Culture Map

Cultural differences matter

One reader commented, “Speaking of cultural differences leads us to stereotype and therefore put individuals in boxes with ‘general traits.’ Instead of talking about culture, it is important to judge people as individuals, not just products of their environment.”

At first, this argument sounds valid, even enlightened. Of course individuals, no matter their cultural origins, have varied personality traits. So why not just approach all people with an interest in getting to know them personally, and proceed from there? Unfortunately, this point of view has kept thousands of people from learning what they need to know to meet their objectives. If you go into every interaction assuming that culture doesn’t matter, your default mechanism will be to view others through your own cultural lens and to judge or misjudge them accordingly. Ignore culture, and you can’t help but conclude, “Chen doesn’t speak up—obviously he doesn’t have anything to say! His lack of preparation is ruining this training program!” Or perhaps, “Jake told me everything was great in our performance review, when really he was unhappy with my work—he is a sneaky, dishonest, incompetent boss!”

Yes, every individual is different. And yes, when you work with people from other cultures, you shouldn’t make assumptions about individual traits based on where a person comes from. But this doesn’t mean learning about cultural contexts is unnecessary. If your business success relies on your ability to work successfully with people from around the world, you need to have an appreciation for cultural differences as well as respect for individual differences. Both are essential.

As if this complexity weren’t enough, cultural and individual differences are often wrapped up with differences among organizations, industries, professions, and other groups. But even in the most complex situations, understanding how cultural differences affect the mix may help you discover a new approach. Cultural patterns of behavior and belief frequently impact our perceptions (what we see), cognitions (what we think), and actions (what we do). The goal of this book is to help you improve your ability to decode these three facets of culture and to enhance your effectiveness in dealing with them.