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Optimizing
                         Cross-Cultural Communication




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

talia@copyous.com
www.copyous.com
415.722.6744
What color is this?

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.
GOAL: Sustain diversity. Restore communication

       Provide building blocks for building trust
       across different cultures & perspectives
Cross Cultural Communication Abridged
Cross Cultural Communication Abridged
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                Reactive
Juggle tasks             Monochromic: One task at a time React
Work all hrs.            Work during scheduled hrs.      Work 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,     Follow guidelines                Plan slowly
innovative

Interject conversation   Listen through                   Good listener
Multi-active
Linear-active
Reactive
Case studies of conflicting cultures interplaying in global settings


                         Oi!                              Hi!




     Rodrigo Santoro, Brazil      MEETS   Richard Sanders, USA

     Multi-active                         Linear-active
     Time is event, interaction           Time is clock
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 Eastern
               Autocratic Authority

       o   Centered around Chief Executive
       o   Task orientation dictated from above
       o   Knowing the right people oils the wheels of commerce
       o   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, Singapore
          Confucian hierarchy

      o Top executives make final decisions
      o Cultural values dominate leadership & organization code of conduct
      o 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, Holland
   Flat 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 日本                                 okyaku-sama



  Script: Kanji, Katakana, Hiragana          okyaku-san
  Honorific: multiple levels of respect:
                                               okyaku
                              “Customer” =

                                                kyaku
How language morphology & cultural customs impact each other


•Chinese       中国        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

•German                   Strict syntax, verb at end of sentence in split verb
             Deutsch      structures. => 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”
Cross Cultural Communication Abridged
Communication builds Community
    A 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.
Cross Cultural Communication Abridged
Create solid ties btw HQ & regional teams/partners
WHICH WATCH?
Optimizing project timeline & team performance
Around 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/Copyous
Localization program dev & management

      GlobeGo Connect-Content

         talia@copyous.com
             @TaliaBaruch
Case studies of conflicting cultures interplaying in global settings




                       Ciao!                               Hello!




   Marina Bianchi, Italy       MEETS       Mary Bodden, UK

   Multi-active                            Linear-active
   People-oriented                         Task-oriented
It all boils down to


       training

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Cross Cultural Communication Abridged

  • 1. Optimizing Cross-Cultural Communication Talia Baruch. Founder, Localization & Culturalization Consultant Copyous: Your world wide word. talia@copyous.com www.copyous.com 415.722.6744
  • 2. What color is this? 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.
  • 3. GOAL: Sustain diversity. Restore communication Provide building blocks for building trust across different cultures & perspectives
  • 6. People are wired differently. More so people from different cultures. We’re triggered by different association paths, collective memories, stories & histories.
  • 7. Richard Lewis 3 AXIS model
  • 8. 3 axis: Multi-active Linear-active Reactive Juggle tasks Monochromic: One task at a time React Work all hrs. Work during scheduled hrs. Work 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, Follow guidelines Plan slowly innovative Interject conversation Listen through Good listener
  • 10. Case studies of conflicting cultures interplaying in global settings Oi! Hi! Rodrigo Santoro, Brazil MEETS Richard Sanders, USA Multi-active Linear-active Time is event, interaction Time is clock
  • 11. 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
  • 12. 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
  • 13. Colliding cultures within international teams & B2B partners: real-life samplers from the workplace Management styles & leadership differences French, Latin American, Middle Eastern Autocratic Authority o Centered around Chief Executive o Task orientation dictated from above o Knowing the right people oils the wheels of commerce o Nurture human relationships over technical profit
  • 14. Colliding cultures within international teams & B2B partners: real-life samplers from the workplace Management styles & leadership differences Japan, China, Taiwan, Korea, Singapore Confucian hierarchy o Top executives make final decisions o Cultural values dominate leadership & organization code of conduct o Top down obligations, bottom up loyalty, obedience & trust
  • 15. Colliding cultures within international teams & B2B partners: real-life samplers from the workplace Management styles & leadership differences Finland, Sweden, Holland Flat 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
  • 16. 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
  • 17. Communication style differences in global teams Adjust management model to team communication style
  • 18. How language morphology & cultural customs impact each other •Japanese 日本 okyaku-sama Script: Kanji, Katakana, Hiragana okyaku-san Honorific: multiple levels of respect: okyaku “Customer” = kyaku
  • 19. How language morphology & cultural customs impact each other •Chinese 中国 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 •German Strict syntax, verb at end of sentence in split verb Deutsch structures. => listener must first hear through end of speaker’s sentence before commenting.
  • 20. 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”
  • 22. Communication builds Community A malfunctioning joint venture with a foreign partner can result in a catastrophic financial loss.
  • 23. What’s your objective? • Expand your brand’s footprint worldwide. • Increase global usability & visibility. • Reap ROI.
  • 24. No, really, what’s your objective? CONNECTION. CROSS-CULTURAL. Make a meaningful & memorable connection within your international team players and partners.
  • 26. Create solid ties btw HQ & regional teams/partners
  • 27. WHICH WATCH? Optimizing project timeline & team performance Around the globe clock
  • 28. The Power Tower of Babel Our mission as localizers is to restore the communication across the scattered cultures & dispersed languages
  • 29. Q&A Talia Baruch/Copyous Localization program dev & management GlobeGo Connect-Content talia@copyous.com @TaliaBaruch
  • 30. Case studies of conflicting cultures interplaying in global settings Ciao! Hello! Marina Bianchi, Italy MEETS Mary Bodden, UK Multi-active Linear-active People-oriented Task-oriented
  • 31. It all boils down to training