We have all read books about cultural differences. We have read about people’s bizarre experiences in foreign lands traveling, teaching, and doing business. But, what do books really teach us? Do they teach the real culture, or some outdated behavioral patterns from a few subjects in a particular subculture of a particular vast area in the globe.
Culture doesn’t exist
I remember reading that the Arab culture is XYZ. Then, I met real Arabs and they were the exact opposite of XYZ. So, which one is it? Are they or are they not like XYZ. Next, the politically correct nitwits will take this window of time as an opportunity to insert their unwelcomed chime in about how you cannot generalize people. Guess what, the existance of the notion of culture suggests that you can generalize people who belong to a particular culture of having a high probability of having cultural traits associated with the culture — assuming you have correctly defined the culture.
What is the right definition?
But, putting aside who is right or wrong, and which book is better or worse, and what definition of a culture is right or wrong — it is complicated. No dated text can possibly encompass the complications of defining a moving target involving hundreds of millions of people who are dispersed over large areas of geographic territory with multiple classes, subcultures, ethnicities, and other variables. So, how can you learn about culture? Put the books aside, and get on a plane! Yee-haw!!!
Getting off the plane
So you get on the plane and get off in China. You are given endless praise, and eat it all up only to find that people are upset that you accepted their praise? And you thought that dealing with women was difficult. “Do I look fat?” “No, honey, you look fine”. “No, I really do look fat, I have gained an ounce”. “I don’t notice that non-existant ounce”. “I did, it is here, are you blind?”. “Hmmm, you are right, you really did gain an ounce!.” “How can you say that!!!”
Have you eaten?
So you mangle saying, “Ni chi fan le mei?” and the Chinese tell you that you are an expert in Chinese. You say, “Not really, but thanks anyway”. They don’t like it when you get too arrogant. But, then later on, you notice that they will make some inflated statement about themselves and then you go back to your book. Wait a second, you are not supposed to say that. We are in China after all. So, the locals break the rules — they just don’t do it that often. Americans love individuality — so, therefor you are being un-American by getting on a bus, or agreeing with large groups of people about what they believe in. But, Americans are very predictable in their likes and dislikes and a lot less individual than you think. Chinese also brag more than you might think as well. So — it is complicated.
So, how does this relate to your business? This is a blog about business after all?
You need to understand other cultures, so you can squeeze more money out of people from different countries. It is that simple. But, which part of cultural competency really matters? A book isn’t going to teach you that. The bigger points are how to gain TRUST, popularity, and comfort with your culturally different friends.
Many Americans never want to see your face in business. How inhuman — no wonder I don’t have too many American friends! Indians insist on seeing you face to face. Asians want to gain trust and develop a relationship in many cases — at least if they are serious about you. I guess I fit the Asian stereotype although I am not Asian in this birth. Putting culture aside, don’t prejudge people who are from a particular land. Maybe the Americans really do want to meet you in person a lot. Maybe it is the client from Beijing who wants the entire relationship online with no phone calls. Understanding what people from particular cultures USUALLY like is knowledge you should have. Catering to their ACTUAL likes is a much more valuable skill.
My bottom line advice is to spend time with people from different cultures. Understand the cultures, and individuals. Learn how to be attentive and figure out what matters to them as individuals while using cultural data to guess what is more likely to matter to them. Guessing probability and making unflattering assumptions that prejudge someone are different and you need to be very aware of that distinction