Tailoring Communication Approaches to Cultural Preferences

Growing up in Indonesia, we rarely heard feedback that direct. Most criticism came wrapped in diplomatic language and context 😅. So when I had my first performance review with an American manager, I wasn't prepared for what came next. He said: "Your presentation was confusing and you didn't answer the main question. It could have been much better. This needs to improve immediately." I went home that night replaying every word, wondering if I was about to get fired. Recently, I discovered Erin Meyer's "Culture Map" and her concept of The Disagreement Scale. Most people know her for identifying low-context vs high-context cultures, but this framework about confrontation changed how I think about leadership. On one end are cultures that welcome direct confrontation when in disagreement - Netherlands, Germany, France, Russia and the United States. On the other end are cultures that avoid confrontation - Indonesia, Thailand, Japan, and Korea. In confrontational cultures, you hear phrases like: - "That's wrong" - "I disagree completely" - "You performed poorly on this" In non-confrontational cultures, we use softer language: - "Maybe next time you could try..." - "I'm not sure, but perhaps..." - "That's interesting, however..." As a leader running a company with people from many cultures, this nuance matters more than you think. 💯 If you give direct feedback to someone from an indirect culture, and they shut down or become disengaged, that's on you as the leader. You're not getting the most out of them because you haven't adapted your style. Sure, you can demand everyone conform to your management approach. But then you must be very selective about who you hire. You'll miss out on incredible talent simply because of communication preferences. I've learned to code-switch. With my prospects and clients, I'm direct about problems. With my Indonesian and Vietnamese team members, I layer in more context and softer language. Same message, different delivery. The goal isn't to change who people are, it's to communicate in a way they can actually hear and act on. What's your experience with this? Have you ever given feedback that landed completely wrong because of cultural differences? Or received criticism that felt way harsher than intended? #Leadership #Management #GlobalTeams #CultureMap #Indonesia

Direct ≠ Clear: The #1 Cross-Cultural Leadership Mistake Your 'Clear' communication is confusing half your team The biggest mistake most leaders make with cultural communication: Direct isn't always clear. The 'get-to-the-point' style that works in NYC could be damaging trust in Tokyo. Here's the key: 1. Direct vs. Contextual → Western: 'The project is delayed.' → Eastern: 'We're facing some interesting timing considerations…' Both say the exact same thing. One maintains harmony. One values efficiency. 2. Silence Speaks → Nordic cultures: Comfortable with pause → Latin cultures: Fill the space → Asian cultures: Use silence strategically Your discomfort with silence might be rushing others' best thinking. 3. Brevity vs. Relationship → US/UK: Get to the point → Middle East: Build connection first → Southeast Asia: Weave context carefully The quickest message isn't always the clearest. Power Move: Learn to switch styles. Don't just default to your norm. 💡 Quick Adaptation Guide: → Notice response patterns → Mirror their pace → When unsure, ask preferences → Build buffer time for different styles The most successful global leaders aren't the most direct— they're the most adaptable. What communication differences have you noticed in your global work? Share your experience below 👇

