How English can help make a successful business

Mohamed Shaik
An image of Max Kortakul, a man with dark hair, glasses and black shirt holding a microphone

In today's commercial world, proficiency in English can significantly set a successful business apart from those challenged by communication barriers. English acts as a bridge to international markets, enabling businesses to establish worldwide partnerships and connect with a broader audience.

Effective use of English can amplify marketing strategies, enhance customer engagement, and simplify and manage the complexities of legal and financial dealings across different countries. Let's explore an example where English proficiency has been instrumental in a business's success.

Max Kortrakul, the dynamic CEO and co-founder of the company , has become a pivotal figure in the business world spearheading innovation within Thailand's thriving stock investment scene. His mobile application, a beacon for stock investors in the region, encapsulates the surge of technology start-ups that Southeast Asia is witnessing. With the prestigious under its belt in 2014, StockRadars exemplifies the caliber of start-ups emerging from this vibrant corner of the world.

In 2015, Southeast Asia's tech industry saw an unprecedented influx of deals, and as projected by a fascinating?, the internet economy is poised to soar, potentially amassing a staggering US$200 billion annually over the course of the next decade. Amidst this digital gold rush, Max unearths his entrepreneurial saga ¨C from seducing investors with a mere concept, to architecting a budding enterprise with English as a critical cog in reaching an impressive valuation of US$15 million.

The genesis of a pioneering app for stock investors

Eager to democratize the daunting task and practice of stock investing, Max identified a crucial void in the market ¨C intuitive and user-friendly analytical tools. "Investment should be accessible. My vision was to demystify the stock market terrain for both myself and the wider audience in Thailand" he reflects. StockRadars embodies this ethos, distilling complex market data into streamlined, actionable insights, accessible right from your smartphone.

From sleepless nights to a sound business proposition

Max was burning the midnight oil when inspiration struck - that unshakable idea that jolts you awake at 3 a.m. Consumed by potential, he channelled all his energy and focus into writing and crafting the app. "It's about conviction and the audacity to give life to your concept," Max states. "Some ideas propel you into the celebrated ; others are stepping stones to the next big venture."

The art of engaging investors

Successful fundraising transcends mere numbers. For Max, it hinged on substantiating his commitment and the sweat equity he poured into StockRadars. "Investors bet on people, not just ideas" he states. Presenting the app as a tool that could help alleviate risk and simplify stock market investment was key to unlocking investor confidence.

Tackling pitchroom anxieties

"I shunned the notion of insignificance," Max admits. Being from a region sparse in tech success stories, he focused on his personal goals and conviction to succeed rather than his country¡¯s size.

Navigating the pitch in English could intimidate, but Max was a proponent of simplicity over jargon. His prior stint in an IT firm in Vietnam had polished his own English skills and vocabulary, a skill he used to his advantage.

Multicultural mindsets driving innovation

Working in diverse environments has broadened Max's horizons, teaching him the value of "English variants" in seamless communication. "Diversity shapes our business ideology" notes Max. Interns from Nepal and England have enriched StockRadars, bringing distinct perspectives to the table and fuelling innovation.

The language of opportunity

"English is the connective tissue in the global business landscape" Max asserts, underscoring its significance in multiplying prospects and fostering networks. With Southeast Asia becoming a fertile ground for tech start-ups, English proficiency is not just an asset; it's a gateway to turning start-up visions into tangible successes.

Why is English so important in business?

In today's global economy, where over 1.5 billion people speak English, it serves as a crucial tool enabling cross-border collaborations and partnerships.

For successful entrepreneurs, like Max, proficiency in English is not merely an academic accomplishment but a strategic business tool that enables effective communication across diverse cultures and geographic boundaries. It breaks down barriers, allowing businesses to access and engage with international clients, partners and investors effortlessly.

In settings where colleagues of diverse nationalities meet, English is the shared language that promotes effective communication and understanding, boosting workflow efficiency and fostering workplace inclusivity. Whether it's negotiating deals, drafting contracts, or conducting marketing campaigns, English proficiency is essential, enhancing professional capabilities across various sectors.

Therefore, speaking and mastering English is not merely a skill but a critical asset, increasing occupational prospects and driving careers and business success in a world where many professionals consider it the language of global business.

This linguistic skill enhances understanding of global market trends and consumer demands, fostering opportunities for collaboration and innovation. Furthermore, English is the predominant language of the Internet, digital marketing and global trade agreements, making it indispensable for businesses aiming to develop and capitalise on e-commerce and digital platforms.

In essence, for many business professionals, English is more than a language; it is a catalyst for business expansion, innovation and competitive edge in the increasingly interconnected global economy.

Ensure your own business success

Are you an aspiring business maverick? Amplify your reach, unlock investment opportunities, and join the ranks of elite companies and start-ups like StockRadars. The trajectory to success starts with a single step - and sometimes, that crucial step is mastering the English language.

Unlock the doors to global success with ÃÛÌÒapp's Business English Courses. Whether you're an emerging entrepreneur keen to pitch your next big idea with confidence or a seasoned professional looking to enhance your own knowledge and communication in the international market, our courses are designed to refine you or your students business English language skills.

Read our other posts on workplace English, such as 'Cutting through corporate?English: Clearer alternatives to?business?jargon' and 'Ways language training can transform your business'.

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    AI is revolutionising every industry, and language learning is no exception. AI tools can provide students with unprecedented access to things like real-time feedback, instant translation and AI-generated texts, to name but a few.

    AI can be highly beneficial to language education by enhancing our students¡¯ process of learning, rather than simply being used by students to ¡®demonstrate¡¯ a product of learning. However, this is easier said than done, and given that AI is an innovative tool in the classroom, it is crucial that educators help students to maintain authenticity in their work and prevent AI-assisted ¡®cheating¡¯. With this in mind, striking a balance between AI integration and academic integrity is critical.

