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An American Businessperson in a Global World: Rethinking Your Cultural Business Etiquette


An American Businessperson in a Global World: Rethinking Your Cultural Business Etiquette

In the American business world, there is a generally accepted, and often unspoken, etiquette that most businesspeople follow. Be on time, dress professionally, use a firm handshake, make eye contact, show initiative, be respectful of your superiors and so on. Take a look around the world, however, and you will find widely diverse protocols that can quickly lead to cultural barriers, misunderstandings, and possibly lost revenue.

From punctuality to attire to physical contact and personal space, the code of behavior varies wildly across different cultures. When doing business in a global, geo-political world, these differences can be tricky to navigate, especially in virtual meetings. But the broad representation of different cultures goes a long way toward making businesses more competitive. Culturally inclusive and diverse companies are shown to see higher profits. Diverse teams are more innovative, better at making decisions, and are more likely to capture new markets.

Cultural awareness can have a big impact on the growth of your business. More importantly, though, it is a matter of showing respect and earning the trust of your international partners and colleagues. It is about establishing common ground so that decisions, deals, and relationships start from the same foundation.  And to build that foundation, you may have to make some adjustments in how you do business.

Below we will look at 8 changes you can make to foster cross-cultural intelligence and improve the way you conduct international business.

Do Your Research & Be Prepared

Over 80% of CEOs recognize empathy as a key to success. Before meeting with any international business associates, invest time in learning how they act, speak, dress, and conduct business. Even if everyone speaks English, make the effort to learn how to say “hello” and “thank you” in their language. Be aware of what titles, if any, should be used. The simple awareness and empathy of what they do and why it helps you better adapt to their needs. Also, the planning you do before the meeting is often more important than what you do in the actual meeting. In many cultures, meetings are not where the decisions are made; they are an opportunity for asking questions and exploring possibilities. Therefore, distributing all necessary information prior to the meeting gives everyone involved time to review so that they can comment on it intelligently. In an ideal world, the materials should also be translated into their language to make things easier.

Hire your own Interpreter

Even when you have all materials translated, if you are not fluent in each other’s languages the potential for miscommunication is high. To prevent any misunderstandings, it is a good idea to have an interpreter on hand. This gives everyone an equal opportunity to comprehend everything that is discussed. Even if the other party has an interpreter in the meeting, always have your own interpreter on hand, as you never know what the other side may discuss!

Tone Down the Assertiveness

Americans are known for being direct, assertive, and loud. Some countries, like Germany, share this quality when sharing ideas and doing business. In other countries like Japan, however, people tend to speak softly and are not as forthcoming when making suggestions or sharing their ideas. Doing your research will help you know if being assertive is appropriate or if you are coming across as pushy and aggressive. When in doubt, use a neutral tone and be considerate of everyone’s input, even if they communicate in a way you are not accustomed to.

Beware of Nonverbals

A mere 7% of what we communicate is expressed with words. The remaining 93% is conveyed with body language. Nonverbal communication can be complicated in any setting, but with so much business taking place virtually these days, it is more important than ever to be aware of what you are saying with your body language. From intense eye contact to large hand gestures to loosening your tie in a meeting, there is a minefield of ways you could inadvertently insult an international colleague. Learning and practicing nonverbal cues that are common in your associate’s culture will be worth the effort to avoid coming across as rude and offensive.

Watch What You Say

Avoid using slang, local idioms, or “Americanisms”. For example, sports metaphors like “that came out of left field” or “can you pinch-hit this one for me” are not universally understood. Your associate may not understand what you’re talking about, and it is unlikely they will tell you, which can make them feel isolated and unaccepted. Be careful making jokes as well. While a good sense of humor is an asset in any potentially awkward cultural situation, jokes can lead to misunderstandings and possibly be offensive.

Don’t Try to Multi-Task

According to a survey from Intercall, the largest international conference call company, “65 percent of people do unrelated work during a meeting, 60 percent read or send e-mails, and 43 percent admit to checking social media.” While it may be easy to slyly multi-task in a virtual meeting, if it’s noticed, you’ll come across as rude. In addition, when meeting with an international client or colleague, whether virtually or in person, there’s a lot going on. From considering their cultural norms to understanding the interpreter in the background, to making important business decisions, you don’t want to get distracted from your main objectives. Save yourself a lot of trouble and keep your attention on the task at hand.

Consider How Other Cultures View Time

Many countries place a high level of importance on starting meetings on time and keeping to strict schedules. On the other hand, punctuality is treated casually in countries like France or Argentina. This fluctuation can affect how much relevant information you have time to share. Understanding your client’s culture can help you prepare and organize the meeting agenda accordingly.

Time is also a consideration in the decision-making process. For example, the UK has a slower process than the US. Germany also takes its time, being very thorough in early stages, but once they have made a decision, things move quickly. Understanding and managing your time expectations is critical.

Recognize Hierarchical Structures

Hierarchical structure can impact the way business meetings are handled. In many East Asian, Latin, and African cultures, decision-making authority varies according to age, gender, family background, etc., and team roles are allocated accordingly. Even the way the meeting is conducted in these countries is affected. For example, in China, you should always allow the host to leave the meeting first. Virtual meetings may minimize these issues since there are no seating arrangements, but because the rules and protocols can be complicated, it’s a good idea to explicitly outline the expected formalities ahead of time so everyone knows how to interact.

