Translation Services
The term “technical translation” refers to the translation of a document which has technical subject matter. It’s essentially the translation of a document to another language by an industry expert....
An inaccurate translation of a word from Maori to English caused a dispute in the 1840 Treaty of Waitangi that is still being argued today. Even a single syllable that...
Perhaps more than any other industry over the last two decades, financial services have become a truly global affair. Deregulation policies in the 1980s and 1990s, coupled with the advent...
The healthcare industry is a sector where translation mistakes are intolerable. In other industries, translation errors can be harmful to a brand trying to crack foreign markets. However, with medical...
Professional translation services are a must for any business, firm, or organisation that needs documents, product manuals, or websites translated. There are alternative options. By using a freelancer, or online...
As is the case with any service provider, you need to vet a business before using them. Quality service isn’t always a guarantee, and even if the service they provide...
Professional translation services have many benefits for all industries under a wide array of circumstances and a whole host of different purposes. For any company having to do business internationally,...
Translating can be a complex and nuanced process, and it’s essential to get it right. For a business strategy to grow in foreign markets, collaborating with a professional translation company...
Are you looking for information on Japanese translation? If you’ve been to Japan, you’ll already know that there are huge differences between British and Japanese culture. Not only is the language...
Are you looking for information on legal translation and want to know more about why total accuracy is so incredibly important? In layman’s terms, incorrect translations for legal documentation can...
It’s always advisable to have the most accurate information as possible when it comes to medical documents and records. Medicine is a particularly specialised field, with complex yet precise terminology....
Q: What’s a guaranteed way to bore your friends at a dinner party? A: Start talking about work, using jargon, acronyms, and generally making it impossible for them to understand. ...
As the year winds up, here at Brightlines we’ve taken a look at some of the most significant statistics regarding what languages people are using online. We’ve also considered what...
It’s beginning to look a lot like… The time is fast approaching to swap translating requests for Christmas card writing and enjoying the festive season. Our Brightlines translators from all...
In a modern world that is becoming increasingly connected, there are vast opportunities when it comes to international business. More often than not, language can act as a barrier to...
You may remember the story of the 2011 legal dispute between a Chinese maritime company and one of its foreign partners who failed to use a professional translation service for...
If you’re buying translation services for the first time, or need a new translation services provider for any reason, it’s fair to say that the choices before you can be...
Perhaps more than any other industry over the last two decades, financial services have become a truly global affair. Deregulation policies in the 1980s and 1990s, coupled with the advent...
Yes, it’s that time of year again when we all pay a little more attention to things that go bump in the night and strap ourselves in to weather some...
Video content is perennially popular among internet users, and this is unlikely to change anytime soon. YouTube, for instance, has over 1.9 billion registered users, operates in over 100 countries...
Your translation services provider might leave you slightly perplexed, throwing the word “transcreation” into their sentences. Well, let’s send that befuddlement packing, and tell you everything you need to know...
Duplicating content is a well-known no-no in marketing and promoting websites. For the purposes of performing well in search engine results, it’s always better for copy and content to be...
In a recent survey, it was found that China and India far surpass the United States and the United Kingdom when it comes to Internet usage. For example, China boasts...
Managing your translation budget doesn’t have to be an uphill struggle. Whether you hold the purse-strings or are an influencer in how your translation services budget is spent, these best...
If you’re planning to translate your marketing collateral, we strongly advise designing each piece of collateral with translation in mind. We often come across marketing materials that have been wonderfully...
Although it might seem like a simple question, let’s start with a fundamental question; what actually is translation? Simply put, translation is the process of converting one language into another....
Streamline your translation process – pronto! If you haven’t already centralised your translation services, it is highly likely that inefficient translation processes are holding back your business. Using multiple translation...
In the event of a hard Brexit, UK businesses that trade heavily with the EU should fling their nets wider and seek opportunities in future fellow third country markets, says...
Accurate technical document translation is vital in today’s global market, but getting it right is easier said than done. The language of science, engineering and manufacturing is also the language...
Imagine this. You’ve got some great copy, perfectly pitched at the UK market, filled with seasonal idioms. It includes some cultural references and a quirky pinch of British humour. Is...
Translating InDesign files is a straight forward task for a professional translation agency. But there are a few ground rules that can smooth the process. Of course ensuring the over-all...