    How AI impacts language learning

    Generative AI tools such as ChatGPT and Gemini have made it easier than ever for students to refine and develop their writing. However, these tools also raise concerns about whether submitted texts are student-produced, and if so, to what extent. If students rely on text generation tools instead of their own skills, our understanding of our students¡¯ abilities may not reflect their true proficiency.

    Another issue is that if students continue to use AI for a skill they are capable of doing on their own, they¡¯re likely to eventually lose that skill or become significantly worse at it.

    These points create a significant ethical dilemma:

    • How does AI support learning, or does it (have the potential to) replace the learning process?
    • How can educators differentiate between genuine student ability and AI-assisted responses?

    AI-integration strategies

    There are many ways in which educators can integrate AI responsibly, while encouraging our learners to do so too.

    1.?Redesign tasks to make them more ¡®AI-resistant¡¯

    No task can be completely ¡®AI-resistant¡¯, but there are ways in which teachers can adapt coursebook tasks or take inspiration from activities in order to make them less susceptible to being completed using AI.

    For example:

    • Adapt writing tasks to be hyperlocal or context-specific. Generative AI is less likely to be able to generate texts that are context-bound. Focus on local issues and developments, as well as school or classroom-related topics. A great example is having students write a report on current facilities in their classroom and suggestions for improving the learning environment.
    • Focus on the process of writing rather than the final product. Have students use mind maps to make plans for their writing, have them highlight notes from this that they use in their text and then reflect on the steps they took once they¡¯ve written their piece.
    • Use multimodal learning. Begin a writing task with a class survey, debate or discussion, then have students write up their findings into a report, essay, article or other task type.
    • Design tasks with skill-building at the core. Have students use their critical thinking skills to analyse what AI produces, creatively adapt its output and problem solve by fact-checking AI-generated text.

    2.?Use AI so that students understand you know how to use it

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    You can also discuss the ethical implications of AI in education (and other industries) with your students, to understand their view on it and better see in what situations they might see AI as a help or a hindrance.

    3.?Use the GSE Learning Objectives to build confidence in language abilities

    Sometimes, students might turn to AI if they don¡¯t know where to start with a task or lack confidence in their language abilities. With this in mind, it¡¯s important to help your students understand where their language abilities are and what they¡¯re working towards, with tangible evidence of learning. This is where the GSE Learning Objectives can help.

    The Global Scale of English (GSE) provides detailed, skill-specific objectives at every proficiency level, from 10 to 90. These can be used to break down complex skills into achievable steps, allowing students to see exactly what they need to do to improve their language abilities at a granular level.

    • Start by sharing the GSE Learning Objectives with students at the start of class to ensure they know what the expectations and language goals are for the lesson. At the end of the lesson, you can then have students reflect on their learning and find evidence of their achievement through their in-class work and what they¡¯ve produced or demonstrated.
    • Set short-term GSE Learning Objectives for the four key skills ¨C speaking, listening, reading and writing. That way, students will know what they¡¯re working towards and have a clear idea of their language progression.
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    How to assess your learners using the GSE Assessment Frameworks

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    In order to measure the quality of different language skills, you can use the Global Scale of English (GSE) assessment frameworks.

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    There are two GSE Assessment Frameworks: one for adults and one for young learners.

    What are the GSE Assessment Frameworks?

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    • The GSE Learning Objectives focus on the things a learner can do, while the GSE Assessment Frameworks focus on how well a learner can do these things.
    • It can help provide you with examples of what proficiencies your learners should be demonstrating.??
    • It can help teachers pinpoint students' specific areas of strength and weakness more accurately, facilitating targeted instruction and personalized learning plans.
    • It can also help to motivate your learners, as their progress is evidenced and they can see a clear path for improvement.

    An example of the GSE Assessment Frameworks

    This example is from the Adult Assessment Framework for speaking.

    As you can see, there are sub-skills within speaking (and?for the other three main overarching skills ¨C writing, listening and reading). Within speaking, these are?production?and?fluency, spoken interaction, language range and?accuracy.

    The GSE range (and corresponding CEFR level) is shown at the top of each column, and there are descriptors that students should ideally demonstrate at that level.

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    Writing your own English language materials with the GSE

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    Being an English language teacher means you¡¯re also probably (definitely) a materials writer. You likely tailor or create language materials for your students that are suited to their needs and interests, either as supplements to your course materials or for communicative lessons. Alternatively, you might be a teacher who creates paid, published materials available for students worldwide to enjoy.

    With this in mind, think of the materials you¡¯ve developed and ask yourself the following:

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    For me, the GSE was a game changer as an English teacher, and it continues to be as I write materials. The GSE is not just a tool; it¡¯s a companion in the complex journey of material development, offering clarity and direction at every step. It can guide you in creating effective, engaging learning resources.

    How to use the GSE toolkit to create your own materials

    1. Establishing clear Learning Objectives

    helps you start with a clear roadmap. It provides detailed descriptors for language proficiency at every level, ensuring your materials align with specific learning objectives. For instance, if you¡¯re creating a beginner-level reading comprehension activity, the GSE descriptors will guide you on the appropriate complexity of vocabulary and sentence structures.

    Take a look at the Learning Objectives tab in the GSE Toolkit to learn more.

    2. Designing level-appropriate content

    Once objectives are set, the GSE assists in tailoring the content difficulty to the targeted proficiency level. Its numerical scale, ranging from 10 to 90, allows you to pinpoint the exact level of language skills required and design your materials accordingly. This precision ensures that learners are neither overwhelmed nor under-challenged.

    You can set the level you are looking for by sliding the bar along the scale, so it corresponds to the appropriate CEFR level or GSE range.