I tell my clients this all the time of, of having, um, like the lifeblood or secret sauce of marketing is really like customer and buyer feedback loops. Um, and in experimenting Yes. With, you know, so that you can relate better. You know, the whole, the whole everything's one in being able to fully relate to your buyer and translate your vision and story of what you're doing with your product service in their terms that suits them. And you have to be able to speak with them and, and listen to them and get feedback. And so, you know, what you end up doing is having to give feedback, experiment, get feedback, experiment, you know, maybe small experiments. Yeah. Um, and we have a lot of, like li a lot of the story stories you mentioned, but there's so many stories of companies that make, maybe they call it an experiment, maybe they just went all in and they do these big, you know, moves because they have, usually they have the money to do it and it fails big.

Speaker 0 (00:20:09) - Um, yeah. But that, I think that's really kind of like, that's, that's the critical piece is to say, okay, yeah, we have a, we have a strategy that works here. We're gonna take in large part that strategy against a hypothesis that's based on what we know about the local market we're going to and the local buyer, let's go and deploy it. But it's experimental, maybe in a smaller scale, get feedback. You know, so those principles don't change the, the principles of how you should do marketing and how you do it well shouldn't change. It's just your buyer's gonna be a little different and the way they they approach is gonna be a little different. So you have to be open to changing that.

Speaker 1 (00:20:51) - Um. Right. And I, I, I mean, I, I think you're making a really good point and there's different ways to do that. One is to invest in somebody like you who's a marketing strategy that has the resources to figure this out and test it. Um, another way to do it is, um, you know, your website's reaching people mm-hmm. . So translate it and track it. Right. If you start, like we had, um, a client that called us up and said, you know, I'm getting a lot of inquiries from Germany. I'm thinking about putting some German translation up there and wondering if it'll increase my inquiries mm-hmm. . And so we took a page and we translated and then he was able to track whether it was or not mm-hmm. . So, you know, even if you just wanna test some markets, I mean, doing Spanish here in the United States is almost a no-brainer if you're target audience because Yeah.

Speaker 1 (00:21:38) - We've got so many Spanish speakers here and it's just growing and they're, and the Spanish speakers have, they're affluent, you know, they're, they have money to spend. Absolutely. So talk target 'em. Um, so pop and, and oftentimes people say, well, I wanna translate my whole website. And then we're like, okay, let's talk about the buyer's journey and what you really wanna do. Cuz websites are loaded with content. Right. And I, instead of paying 50, $60,000, we can narrow it down to a couple hundred dollars. Mm-hmm. put a landing page up there, I've got examples of this mm-hmm. where then you can track and if you've got interest in people coming in mm-hmm. build on it, then you can start doing,

Speaker 0 (00:22:18) - I like the way you think because you're very much about, um, the testing and then tracking what you're testing. Because I mean, you're like, do you think the way I do you think in terms of outcomes? Right. So it's why we're not gonna just blindly do this and it not make any impact. I mean then you're, you're, you're essentially setting yourself to be up, be like one of those case studies that you have these big fails. Um, yes. You know, so

Speaker 1 (00:22:44) - Yeah. And that brings up who does your translation. I mean, setting aside the machine translation, if you get somebody in your office, we had, somebody gave us a correction on a translation and my translator flipped out. He's like, this is grammatically incorrect. Come to find out she had had high school Spanish and she was editing. Yeah. Our translator, who's been a professional translator with us for close to 35 years, cuz I bought the company 18 and a half years ago and he was with us, the company before then. He's got a PhD and he has, he quotes dictionaries at me. Oh god. You know, so the type of people that do this work are very precise. They're like writers. Yeah. And so you can run into problems with your distributors doing it. Cause they take your carefully crafted marketing message and turn it into a sales message. Yeah. You know, low price when you got a high-end product. Yeah. So it's very, very important to know the quality and then how do you have double checks if you don't speak the language? And so that's what working with an agency like Rapport International does. Mm-hmm.

