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The Craft

Simultaneous translation between two rooms

A good chunk of presales is simultaneous translation between two rooms that think they're speaking the same language.

On one side, the engineers: precise, allergic to overstatement, fluent in caveats and edge cases, mistrustful of anything that sounds like a slogan. On the other, the buyers: thinking in outcomes, budgets, risk, and whether this makes their life better or worse. Both are reasonable. Left alone, they are not speaking the same language.

Presales lives in the gap. The job is to carry meaning across it in both directions without losing it on the way. Take what the engineer says, accurate and hedged and unsellable as stated, and render it into something a buyer can decide on, without quietly turning a "usually" into an "always." Take what the buyer actually needs, often buried under what they asked for, and render it back into something the engineers can build to.

The failure modes sit on both sides. Translate too freely toward the buyer and you sell something the engineering can't honour. Translate too literally toward the engineers and the customer drowns in detail they never wanted. Good translation keeps the meaning intact while changing the language entirely.

It's an odd skill to put on a CV. Stand between the people who build it and the people who buy it, and make sure both of them are actually talking about the same thing.


Written by Mandeep Singh. More at the writing index or get in touch.