Cross-Border Multi-Cultural UX is one of my biggest passions. After consulting organizations in 50+ countries, I began to collect examples of how Hofstede's 6 Cultural Dimensions impact cross-cultural UX: 1. Power Distance Index → Cultural interpretation of institutions Though vastly different regions, users in Australia and Qatar share respect for government institutions. These countries emphasize citizens’ responsibilities over their preferences, resulting in more disciplined behavior on government websites. In Australia, you can vote online but will get fined if you don’t vote. 2. Individualism vs. Collectivism → Cultural interpretation of self-image Western countries tend to have an individualistic emphasis on “I.” In contrast, there’s a collective “we” focus in Eastern countries. For example, our UX work for a Middle Eastern CPG brand catered to female buyers who typically shop for their families. Consumers prioritized their families’ individual needs over collective needs, building shopping lists organized by family members. 3. Masculinity vs. Femininity → Cultural interpretation of gender norms Similarly, masculine and feminine perceptions and motivations differ between Western and more traditional Eastern cultures. We once worked with a Western designer who almost chose an image depicting a woman with tattoos wearing short sleeves for a client in the Middle East. This would have been perfectly fine in many regions but perceived as inappropriate there. For our work in seven states of the Persian Gulf, we had to go as far as to tailor keffiyeh (traditional men's headdress) on pictures for each region. 4. Uncertainty Avoidance Index → Cultural interpretation of security Trust and security are paramount in Italy, Portugal, Belgium, Japan, and Germany. Germans have high uncertainty avoidance and seek multiple reassurances about security, privacy, and return policies on e-commerce sites. The opposite is true in Swedish and Dutch users. The fewer rules, the better. “I will deal with the problem if and when the problem arises” is the typical approach. 5. Long-Term vs. Short-Term Orientation → Cultural interpretation of gratification Eastern cultures are open to delayed gratification. Users in China and South Korea tolerate lengthy forms and high interaction costs if it leads to better long-term outcomes. Americans, however, expect instant gratification and would be easily annoyed by what’s considered a norm in China. 6. Indulgence vs. Restraint → Cultural interpretation of needs and preferences Sometimes excess is considered a good experience. I liken this to Banchan's side dishes in South Korea and the bento box in Japan. “The more, the better” is often followed for UX in Asia (despite otherwise low indulgence preferences). The bento box has even become a design trend for organizing content of different types and “flavors”! Western users are overwhelmed by this type of density in UX. Their golden rule? Less is more.

🌍 New Series: "Mind the Gap – PR & Communication Across Borders" Ever tried launching a PR campaign in another country and thought, “Wait… why did that land like a lead balloon?” You're not alone. As someone who's navigated international communication for a while, I’ve seen firsthand how cultural nuance can make—or break—a message. So I’m kicking off a new series exploring how PR and communication differ around the globe. 👉 First up: Germany vs. the USA U.S. Communication: Enthusiastic, emotional, and yes—peppered with exclamation marks!!! Storytelling is king. Personal anecdotes and a strong “why” lead the way. Positivity sells. Even problems get rebranded as “growth opportunities.” German Communication: Direct, precise, and suspicious of unnecessary fluff. Facts first. Then more facts. Then a few more, just to be safe. Understatement rules. If a German says something is “not bad,” it might be worthy of an award. Example: An American press release might open with: “We’re thrilled to announce our exciting new partnership that will revolutionize the industry!” A German version? “Company A and Company B have entered a partnership effective May 15. Objectives include market expansion and product development.” Both are correct. Neither is wrong. But the context is everything. Takeaway: If you're crafting messages across borders, remember—it’s not just about what you say, but how it’s heard. ✨ Stay tuned for more posts comparing global comms styles—from Japan’s silence-as-a-power-move to Brazil’s beautifully fluid approach to formality. Have you run into cultural communication quirks in your PR work? I’d love to hear them! Chris Prouty, tell us about your experience as a US PR pro, please. #PR #Communication #CrossCulturalCommunication #Germany #USA #GlobalMarketing #Storytelling #Localization #InternationalBusiness

🥗🍱🍝 "Have you eaten?" vs. "How is the weather today?" ☀️🌦️❄️ During a business trip in Asia, I started a meeting with a typical 'German' question about the weather. I was met with puzzled looks until I realized: it's always 31°C in Singapore – what a pointless small talk question! When I then asked the team how they would start a meeting, they suggested asking if and what everyone had eaten. They explained, "With a full stomach, the mind is primed for productivity!" I also remember a German colleague mentioning a product launch in summer. Our Asian colleagues responded, "Which summer do you mean? Here it's always summer!" --- As we work extensively in teams across countries, intercultural competencies are more crucial than ever! Experiences like these help us become more aware of cultural differences and tailor our communication accordingly. We just launched 8 "Culture Videos," featuring insights from Infineon Technologies colleagues worldwide on conversation starters, common pitfalls, meeting protocols, and feedback dynamics. Additionally, we have 12 one-page Learning Nuggets on "How to do business with Germans/Austrians/Indians/Filipinos...". These are quick yet insightful reads. For those needing more in-depth knowledge, we offer a range of intercultural trainings tailored to various professional contexts. 🥨 Now: "What have you eaten and what was your intercultural learning when collaborating with colleagues from different countries?"

