Increased international business and technological advances that speed business communication are affecting the expectations that business has for translators. More companies are asking translation agencies to translate such items as English business letters, advertising campaigns, flyers, brochures, and technical manuals into other languages, often with unrealistic time expectations. The need for translators in today's global market far exceeds the needs during World War II or during the Sputnik era, but nothing has been done to train corporate and industrial personnel to work with translation agencies and translators. This paper discusses the difficulties and misunderstandings related to time factors, the role of the media, the difference between translators and interpreters, job prestige of translators, cultural and contextual factors that are not communicated to the translator, target audience, and financial compensation. Recommendations are offered to help businesses avoid unrealistic expectations from translators, including providing the translation agency with a list of the company's special vocabulary. Contains 6 references. (LB)