Maturity models can be beneficial when used in the right context. But when taken too literally or driven further than they were designed to go, they can be downright dangerous.
As your brand grows in this digital-only world, the content you have online explodes as well. It’s your FAQs, product descriptions, customer service content, and user-generated content (UGC) such as product reviews. And since being online means you are inherently doing business globally, the amount of translated content is increasing as well.