In a recent episode of the Localization Fireside Chat, Robin Ayoub had the pleasure of speaking with Elena Petrova, the founder and CEO of Ad-Astra. The conversation revolved around Elena’s journey in the localization industry, the importance of communication in immigration, the impact of technology on the industry, and her views on the future of localization. Here are some key takeaways from their insightful discussion.
The Power of Purpose:
Elena’s passion for communication and travel began at a young age. Growing up in the former Soviet Union, where communication was limited, she developed a deep appreciation for the importance of connecting with others. This passion eventually led her to found Ad-Astra, a company focused on language access and communication.
The Role of Communication in Immigration:
Elena emphasized the crucial role of communication in addressing the immigration crisis. Ad-Astra provides telephonic interpretation services to government agencies and legal firms, facilitating communication between officials and migrants. By breaking down language barriers, they help ensure that migrants receive the necessary support and guidance.
Ad-Astra’s Approach:
Ad-Astra is a purpose-driven company that values both financial success and making a positive impact. Their team consists of dedicated individuals who genuinely care about their work and the communities they serve. They prioritize building a strong organizational culture and fostering long-term relationships with employees and clients.
Technology and Innovation:
Ad-Astra embraces technology and AI to enhance their operations and improve productivity. They integrate AI into various aspects of their business, including business development, marketing, and reporting systems. However, Elena emphasizes the importance of using technology thoughtfully and identifying the specific problems it can solve, rather than blindly following trends.
Adaptability and Change:
Elena believes that adaptability is crucial for survival in the localization industry. As technology continues to evolve, companies must be open to change and embrace new opportunities. Ad-Astra aims to stay relevant by leveraging AI and positioning themselves as experts in cultural consulting and content creation.
Balancing Profit and Purpose:
While profitability is important, Elena emphasizes the need to maintain a balance between financial success and making a positive impact. Ad-Astra’s mission is to connect communities and bridge cultural gaps, ensuring that communication remains at the heart of their operations.
The Future of Localization:
Elena remains optimistic about the future of the localization industry. She believes that the ongoing technological revolution, particularly in AI, presents numerous opportunities for growth and innovation. Translators will evolve into language specialists and cultural experts, guiding technology to produce culturally accurate content.
Conclusion:
Elena Petrova’s journey in the localization industry and her commitment to communication and community building are truly inspiring. Ad-Astra’s focus on purpose-driven work and their integration of technology highlight the potential for positive change in the industry. As the localization industry continues to evolve, it is crucial for companies to adapt, embrace new technologies, and prioritize the power of communication in connecting communities worldwide.
Until next time this is Robin Ayoub, signing off
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Robin Ayoub 
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