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Through the Client's Eyes

'Through the Client's Eyes: Read This to Become a Better Translator' is the current title of a book due out soon. When I started working on it a year ago, I chose 'The Nonverbal Translator' as a working title. I still refer to my book as 'The Nonverbal Translator' in the draft version and on this website.

If it were a scientific treatise on translation, the book would probably start with the concept of cognitive empathy. However, there is nothing academic about 'Through the Client's Eyes', so this concept would be out of place. But not necessarily its implications – as translators, we are so preoccupied with the verbal nature of our work that we might lose sight of how our clients see our products and services.

I believe that looking at what we do through the client’s eyes not only gives us insights into our clients and how they perceive and experience our translations, but also helps us to become better – and more successful – translators.

If a picture is worth a thousand words, what does it mean for us wordsmiths? I think that there is still a lot to learn from other industries, especially those dealing with visual communication and design, to make your translation business and the value of your translation more visible. Being a 'nonverbal' translator for a change can be a fun way to reappraise your workflows, techniques, marketing strategies, and client communication.

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Valerij Tomarenko, author of 'Through The Client's Eyes'