(…)  This newly released book follows a similar format as the classic version, but focuses exclusively on providing tips in the areas of selling and marketing in 20 different countries. I had a chance to ask Morrison questions about her latest book. Her answers are in the interview that follows.

Nataly Kelly: The book addresses many different cultures. Did you have a particular culture in mind as your target audience when writing it?
Terri Morrison: I tried not to be U.S.-centric in this book. Hopefully, we achieved this, because several foreign rights contracts were picked up almost immediately. I believe that a Mandarin version will be released soon. The target audience is global, and that is one of the reasons we included the U.S. in there – so that other cultures might gain some insight into our multi-ethnic country as well.

How did you carry out the research on so many countries for this book?

It took two years of interviews, visits, and research to compile the data on the 20 countries. Granted, we do have some pretty good connections — my firm has been in business since 1990, and this is my ninth book.

You mention working with interpreters and translators in the book, recommending, for example, that people translate their business card into the language of the host country in some cases. What other tips do you have for businesspeople regarding interpreting and translation?

Businesspeople underestimate everything about the profession – the complexity, background requirements, and cognitive demands. There are many bad brands and translation blunders that have occurred because of clients cutting corners and simply having a lack of knowledge about the job qualifications. Never underestimate the value of clean global communications. I advise clients to send all jargon, contract requirements, marketing collateral, etc. weeks ahead of time. I suggest they set up a virtual meeting as soon as those materials arrive, and review everything with the translators. Details are important. I also suggest they hire two interpreters for on-site negotiations — so that they can spot each other every two hours. Senior interpreters expend the same amount of energy as do master chess players. They literally lose weight from the cognitive drain, and after several hours of contract negotiations, they need a break. Words carry enormous weight in every language, and it’s worth paying for the best. More.

See: The Huffington Post