Cross-Cultural Communication Blunders

Comments on one example of cross-cultural communication hiccup three days in a row! Here is one last observation on the LeWeb incident.

You can read the first two here:

• A Cultural Generalization Out Of Context
• A Communication Disconnect Between Two Cultures

Today I want to remind you that there is no right or wrong here. This incident simply highlights our differences.

Differences In Cultural Attitudes

One of the ways a cross-cultural marketer studies these differences is through the cross-cultural behaviors defined by Geert Hulshof.

This is no exact science. It simply provides a tool for comparison.

By comparing the cultural differences using these five behavior scales, you get a better understanding.

Behavioral Scores

You can read more on behavioral scales on Get International Clients

On the Individualism versus Collectivism behavioral scale:

• Americans have the highest score for Individualism
• The French have a lower score

On the Uncertainty Avoidance behavioral scale:

• Americans have a relatively low score
• The French have a relatively high score

On the Power Distance behavioral scale:

• Americans have a relatively low score
• The French have a relatively high score

On the Masculinity versus Femininity behavioral scale, they are both towards the middle:

• Americans have a higher score
• The French have a lower score

On the High versus Low Context behavioral scale:

• Americans have a relatively low score
• The French have a relatively high score

What should you read into this? Simply…

…This is a method of measuring cultural differences.

• It is obvious there are fundamental cultural differences between the USA and France.

This means that both parties need to make an effort to meet in effective cross-cultural communication.

Balance In Communication

When you watch this video you can pick up attitudes towards different cultures.

One of the American panelists stated that it is up to the foreigners to adapt to his culture. It is obvious that he feels he does not have to make any effort to obtain effective communication with other cultures.

Now this is not possible. In order to have good cross-cultural communication you need effort on both sides.

Most of the time, the effort is not balanced. The person with the stronger cross-cultural skills will cover more distance between the two people.

Now, here is some food for thought…

If one of the two people involved does not make any effort at all, the communication is dependent on the good communication skills of the other person.

If there is any effective communication going on at all, it is thanks to the good communicator.

The good communicator has a much better understanding of the situation. He becomes a master at knowing:

• What to say
• When to say it
• How to say it

In fact, if the good communicator is the sole person working towards the communication between the two cultures, he is in control.

This does not happen often, but…

In business, do you want to hand over control to the other person?

Perception Of Communication

So what happened at LeWeb?

Well, at least one American panelist conveyed that he did not want to adapt his communication.

Yesterday I wrote about how Europeans need more time to build relationships.

Effective cross-cultural communication here was not easy.

An easy way to remedy this is to:

• Diversify the cultures on the panel. This was suggested.
• Have the same panelists return next year. You need exposure to develop good international skills. Well all started at ease just one culture.

Read more on Cross-Cultural Communication Blunders in these articles:
- The Limits Of Cultural Generalizations
- Cultural Blunders In Tele-Sales
- Should You Be Afraid Of Cultural Blunders?
- Can You Prevent All Cultural Blunders?

And read even more in the…
Get International Clients International Sales Road Map

International English • What is international English and what can it do your for business? Find out more here.

Culture Customized Content • How can culture-customized content increase your international sales? Find out more here.

Copyright Cindy King 2006-2010 - International Business Blog

An Example Of Cultural Differences In Behavior

Cross-Cultural Communication Blunders

Let’s continue with my observations of the LeWeb incident. LeWeb is one of the few events in Europe that gets successful web businessmen from North American to come to Europe to discuss web trends. It is an initiative by the French man Loic LeMeur who runs a business in California.

You can read the summary and see the video on yesterday’s post:

• A Cultural Generalization Out Of Context

Today I want to tell you how I personally reacted to the incident.

Through The Eyes Of A Potential Attendee

First I have to give you some background information:

• I have an international web marketing business
• LeWeb happens in Paris, an hour’s drive in for me
• Naturally, I considered going

In the end, I decided against it for a combination of reasons:

• Not really on target with my business, price and schedule.

