The goal of the research is to draw attention to the strategic choices for the translation of proper names in S. Jobs biography by Isaacson (2011) and its translation into Lithuanian by AmbrazeviĿius (2012). S. Jobs stands as the ultimate icon of inventiveness and applied imagination; by connecting creativity with technology he started the era known as Computer age or Digital Age.
Findings and results: the paper first gives a short overview of the concept of proper names and of the techniques that are applied when translating them. Second, the translation strategies and principles provided by the translation theorists Davies (2003) and Venuti (1995) used for the research are explained. In addition, the principles of adaptation of proper names provided by the State Commission of the Lithuanian Language are presented. Subsequently, the discussion proceeds to the quantitative analysis of the translated proper names with the emphasis on providing and explaining numerous examples. The emphasis is drawn to the strategies of localization, preservation, transformation and creation.