What’s the most oft-mistranslated German word?

If you ask me, it’s not a mind-bendingly long compound noun. It’s a deceptively simple-looking false friend.

Konzept.

When I first started school in Germany as a teenager with only basic German skills, I remember the teacher asking us to create a “Konzept”. I didn’t have the foggiest what he meant. How could I create an abstract concept? It turned out we had to make an outline for all different aspects of a new brand.

“Konzept” can be translated as many things in English, but it’s very rare that the right translation will actually be “concept” – which really does only refer to an abstract notion; a “Begriff” ( https://lnkd.in/eMhWCxdG ).

More often than not, what is meant is more along the lines of a draft, outline, roadmap, or even a strategic plan. Think twice before using “concept” – because your target audience will probably just end up confused!