“Language exerts hidden power, like the moon on the tides.” This is a quote by Rita Mae Brown and something I strongly believe in—language exerts power, words have power. They fuel emotions, evoke interest or create disdain. So, translation is a dangerous job. Choose the wrong word, create the wrong emotion, and the message gets lost. I know how much time you invest in your products. When you create games, cyber security solutions or marketing brochures you always have a goal, a tone of voice, a feeling you want to create. You always have your customers in mind. And that is what I pay attention to.