When I first heard about the LeWeb incident my first reaction was unease.

• Unease at the lack of professionalism
• …I came close to investing my money and my time with this?

That was before I actually saw the video.  As I said yesterday, you need to put everything into the right context.  There was quite a bit going on here.

In the final analysis, there was little substance for anyone to get upset.  And this is not really a cross-cultural communication blunder.  It’s more like a slight ruffle.

Disconnect In Communication Style

As a European business owner I expect a certain level of professionalism for any business investment I make.

The video you see on Anita’s post makes it clear that this is a “friendly” wrap up discussion.

This is an American discussion, in tone, style and vocabulary. This is where there is a slight disconnect:

• The audience was European
• In Europe
• And they paid to come to this event

Of course the attendees knew who the panelists were before coming and came to hear what they had to say.

There are differences between the American and European cultural acceptance of the language and tone.

It is highly unlikely that the French people in this audience would pay to attend an event with the same vocabulary and tone in the French language.

And this probably holds true across the majority of the European audience.

As an international marketer I am constantly confronted with the difference in communication style between the two continents.

This difference is actually stronger in what is expected.

My French clients usually agree that conversational language is best.

But when it actually comes down to creating international marketing materials in English…

…They usually want something more formal.

There are actually three things to establish:

• What people agree to as acceptable
• What people expect
• What people actually accept

Ripe Environment For Wrong Debate

The main question:

• Was there a cultural disconnect before the debate on whether 2-hour lunches make French entrepreneurs less productive compared to American entrepreneurs?
• Was there a cultural disconnect with different expectations of the European audience?

On one side of the coin, a few other questions come to mind.

• Would the Americans behaved the same if this was an event between Americans and a more eastern region of the world?
• Would the French have behaved differently if they did not feel awe for the Americans of Silicon Valley?
• Do web businessmen differ from offline businessmen?
• If there is some kind of a link here, is it anything to do with the inherent characteristics of a new business environment?

On the other side of the coin, I do think that:

• Cultural encounters may go through growing pains to move all parties forward.
• LeWeb needs to continue here in France or Europe.
• Yes, I probably will consider attending the next one, because…
• We can all build our international skills by looking at this incident and using it to move forward towards further cross-cultural encounters.

My Personal Gut Response

It was a personal shock.

I had not realized just how strong my European side is.  I usually only feel the friction of being North American.  Logical, I guess.

I definitely expected more business-like language at this event… even at a friendly, laid-back closing session.

Sometimes I found the laid-back tone leaned towards insolence. But I think this is because I watched the video and did not attend live.

Beyond my personal reaction, I think this language and tone created a certain lack of respect for the European audience.

The problem is that this lack of respect questions the credibility of these high profile Silicon Valley entrepreneurs as models to follow.

Yes, I understand and totally agree with the value behind focused concentration. And share most, if not all, North American work ethics myself.

But as an international sales and marketing executive here in Europe I have built relationships with people across all of Europe.

Most Europeans simply need more to build relationships.

• More time
• More face-to-face contact

Sharing meals is full of symbolism in many countries.

Even in the United States…

• Remember the 1960′s, when sharing meals was also one of the symbol of the standard American family.

France USA In Business

One of the best blends of cultures I have seen in business is between a French man and an American.

These two cultural behavior traits usually do well in business… after the initial getting to know each other phase.

This is why I am confident that future LeWeb events will benefit both cultures.

…Not done yet.  One more comment to make on this incident!  Tomorrow I will show you a bit more about the different cultural behaviors in play here.

More on Cross-Cultural Communication Blunders

• Can You Prevent All Cultural Blunders?
• Should You Be Afraid Of Cultural Blunders?
• A Communication Disconnect Between Two Cultures
• Cultural Blunders In Tele-Sales

More In These Get International Clients Business Guides

• Connect With Your International Markets
• Culture Customized Content
• Cultural Web Tools

Copyright Cindy King 2006-2010 - International Business Blog

A Communication Disconnect Between Two Cultures

Cultural Generalizations & Stereotypes

A Twitter buddy in Sweden, Martin Lindeskog, asked about my thoughts on the LeWeb incident that happened in December.

