Cultural Intelligence - the future of management!

Jun 17

Jun 17 Cultural Intelligence - the future of management!

Last week I was fortunate to attend the 37th edition of the LocWorld. The biggest event in the Globalization / Localization industry. It took place in Warsaw, a beautiful Central European city where its people treated us really good; they were super friendly with us, very warm. I'm really thankful to the lovely Polish people I met there! thank you guys!

In my post this week I bring a summary of the presentation we gave on How to develop your Cultural Intelligence? My talented and lovely colleague Maria Kania-Tasak (@MariaTaniaKasak) and I talked about what we believe is the future of management. Cultural Intelligence is like a superpower :) Do you want to know about how to develop this superpower? Well, I have great news for you! I have created an eBook which is a summary of the presentation we gave and it contains some reflections and tips to work towards the journey of developing our CQ. I hope you like the summary. Enjoy!

Click HERE to download the eBook

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Feb 21, 2026

In-context review vs. LQA: stop treating them like the same step.

The world of localization is full of small, hidden details.

Some things are deeper than they seem, and I often see between in-context review and LQA in the world of Localization. They might seem the same, but if we scratch beneath the surface, we'll see they're not what they seem.

In this post, I want to focus on explaining the differences between in-context review and LQA, which is something I see being confused quite frequently, and although the tasks are similar ... they are not the same.

Feb 14, 2026

In the age of AI, Localization must operate at 2 layers to stay relevant

AI is not eliminating localization. But it is removing the illusion that execution alone is enough.

Layer 1 accuracy, delivery, quality was our playfield. Now AI scales it faster and cheaper. And when value is framed only around execution, the conversation shifts to cost and headcount.

Meanwhile, executives focus on retention and growth.

That’s Layer 2 cultural impact.

In the age of AI, localization must operate in both.

Feb 7, 2026

Localization was never just a tooling problem

You need a solid localization tech stack before you can build a global digital product. Tools that help manage content, automate workflows, ensure consistency, handle volume, control quality, and scale across languages are essential. Without them, everything becomes slower, more expensive, and harder to manage. Today, we have great tools to support all of this. And yet, despite all these changes, something fundamental hasn’t changed in the ingredients that define good localization.

Jan 30, 2026

A translated product is not yet a global one

Outside the circles of localization and globalization, translation is still seen as the step to go global. As if adapting the language automatically creates a global product. As if users in new markets will suddenly feel at home just because the words are no longer in English. In reality, that’s rarely how it works. Users don’t experience products in pieces. They experience prices, payments, support, content, and expectations all at once. Adapting the language is an important start. Still, users experience the product as a whole. If only the words change, they will naturally notice the parts that didn’t.

Jan 24, 2026

Are you translating content or are you managing the content ?

For a long time, localization was treated as a pure execution task: translate fast, deliver on time, and stay invisible. That model worked when content volumes were lower and speed was the main challenge. As AI becomes part of everyday workflows, this approach is no longer enough. Translation itself is not the hardest part anymore. The real challenge is deciding what content deserves attention and how AI fits into the broader content ecosystem. This shift highlights a deeper change: moving from simply translating content to actively managing it.

Jan 16, 2026

Stop explaining Localization. Start explaining the impact.

Localization professionals often focus on translation quality and best practices, but decision-makers care about customer impact and revenue. If we frame localization as a cost, it risks being deprioritized. Instead, we must highlight its value driving engagement, trust, and business growth.

Jan 10, 2026

When one executive Localization stakeholder pushes to replace the TMS with LLMs ...

At a New Year’s Eve dinner with my family, I saw a familiar situation play out: someone speaking with strong confidence about something they only partly understood. In Spain, we call this el efecto cuñado. What I didn’t realize for a long time is that this behavior has a name in psychology too. It’s the Dunning–Kruger effect, and it shows up just as often in localization and AI conversations as it does at Christmas dinner tables.

Dec 13, 2025

Upskilling the Localization team for the next 5 years

This feels like a pivotal moment. Localization teams are being asked to support more markets, move faster, use AI responsibly, and show impact, not just output. Expectations are higher than ever, but many teams are still trained mainly for execution. We are strong at delivering localization work, yet we often struggle to move from output to outcome and to clearly explain the impact of what we do.

Dec 6, 2025

The real challenge in AI adoption in Localization isn’t the tech, it’s the pressure to pretend it’s already working

AI isn’t just changing tools, it’s changing expectations

Three years into working with AI in localization, I’ve seen the pressure build: automate faster, scale more, do it now.

But the real challenge isn’t the tech itself. It’s the gap between hype and reality , and what happens when teams are expected to act like everything’s already working.

In this post, I break down five common challenges that keep showing up, and what we can actually do about them.

Nov 29, 2025

Why Localization is one of the best alignment engines in a company

Words have the power to shape perceptions and influence actions, which is why reframing is such a powerful tool. In localization, we can reframe our role from simply translating to driving alignment across the company. By ensuring content is consistent, culturally relevant, and strategically aligned with business goals, localization professionals play a key role in helping businesses grow globally. This post explores how we create that alignment and why our work is much more than just translation.

Jun 17 Cultural Intelligence - the future of management!

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Jun 17 Cultural Intelligence - the future of management!

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Jun 11 Thoughts about quality measurement via DQF + my summary of the first edition of the Games Global Forum!