The text highlights the importance of localization for companies looking to expand internationally. It argues that not investing in localization can lead to significant costs, including barrier to international expansion, low conversion rates, and increased churn. The article also emphasizes the need for continuous localization efforts to ensure a seamless customer experience across languages. To overcome these challenges, companies can leverage tools like Lokalise, which provides a platform for managing localization efforts on an ongoing basis. By taking small steps towards complete product localization, businesses can make giant leaps in their expansion efforts and build relationships with a global audience.