It’s funny; with a name like Roger Lord some people expect a mixture of James Bond and Mr. Bean. Others expect a card-carrying expat hanging around in Irish pubs in a football shirt and a copy of The Sun under one arm. English is my mother tongue, my best means of expression and my chief source of income, but it doesn’t oblige me to conform to stereotypes.
People are surprised that I don’t speak German with a British accent. Should I? From the very beginning I spent all my time with Austrians – at work and in private. When I came to Austria in 1992 there was no noteworthy English-speaking community – of my ilk – so learning to speak German was a necessity.
I’m not typically English – whatever that is, nor am I typically Austrian. I’m not typically anything. I think differently to a lot of people. Commercially, this has increasingly become an advantage. I tend to see things with completely different eyes.
Why every language service provider feels the need to have a globe as part of their corporate image, or to appear predominantly in blue-and-white – I will never understand. It all looks so slavishly conformist and, in view of the lack of distinguishing points between the various companies, the only issue is inevitably the price!
I’ve never felt the need to plaster a Union Jack all over my website, just to prove I’m English. I’m a Yorkshiremen, I’m English, I’m European – but above all, I’m me. In my opinion, the most important aspect of a superior quality service is the ability to be unique; to have ideas the others don’t have and provide those services in a way you think achieves the best results for the customer.