I’ve trained in rooms where people speak English, but think in Marathi, Hindi, Bengali, Tamil Same company, same goals, but completely different communication styles. We love patting ourselves on the back for being diverse. But when a South Indian team feels a North Indian manager is "too aggressive," or a Gen Z employee thinks their Gen X boss is "dismissive", we call it a "communication gap." When really it's India's invisible boardroom barrier. Because while communicating, you’re navigating: 🔹 Cultural nuances 🔹 Generational gaps 🔹 Language preferences 🔹 Urban vs regional perspectives And if you're not adapting, you’re alienating. Here's my 3A’s of Cross-cultural communication framework: 1. Awareness: Recognize that your communication style is shaped by region, generation, and upbringing. It's not universal. 2. Adaptation: Match your message to your audience. One style doesn't fit all rooms. 3. Ask: When in doubt, clarify: What does yes mean here? How do you prefer feedback? What's the protocol for disagreement? India's diversity is incredible. But if we are not actively learning to communicate across cultures, not just languages, we're wasting it. P.S. What's your biggest cross-cultural communication struggle? #CrossCulturalCommunication #AwarenessAdaptationAsk #3AsFramework #Awareness #Adaptation #Ask #CommunicationGaps

✈️Are you thinking of moving abroad in 2025? Here’s the guide I wish someone gave me when I moved to the UAE a couple years ago. Because no one talks enough about the invisible challenge of being an expat: 👉 Communicating across cultures. You’re not just changing your address. You’re stepping into a new world of language nuances, workplace expectations, and social codes. As someone who works in communication, I still had to unlearn and relearn everything I thought I knew. Here’s a 5-step communication playbook for every new or aspiring expat: 🔹 1. Start with cultural observation, not action. Before you contribute, observe. Notice how people open meetings, handle disagreements, or give feedback. 🔹 2. Study the tone, not just the words. Words might translate, but tone doesn’t. In some cultures, direct = respectful. In others, it’s offensive. Pay attention to facial expressions, pauses, and pacing. 🔹 3. Assume good intent, always. If someone responds differently than expected, pause. It’s probably cultural and NOT personal. Assume positive intent and ask for clarification if needed. 🔹 4. Seek a ‘cultural interpreter.’ Find someone who understands both your culture and theirs. Ask them, “How would you say this here?” or “What’s the best way to give feedback?” 🔹 5. Communicate more, but simpler. Clarify. Summarize. Avoid idioms and jargon. And most importantly - don't assume, if you are confused with their dialect, ask politely for a clarification. 🌍 Being an expat isn’t just about relocating - it’s about rewiring your communication style to be more inclusive, aware, and adaptable. This post isn’t just advice. It’s my lived experience. And if you’re preparing to make the leap - I’m rooting for you. Because the world doesn’t just need more talent. It needs more culturally intelligent communicators. LinkedIn News LinkedIn News Middle East #expat #communicationskills #dubai #lessons

For months, this response got me thinking about Filipinos. Every time I would encourage James about an important client meeting or project deadline, they would usually respond with "I will try my best" instead of the confident "I will do it" I expected from high performers. I initially read this as hesitation. Maybe uncertainty about his abilities. In Western business culture, we were taught that confidence signals competence. "I will do it" sounds like leadership. "I will try my best" sounds like hedging. I was completely wrong about what I was hearing. After working with Filipino professionals for years, I have learned that "I will try my best" actually represents something different to the Western confidence culture. It is not about lack of certainty. It speaks of honesty regarding factors beyond personal control. James understood that client meetings involve variables he could not control. Economic conditions, competitor actions, internal budget changes, or simply whether the prospect had a good day. His response acknowledged these realities while committing to maximum effort within his sphere of influence. Meanwhile, my Western colleagues would confidently declare "I will close this deal" and then offer explanations when external factors interfered. James would say "I will try my best" and then consistently exceed expectations by preparing for challenges the client would raise . The key insight is not that one approach is superior. It is that different cultural communication styles can mask equally effective performance strategies. James was giving me the most honest commitment he could make, and acknowledging effort versus outcome while maintaining accountability for what he could control. Strategic managers learn to read cultural communication cues rather than imposing their own preferences. When James said "I will try my best," he was actually giving me the most reliable commitment possible within his cultural context. He was promising his maximum effort while acknowledging that outcomes involve factors beyond individual control. For me, it was about learning this cultural nuance and then managing the team with the knowledge of what this means.

