Optimizing Cross-Cultural Communication
Talia Baruch. Founder, Localization & Culturalization ConsultantCopyous: Your world wide word.
This is a roller coaster ride through pains & gains in pre-natal product dev. for new market entry:
• Climb up contextual, functional & visual hurdles.• Dive into locale-tailored branding.
• Resurface for a quick peek into glocal strategy.
What color is this?
GOAL: Sustain diversity. Restore communication
Provide building blocks for building trust across different cultures & perspectives
People are wired differently. More so people from different cultures.
We’re triggered by different association paths, collective memories, stories & histories.
Richard Lewis 3 AXIS model
3 axis:
Multi-active Linear-active ReactiveJuggle tasksWork all hrs.
Monochromic: One task at a timeWork during scheduled hrs.
ReactWork all hrs.
Non-punctual Punctual Punctual
Talkative/inquisitive Quiet Silent/respectful
Relationship-oriented Task-oriented Relationship-oriented
Confronts emotionally Confront with logic Avoids confrontation
Creative, improvise, innovative
Follow guidelines Plan slowly
Interject conversation Listen through Good listener
Multi-activeReactiveLinear-active
Case studies of conflicting cultures interplaying in global settings
Oi! Hi!
MEETS Richard Sanders, USA
Linear-activeTime is clock
Rodrigo Santoro, Brazil
Multi-activeTime is event, interaction
Colliding cultures within international teams & B2B partners: real-life samplers from the workplace
Business Meeting
• Swedish vs. American | attentive listening
• Japanese vs. American | eye contact
Colliding cultures within international teams & B2B partners: real-life samplers from the workplace
Happy Hour
• Italian vs. American | body language
• Slovakian vs. American | interjected discourse
Colliding cultures within international teams & B2B partners: real-life samplers from the workplace
Management styles & leadership differences
French, Latin American, Middle EasternAutocratic Authority
o Centered around Chief Executiveo Task orientation dictated from aboveo Knowing the right people oils the wheels of commerceo Nurture human relationships over technical profit
Colliding cultures within international teams & B2B partners: real-life samplers from the workplace
Management styles & leadership differences
Japan, China, Taiwan, Korea, SingaporeConfucian hierarchy
o Top executives make final decisionso Cultural values dominate leadership & organization code of conducto Top down obligations, bottom up loyalty, obedience & trust
Colliding cultures within international teams & B2B partners: real-life samplers from the workplace
Management styles & leadership differences
Finland, Sweden, HollandFlat organization
-Middle managers make day-to-day decisions-Executives stand shoulder-to-shoulder with staff & help in crisis-Flexible work roles, less rules & protocols-OK to challenge the opinions of upper management
Challenges working in global teams
• Language/cultural barrier: Use of idioms/jargon/slang drawn from local cultural references “off-base” “ballpark estimate” “struck out”
• Work style: Task ownership, detailed top-down instructions vs. hands-off end-result approach, Outcome/Details vs. Details/Outcome orientation
• Time system: “TO BE, OR NOT TO BE”….on time
Communication style differences in global teams
Adjust management model to team communication style
How language morphology & cultural customs impact each other
•Japanese
Script: Kanji, Katakana, HiraganaHonorific: multiple levels of respect:
日本 okyaku-sama
okyaku-san
okyaku
kyaku
“Customer” =
How language morphology & cultural customs impact each other
中国•Chinese
•German
Language peppered in proverbs, instantly triggering layers of meaning, foreign to foreigners.
“One arrow double vultures” 箭雙雕
“When the tree falls, the monkeys scatter”树倒猢狲散
Deutsch Strict syntax, verb at end of sentence in split verbstructures. => listener must first hear through end of speaker’s sentence before commenting.
Phone manners around the globe
American: “John speaking” (first name)
German: Schmidt (last name)
Dane: Karen Andersen (first & last)
Italian: pronto (“ready”)
Spanish: diga (“speak”)
Egyptian:-“May your morning be good”-“May your morning be full of light”-“Praise God, your voice is welcome”
Communication builds CommunityA malfunctioning joint venture with a foreign partner can result
in a catastrophic financial loss.
What’s your objective?
• Expand your brand’s footprint worldwide.• Increase global usability & visibility.• Reap ROI.
No, really, what’s your objective?
CONNECTION. CROSS-CULTURAL.
Make a meaningful & memorable connection within your international team players and partners.
Create solid ties btw HQ & regional teams/partners
WHICH WATCH?
Optimizing project timeline & team performanceAround the globe clock
The Power Tower of Babel
Our mission as localizers is
to restore the communication across the scattered cultures & dispersed languages
Q & A
Talia Baruch/CopyousLocalization program dev & management
GlobeGo Connect-Content
[email protected]@TaliaBaruch
Case studies of conflicting cultures interplaying in global settings
Ciao! Hello!
MEETSMarina Bianchi, Italy
Multi-activePeople-oriented
Mary Bodden, UK
Linear-activeTask-oriented
It all boils down to
training