When undertaking a translation project, it’s vital that the work is completed to the highest possible standard. This can be a lengthy process, which involves editing and proofreading the text...
In 1984, a Japanese mistranslation instigated the largest bailout in banking history at the time. And it was all down to nuance in translation, when a reported “rumour” of a...
Imagine that you’ve created a website. The content fits on the page and aligns well with the images, the buttons are where they’re supposed to be and everything looks smooth...
What is marketing translation? To put it simply, marketing translation involves translating some or all of your marketing content to appeal to your target audience – whether that be your...
Whether your video translation project requires subtitles, voice-overs or dubbing, for a successful outcome you need to be aware of five key elements at the planning stage. We’ve been providing...
If your organisation has a global workforce, translating and localising HR content is vital. In fact, in many cases it’s a legal requirement. For the most part, HR policies and...
Brightlines has translated a video for the Malaria Must Die campaign; featuring long-term malaria ambassador and world renowned footballer, David Beckham. The campaign aims to encourage world leaders to...
Preparing for document translation involves two key factors. First, you need to work with your translation services agency to scope the translation project. Second, you need to prepare your documents...
It can be tempting to cut corners and pay a lower price for your translation, especially if you have a restricted budget – but this could be detrimental to the...
Keen to keep costs down, it is tempting for managers to avoid outsourcing document translation to a professional translation service, and instead give that responsibility to an in-house, multilingual colleague....
Brightlines are delighted to announce their ongoing partnership with the British Council to provide high-quality subtitle translation for the short films included in the #FiveFilms4Freedom series. The festival, which runs...
Being a global marketer is a tricky task to say the least. Working in an ever-changing environment can make it hard to keep on top of the next trend –...
What is website translation? In short, website translation involves translating some or all of the content on your site into another language. This can be done in a number of...
Want to know what’s on the horizon for translation technology in 2019? Well, look no further. The Brightlines team have been looking at what we believe will be the three...
They say that love makes the world go around. And like any loveable translation services agency that knows about local customs, we’ve explored romantic traditions around the globe. But prepare...
If you happened to catch the hilariously spiky new series of Catastrophe on Channel 4, you may have subliminally spotted the bright colours of yours truly translation services flash by...
There are various ways to translate your WordPress site, and you can read all about them in our WordPress translation plugin blog post. Some are good, and others not so...
A WordPress auto-translation plugin can be an extremely useful tool. It’s a great way to save time, keep costs down and broaden the number of languages used on your website....
We know that it can be hard for businesses to reach an international market without using large organisations, like Amazon, to effectively promote their products. Using these large companies will...
In an earlier December blog, we gave pointers on how to “increase your revenue with translation for e-commerce”. We touched on which languages you should translate to help you make...
Having a multilingual website is crucial to reach an international audience. If you don’t want to create a separate website for each country you’re targeting, then you can create a...
It’s that time of year again when office chat turns to everyone’s favourite Christmas ads. Who cried, who laughed, which are the cutest, the cleverest. Compilations such as “John Lewis:...
Online buying is booming. And booming. So much so that by 2040, according to Nasdaq, nearly all (95%) purchases will be facilitated by e-commerce. So how can translation services help your...
Many businesses create paid search campaigns – also known as PPC (pay-per-click) campaigns – solely in English, missing out on valuable revenue from nearly three quarters of internet users worldwide....
One of the most common questions we get at Brightlines, from companies who are looking to translate their website, is around domains. “What domain structure should I use for my...
Which languages should you support on your website, social media and online advertising? This is a big question for businesses in our ever-growing, global marketplace – not helped by the...
Find out how to plan, execute and manage your successful website translation project. These seven simple steps will make the world of difference when it comes to making your website...
Brightlines Translation has announced a new partnership with WMPL, the leading WordPress translation plugin. The partnership strengthens Brightlines’ website translation credentials and gives clients access to cutting edge technology on...
Getting your technical translation service to deliver on the level of accuracy that you need for your technical documents can feel like catching a runaway train. Whether translating user manuals,...
Managing a website translation doesn’t have to be a pain or a stress. Here are some key insights on how best to get started on your website translation project. We’ll...
When launching your brand into new territories it’s important to avoid making brand naming mistakes like the ones apparently made at Ford, Coors and Colgate. Ford’s launch of the Pinto...
