Shifting left means bringing localization expertise into product and go-to-market decisions at the planning stage, not at launch. Here's what that looks like in practice.

International growth fails when it is treated as a bolt-on. Kevin O'Donnell explains why SaaS companies need global-first operating models, dedicated accountability, market-level dashboards, and localization infrastructure built for scale.

For many localization teams, video still sits outside the system. Text moves through mature workflows, while audio and video rely on separate vendors, tools, and review processes. The next step is not simply localizing more video, but integrating it into the operating model for global content.

David Aaker, widely regarded as the Father of Modern Branding, explains why awareness is no longer the problem, relevance is, and why leaders who reduce brand to performance metrics are undermining their own growth.

The assumption that content which reaches customers will also win them is costing global organizations more than most of their dashboards will ever show. Georg Ell, CEO of Phrase; Dr. Arle Lommel, Senior Analyst at CSA Research; and Chris Dell, who built and led a 400-person global content organization at Booking.com, have each watched that assumption fail at scale, and their diagnosis of why it keeps failing points to decisions being made long before a single word of content is written.

Discover ten practical localization workflow automations from CMS integration to custom MT training that reduce errors, streamline processes, and help teams scale effortlessly. Learn how automation can revolutionize your localization strategy

Across five global cities, content and localization leaders are rethinking how their work drives business impact. From shifting perceptions of value to navigating AI and data challenges, these are the themes shaping global content strategies right now.

Localization and accessibility share a common goal: making digital content usable for everyone, regardless of language or ability. As organizations scale globally, combining both disciplines is essential to delivering inclusive, effective, and compliant digital experiences.

Chris Dell spent 14 years building content at Booking.com, but his perspective goes far beyond volume. In this episode, he explores why content is the hidden operating system behind global scale, how trust is built through every asset, and why AI demands discipline rather than hype.