Optimizing Cross-Cultural Communication

Talia Baruch. Founder, Localization & Culturalization ConsultantCopyous: Your world wide word.

talia@copyous.comwww.copyous.com415.722.6744

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

talia@copyous.com@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