“Even though they were headquartered in Berlin, they built it global from the start. When I came in to help them level up on mobile, we made sure that we translated the app store page into all the languages — when I came in it was just in English.”

Localize the store page even before localizing the app

SoundCloud's organic growth lever wasn't a German-first launch — it was translating the store listing into every language so any market could catch fire. You don't know which market will resonate; remove the localization friction at the cheapest layer (the listing) before you invest in full app translation.