“Arguing against globalisation is like arguing against the laws of gravity” – Kofi Annan, Nobel Peace Prize winner and former Secretary-General of the UN Spurred by digitalisation and now firmly...
When I first started out as a translator and translation project manager, I spent a lot of time (more than I’d care to admit) looking at various translation agency websites...
Competitive translation services today are using translation memory systems (TMS) to give their clients faster, higher quality translations. They certainly aren’t risking their clients’ reputations by relying on machine translation....
One of the biggest problems creative agencies face is having to deal with a constant churn of translation services providers as one by one they disappoint. Too often they fail...
Six critical things need to happen to make sure you get a good quality translation. Whether you need a straightforward, standard translation or a higher level, specialised translation, getting the...
There is an increasing demand for fast, accurate and cheaper translations. Between translation, localisation, interpretation and other related language services, the industry is expected to reach $47 billion by 2021. Machine...
If you’ve committed to moving into a foreign market, and are now being asked if you need straight translation or transcreation, you may be uncertain of which route to take....
Are you confused as to the difference between standard and specialised translation services? Julie Fry, a senior translation project manager here at Brightlines Translation explains the difference between standard translation and...
Browning (one of the most important British poets of the Victorian period) penned the famous phrase “less is more” in his dramatic monologue Andrea del Sarto – also called The...
The FIFA world cup has just kicked off. The beauty of this football tournament is you never know what might happen. Germany took the trophy away four years ago –...
Global content marketing is expected to be a $300 billion industry by 2019, with the market for international domain names (IDN) greater than 2.5 billion people – mostly non-native English...
There’s a secret to successful video translation that produces the maximum impact. In a word: localisation. Localisation steps beyond basic language to knock on the door of the person you...
How much does translation cost? It’s a question that seems simple, but sometimes the answer is complicated. Comparing superficial prices is obviously quite easy. You get quotes from three or...
It’s official; video content is one of the most engaging and successful tools in your marketing toolbox today, with far reaching benefits. According to Cisco, by 2019 a whopping 80%...
Instagram use is rocketing, with brands using it expected to rise from 49% to 71% this year. Whether you’re new to Instagram or looking to develop your existing Instagram strategy,...
With 800 million users and rising, the 25 million businesses on Instagram are on the right path. Opportunities for brand engagement are increasing with the recent introduction of Instagram Stories,...
Once your company is well established in one country, it makes sense to branch out into a second or third country. It’s an obvious next step for many companies, especially...
If you’re planning to successfully push your brand’s content into new markets across the globe, you need to adapt the content for your target audience. Depending on your goal, you...
Social media has a 100% higher lead-to-close rate than outbound marketing, making it one of the most powerful, efficient and global marketing tools. The most successful brands adapt their social media...
The sensitive nature of legal documents, and their importance within the legal realm, means they must only be translated by specialist and experienced linguists. What is legal translation? Legal translation...
Search engines have become as much a part of our daily lives as switching on the kettle to make a cup of tea. Want to know which laptop to buy?...
Accurate technical document translation is vital in today’s global market. We’re here to provide an in-depth understanding of what technical translation means, when you’ll need it, and the challenges it...
If you’ve decided to push your brand into foreign markets, you’re going to need to think about how the difference in cultures across the globe will impact your marketing campaign....
Do not underestimate the power of numbers when doing business with the Chinese. In China, numbers are taken very seriously indeed. The Number 4 could break your deal. The number...
There are hundreds of translation agencies in the UK – and choosing the right one is no easy feat. As a potential client, you hear a lot of the same...
Getting your brand communications right for your export market goes beyond translation, it also requires localisation. Brands at risk Are you planning to send your brand’s marketing communications to an...
Video content is trending, we all know it by now! But it can be tricky to know where to get your video translated when you need to reach a wider...
In a world of snazzy job titles where ‘Thought Leaders’ share offices with ‘Brand Evangelists’, you might be mistaken for wondering what a ‘Transcreator’ does for a living. I mean...
If there’s one thing the UK does really well, it’s advertising. British brands have great marketing strategies. One of the strategies they use really well is the tone of voice....
How many languages are spoken in Indonesia? Indonesia has 252 million inhabitants who speak over 742 different languages. The fact that Indonesian’s speak so many languages might look like a...
