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But what if after entering Mexico we plan to use our Spanish-language content in other Latin American countries where, you guessed it, people’s breakfast habits are likely to be different? Which approach would you take?

A. Keep it simple, everyone likes pancakes

B. Keep swapping “pancakes” with whatever the most common Sunday breakfast is in each country

C. Ask the localisation services provider (to ask the Mexican translator) to swap all US-centric statements with more generic messages that are not specific to any culture or geography

D. (Re)write our English-language content with international customers in mind, using the language and examples that don’t focus on any geography in particular so they’re relevant in any country