Localisation is not just about translating words - it is about ensuring cultural relevance and authenticity.
With over 30 years in the translation and localisation industry, Ms. Shirley Yeng exemplifies resilience and adaptability. As co-founder and Chief Strategy Officer of Successglo, a translation and localisation company headquartered in Singapore, with branches in Japan, Vietnam, and China, Shirley focuses on client relationships and international expansion.
“Localisation is not just about translating words - it is about ensuring cultural relevance and authenticity," Shirley shares, crediting her early exposure to entrepreneurship for shaping her own start-up journey. Growing up, her mother ran a home-based hair salon to support their family, and her uncle operated his own accounting firm. “Not all entrepreneurship comes from passion or a creative idea—sometimes, it’s born out of necessity. That resilience inspired me and continues to influence me today.”
Over the years, she has seen the translation and localisation industry evolve, but some aspects remain constant. “The people-to-people interaction is still there,” she says, explaining how her role involves engaging with clients from diverse cultural backgrounds. “Even within the same continent, interacting with someone from Germany can be very different from interacting with someone from France or Italy.” This dynamic has kept her learning even after three decades in the industry.
“I realised I needed to better understand what drives clients’ decisions,” she explains. “It’s not just about company policies; sometimes it’s their cultural background, education system, or inherited traits.” A key inspiration for this decision was Erin Meyer’s The Culture Map, which she describes as “mind-blowing” for its insights into the challenges she encounters daily.
It was so much more than what I read from the book.
Her time at INSEAD’s Leading Across Borders and Cultures programme exceeded her expectations. Shirley was particularly struck by how Erin facilitated discussions with grace, adapting to questions and harnessing the unique perspectives of the diverse cohort. “It was truly a learning experience, not only from the materials she provided but also from her human-centric approach and the way she engaged us without any clichés—everything felt very practical and genuine.”
Shirley found the real-life simulation workshops especially valuable. “I didn’t realise how others perceived the way I make decisions as a Singaporean, or how cultural backgrounds impacts decisions,” she shares. This self-reflection, she adds, was invaluable: “I learned more about myself, how I make decisions, and how I can adjust to be a better manager and colleague.”
Sharing candidly, Shirley learned firsthand the challenges of leading a team in a new cultural setting when Successglo launched its Tokyo office in 2022. “I thought I knew how to work with the Japanese, but as I really worked alongside them, I realised it was very different - from how they reached consensus in decision-making, to even how they processed information, I went through a very ‘hard knocks’ road to get where we are!”
Through the programme, she had the opportunity to share her insights with fellow participants, including one from Japan. “Having a peer from Japan affirming my challenges and solutions was incredibly validating of my growth the last two years as I built my team,” she shares. Layering on her gained insights from the programme, Shirley finds herself with greater confidence in her approach to leadership.
If tomorrow I meet someone from that country, I now know what I should not assume and how I should act to show the true respect for who they are.
One of the highlights of Ms. Yeng’s experience in the programme was the opportunity to interact with an incredibly diverse group of participants from over twenty different countries. “The chance to learn about cultures from places we haven’t even visited gives you a more real sense of how people think,” she explains. This global perspective has allowed her to better understand how to approach individuals from different backgrounds with respect.
The connections made during the course have also extended beyond the classroom. Shirley and her peers continue to encourage one another in their professional journeys, exchanging support and celebrating each other’s successes “During that week, there were many shared moments, many on-campus projects, and we really got to know each other. You don’t have to be afraid to be who you are with them,” she reflects, “That is something money can’t buy.”
Always look to continuous learning because that is the only way to be a better contributor – whether to society or to the community you are serving now.
This focus on learning and connecting with others is a theme that runs through Shirley’s life. For the past 24 years, Shirley has been a Sunday school teacher, working with young children to bring Bible stories to life through drama and interactive storytelling. “It’s something I truly enjoy. It’s not just about teaching stories—it’s about instilling values and serving the community in a meaningful way. I think it reflects my love for learning and sharing that knowledge to help others grow.”
Her advice for anyone considering the programme? “Be open and curious. Don’t go in with pre-conceived notions. Even if something feels uncomfortable or you perceive someone as rude, try to understand where they’re coming from. It’s not about changing who you are but about learning how to communicate in a way that resonates with others. The programme helps you to let go of unnecessary biases and approach situations with greater respect and empathy."
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