Just finished reading Charles Duhigg 𝗦𝘂𝗽𝗲𝗿𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗼𝗿𝘀 and highly recommend it. The book delves into the art and science of effective communication, offering insights that resonate deeply with the ongoing transformation in consumer-based healthcare and the integration of advanced technologies. The book has many valuable lesson - 𝗺𝘆 𝘁𝗵𝗿𝗲𝗲 𝗸𝗲𝘆 𝘁𝗮𝗸e𝗮𝘄𝗮𝘆𝘀: 𝟭. 𝗥𝗲𝗰𝗼𝗴𝗻𝗶𝘇𝗶𝗻𝗴 𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻 𝗧𝘆𝗽𝗲𝘀 𝗘𝗻𝗵𝗮𝗻𝗰𝗲𝘀 𝗣𝗮𝘁𝗶𝗲𝗻𝘁 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Duhigg identifies three primary conversation types: practical ("What's This Really About?"), emotional ("How Do We Feel?"), and social ("Who Are We?"). In healthcare, discerning these layers is crucial. For instance, a patient discussing treatment options may need practical information, emotional support, or reassurance about their identity and role in their community. Tailoring communication to these needs fosters trust and improves patient outcomes. 𝟮. 𝗘𝗺𝗽𝗮𝘁𝗵𝗲𝘁𝗶𝗰 𝗟𝗶𝘀𝘁𝗲𝗻𝗶𝗻𝗴 𝗕𝘂𝗶𝗹𝗱𝘀 𝗧𝗿𝘂𝘀𝘁 𝗶𝗻 𝗛𝗲𝗮𝗹𝘁𝗵 𝗧𝗲𝗰𝗵 𝗔𝗱𝗼𝗽𝘁𝗶𝗼𝗻: The book emphasizes that effective communication hinges on empathetic listening and genuine connection. As healthcare increasingly incorporates AI and digital tools, it's vital to ensure these technologies enhance, rather than replace, the patient-provider relationship. By prioritizing empathy in both human interactions and technological interfaces, we can build systems that patients trust and more readily adopt. 𝟯. 𝗔𝗹𝗶𝗴𝗻𝗶𝗻𝗴 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 𝘄𝗶𝘁𝗵 𝗣𝗮𝘁𝗶𝗲𝗻𝘁 𝗜𝗱𝗲𝗻𝘁𝗶𝘁𝗶𝗲𝘀: Duhigg discusses the importance of understanding social identities in conversations. In a healthcare context, recognizing a patient's cultural, social, and personal identity can inform more personalized and effective solutions for health and care, as well as communication strategies. In essence, 𝗦𝘂𝗽𝗲𝗿𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗼𝗿𝘀 offers valuable lessons for advancing consumer-based healthcare through technology. By focusing on the nuances of communication, empathetic engagement, and the acknowledgment of patient identities, we can harness technology to create more person-centered, effective, and trusted care systems. #ConsumerCenteredCare #HealthInnovation #TechnologyForGood

I once worked with a client who was eager to expand their reach into a new international market. They were confident that their existing content would resonate with the local audience. However, what they didn't realize was that their messaging was culturally insensitive and inadvertently offensive to the new market. The client had inadvertently used imagery and language that were considered inappropriate or taboo in the target culture. This led to a backlash on social media and damaged their brand reputation. To rectify the situation, I conducted in-depth research into the cultural nuances of the target market. I used tools like Grammarly's tone detection feature to ensure our messaging was culturally appropriate and respectful. We worked closely with local experts to understand the cultural context and tailor our content accordingly. By carefully considering the cultural sensitivities of the target market, we were able to create content that resonated with the audience and helped rebuild the brand's reputation. The takeaway? Cultural sensitivity is crucial in today's globalized world. It's essential to conduct thorough research and adapt your messaging to the specific cultural context of your target audience. Have you ever faced a similar cultural misstep in your marketing campaigns?