Speaker 0 (00:23:47) - For sure. Yeah. So as you're, as you're talking through this kind of roadmap, um, what comes to mind is, let's say that someone's listening to this right now and they have a marketing team that's had success in the US and now they're looking to take their product or a service, um, into a different territory. If they have a marketing leader that's stand out, right? Let's go, let's go ahead and assume that their team is, is legit. They have all the stuff working in their, in their favor and they're having success with their current marketing leader, maybe a director and maybe a, um, VP or C M o. Even, even, how likely is it for a marketing leader to be able to be tapped and said, okay, you know, you're doing great here. I'm sure you'll do fine in Mexico. I'm sure you'll be fine in Canada or wherever we choose. Um, I know that person's gonna have some backstory, they'll have some context to where the company's going. They'll probably see it coming. They'll have a little bit of time to digest it mostly. Um, but what's the likelihood of someone like that, that maybe they've traveled, maybe they haven't either way succeeding in their role, but now they're, they're over, you know, that new territory.

Speaker 1 (00:25:03) - I, okay, let me try answering an impossible question. I mean, this goes back to the guy who had never left the United States. Yeah. And he comes from, he had an engineering type background I think. So he was very logical process mm-hmm. and strategic oriented so he could figure out how to leverage the conferences that were coming in close to him to do it. Mm-hmm. . Okay. There are other people that are just so scared of other languages and cultures, they're not gonna make it work. Right. Um, what's interesting is a lot of the entrepreneurs that I have interviewed on the podcast, so this is not research that I've read anywhere mm-hmm. , this is just years of paying attention, observing, is that a lot of them have lived internationally, had a parent from another country, so they'd go visit, um, they were in a community with people so they had some exposure. Um, and that's what made them more interested in going international. I mean, I lived in Mexico, Taiwan, and the Philippines when I was a kid. So I love languages and cultures even though I look like I'd be a traditional, you know, American person. So. Right. It's understanding that, that it's like hiring anybody for a job. You've gotta have a conversation with them and figure out what their interest and capabilities are.

Speaker 0 (00:26:32) - So if someone, it sounds like, and that's a great answer by the way, cuz it's opened my mind to this idea. Like it's someone who is either resourceful and mm-hmm. , they just know how to, how to figure things out. Or they, or it's someone who already has a connection in some way to something el outside of the US that is way different and that buried entry is already kind of torn down. Right. So they're okay. There's no risk there for them personally.

Speaker 1 (00:26:57) - Right. And that's, that's like you, I mean, not a lot of marketing podcasts have people with global growth on it. You've been international extensively. You take your kids international mm-hmm. , you're open to this and know that it's an opportunity for your clients. So I love Yes. That you're exploring this on your strategy work and Yes. Expanding growth.

Speaker 0 (00:27:20) - Yeah. That's great. Yeah. It's, it's exciting to me. Like I had mentioned before, I don't know if previously or on here, I, I love meeting new people from new places because I I love learning how they live. Um, yes. You know, I, I don't ever want to think that the way I live is the only way that people live because it's not, and it's, and it's not, it's not the only right way either.

Speaker 1 (00:27:42) - Oh, absolutely not. You know? Yeah.

Speaker 0 (00:27:44) - There's, there's people thriving and, and loving life around the world doing things completely different the way I'm doing it.

Speaker 1 (00:27:51) - Yeah. Well, the happiest people, I just, uh, I mean there's a lot of research about Finland being the happiest people and there's all sorts of variables go into it. But one of 'em I recently heard that I hadn't heard before is they know what enough is

Speaker 0 (00:28:05) - Content. They're content,

Speaker 1 (00:28:08) - They're content. Well no, they're ha they're the happiest people in the world now. They also get long maternity leaves, they're healthcare is covered. So that means they can choose an occupation that they want. They're not stuck in a job because they can't afford insurance. Um, you know, so a lot of the social, uh, you know, um, social supports are there. Right. But the other thing is, is they know what enough is. Like in the United States, if you ask somebody how much money is enough money to make, it's kind of, you know, a common answer would be, well, it's never enough, or I wanna make double what I'm making now. And it's always doubling. That's right. Like, we always want more, more and more. Yeah. That adds, I'm not, I mean, it's just a different culture, a different way of thinking. Neither is right or wrong, but if you wanna be happier, you have to define what enough is for you.