With the number of people opting to make their purchases online increasing all the time, having an online shop has become a necessity for many businesses worldwide. Allowing people to...
Translation is improving as time goes on. There’s no doubt that it has its uses on a personal level. A machine translation is fine if you want to look up...
For anyone who has ever spent any time trying to get to grips with a legal document, you’ll know what hard work it can be. Even a contract of only...
Expanding your brand worldwide can be an expensive business. Most of us have a finite budget that must be utilised to communicate with our target audience as effectively as possible....
A survey by the Common Sense Advisory found that 72.4% of consumers would be more likely to buy a product with information in their own language. However, it’s clearly not possible to...
For any business wanting to expand worldwide, global content localisation is a key consideration. But what is this strange sounding beast and why is it so important? Global content localisation...
It’s not an exaggeration to say that any 2017 content marketing strategy, that doesn’t involve video marketing, is not worth the paper (or screen) it’s written on. Over the past...
When it comes to achieving a global online presence for your business, just translating your website into local languages isn’t enough to make a successful worldwide brand. You’ll also need...
Designing with translation in mind is crucial if you want to localise well. Designing for translation For companies to successfully tap into those massive and very lucrative markets where English...
Steve Forbes has a great tip for business. Steve Forbes is editor-in-chief of Forbes Media....
The tradition of sending Christmas cards is one that many nations participate in, and their designs clearly depict distinct cultural differences in a snapshot. Let’s look at how they differ...
It’s the most wonderful time of the year! Christmas is far more than a religious event. Celebrated around the world, people of all faiths and beliefs have embraced Christmas traditions....
Back in 2014, we covered why using automatic machine translation (MT) tools for your international websites isn’t the answer, as doing so dramatically reduces your site’s visibility. Of course, Google’s...
Machine translation, the method of using software to translate content, has grown in both sophistication and popularity in recent years. With an ever-increasing number of businesses operating across the globe,...
In recent weeks we’ve talked about how you can make sure that your translated websites are optimised for search engines, including the importance of using the hreflang tag. In fact,...
When we’re talking about SEO of translated websites, the term ‘hreflang’ is used on a regular basis. Many people know it’s something they should use, but don’t know why or...
With October coming to an end, adults and kids of all ages are gearing up for the annual fright-fest that is Halloween. This spooky event is marked not only in...
There’s no denying the usefulness of video when marketing your business. According to a report by Cisco, consumer internet video traffic will account for 80% of all consumer internet traffic...
Pay-per-click (PPC or Adwords) advertising is an effective marketing tool used around the world. Launching international PPC campaigns can be an extremely involved process, where it’s not only important to...
Machine translation services, and we refer here to “customisable machine translation”, have seen a recent surge in popularity as more and more content needs to be translated into a variety...
It is often the case that non-native translators of a language will simultaneously learn written and spoken words at an equal pace, understanding both how to read and write the...
Why should you build an Arabic website or even design an Arabic version of an already existing website? Whilst many businesses forgo a translation or re-design for their Arab customers,...
In the eyes of many investors, China is the great ‘what if’ of the marketing world. For a long time China was untouchable for foreign investors not for lack of...
The number of Internet users in India is growing apace, as are sales of smartphones; smartphones being the favourite way of accessing the Internet. As a result, ecommerce is booming...
When you’re looking for professional quality translation services, there’s a lot of different services available out there. Not only do you really need to make sure you’re getting the best...
There’s no question about it, for a large part of the world, Google is the search engine of choice. We have even turned it into a verb: To Google –...
The eyes of the world are soon to turn upon Brazil, as Rio hosts the Olympic and Paralympic Games. While there has been much controversy during the long build-up, once...
Making a successful worldwide brand isn’t just about translating your website into local languages it needs to be localised. Localising your business is about hitting that fine balance between having...
Deciding your business needs its website to be translated can be an exciting time. Potential customers all over the world are just waiting to use your product or service. But...
Video content is big that’s for sure, but it can be difficult to decide which translation route is best to reach your global audience – subtitles or voiceovers? Here is...
When it comes to international SEO services, only professional translation services can offer the quality, efficiency and ease that you, as an expanding, successful SEO company will require. The fact...
Exporting is crucial to the British economy, and according to the British Chambers of Commerce (2016) over a third of UK businesses actively export goods and services. BCC also points...
