New Normal Consulting | Universal Market Translator
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Universal Market Translator

Universal Market Translator

Perhaps no other fictional movie or television show has defined and/or predicted the real world more than Star Trek. Between doors that open automatically, computers that you can talk to (and they talk back!), phasers, virtual reality, artificial intelligence, and now ripples in the space-time continuum, the list of things that have been predicted or built because of Star Trek is quite long, and growing every day.

One of the coolest things on the show was something they called the Universal Translator. With it, Star Fleet could go anywhere in the galaxy and talk meaningfully with almost any intelligent species they encountered. Captain Kirk and Mr. Spock spoke American English to space aliens, and then heard the same language back in real time. It was amazing, and still is. And like so much else, the Universal Translator is now more or less a reality.

At a keystroke, Google and Facebook will translate any written text for you (though sometimes incorrectly and oftentimes hilariously…) There’s a phone app that lets you take a picture of signs that are written in a foreign language in its native alphabet, and it will translate it into English while you look at it through your camera. And developers right now ware making a working Universal Translator, where you speak in real time your own language, and hear back in real time your own language from somebody speaking another.

But one thing we’ve noticed is that speaking the same language doesn’t always mean that there will be mutual understanding. Just introduce someone from Scotland to someone from the American Deep South, and you’ll see what we mean. There’s more than just a difference in dialects; root metaphors, cultural mores, and shared histories influence understanding as much as the language we use. Knowing how to speak a language is very different from knowing what – or, more importantly, what not – to say.

Conversely, markets are cultures that are tied together by commerce, authenticity, and mutual interest; together these things can transcend language barriers. Introduce an American climber to a French climber, and they’ll get along quite well. But that doesn’t mean that an American climbing company can introduce itself in France and be an automatic success, or vice versa. (Quite the contrary…)

We at New Normal Consulting are native to many different cultures, that use many different dialects and languages that are unique to themselves. For example, if your company is in the outdoor market and wants to move into the hunt/fish world (or the other way around) our Universal Market Translator will help assure that you put your best foot forward.

  • We help companies define their brands across markets, cultures, and user groups.
  • We are fluent in the languages and cultures of outdoor, hunt/fish, fitness, cycling, snowsports, paddlesports, and many other markets.
  • We have worked in, bought from, and sold into North America, Asia, and Europe, and know how to help others do the same.
  • We help companies speak authentically in new markets in new ways.
  • We break down barriers to cultures that can be resistant and unforgiving to outsiders.
  • We guide brands around pitfalls that have swallowed others.

If you’re looking at expanding into new markets, activities, or countries, let us be your Universal Market Translator.

Please contact us at teamwork@newnormalconsulting.com for more information.

New Normal Consulting
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New Normal Consulting

Our mission is to educate, inspire, motivate and guide passion-driven businesses to create indispensable and intimate relationships with core enthusiasts. We are dedicated to helping businesses of all shapes and sizes succeed. We have a singular passion for specialty business: Not as an MBA case study or as a passing curiosity.
New Normal Consulting
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New Normal Consulting
teamwork@newnormalconsulting.com

Our mission is to educate, inspire, motivate and guide passion-driven businesses to create indispensable and intimate relationships with core enthusiasts. We are dedicated to helping businesses of all shapes and sizes succeed. We have a singular passion for specialty business: Not as an MBA case study or as a passing curiosity.

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