Communicating effectively in an increasingly globalized and diverse world can be challenging and enriching. However, it is mandatory to ensure respect and trust between stakeholders, establish solid relationships, foster cooperation, and close a deal.
Navigating cultural diversity is a complex learning process that expands minds, realities, and the ability to connect with other audiences, going far deeper than what the cultural awareness acquired by a person who has lived abroad or traveled extensively can imagine.
The Importance of Intercultural Communication
Dealing with diverse contexts offers an incredible opportunity to expand our minds and gain valuable skill sets for making informed decisions, aligning the best strategies and approaches, and successfully managing teams, projects, and businesses internationally. It’s also a chance to build bridges and pave the way for celebrating multiculturalism and a more peaceful, empathetic, and just world, where cooperation benefits us all. To achieve this, mastering intercultural communication is mandatory and perfectly possible, with commitment, an open mind, and curiosity.
The Why
Historically, from human ancestors to the most recent events filling the news, humanity has a sad track record of dealing poorly with unfamiliarity and antagonism. Faced with the unknown or people in whom we do not recognize ourselves, human history has many (too many) examples of the tendency to avoid, convert, conquer, or annihilate those who do not belong to a familiar universe. As a lover of History books, I have a decent library of nefarious events describing human incapacity to interact and co-exist peacefully. From religious missionaries and imperialist policies to the genocides and hate crimes we still tragically hear about so often, intolerance and the inability to deal with cultural – and personal – differences are not only a threat to global peace and stability, but also an obstacle to business, successful projects, and productive teamwork and collaboration.
Given this history, it is no surprise that mastering intercultural communication is more relevant than ever for any modern organization, corporation, diplomatic mission, government, or community. Understanding, valuing, and respecting other cultures is fundamental to any fruitful endeavor, on a professional and personal level, and is also a moral imperative.
The What
There have been extensive studies in the last century about the interaction between people of different cultures. These models tried to help to answer the question some travelers, expatriates, or diplomats faced on how people who don’t share the same cultural background and social experiences can understand each other, based on the idea they impact what and who one sees, and how one reacts to a specific situation. In the avant-garde of this field study are pioneer researchers like the Dutch social psychologist and professor Geert Hofstede or the American anthropologist Edward T. Hall, to whom the term Intercultural Communication is attributed. The reality is that today, as we live and navigate a multicultural reality, we all face the same question daily.
And What For
UNESCO defines this communication as a cultural encounter, whether “verbal or non-verbal, in-person or virtual”, with a meaningful and constructive exchange of perspectives “between two or more people or groups”. Therefore, the ultimate goal of intercultural communication is to improve understanding across cultural boundaries for the clear exchange of information between interested parties, ensuring mutual respect, avoiding miscommunication, and minimizing antagonisms and conflicts. And, like everything involving human interaction and behavior, it is not an exact science. It requires attention, interest, search for information, and constant adaptation.
Skills Gained, Lessons Learned
One of the things I am most grateful for in my career is having had the pleasure and opportunity to meet, work, and collaborate with so many different people – in terms of personality, age group, social status, professional roles, ethnicity, nationality, beliefs, and so on. Being exposed to such heterogeneity with the right mindset has equipped me with some precious skills to read and navigate sensitive environments, predict and avoid cultural conflicts, and tailor negotiation and communication strategies to ensure the transmission of a clear and unambiguous message, whether to co-workers, partners, customers or supervisors.
Having an open mind to see issues from different angles and respecting and valuing differences, regardless of personal opinions, is fundamental to dealing positively and benefiting from multicultural interactions. Without this, it would not have been possible to succeed in any of the various projects I have worked on, with multicultural teams and clients from South and North America, Europe, Africa, the Middle East, and Asia. As you would expect, from an editorial or budget allocation team meeting to closing a deal with a sponsor, the approach, negotiation tone, feedback, and timing used, only to name a few, were carefully thought through and chosen to communicate in each context effectively.
Avoiding Labels
When I came across multiculturalism studies still at university, a new world opened up to me and awakened my thirst to understand the plurality of our world. Books like The Interpretative of Cultures: Selective Essays, by Clifford Geertz, and the classic Cultures and Organizations: Software of the Mind, by Geert and Gert Hofstede, started me on this path but, although fascinating, left me with the impression that a more human and personal approach was missing. And where would aspects related to individual personality and the unique baggage that each of us carry fit in?
