Certain texts beg to be translated. If it is clearly written, comes quickly to the point, contains no unnecessary detail and uses attractive language then why would one bother to take the time to rewrite it? Unfortunately, however, such ideal texts are rare.
Transcreation is an alternative to translation. It is used to create a new text based on something written in another language. A delightful concept, and it is precisely what I want to do! If you can write a text in a natural way then you avoid the awkwardness that often accompanies translation. Translation is bound to the original, and the terminology and word order affect how you write. It requires extra vigilance, and usually more time, to make it sound natural while maintaining the original meaning. With transcreation you are liberated to a great extent, and you can put the emphasis on areas that are key to the new target audience. Empathizing with the intended readers will also help you to fill in areas that translators often neglect, for instance, providing further definition for the names of people and places that are unfamiliar to foreign audiences.
Ironically, perhaps, many Dutch people recognize when a text is “krom” (literally “crooked” or “bent” but used in the sense of “lame” or “half-baked”), they notice when it does not read naturally. Through transcreation many of the common problems are avoided. And generally writing a free text will take much less time than a translation, and time is, after all, money! So please, please think about what you really need: a strong text or one that stays perfectly loyal to the original? Please, please consider thinking outside of the translation "box!"