Document translation is something many people wrongly assume is easily taken care for free using computerised or online translation systems. There’s nothing wrong with doing this is if you are...
Video content is slowly taking over the world. It’s being consumed by greater numbers of people than ever before and studies have shown that video receives far more attention than...
From movies and news reports to videos and documentaries, there are many different scenarios that call for voiceover translation. This is a form of audio-visual translation where a voice is...
How to get your website translated…the easy way. Any ambitious company recognises that an effective website is absolutely vital for attracting and retaining consumers, and encouraging sales. Creating such a...
Global video content is on the rise and there are many reasons why you should consider subtitling your video content. You will increase your audience by a substantial degree. Subtitles...
Japan is a nation of contrasts that at first seem at odds with each other. Imperial palaces, shrines and gardens with beautiful cherry blossoms contrast with the neon skyscrapers that...
Vietnam is tipped by economists to be one of the top ten fastest growing economies in 2016, with growth expected to stay strong through 2018. When you take a look...
Japan is one of the world’s largest economies and has some of the most familiar brand names on the planet. Toyota, Yamaha, Canon, Sony and Toshiba, are just a few....
Indonesia, home to approximately 243 million people, is a diverse and vibrant country scattered over thousands of volcanic islands. Jakarta is its sprawling capital city. A country with a colourful...
Top translators are highly-academic, skilled and knowledgeable linguists — a translation agency’s best asset. To become a top level translator takes many years of industry specific work experience and study....
Selamat datang! If the above looks more like a typo than a warm greeting, you’ll want to brush up on your Bahasa Indonesia skills before tackling the country’s thriving business...
Sometimes you just need the answer to your translation queries quickly, so I have compiled a list of translation services FAQs. If you found what you were looking for great, but...
Brands beware! Don’t put your brand on the line. Using the wrong Spanish flag in your communications could cost you your reputation. The Spanish flag With its red and yellow...
Keeping on top of marketing trends is essential if you want to retain a competitive edge; every business knows that. The emergence of video as one of the most engaging...
Despite its recent setbacks, the French economy is growing at a faster rate than it has done for the last four years. 2015 say an overall growth of 1.1% and...
As one of the MINT economies Indonesia is believed by economists to have enormous potential for growth over the next fifteen to twenty years. Along with Mexico, Nigeria and Turkey,...
During 2015 the Italian economy fared better than many analysts had expected, with GDP growing by 0.8%, and there are indications that it will grow by 1.5% during 2016. The...
Many companies use in-house bilingual personnel to produce multilingual versions of their products. Often done on an informal basis, with the employees being taken away from their normal duties to...
You’ve had your copy translated by a professional translator so it should be perfect, right? No need to have it proofread? That’s certainly what many buyers of translation services think....
Search engine optimisation (SEO) is as important to your marketing efforts as marketing in general is to your business: without it, failure is inevitable. Brits alone spent £44.97 billion online...
The nine commandments. To begin to understand the general tenets of the Norwegian (Skandinavian) attitude, you must read Jante’s Law, as set in stone by Aksel Sandemose, a Dano-Norwegian poet:...
Turkey is one of the MINT economies identified by economists as having the potential for strong growth over the next twenty years, and its economy is booming. MINT economies have...
Translation is crucial to growing your business on Amazon. There aren’t many products or services that are solely designed to be used by people in one country. Therefore, it makes...
OK. Is not OK! As one of the MINT countries, Turkey is expected to experience serious economic growth in the future, and like Mexico, Indonesia and Nigeria is seen as...
Kicking off on June 20, the 2015 Dragon Boat Festival is one of China’s most celebrated and fascinating events of the year. With a unique history and many traditional folk...
As the social media battle rages on, each competing platform is doing everything it can to make life easier for its users. With development teams constantly introducing convenient new features...
Google estimates that the web is now made up of more than 30 trillion individual pages. Not bad for something that was only invented in the 1990s. This borderless realm...
Language is something of a double-edged sword, in that it has the power to both unite and separate. It forms the foundation of communication, yet gives many people a proud...
Social media has been the hottest marketing channel for more than ten years now. Every brand worth its salt is on Facebook and Twitter these days – they can’t afford...
Switch on the news, pick up a business publication or skim the internet and you’ll see in no uncertain terms that Germany, Europe’s largest economy, is enjoying an upturn. It’s...
