You Need to Recognize Cultural Differences If You Want to Lead Effectively

With increased diversity in the workplace and globalization, the potential for misunderstandings during interactions is high.

For example, language differences may lead to miscommunication and misinterpretation. Accents are hard to understand, especially when they come across the internet or hard-to-decipher telephone messages. Silence may be misconstrued as acceptance, and “yes” is taken as “I agree with you” when it could simply mean “Yes, I hear you.”

We also fail to consider the many differences in value orientation. Many U.S. Americans, for example, believe in individualism, egalitarianism, privacy, mobility, and materialism. Believe it or not, these values are not common to all cultures, which can lead to cultural clashes when not recognized.

Needless to say, the need for cultural competence skills is critical in culturally diverse workplaces.

Organizations today need leaders who are aware that differences exist, know exactly what those differences are, and have the necessary skills to adjust their behavior to the cultural orientation of their workforce or clients.

When leaders understand cultural differences, they are able to recognize when those differences are the cause of a problem.

For example, the more egalitarian approach of U.S. managers when they choose to work alongside their subordinates so the company can meet a fast-approaching deadline may be construed negatively by certain workers.

In fact, Asian workers may see this behavior as an indication that their boss sees them as incompetent and that they will not be able to finish the project in time. The result may be embarrassment, loss of face, loss of respect for the manager, and, potentially, resignation. 

Cultural Differences Matter Even in Marketing Campaigns.

Exporting your marketing campaigns to another country without taking cultural differences into account can also be disastrous as documented in the global business literature.

Animals are very common in advertising in the U.S., and we can find ads including different types of animals ranging from dogs (i.e., Taco Bell’s Chihuahua) to a gecko (Geico’s mascot).

In certain countries, though, using dogs in your marketing campaign would be disastrous. Morrison and Conaway, in their book Kiss, Bow, or Shake Hands: Sales and Marketing, shared the story of a U.S. real estate executive joyfully handing out business cards at a conference in the Arabian Gulf and being surprised but the negative response they evoked.

His card, mind you, featured him with his beloved dog. The problem is that dogs are considered unclean in much of the Middle East.

Likewise, Nike was forced to recall thousands of pairs of shoes because the logo on the back, which was designed to resemble fire, when looked from right to left (the way Arabic is read) resembled the Arabic word for Allah.

Muslims saw this as a desecration of Allah’s name (by placing it on a product). Equally disrespectful was the fact that it appeared on something that covers your feet. In many Arab, Muslim, Hindu, and Buddhist countries, showing the soles of your feet is disrespectful since they are the dirtiest part of your body.

Five Strategies to Remember When Working Across Differences

Leaders need to understand the impact of culture in the workplace, marketing campaigns, and negotiations so they can leverage those differences to create an advantage for their organizations.

Ignoring differences can not only be disastrous but it can also perpetuate the discomfort within a global workforce.

So, next time you find yourself in a culturally diverse setting, remember the following:

1. Recognizing cultural differences is OK. You are simply acknowledging that differences exist. You need to leverage the cultural diversity within your organization, not ignore it. 
2. Understand that there are many possible ways of achieving success. Your way is just one possible way, and the best approach will depend on the cultural orientation of all those involved. 
3. It is essential to consider different perspectives. The best solution will be the one that is aligned with all different orientations involved in the negotiation. 
4. Remember that a culture blind approach is no longer feasible in today’s culturally diverse workplace.
5. Finally, when you notice and learn about other cultures, you will become more comfortable with such differences. And when that happens, you are more willing to seek out diverse clients and customers and more willing to hire culturally different workers. Your organization will begin to resemble the community it serves—a win-win all around.