Most localisation programmes stop at translation: the same messaging, positioning and proof points, run through a language model or a translation vendor and shipped into a new market with the underlying logic untouched. The result reads correctly and still converts badly, because the objections, buying triggers and competitive context are different in every market, and no translation layer fixes that. This is a working session, not a talk. Bring a piece of your own messaging and leave with a framework for deciding what genuinely needs to change market by market, what can stay as is, and where the highest-risk gaps in your current approach sit. Key learnings: - How to tell the difference between a translation problem and a positioning problem, and why treating one as the other wastes budget - A framework for auditing messaging, proof points and objection handling against a new market's buying context - How to prioritise which markets or segments need a full localisation pass versus a lighter adaptation