Have you ever given a presentation that was met with blank stares, confused looks, or even laughter? If so, you might have experienced a case of miscommunication or a badly designed and delivered presentation that led to some silly 'lost in translation' situations. In this blog post, I'll share some examples of how this can happen and some tips on how to prevent it from happening to you.

Examples of Getting Lost in Translation

• A famous example is when former US president John F. Kennedy visited Berlin in 1963 and declared "Ich bin ein Berliner" (I am a Berliner) to show his solidarity with the people of the city. However, he did not realize that "Berliner" also means a type of jelly-filled doughnut in German, so he essentially said, "I am a doughnut".
• Another example is when former US president Barack Obama visited Japan in 2009 and bowed deeply to the emperor, considered a sign of respect in Japanese culture. However, some Americans criticized him for showing too much deference and weakness, while some Japanese thought he bowed too low and violated the etiquette.
• A third example is when former UK prime minister Theresa May visited Italy in 2017 and tried to make a joke about the Brexit negotiations. She said "Being here in Florence, I am reminded of the words of one of her most famous sons, Machiavelli. He wrote that there is nothing more difficult to take in hand, more perilous to conduct, or more uncertain in its success, than to take the lead in the introduction of a new order of things." However, she did not know that references to Machiavelli are associated with manipulation, cunning and deception in Italian culture. Her joke fell flat and she was seen as culturally insensitive and ignorant.

Tips to Avoid Getting Lost in Translation

As you can see, getting lost in translation can have serious consequences for your reputation, credibility, and relationships. To avoid this, here are some tips to follow when you give a presentation to a different audience or culture:

Do your research. Before you speak, learn about the culture, values, customs, and expectations of your audience. Find out what topics are appropriate or taboo, what words or gestures are polite or offensive, and what jokes or references are considered acceptable in a professional setting. Avoid using slang, idioms, metaphors, or acronyms that may be misunderstood at best, or interpreted negatively at worst.

Be clear and concise. Use simple and direct language that conveys your main points and avoids ambiguity or confusion. Use examples, stories, or visuals that illustrate your message and are relevant and relatable to your audience. Avoid jargon, technical terms, or complex sentences that might confuse or overwhelm your audience.

Be respectful and humble. Show your appreciation and respect for your audience by greeting them, thanking them, and acknowledging their contribution. Avoid making assumptions, judgments, or stereotypes about your audience or their culture. Admit your mistakes, apologize if you offend anyone, and ask for feedback or clarification if you are unsure or misunderstand something.    

By following these tips, you can improve your communication and presentation skills and avoid getting lost in translation. Remember, the goal is not to impress your audience, but to connect with them and share your ideas.

As you know, discovering a style of communication that resonates with your audience can be an extremely challenging process, and it’s very normal to wonder if you're getting it right. Content Design Studio are experts at navigating the nuances of communication and design and will work tirelessly to set you on the path to success. Come with us on a virtual walk so we can learn more about your needs, goals, and pain points and offer you bespoke solutions that will captivate, convert, and conquer.

Can't wait until then? Take our Content Stress Assessment and find out just how much content design has been stressing you out and what you can do about it.