Valentine’s Day is not global. For marketers, Valentine’s Day is a big opportunity to create some relevant, engaging and humorous campaigns. However, for those launching new products and/or posting social...
Search engines allow us to navigate the internet quickly and easily. Thanks to a complex network of hidden algorithms, they ensure we find exactly what we’re looking for with minimal...
The web has made it easy for businesses to trade internationally. Trading and trading successfully, however, are two different things. As we know, it’s not as simple as just adding...
Realising that your website requires multilingual SEO – or search engine optimisation – in order for your business to successfully grow internationally is the first step up the ladder. Finding...
An online presence is something that most businesses invest in these days, for obvious reasons. Internet trading presents many unique challenges as it is, but doing so across borders can...
It’s more important than ever for businesses to have a website that is up to the search engine challenge. Competition is heating up in almost every industry sector, while Google...
A rapidly increasing number of businesses are operating on a global level. It’s not just a case of selling products and services to overseas buyers, either. It’s now normal for...
While traditions may differ from culture to culture, Christmas is celebrated in more than 160 countries around the world. Wherever you are at this time of year, it’s normal to...
When you have just created a website, you are in the same tricky position as anyone who has done the same in the past. But if you know how to...
The use of automatically translated web content is against Google’s Webmaster Guidelines, pure and simple. Using automatic machine translation (MT) tools to translate your website’s content will reduce your website’s...
Easter is celebrated around the world. Here are 5 interesting facts: Easter eggs are also called Paschal eggs. Legend has it that Mary Magdalene was bringing cooked eggs to share...
Everything you need to know about transcreation, and how to make sure your company gets the best out of a transcreation project. What is transcreation exactly? Transcreation is a distinct...
The Hindu celebration of Holi is also known as the Festival of Colours. The central tradition of Holi is to throw coloured powder at one another. The powder colours, also...
Despite how it may appear at times, Google is not the only search engine. In fact, there are countless others out there – from hyper-specific models cornering an exact section...
Like the humble beginnings of the ancient empire, Rome wasn’t built in a day and neither was social gaming’s success. Social gaming has successfully wiggled its way into every corner...
If you want to be taken seriously by the world, you need to cover all bases. That includes your website. If you ever need an example of how not to...
A quick look into the origin and evolution of language. And why you don’t need to worry about it. The “Origin of Language” is controversial. I am not one to...
Here are some fascinating language facts that got my jaw dropping. Did you know for example that more than 200 languages have become extinct around the world in the last...
If you haven’t heard about it already, Duolingo is a free language learning website created by Luis von Ahn (whose genius was discussed in one of Josian’s earlier blogs). The...
Sometimes I have trouble marketing. But never writing. Today is one of those days. Instead of updating the brand section of the Brightlines Translation website that will tell you about...
Machine translation is an asset if used correctly. But don’t be too hasty, staking your company’s reputation on free online translation is a risky business. Julie Fry explains why… I...
Research takes time, so here in brief are 25 vital things about Russian business etiquette that you will find useful. Indeed, some of this information may just swing it for...
At some point in the Russian export arena, or even if you have good Russian friends, you will come across sobornost. It is not as it may sound – a...
In Japan the business card is paramount. Unlike in Britain where we exchange business cards as a simple contact medium, the exchanging of business cards in Japan, or with a...
For those of you who need good information quickly and concisely, here is a list of 15 essential Japanese business tips that you need to know before that vital meeting...
Japan is a nation of readers. A major cultural difference you should be aware of is that the Japanese love reading. Japanese consumers, corporate or individual are much more detail...
Russia has finally made it into the WTO. It took about 19 years of negotiation. Quite how Putin will fare under the jurisdictive eyes of this global trade body we...
The gift culture in business to business China is virtually ritualistic. Presenting a modest gift to your business contact is a good idea just be mindful as the gift should...
Languages and international markets are often grouped under acronyms or collectives. These are the ones you are most likely to come across: 3G – Global Growth Generators Bangladesh China Egypt...
It’s well documented: China is big for business, undisputedly the world’s fastest growing economy. But your road to success depends on good guanxi. Get good guanxi Guanxi (gwan-shee). Guanxi. Remember...
I came across the prodigious computer scientist, Luis Von Ahn, while researching technological advances in translation. Translation technology is catapulting forward in an attempt to hastily address the need to...