Cultural Awareness is Your Competitive Advantage 

Embracing cultural awareness and diversity is a crucial part of doing business in an ever-expanding world. Cross-cultural intelligence inspires creativity, encourages inventive thinking, and fosters better problem-solving. The local market insight you get makes your business more competitive and profitable. It allows you to better adapt your products and services to be more meaningful and valuable to all your customers.

study done by McKinsey and Company showed that companies with more culturally and ethnically diverse executive teams were 33% more likely to see better-than-average profits. When you make a genuine and concerted effort to understand cultural dimensions, you can build a greater understanding between the different cultures in your organization. This ultimately leads to understanding, trust, respect—and competitive advantages— in a very complex world.


Susanne Evens is the Founder and CEO of the St. Louis-based AAA Translation (founded in 1994), the President of St. Louis-Stuttgart Sister Cities (since 2006), and a board member of the World Trade Center St. Louis. Susanne is also a board member of the German-American Heritage Society (since 2007), a member of the St. Louis Mosaic Project Immigrant Entrepreneurship Advisory Board and a member of Explore St. Louis Multicultural Committee. Her advice regarding global business development and communications has been featured by national media outlets that include BusinessWeek, National Public Radio (NPR),, and more. Under her leadership, AAA Translation has grown to serve business clients the world over, working in more than 300 languages, to provide translation, interpretation, and cultural consulting services. For more, please visit


The Most In-Demand Business Language Skills in 2020

The year 2020 is here. If you’re soon to join the workforce, or if you’re a seasoned professional planning to take their career to the next level, learning a second language can be one of your best moves.


According to the World Economic Forum, the 10 skills that one needs to succeed professionally in 2020 are:

1. Complex Problem Solving

2. Critical Thinking

3. Creativity

4. People Management

5. Coordinating with Others

6. Emotional Intelligence

7. Judgment and Decision Making

8. Service Orientation

9. Negotiation

10. Cognitive Flexibility


Being a bilingual speaker has clear cognitive benefits. All these skills can be acquired and refined by learning a new language. A second language is a highly regarded skill as well. In our increasingly interconnected world, companies that operate (or aim to operate) internationally with customers, partners and talent distributed across the world, are looking for multilingual people.

In this post, we’ll take a look at the language skills that will be the most in-demand this year. These skills are a second language and the cultural awareness that comes with it. Let’s take a closer look.

Why You Should Learn a Second Language

What specific language you should learn will probably have to do with your industry and your location. For instance, if you’re based in the United States, learning Spanish might be your best option. Estimates suggest that approximately 99.8 people of Hispanic descent will live in the United States by 2050. And, with a collective buying power of over 1.72 trillion dollars, the Hispanic population is one of the most promising consumer sectors in the country.

We can see an increase of culturally-sensitive advertisement targeting Spanish-speaking customers, as well as an increase in the request for professional translation services.

On the other hand, you might want to learn a language you could tie concrete professional opportunities. For instance, if your industry is booming in Italy, you should learn Italian. If your sector’s great innovators are in Denmark, perhaps you should learn Danish.

Throughout the last twenty years, the British Council has produced a series of reports titled “Languages for the Future”. It was concluded that post-Brexit, UK-based professionals should take their time to learn Spanish, Mandarin Chinese, French, Arabic or German. Think about what’s best for you, considering your location, industry, discipline and goals.

Of course, if you find a language and/or culture you’re particularly interested in — whether because you enjoy their media, or because of your own ethnic roots, even better.

It’s worth taking a moment to further explain how a second language might benefit you professionally.

For starters, bilingual workers tend to get paid more. And, with the digitalization of the workplace, remote work on the rise, and an increasing number of companies of all sizes sourcing talent internationally, bilingual workers have a clear competitive edge. They can communicate better through international organizations, and they tend to have higher cultural awareness than their counterparts. Cultural awareness makes for a healthy, strong and diverse company culture, and it’s also the key to high performance. Cultural awareness is the vehicle to above-average creativity, critical thinking, and negotiation skills. Let’s see why.

Cultural Awareness & Why We Need It

Cultural awareness has been defined as:

“ [S]sensitivity to the similarities and differences that exist between two different cultures and the use of this sensitivity in effective communication with members of another cultural group.”

Those who have cultural awareness can see their own culture from the perspective of an outsider, and see the differences between cultures in an analytical, intelligent and sensible way.

Cultural awareness has been linked to increased creativity because it’s about raising above our assumptions and experience and empathizing with others. Those who have spent a season abroad, taking part in academic or professional programs, have developed this creativity by constantly dealing with mundane situations that they couldn’t navigate through on “pilot mode,” as they would in their own culture.

Understanding differing preferences, interests and codes of conduct also boosts your emotional intelligence and makes you a people-oriented, flexible professional with leadership potential.

The Next Step

Now that we understand how learning a second language can boost our career and help us bring greater value to organizations, we could:

-Learn about the in-demand languages in your industry

-Find a learning method or strategy that fits your needs and the way you like to learn

-Consider using apps, films and other unconventional learning assets

-Set clear and realistic goals

-Explore relevant institutions, schools or academic programs

Remember that learning a second language isn’t just about adding a line to your resume. It’s about growing as a person and as a professional. And, like all learning processes, it’s basically neverending. You should always be looking to learn something new. As Henry Ford said, “Anyone who stops learning is old, whether at twenty or eighty.”