Jost Zetzsche Books

Translation. It’s everywhere we look, but seldom seen—until now. Found in Translation reveals the surprising and complex ways that translation shapes the world. Covering everything from holy books to hurricane warnings and poetry to peace treaties, Nataly Kelly and Jost Zetzsche offer language lovers and pop culture fans alike an insider’s view of the ways in which translation spreads culture, fuels the global economy, prevents wars, and stops the outbreak of disease. Examples include how translation plays a key role at Google, Facebook, NASA, the United Nations, the Olympics, and more.

If you're online, you're already global. Nataly Kelly, VP of Localization at HubSpot, presents a data-driven approach for profitably expanding your international presence. Companies used to focus on "entering international markets," but now, you're global the moment you launch a website. The emphasis should be on market intensification—leveraging your existing presence. Kelly's MARACA model helps businesses analyze vast data to decide how and where to expand, focusing on three key measurements: MA (market availability), RA (real-time analytics), and CA (customer addressability). The book draws on Kelly's experiences at HubSpot and as a consultant, featuring examples from successful global companies like Airbnb, Canva, and Netflix. It also addresses the importance of cultivating a globally minded corporate culture, making it a comprehensive strategic guide for identifying international growth opportunities.