The Next Next Common Sense
customers, partners, etc.) who collaboratively shaped evolving terminology rather than having it dictated centrally.
Results: This structured approach to linguistic transition reduced customer confusion during the transformation, decreased support inqui- ries related to terminology questions by 47%, and enabled more effective cross-functional collaboration despite significant changes in how Adobe described its products and services. Their experience demonstrates how intentional language management can facilitate rather than impede nec- essary business transformation.
Siemens Healthcare: Linguistic Integration During Digital Health Evolution
As Siemens Healthcare (now Siemens Healthineers) transformed from primarily manufacturing medical equipment to providing integrated digital health solutions, they needed to evolve their linguistic framework to reflect new capabilities, services, and relationships. This evolution re- quired integrating language from traditional healthcare equipment man- ufacturing with terminology from software development, data science, and service delivery.
Key Strategies:
• Linguistic Landscape Mapping : Before attempting to create new terminology, they thoroughly mapped existing language patterns across different divisions, identifying areas of comple- mentarity and conflict. • Concept-First Approach : Rather than beginning with terminol- ogy disagreements, they focused first on aligning understanding of key concepts, then collaboratively developed terminology that reflected these shared concepts. • Translation Contexts : They created structured "translation con- texts" where experts from different domains explicitly discussed
271
Made with FlippingBook. PDF to flipbook with ease