• US and European Entrepreneurs – More Than an Ocean Divides Them

Anita says it nicely and you can watch the video for yourself.

A Twitter follower in Sweden, Martin, asked about my thoughts on the LeWeb incident that happened in December.

The incident happened during the LeWeb event, which took place December 9-10th in Paris. Loic LeMeur, a Frenchman who moved to Silicone Valley to set up his company, organizes LeWeb.

During the “friendly” wrap up session, there were a few comments about whether Silicone Valley entrepreneurs were better than French entrepreneurs were. Loic LeMeur and Michael Arrington, two well-known personalities, voiced differing points of views.

This debate sparked a reaction in the European audience at this live event.  And the comments continued after the event.

Read more and watch the video of the incident in question on the link Martin sent me:

• US and European Entrepreneurs – More Than an Ocean Divides Them

Anita says it nicely and you can watch the video for yourself.

I initially did not respond to this incident because I did not attend. In addition, I find the French blogosphere too reactive and prefer to let the dust settle.

And quite frankly, when I briefly scanned the follow-up blog posts by LeMeur and Arrington after the event, I actually wondered if they were prolonging the publicity.  A common enough practice online.

But even if they were, the cross-cultural communication tremor that went through the European community present was authentic.  Martin made me realize that others would probably appreciate hearing my thoughts on this cross-cultural communication aspect of this incident.

Cultural Generalizations Get You Into Trouble

First, this incident is an example of the bad use of cultural generalizations.

If you have read my blog before you will probably know that I do not think that learning cultural generalizations is an effective way to acquire cross-cultural skills.

This might have had value 50 years ago, before globalization.  These generalization are old world stereotypes. Cultures have become more complex in today’s world.  This is why I have often found them very misleading in the field.

• Do you really understand the whole context behind these generalization?
• And do you have any idea whether they are still valid today, and in your particular case?

In addition, reading up on cultural generalizations to improve your skills probably only worked for some cultural behavioral traits.  Read more on the  High/Low Uncertainty Avoidance behavioral scale.

I do not believe that cultural generalizations help your international business.

This LeWeb incident is an example why.

And cultural generalizations can even alienate you, or make you look a fool.

This is what probably happened to the European audience here.

Setting The Generalizations Straight

Yes, French people do take two-hour lunch breaks.

But this is an exception.

In the 20 years I have worked in France, I can still count them on my fingers.

• Christmas dinners and with the very large account clients after a deal was signed.

Problems With This Generalization

You have a problem if you think that:

• 2-hour lunch breaks are an everyday event in business in France. They are an exception. And a sign of courtesy. They are a cultural obligation to show respect to high profile visitors. It falls into the same category as handshakes in Switzerland and even smiling is in North America.
• Californians are physically capable of providing more work than others provide. Please let me know if there is some super race here on earth.
• French entrepreneurs work less than entrepreneurs in other countries do. As a French business owner, I think you need to work twice as hard simply to deal with the administrative constraints of having a company here in France.

What is the problem?

The problem is that you are putting up barriers that stop effective cross-cultural communication.

Think about it.

These are prejudices.

Some people get offended about this.

If that is your case, I am sorry I cannot go into this in more detail here.  But here is something to trigger some reflection.

Just think about what prejudice is = Pre-judgement.

And remember… no one is immune from pre-judging.

If you want international business this is exactly like shooting yourself in the foot.

Questions Get Beyond The Generalization

Now let’s turn these generalizations around. Ask why they exist.

Let’s look at the cultural differences.

Why?

• The French traditionally eat hot meals at lunch… yes and at dinner too
• Americans traditionally eat sandwiches for lunch

Why?

• The French generally do not snack in between meals and spread the daily quantities of food eaten more evenly between lunch and dinner
• Generally American lunches are proportionally smaller than dinners

Why?

