“Humans at the Core”—also known as human-centricity—is a philosophy that places people’s needs, experiences, and well-being at the forefront of decision-making, ensuring that products, services, and solutions are designed to enrich lives and foster meaningful connections. This theory aligns strongly with our values at Terra, as we are first and foremost a family business with an ongoing commitment to people-centric values.
In the localization industry, “Humans at the Core” is vital as it leverages human expertise to capture cultural nuances and ensure accuracy, fostering authentic and resonant content that technology alone cannot achieve, thus meeting diverse audience expectations and enhancing global engagement.
To better understand how we apply this approach to our work at Terra, read on.
Why “Humans at the Core” is Central to Terra’s Mission
The concept of “Humans at the Core” resonates deeply with CEO Marina Ilari because it reflects the very foundation of our organization and guides everything we do. Terra is a people-centric company, rooted in the belief that human expertise is invaluable. This value is central to our mission because it stems from our origin as a family-owned business.
“Terra began as a mother-daughter endeavor, and our earliest hires were friends and family, creating a unique and close-knit atmosphere that we have intentionally preserved throughout the years, even as we have grown,” Marina shared.
“Humans at the Core” drives quality not just in the work Terra produces but also in the relationships built with their teams, clients, and partners. At Terra, we believe in hiring experts who bring not only professional skills but also diverse perspectives and life experiences. “We work diligently to ensure individuals feel heard, valued, and supported, fostering an environment where everyone can thrive,” Marina said.
Real-Life Example: Employee Well-Being & Flexibility
Embracing the flexibility that remote work has to offer positively impacts our team members’ well-being at Terra. “As a company with a strong family culture, we faced challenges in maintaining that close-knit environment while growing and working primarily in a virtual, remote setting,” Marina explained, “However, we recognized that allowing flexibility in remote work was essential to supporting our people’s well-being.” For example, one of our team members faced a challenging family situation that required her to relocate to another country. Thanks to our flexible remote work policy, she could continue her work seamlessly from her new location without sacrificing her professional responsibilities or feeling pressured to choose between work and family. This experience reaffirmed our commitment to our “family first” values and demonstrated that we prioritize our team members’ well-being over rigid policies. “The commitment to flexible remote work and supporting our employees’ needs, even when it may challenge traditional business models or affect short-term profitability, has ultimately made us stronger and more profitable in the long run,” Marina noted.
Fostering a Positive and Inclusive Company Culture
Terra’s “Humans at the Core” philosophy helps shape policy decisions that enhance our company culture. One example Marina reflected on is the recently published Diversity and Inclusion policy. This policy outlines the guiding principles for all our DE&I initiatives and reflects our commitment to the “Humans at the Core” philosophy, recognizing that diverse perspectives enhance the quality and authenticity of our work.
“This culture not only benefits our team but our clients, too,” Marina said, “We put people first because without them there is no Terra. We value authenticity and diversity of people, perspectives, and ideas. This naturally lends itself to promoting an inclusive and innovative environment.”
Why ‘Humans at the Core’ is a Must for Organizations
Other translation companies can benefit from adopting a human-centricity approach. It goes beyond just a strategic advantage; nowadays, it’s more important than ever due to the rapid advancements in AI technology.
“I strongly believe that organizations should adopt the ‘Humans at the Core’ approach because in our industry human expertise in culture, language, and specific subject matters is crucial for delivering content that is accurate, culturally relevant, and resonates with diverse audiences,” Marina shared, “But beyond practical benefits, this approach is also aligned with the principles of ethical AI, which emphasize the responsible use of technology in a way that respects human rights and shared moral values.”
By integrating ethical standards into our operations, Terra builds trust with clients and partners, enhances content quality, and fosters innovation while upholding the highest principles. Adopting “Humans at the Core” is not only a strategic advantage but also the most fitting approach in a world increasingly shaped by AI and technology.”
The Takeaway
“Humans at the Core” is more than just a slogan at Terra—it is a commitment to delivering culturally resonant, high-quality content through an individual-first approach. To make your company more people-centric, spend some time reflecting on how prioritizing human expertise in your own organization can drive success, trust, and long-term profitability.