If I’ve learned anything in all these years of working and communicating with people from all different parts of the globe it’s that each individual has a voice and relying on stereotypes or cultural buckets is a mistake. Even within a country, we will be able to find drastic differences in values, habits, and a myriad of other variables, especially after the massification of the internet, cell phones, and social networks that exposed people from all corners of the world to multiple cultural, artistic and consumer influences. Analyzing and knowing how to interpret data is important for any business nowadays, but we must never forget that humans are much more complex than models and labels.
Versus Human Traits
While I deeply appreciate individual identities, I have often been struck by the fact that no matter where we are on the planet and how differently we live our lives, our human traits are something we all share and are exactly what unites us, despite any antagonisms. This has resonated strongly with me on many occasions, such as when speaking to refugees from Syria, Uganda, Venezuela, and Ukraine; when breaking bread with friends and business partners, either on Thanksgiving or Iftar; or when meeting sheiks, princesses, artists, and indigenous leaders, or ministers, CEOS and members of Brazilian favela communities. People are People. We’re social, curious, and creative beings, seeking purpose, kinship, biological or not, and longing to belong to a community.
A passage from international correspondent Clarissa Ward’s book, On All Fronts: The Education of a Journalist, comes to mind. While covering the earthquake and subsequent series of tsunamis in Japan in 2011, Clarissa faced challenging conditions with limited resources and language obstacles, as she did not speak the local language and had no translator. Armed with a script of previously prepared questions, she tells how she conducted a powerful interview: in that context, words were irrelevant as emotions provided all the understanding that language did not. Emotions are something that we can all recognize and translate.
The Compromise
As if listening to my (and possibly many other people’s) questions, Erin Meyer’s book The Culture Map offers a brilliant solution to the equation: “Culture sets a range, and within that range, each individual makes a choice. It’s not a matter of culture or personality but of culture and personality.”
Despite being a very different genre than what I normally read, Meyer’s book has easily become one of my favorites. Based on her work as a professor at INSEAD, she provides a well-researched and field-tested model, which offers us a system of eight scales to analyze cultural differences based on Communication, Evaluation, Persuasion, Leadership, Decision-Making, Trust, Disagreement, and Time Perception. And at least for me, it filled the gap, introducing a world of interesting cultural patterns – not buckets – and characteristics of people living in the same country.
Furthermore, from someone who has read Clifford Geertz and Hofstede, The Cultural Map makes the subject much more compelling, digestible, and relatable. It brings a real-life application and a slightly more personal approach, with helpful comments on best practices, funny anecdotes, and practical examples of how cultural differences impact communication, management, and international business.
7 Essential Tips To Improve Intercultural Communication
No doubt I became a much better professional thanks to each diverse experience – even those few awkward moments that we have all experienced at one time or another, and they become fun stories for posterity. Better at communicating, yes, but also at understanding the demands and needs of a specific audience or client; in the analysis and interpretation of behaviors and data crossing; in critical and strategic thinking; in negotiation, finding common ground to reach an agreement and facilitating joint-problem solving. Needless to say, my gain was even greater and I try to apply these concepts in all spheres of my life as a citizen of the world who has lived in five different countries- and counting-, with family, friends, and a network of contacts (and a dog!) from all continents.
From my professional and personal experience, here are 7 essential tips to improve communication in a multicultural environment:
1) Listen Carefully
The truth is that few people are good listeners. As one of the youngest members of a noisy family of numerous Italian women and as a seasoned journalist and researcher who is used to interviewing people, I am naturally a good listener. I simply had no choice. And when you listen to people, not just hear them, you’ll be surprised at how much you can learn. Put yourself in a non-judgmental position, without the need to debate, confront or convince. Gather the information first, explore the options, and then, if necessary, offer another take on the subject.
2) Do Your Homework
Research specific and general aspects of the cultures involved in your universe to help you prepare to act by protocols and respectfully with your team and customers. Avoid stereotypes, but consider relevant cultural patterns.