• Americans eat a much higher portion of processed and convenience foods compared to the French
• French supermarkets do not have the same number of processed foods available

Why?

• The American health supplement business is booming and offers a wide choice
• Most of these health supplements are not for sale in France and this is not a common practice

Why?

• The French put a priority on getting their life sustaining nutrition from fresh food
• Americans put a priority on eating quickly

Now, we seem to have arrived near the crux of the debate.  This is what it was about:

• French entrepreneurs cannot be as productive as Silicone Valley entrepreneurs because they take longer lunches.

…Let’s assume standardized 2-hour lunch break are an exaggeration made in the heat of the debate.

Make Sure You Have The Right Question

As usual, insights into these cultural differences shed light.

But what does this really tell you?

The problem is that the questions stopped too soon here in this article. You need to dig deeper and ask more questions:

• Why?
• So What?
• …and change the angle slightly and continue asking questions until you get the whole picture.

In order to get an answer to this question you need to review many more questions.

What is holding French entrepreneurs back from increased productivity?
What is holding American entrepreneurs back from increased productivity?
Is one of them physically more productive?
Is there any truth in this?
What are the factors?

Well if you were to do a survey, you would probably find that the entrepreneurs themselves will come up with similar reasons. People are the same human beings.

But they will do things differently. Different cultures go about doing things differently.

Here, in this case, the French entrepreneurs would probably add in taxes and labour laws.

To balance the picture a bit more, let me add some of the differences you would probably dig up:

• It is culturally acceptable for Americans to state they are in business to make money
• It is not culturally acceptable for the French to state they are in business to make money, in fact, the use of the word “money” is culturally coded in France.  The French just cannot refer to wanting,  making or having money in the same way as an American.

• French entrepreneurs have more administrative paperwork to go through than American entrepreneurs

• French entrepreneurs have more constraints with employees than American entrepreneurs

Given the choice, would I have started my company in the US instead of France?

Yes. Why?

• Better service and attitude from the people I need service from
• French mandatory social taxes are too high – a good social security system comes with a price
• Combination of low service levels and too much paperwork slows business down too much

Comparing Apples To Oranges

There is another issue here with this cultural generalization.

The cultural comparison of time spent at lunch, does not give you enough information to determine who is more productive.

The long lunches?  Well I am sure that the Silicone Valley entrepreneurs “lose” time elsewhere.

• It might not be at lunchtime.
• It might be with doctor visits, or health issues.
• It might simply be less focus during the day due to poor diet.
• They may need to compensate with more physical exercise.

Yes, human beings can work 10-12-14 hour days…

…but only for a certain amount of time.

If you say otherwise, you are only kidding yourself.  Everyone else who has been there knows it.

Comparing apples to oranges only shows a lack of international skills.

And this is the first point I got out of this incident.

There is at least some lack of international skills in raising the question in the first place.  Probably exaggerated because the panelists were tired.  This was the wrap up session of a 2-day event.

Whatever people have to say about this incident, you need to put a little water in your wine as they say here in France.

Simply put: keep it in context.

…I am not sure all of the comments you can find online do this.

More Cross-Cultural Communication

There are often little moments of friction in cross-cultural communication.  And I think this is what this incident was. When you watch the video, not much really happened.

Look at it closely:

• A few high powered Americans with one French man from California
• A little out of their environment
• Tired, laid back
• Actually managing quite well
• Providing valuable and much needed insights for European entrepreneurs

There is probably more to say about the reactions afterward.

Tomorrow I will continue with another observation  – this time the one that bothered me the most.

More on Generalizations & Stereotypes:

• Beyond Cultural Generalizations
• The Limits Of Cultural Generalizations
• A Cultural Generalization Out Of Context

More On These Get International Clients Business guides:

• International Business Success Basics
• Connect With Your International Markets
• Culture Customized Content
• Cultural Web Tools

Copyright Cindy King 2006-2010 - International Business Blog

A Cultural Generalization Out Of Context