Because culture gives birth to language, translation and culture are intimately connected. Language is the only institution without which no other social institution can function; it therefore underpins the three pillars upon which culture is built. The “personal”, whereby we as individuals think and function as such; the “collective”, whereby we function in a social context; and the “expressive”, whereby society expresses itself. Meanings in both source and target languages are profoundly affected by their cultural context, especially in business translation. A phrase that appears easy to translate may actually contain cultural subtleties that, unless they are accounted for, can bring just the opposite meaning than is intended. So translation without deep cultural context can be dangerous, especially when meanings are critical.