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.
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
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.
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