Speaker 0 (00:28:55) - Yeah. I, I have sort of a philosophical dissonance that goes on inside of me. I've been thinking about it recently of, of, you know, this just this idea that I have this podcast that's called Exploring Growth. I'm glad I have the exploring part on there because Yeah. It's, it's like, I mean that's generally what I'm trying to do on this podcast. But like, I I, I am part, you know, DNA of a red-blooded American capitalist that is like growth. There's never enough. Right. And then there's part of me that is so interested to know why and how that person will play dominoes in the park for four hours every day, you know, lives, lives in a completely different country. You know, cause that, and why, that's why I love to travel is I love to go and I want to talk with that person and not ask 'em really that question. I just wanna know about their life and see, you know, you don't care about growth that much. It's not part of your, your country's dna. N it's not part of your dna N um,

Speaker 1 (00:29:56) - It's family.

Speaker 0 (00:29:57) - It's family. Yeah. It's family. Yeah. That, that's a very, very,

Speaker 1 (00:30:00) - That I'm gonna be with my family. I'm going to, it's the social connections that are much more important here in the US that that's not something that we put a high prior as high a priority on.

Speaker 0 (00:30:12) - That's right. Yeah. So it's refreshing to me to, and I, I get it sometimes here. Um, there's, there's so much the, the, you know, um, different, uh, nationalities that will come to the US and they have their, uh, pockets that I get to visit, uh, I mean when I live in North Orlando. So, um, I've had clients in Miami, we travel to Miami regularly for, you know, getaways and vacation. Um, I love to go to Miami because you get to see a lot of how South America lives, a lot of how central America lives. You know, you get pieces of, you know, Europe and different places, people that are there doing business and raising families. And so it's, it's the closest thing I can get to a global city. Um, which it is. Yeah. You know, but it's nice to go there and, and see the guys playing dominoes in the park and smoking a cigar and like, I, I'm just so intrigued by how people live, you know, so it's, it's very different. It's not just, it's not all about growth. Um, so yeah, no,

Speaker 1 (00:31:13) - I

Speaker 0 (00:31:13) - Have that kind of dissonance that's always happening where I'm talking about growth and growth is a good thing. It really is. Uh, but uh, what it means to one person is not the same as what it means to another.

Speaker 1 (00:31:23) - Yes. Yeah. Yeah. No, I've done a lot of work on that through a business coach and, um, through, uh, entrepreneur's organization, EO that I mentioned to you earlier. Sure. You know, cuz it's, you can, you can easily get into comparing yourself to other people. But, you know, I set my life out that I wanted to be here for my kids and I wanted to run a business and mm-hmm. , I, you know, have been able to do that. Yeah,

Speaker 0 (00:31:51) - That's great.

Speaker 1 (00:31:52) - Yeah.

Speaker 0 (00:31:53) - Well, hey, listen, we could, we could talk about this for another hour, but it's only been 31 minutes on the podcast , but we've really been talking for like an hour. So, uh, I wanna let you go, but I loved having you Of course. And would love to invite you back at some point. We can talk, you know, about this again, in in more depth. Um, as I think everyone can tell, we're both very passionate about this. Um, I will link your book and your podcast down in the description so people can find you there. Also, uh, link to your LinkedIn cause I I know you on LinkedIn. Yes. Um, anything else you want, I mean, you let go ahead and say the name of your book and your podcast so if people are looking for it, they can dunno

Speaker 1 (00:32:30) - What it's Yeah. So you can get it on Amazon. Barnes and Noble. I actually recorded a version. So there's a digital copy, uh, paperback and an audio and it's called The Language of Global Marketing by Wendy Mackenzie Pease. Wendy Pease. If you put that into Amazon, you can easily find it. Um, the podcast, you can search global marketing show, it'll bring you to our website to listen. Or you can go to Spotify, apple, wherever you listen to your podcasts and just search global marketing. Um, yeah. And, and on LinkedIn, if you liked those examples of mistakes and embarrassing things, certainly follow me on LinkedIn cuz we post stuff like that all the time. Uh, you know, just a reminder how fun language can be.

Speaker 0 (00:33:17) - Yes. Very fun. Very interesting. Well, thanks again. Thank you. Yeah, thanks again. And, um, I, I enjoyed the conversation and we'll, we'll have you back at some point.

Speaker 1 (00:33:26) - All right. Thank you so much. Yes, yes.