GALA Champion Kathrin Bussmann

GALA冠军凯瑟琳·巴斯曼

2022-09-06 03:50 GALA

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In this series of interviews, GALA members share their insights on the pursuit of globalization & localization brilliance. Today’s GALA Champion is: Kathrin Bussmann, President and Chief Strategist at Verbaccino Inc. Sign up here for our newsletter on globalization and localization matters. Verbaccino Inc. is a solo consultancy, so I basically do all the things one needs to do as a business owner. From a client's point of view, though, I act as an independent advisor around any marketing efforts for international expansion. In practice, I start by learning all about the company's value proposition, its business goals, and which markets it's looking to enter. I research those markets to understand everything I can about the potential buyers there, and who the local competitors are. Then I can audit the company's existing marketing content, how much of it is relevant for the target market(s), what needs to be adapted as a priority, and on which channels it should be distributed. I develop a customized marketing strategy that reflects the company's specific business goals. Last but not least, I help the executive team find and work with the right specialists to execute that strategy. Aside from my consulting work, from a public-facing point of view, the most noticeable thing I've been doing is to produce and host The Worldly Marketer Podcast. I think that's probably how most people know me: as a podcaster. Starting out I have an academic background in Communication Studies and Linguistics. But I really didn't come across the Localization industry until after I launched my own consultancy, back in 2014. Through networking, I discovered that at the intersection of global business and multilingual communications, there's this fascinating, extremely important, yet obscure field called Localization, of which translation is just one component. Ever since that discovery, I've been on a mission to educate myself and others in the global space about what Localization is and how it fits into the bigger picture. Where GALA Fits In From what I've seen, GALA is the most well-established, most international, and most client-inclusive organization out there for Globalization and Localization industry stakeholders. If any organization has the potential to bridge the gap between this under-recognized industry and the rest of the global business community, I think GALA is in the best position to do so. My favorite program is the GALA Global conference, a.k.a GALA Connected. It's a chance to network with a wide range of professionals, and to learn about the most current developments in the industry. Why join GALA? Take a look at the member benefits. Accomplishments I would have to say The Worldly Marketer Podcast, which I launched back in 2016. At the time, there weren't any podcasts about global marketing or localization out there. Seven years later, I've published over 220 episodes featuring a variety of experts and thought leaders in the global business, global marketing, and localization space. I've done my best to educate the business community about what it takes to build a global brand, and to connect the dots between the different disciplines involved. Most of the episodes are evergreen, so the podcast has grown into a free archive of specialized information for global-minded business leaders. Career-building Tips Figure out what is most important to YOU. Is it having more money? More time? A flexible work schedule? The freedom to work from anywhere? Contributing to a bigger cause? There is no right answer, and your answer may change over time. But always be honest with yourself about what's most important to you. Then it becomes much easier to make decisions. Networking Tips & Techniques Always be curious. Networking is all about taking a genuine interest in other people. It's an opportunity to learn new things, and to understand what other people care about. Ask questions. Be a good listener. That's how you build genuine connections. What