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Ask Jon

I decided to create this section for those of you who want to stick around a bit more and get to know me better. Here, I share what's going on in my professional life and some random thoughts about translation in general. This is a space to just relax and have a chat. If you want to talk a bit more, just reach out to me on LinkedIn or drop me an email.

General
Marketing | Localization
Finance | Crypto
Public Sector
Legal
Religious
General
General

What is your setup?

I currently have two work locations: a home-based office and a professional workspace near my local Uni. In my main office, I work with a Lenovo laptop with an AMD Ryzen 7 5700U processor, 16GB of RAM, Windows 11 Home, and three extra screens – 2 of them being 23,8'' and the main one being 27'', all of them AOC (this is incredibly useful for complex projects that demand extensive research and have other reference documents). I also use a logitech K345 keyboard and MX Master 3S mouse. In my apartment office (which I use only occasionally when I can't go to my main office), I have the same K345 keyboard, a logitech Lift mouse, a Dell 15'' laptop with Windows 11 Pro, an i7 processor, and 16GB of RAM. In both computers, I use my MemoQ 10.2 perpetual license for projects that don't have a specific CAT tool or use Trados packages. I also have my own internet plans on both locations, so no shared network security risks.

What are your thoughts on the current state of the translation industry?

I honestly believe that translation will both be heavily impacted by and benefit from the current advances in technology, like many industries. I do think this will be a major blow for most professionals, who will probably become obsolete and be replaced by AI (at least to a great extent). On the other hand, I believe that translators who are highly skilled, dedicated, and profoundly human will still stand their ground by using AI to their benefit. The language industry will always need real professionals who are truly experts in their fields and able to adapt to different projects and clients. My goal is to stay in the game as a top-quality language and localization specialist.

What are your thoughts on AI specifically?

I am for progress and technology and I think AI has allowed for massive improvements in our work – it really helps us speed up our tasks and ensure better consistency. It can be a wonderful tool as an assistant that gives you insights and inspiration in my moments of writer's (translator's) block. That being said, it's visibly far from being reliable. Very often (multiple times a week), I decide to just close my AIs browser because they're not being of any help – you can often tell they're not really thinking, but rather just replacing words with other words. Some days, all their analyses and calculations are flawed or hallucinate. They're still below the raw, unedited, unplugged human mind with its creativity, culture, experience, and technical knowledge. Saying translating is easy because of AI or that it doesn’t require strong expertise clearly comes from a place of having never had to translate professionally. I am hopeful AIs will improve exponentially over the next few months, but I really don't think they will ever be able to replace a skilled, high-quality professional.


My training during my master's was what opened my mind to the true value of a professional translator: we were drilled to only consider a translation to be high-quality when the reader would believe it was written not just by a native speaker of the target language, but by a specialist in the field. This means there would be virtually no indication that the text was not originally written by a specialist, let alone translated.


A good exercise to understand all this is to ask an AI to translate a text in your industry; provide it with context, your glossary, guidelines, whatever you want. When you get the result, don't ask yourself, "Is this good?", but rather, "Would I trust my business with this text?"; "Would I publish this on my website with just minor tweaks for my clients to see?"; "Would I present this to the company's CEO?". The answer will tell you everything.


Despite everything, I am on team AI in the midst of all this heat we see in the industry, and I'm indeed an AI enthusiast. Technology exists to be used and to make our work more cost-efficient.

How well do you master your source languages?

Contrary to what many people think (i.e., that translators need to be “fluent” or have an "advanced" level in their source languages), professional translators need to truly master  their source languages. We need to grasp the way the language thinks and views the world. We need to know exactly what nuances permeate the words, phrases, expressions, expectations, and cultural references within that language.

English is my second language – I began learning it during my childhood and never stopped. When preparing for my University admission test to go into Law school, I decided not to take English courses as this would take away precious time I could devote to studying other subjects – and I ended up being the top student for the first phase of the process, getting a 100% score in English. To this day, a great part of the content I consume is in English, and I'm constantly in contact with the language. It's my language of choice when I want to study a new topic in depth. Since my first year in college, it's also been my language of choice for academic books that were not originally written in Portuguese – if the original is in English, then I'd buy the English version; if it's a third language, then I'd buy the English version regardless because English translations are often more clear/simple/fluent. 

