When Localization Is Everybody’s Job, It’s Nobody’s Job, with Sofiia Hapon

When localization is everybody’s job, it’s almost always nobody’s job. And a year later, your product speaks with five different voices in every language.
In this episode, Nicola Calabrese talks with Sofiia Hapon, Business Development Manager at Crowdin. Sofiia has seen localization from three sides: support, customer success and business development. She shares what has really changed in how companies set up localization over the last few years, and what hasn’t.
We talk about:
🔍 Why context is the step everyone wants to skip, and why “I ate a cake” can’t be translated into Ukrainian without it
💸 How a two word string used to cost days of waiting, and what AI changes about that
📚 Whether your old glossaries and style guides are still worth keeping (good news: they are)
🧩 What happens when localization is spread across marketing, product and developers, but nobody owns it
🛣️ Why help articles, landing pages and legal content need different workflows
📏 Why measurement is the one thing to hold on to while everything else keeps changing
✅ The one thing to sort out before you touch any tool
Whether you’re starting localization next month or fixing a setup that has grown messy, this one is for you.
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