This part deals with knowledge as a cornerstone in localization.
C. Transcreation is (indeed!) all about knowledge:
The most important misconception about transcreation is not attributing it to knowledge. Knowledge is with no doubt the only guarantee that you will effectively use your talent and techniques to meet the client's expectations, and AL Arabic's standards. You have to be knowledgeable in the subject matter, and this knowledge we are talking about is not only the general knowledge of the concepts and facts of the particular field, but also having a strong background in the Arabizing standards and practices in this particular field. Readers should never feel that they know more about the subject matter than the person who transcreated the text they are reading.