I began learning French during my first year of university and quickly immersed myself in it, as I was already familiar with learning foreign languages. I lived in France for 2.5 years for my master's degree at the École Supérieure d'Interprètes et de Traducteurs, a part of the Sorbonne Nouvelle University (2019-2021). My diploma officially recognizes me as qualified to translate both from and into French. During my internship, where I wrote articles in French for the company’s blog, my boss complimented my level of written expression in French and admitted it was uncommon even among native speakers (sort of flattering, to be honest!). It was also a very pleasing surprise when I found out that my master's thesis (called mémoire), written and presented in French, received a score of 15/20, earning me a mention bien in my diploma when combined with my excellent grades.

How do you stay in touch with your source languages?

I'm always consuming content in both English and French. A good part of the sources I use for information, fun, and sometimes CPD are in English, including podcasts, forums, and social media. I'm also subscribed to 3 online papers: Wall Street Journal (English), Le Monde (French), and The Diplomat (English).

What are you currently reading for fun?

As of January 2025, nothing, as I've been so full of work recently 😅 I'm actually trying to enjoy the summer here as best I can (reminder I'm in the Southern Hemisphere). Maybe this will be the year I finally manage to read more on my spare time...

Marketing | Localization
Marketing & Localization

Why is localization crucial for certain content types?

Localization is, to it's core, adaptation.


If you want to be successful in reaching different audiences, be it in a marketing campaign or your own product, you'll need to adapt the content beyond mere language shifting.

Localization is a part of building brand awareness, connecting with costumers and conquering audience loyalty. It goes through understanding the cultural nuances of different parts of your target audience and catering to them. In the end, this is all an important part of having a solid strategy to support your company's overall performance.

What's the difference between translation and localization?

Selling a product in a different location goes beyond simply translating a website or an app.
Someone outside the professional translation world may think translating is just switching words for their equivalent in another language, but every sentence and expression on a website, an app or any other platform represents intentional choices made by the author – and so every sentence in the target text should also reflect intentional choices made by the translator, especially when directed toward an audience with different needs, desires, and even worldviews.

Localization goes one step beyond translation. 

To localize any type of content means to have a translator skilled enough not only in the source and target languages but also in the cultures both of them are immersed on. This aspect of localization – cultural awareness – can be useful in many fields. Colors, symbols and expressions can have different meanings across cultures; you'll need a skilled human professional capable of not only adapting linguistic segments, but ideas, references, and backgrounds.

What are the current projects you are working on?

My current projects include:

  • Being one of the Brazilian localization specialists for a major cryptocurrency platform, working mostly on their website (articles, buttons, banners) and ads.
  • Being the lead Brazilian linguist working on the ongoing localization of an e-learning company's website and software.
  • Working on social media and website content for Brazil's Federal Court of Accounts (TCU), including content for other international auditing organizations that partner with the TCU (such as OLACEFS, INTOSAI, and JuriSAI).
  • Working on UI for a risk management / work safety company through a translation agency.
  • Revising SEO keywords and metadata with technical content for an alternative energy company through a translation agency.
Finance | Crypto
Finance & Crypto

What are the current projects you are involved in?

As of 2025, I am an accredited translator by the Brazilian Securities and Exchange Commission (CVM) (which means I'm registered as one of their trusted translators to provide services on an occasional basis). I was recently chosen to become one of the Brazilian Portuguese localization specialists for a major cryptocurrency platform.

How do you stay in touch with the Finance/Crypto world?

Finance and Crypto are among my CPD choices, which you can see on my CPD section. In 2024 alone, I started 3 carefully selected courses: Sofia Abreu's comprehensive course on traditional investments, Investidor Descentralizado's course on privacy and the use of crypto, and Rafaela Romano's comprehensive course on crypto. I'm currently an investor in both the Brazilian and US stock markets and use cryptocurrencies regularly. I'm a subscriber of the Wall Street Journal, which I read on a regular basis to stay informed, as well as other media that cover investment and market news.

What are you currently reading?

As of 2025, I'm mostly following content on the WSJ and crypto content creators.

What types of investments do you engage with?

