For people doing multilanguage support, it's overwhelming because it's a moving target. Every time someone solves a new problem, they have to get the information translated and updated on localized sites. And if you don't do it fast, people in Japan realize that the only place for current information is the English-language site, and they stop using the Japanese site.

If you really want scary: People don't have all the same products in the same markets at the same time. The current product in Venezuela may not be the same as in Argentina. That's scary. But talking about multinational corporations -- their own business processes have to be consistent or at least accommodate across the whole world.

Ordering an airline ticket seems trivial, but when you're a multinational organization, suddenly that simple business process has become incredibly complicated. Somehow you have to let people figure out the difference between Washington, D.C., and Bangalore. So you see why the complexity is increasingly hard to manage. That's the big challenge: not to suffocate under your own success.

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