I Learned in the Last Year We all live in different "fish bowls" (academic, professional, political, cultural, linguistic, etc.). We often forget – or sometimes don't even realize – that that's the case. It's the source of a lot of misunderstandings, miscommunication, and missed opportunities. I think we all need to become more aware of our own fishbowls, though that's easier said than done. One way is to get outside our comfort zone and meet people outside our existing network, beyond our own industry. And, of course, international travel is always a great eye-opener. Finding Inspiration I've been very fortunate to interview many dozens of inspirational people for my podcast, and I'm always excited to share those conversations with my listeners. I also get lots of inspiration from other people's podcasts, as well as from books, from music and the visual arts, from good food, from live cultural events, and from travelling. No matter the landscape, there's nothing like a beautiful new view for inspiration. My Brilliant Second Career I don't actually work IN the language industry. I'm an international marketing strategist. But if I had to choose something else, it would be something that involves "slow travel". I'd want to spend several months at a time (up to a year) in one attractive location, maybe reviewing the local restaurants, scouting out the best work spaces for digital nomads, reporting on local cultural offerings, etc. And I'd find a way to do it in the most sustainable way possible. Life Beyond Localization I love movies, and I'm a bit of a Netflix addict. My favourite genres are historical dramas and murder mysteries. I'm always looking for interesting foreign (to me) films and series. I much prefer to watch the original versions, with subtitles if needed. I'm fluent in English, French and German, but even when I don't understand a language, I want to hear it spoken. Languages and dialects are like music. They each have their own rhythm, melody and history, which is fascinating to me. It's why I studied historical phonology in university. We’re always on the lookout for informative, useful and well-researched content relative to our industry. Write to us.
在这一系列访谈中,GALA成员分享了他们对全球化和本土化辉煌追求的见解。今天的晚会冠军是: Verbaccino Inc.总裁兼首席策略师凯瑟琳·巴斯曼(Kathrin Bussmann) 在这里注册我们关于全球化和本地化问题的时事通讯。 Verbaccino公司是一家独立咨询公司,所以作为一个企业主,我基本上做所有需要做的事情。不过,从客户的角度来看,我是一个独立的顾问,围绕任何国际扩张的营销努力。在实践中,我从了解公司的价值主张、业务目标以及希望进入哪些市场开始。我研究这些市场,以了解那里潜在买家的一切,以及当地的竞争对手是谁。然后,我可以审核公司现有的营销内容,其中有多少与目标市场相关,哪些内容需要优先调整,以及应该在哪些渠道上分发。我制定了一个反映公司具体业务目标的定制营销策略。最后但并非最不重要的是,我帮助执行团队找到并与合适的专家一起执行该战略。除了我的咨询工作,从面向公众的角度来看,我一直做的最引人注目的事情是制作和主持世俗的营销播客。我想这可能是大多数人对我的了解:作为一个播客。 出发 我有传播学和语言学的学术背景。但直到2014年,我创办了自己的咨询公司,我才真正认识到本地化行业。通过网络,我发现在全球商业和多语言交流的交汇点上,有一个迷人的、极其重要但又晦涩的领域叫做本地化,翻译只是其中的一个组成部分。自从那次发现以来,我一直在执行一项任务,教育自己和全球范围内的其他人什么是本地化,以及它如何适应更大的图景。 GALA适合的地方 就我所见,GALA是最成熟、最国际化、最包容客户的全球化和本地化行业利益相关者的组织。如果有任何一个组织有潜力在这个不被认可的行业和全球商界之间架起桥梁,我认为GALA是最有能力做到这一点的。 我最喜欢的节目是GALA Global conference,又名GALA Connected。这是一个与广泛的专业人士建立联系的机会,也是一个了解行业最新发展的机会。 为什么要加入Gala?看看会员福利吧。 成就 我不得不说我在2016年推出的世俗营销播客。当时,没有任何关于全球营销或本地化的播客。七年后,我已经出版了超过220集,以全球商业、全球营销和本地化领域的各种专家和思想领袖为主角。我尽我所能教育商界如何建立一个全球品牌,并将所涉及的不同学科之间的点联系起来。大多数节目都是常青的,所以播客已经成长为一个免费的专业信息档案,为具有全球意识的商业领袖。 职业建设小贴士 弄清楚什么对你最重要。是不是钱多了?更多的时间?灵活的工作时间表?在任何地方工作的自由?为更大的事业做贡献?没有正确的答案,你的答案可能会随着时间的推移而改变。但永远对自己诚实,什么对你最重要。那么做决定就变得容易多了。 网络技巧与技巧 总是好奇。人际交往就是对他人产生真正的兴趣。这是一个学习新事物的机会,也是一个了解别人关心什么的机会。问问题。做一个好的倾听者。这就是你如何建立真正的联系。 去年我学到的东西 我们都生活在不同的“鱼缸”里(学术、职业、政治、文化、语言等)。我们经常忘记--或者有时甚至没有意识到--事实就是这样。它是许多误解、沟通不畅和错失机会的根源。我认为我们都需要更多地意识到自己的鱼缸,尽管说起来容易做起来难。一个方法是走出我们的舒适区,结识现有网络之外的人,超越我们自己的行业。当然,国际旅行总是让人大开眼界。 寻找灵感 我非常幸运地为我的播客采访了许多鼓舞人心的人,我总是很兴奋地与我的听众分享这些对话。我也从其他人的播客、书籍、音乐和视觉艺术、美食、现场文化活动和旅行中获得了很多灵感。无论风景如何,没有什么比一个美丽的新风景更能激发灵感。 我辉煌的第二职业 我实际上并不在语言行业工作。我是国际营销策略师。但如果我必须选择其他的东西,那将是涉及“慢行”的东西。我想一次花几个月(最多一年)在一个有吸引力的地方,也许是回顾当地的餐馆,为数字游牧者寻找最好的工作空间,报道当地的文化产品,等等。我会找到一种尽可能可持续的方式来做这件事。 超越本地化的生活 我喜欢电影,而且我有点迷网飞。我最喜欢的类型是历史剧和谋杀谜团。我总是在寻找有趣的外国电影和连续剧。我更喜欢看原版,如果需要的话有字幕。我英语、法语和德语都很流利,但即使我不懂一种语言,我也想听别人说。语言和方言就像音乐。他们每个人都有自己的节奏、旋律和历史,这让我着迷。这就是我在大学学习历史音韵学的原因。 我们一直在寻找与我们的行业相关的信息丰富、有用和经过充分研究的内容。 给我们写信。

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