A simple example is the proper way to greet someone. Although some physical contact is expected in many countries of Latin origin, touching or using some words may not be appropriate in certain cultures, especially between men and women. When meeting a Muslim co-worker or business partner, wait for him or her to offer their hand, allowing them to show you if they don’t mind shaking hands with someone from another gender. To this effect, raising a hand to the chest as a gesture of polite and sincere greeting is something that I like to do and perceive as a very warm salutation. As with everything, it all depends on one’s intention.
3) Show Interest
Everyone appreciates interest in who they are and where they come from. I have always found openness when asking questions with respect and genuine interest (and I ask many). Most people are proud and open about their roots, traditions, and customs. The right dose of curiosity goes a long way and takes care of the elephant in the room. As a plus, it can turn a monotonous meeting into a fascinating encounter.
4) Learn The Language
Verbal communication is essential and learning new languages helps a lot. If fluency is not yet possible, learn some basic phrases and words. It shows that you are interested and committed and is always well-perceived.
In early 2016, I was sent to spend a few months in Kuwait on a challenging and high-priority project. All I could say in Arabic was a polite greeting, introduce myself, and find my way around. Even though everyone I interacted with spoke solid English, I always insisted on using my limited repertoire and often asked for help expanding my vocabulary. People will always be sympathetic towards your efforts.
Equally important is non-verbal language: our body language transmits many other signs and messages, positive or negative. In many societies, such as some Asian cultures, silent language says much more than words. Remember to be attentive, keep it simple, and repeat as needed to ensure everyone is on the same page.
5) Be Sensitive And Respectful
Pay attention to dress codes, etiquette, and body language cues to avoid making anyone uncomfortable, especially yourself. When in doubt, ask. If, after all the effort, you still make a mistake (it will happen eventually), apologize and learn.
I remember working at a conference and noticing that one of the speakers, a respected academic and analyst from a particular region, spent the first half of the panel using body language that was considered offensive to that culture. I only had the chance to alert him during the first break. I’m sure the other guests realized he meant no offense, but going the extra mile to prepare shows that you care and respect them, and it says a lot about the kind of professional you are.
6) Be Always Ready To Adapt
The ability to quickly respond and adapt to different contexts is a powerful asset and a differentiator between a good and an excellent professional, in my opinion. It is mandatory when living on foreign soil, as well as when dealing with multicultural teams and clients. Be ready to adjust strategies, behaviors, and reasoning to different demands to be thoughtful and still on top of your game. It’s not always a question of better versus worse, or right and wrong, but simply different ways of seeing, thinking, and acting on an issue.
The situation differs when dealing with egalitarian workplace cultures, such as Scandinavian countries and the US, versus the hierarchical work systems I have experienced in Brazil, Mexico, and some Asian countries. In both cases, there is always room to learn, whether from each other, in a collaborative structure, or by observing dynamics that shape our interactions and roles. In either case, don’t take anything personally.
7) Reflect On Your Interactions
Although many interactions are often enriching, it doesn’t mean we will agree or embrace all the new ideas. However, learning alternative ways of thinking and doing things opens up further possibilities and teaches our brains to think outside the box. I’m certain made me better prepared to deal with adversity and quicker adjust my strategies. My years living in the U.S. have prepared me to function at full speed. Still, my current life in Europe reminds me of being patient and resilient, by understanding the different paces and using the opportunity to apply other negotiation techniques and the ability to establish trust-based relationships.
Each culture provides value; a smart move would be to understand what makes sense for us, our business, and our goals. Based on our experiences, we could absorb new concepts, cultivate other interests, acquire curious habits, or even reinforce some beliefs. That’s the beauty of experiencing diversity: learning not only about others but mainly about ourselves.
Share Your Thoughts And Comments
Navigating cultural diversity and learning to communicate effectively with our team and clients are precious business skills for anyone in the multicultural world we live in today. Plus, it’s a good reminder that good communication saves time and money and can prevent many mistakes ahead. It’s a topic I’m passionate about and could extend far beyond what was presented in this blog post. I’d love to hear your experience and recommendations on this, so leave your thoughts in the comments section below or get in touch to share your ideas.