Situations where transcreations would be required, but won’t be possible
The book that I hope you will read (or have already read) is all about ways to render high-quality transcreation services. It is important to stress, however, that there may be situations in which transcreations are necessary, but won’t be possible. That is the case when:
- The buyer lacks willingness to brief the transcreator properly, doesn’t allow for sufficient time for research, ideation, incubation and honing the text, or is unwilling to pay for the time and effort that go into a good transcreation; or when
- The transcreator fails to make sufficiently clear to the buyer how much time and effort a transcreation job entails and hence, isn’t paid for research, ideation, incubation and honing the text and is therefore unable to take the time needed to come up with the best possible result.
Such situations can only be avoided if both buyers and providers of transcreation services understand the value and the principles of transcreation. My blog posts give many pointers. For a fuller picture, I recommend a workshop, a coaching session, or the book.