I normally diversify my assets across both fixed income (Brazilian treasury bonds and Brazilian banks CDBs, LCIs, and LCAs, anUS Treasury ETFs) and variable income (stocks, REITs (including their Brazilian equivalents, FIIs), and ETFs, especially index funds). I'm more of a long-term, 'choose wisely, buy, and hold' type of investor than an active trader.

Do you think crypto is the future?

Oh yeah :)

Public Sector
Public Sector

What are you currently reading?

As of 2025, I'm currently reading Luiz Henrique Lima's book about auditing, External Control: Theory and Jurisprudence for Courts of Accounts. I decided to read it so I could get a better grasp of the auditing/external control world, which could help me with my collaboration with the Brazilian Federal Court of Accounts.

What specific areas within the Public Sector are you most interested in?

Anti-corruption, anti-bribery, and auditing are among the ones that best caught my attention during the last year, especially in the context of my collaboration with the TCU. I'm also excited to work on initiatives where Brazil is heavily involved currently, such as SDG implementation, the BRICS, and international cooperation in areas like climate change and public policies and programs in general.

Legal
Legal

What are you currently reading?

As of 2025, I'm currently reading Patricia Peck Pinheiro's book about data protection, Personal Data Protection: Comments on Law No. 13,709/2018 (LGPD).

What areas within law do you identify the most with?

My favorite field is Criminal Law (at some point, I planned on becoming a university professor for this field and even taught some classes as an assistant). I also have a strong background in Constitutional Law and was a part of a research group at some point. 

Religious
Religious

What are you currently reading?

I'm currently taking a break from theology specific books as there's a lot of work to do :) I do read the book of Proverbs almost daily, which is one of my favorites.

What is your favorite Bible translation?

Currently, my favorite version is the NVT (Nova Versão Transformadora). It pretty much reflects my translation strategy, prioritizing ease of reading and clarity while remaining faithful to the source text. 


I also like the NVI (Nova Versão Internacional). Similar to the NVT, it uses the current everyday version of Portuguese Brazilians speak today, while remaining accurate. It’s also directly translated from the Bible's source languages (Hebrew and Greek, mostly), just like the NVT.


As a translator who’s focused on delivering a clear and direct message, I’m a big fan of contemporary translations, as I think language should always be focused on communication as its main end.


If the goal is to do a more in-depth study (hermeneutical, word study) of the Bible, I'd choose the Almeida Século XXI, the Nova Almeida Atualizada (NAA), or the Almeida Corrigida e Fiel (ACF). While a bit more formal than the previous ones, they prioritize closeness to the original wording of the texts, which can be useful when you're analyzing a passage. The equivalents to these in my other work languages would be the Nouvelle Bible Segond (NBS) in French and the English Standard Version (ESV) in English.


There's a special edition in French which I truly love; it's Alfred Kuen's "transcription dynamique" series. Focusing on dynamic equivalence, it's incredibly pleasant to read and goes beyond merely translating the text: I could say it conveys all the possible different interpretations in the text itself, in practice serving as a sort of commentary. As someone who's read many versions and often consults the Greek and Hebrew texts, I can say reading this version will help you truly grasp all the nuances of a complex portion of text.


Of course, there is no “right” or “correct” translation, as translators always make choices on each segment and in their work approach as a whole. That’s why I always recommend you start with a smooth, reader-friendly version (that still remains a translation and not a paraphrase), and then proceed to explore other versions.

What are your favorite authors?

To cite a few: C.S. Lewis, John Piper, Paul Washer, John Bunyan (Pilgrim's Progress), Lou Priolo, Jay Adams.

Do you have any ongoing personal projects?

Indeed, I do! I volunteer to translate a text once a month for Gospel Translations, usually from DesiringGod.org. I'm also a writer. In 2024, I finished two personal projects – a booklet about the Bible's core message and a leaflet that summarizes it (both on my portfolio section). At the moment, I’m working on two longer texts: one is a commentary/word study on 2 Timothy 3:1-5, inspired by a series of studies I started doing on Instagram during my master's (@lebonmessage for the en/fr version and @aboanovanocaminho for the ptBR version). The other is a lengthy comment on our current reality as a society and the state of Christianity today. Both projects are quite daunting, and I still have a long way to go before finishing the writing, finding trusted beta readers to check various aspects (such as text flow, tone, references, consistency, accuracy, and truthfulness), and ultimately having them proofread and published.