Anyone who’s ever traveled abroad notices behavioral differences and cultural diversity of the locals. While that may be quaint as a tourist, that can mean the difference between success and failure in a business situation.
Cultural Differences When Making Presentations
For example, suppose you’re making a business presentation in the US. In that case, you’ll be most successful if you begin with a summary and benefits, then be prepared to answer very blunt, direct questions, and also keep details to the latter part of your presentation. This is just part of learning to respect cultural diversity as a business imperative.
By contrast, if that same presentation is made in Germany, to be successful, you’ll be expected to focus a great deal on the details and most of the questions will be focused on those specifics. You’ll be expected to answer complex questions thoroughly if you want to maintain credibility and be inclusive.
If you travel from Germany to London, to display your cultural intelligence, you’d be wise to modify your presentation and start with details of the challenges and discussion about how you would manage those before you talk about any glorious opportunities you’re presenting.
An astute businessperson working globally needs to understand intercultural communication, cultural diversity, and how you would work with intercultural teams in different parts of the world.
If you’re working with intercultural teams anywhere around the globe, you also need to be mindful of the communication differences not only between cultures but also between generations. For example, while in the US, people expect somewhat direct (not so blunt as to be hurtful, but straightforward enough to be easily recognizable and actionable), it’s important to note that while a Baby Boomer will be fine with that, a Gen Xer might find your communication to contain microaggressions.
Giving Feedback Across Cultures
While in some countries direct feedback is seen as essential to improving performance, in others, it could damage relationships or even offend. For example, in Japan, feedback is often indirect and subtle, with a strong emphasis on preserving harmony and saving face. Criticism is usually wrapped in positive comments, and more serious discussions may take place in private settings rather than in front of a group. Failing to approach feedback with this level of cultural sensitivity could lead to discomfort, loss of trust, or even a breakdown in communication with Japanese colleagues.
In contrast, the Netherlands is known for its direct communication style, where feedback is expected to be straightforward, honest, and to the point. Dutch professionals appreciate candor and view direct feedback as an essential part of improving performance and building trust. What might be considered overly harsh or blunt in other cultures is seen as normal and even constructive in the Netherlands. If a manager working in a Dutch setting softens their feedback too much, they might be seen as unclear or even disingenuous, leading to confusion and delays in improving performance.
But in another culture—Argentina, for example—feedback is often given in a much more relational context. Argentine professionals value personal relationships and emotional expressiveness in business interactions. Feedback in Argentina is likely to be framed positively, often delivered in an informal setting after building rapport through personal conversation. Direct, impersonal criticism might come across as cold or disrespectful in this culture, so it’s crucial to balance honesty with warmth and personal connection.
The ability to adapt feedback styles across cultures is critical for business leaders working in diverse teams or international markets. Giving feedback in a way that resonates with local norms helps build trust, avoids misunderstandings, and fosters a positive work environment. Whether it’s the indirect and face-saving approach in Japan, the directness prized in the Netherlands, or the relationship-oriented feedback in Argentina, understanding these differences is key to successful global business interactions.
It’s clear how cultural diversity and inclusion play a big role in knowing how to communicate with business colleagues all over the world, and a globally-minded professional recognizes the importance of adjusting their feedback style to suit different cultural expectations, leading to smoother communication and stronger partnerships.
Understand how important intercultural communication is with our sample course: the Impact of Culture on Teamwork.
