Nowadays, there’s little doubt that to grow and succeed companies need to expand to different markets: it’s not a question of should they do it at all but rather when and more importantly how. Looking beyond traditional operational metrics or market expansion strategies, I will share examples that demonstrate the negative impact of poor localisation on the business competitiveness, product quality and user experience and how to avoid them. Strategic evangelisation, developer enablement and business alignment guarantee successful localisation setup and subsequently successful global expansion.