The Way Others See Us

When the war in Iraq started, I was doing a presentation in Gothenburg for a group of Swedes, who worked extensively with Americans. Wishing to quickly identify some of the cultural differences between Swedes and Americans, I wrote on a flip chart the headings, “Blix” and “Bush,” then asked the audience to name specific personal traits they felt described these two gentlemen. It was an interesting exercise. Hans Blix was described as patient, thorough, calm and cautious and George W. Bush as impatient, power hungry, nationalistic, and theatrical. I then asked them which list they preferred; not surprisingly just about everyone said they preferred the Blix list!

I then told them that if the audience been American, I was sure the response would have been different. Chances are that many Americans would have found the characteristics listed under Bush preferable to those listed under Blix.

Let’s look at this a little closer. An American, describing Blix might see him as indecisive rather than patient, too picky instead of thorough, dull rather than calm and lacking nerve rather than cautious.

On the other hand an American might describe Bush not as impatient, but daring to take a stand, as a strong leader rather than power hungry, patriotic and proud rather than nationalistic, and inspiring rather than theatrical.

The point is that most of us don’t realize how the way we act and what we do may look from other perspectives. Underlying values and beliefs color our actions, as well as our interpretation of what others do and how they do it. Because of this, we are often surprised to find out that someone from another culture completely misunderstands us.

In the current political climate, where the dirt is flying in every direction and the division between Europe and the U.S. has been growing, it would be helpful for all of us to take a deep breath and try to understand what the other side sees. If we are willing to look and listen we can probably find that many explanations can be found in our cultural differences. And it certainly would behoove politicians around the world to brush up in this area as well.

Marketing & Culture

The saying, “If you want to sell what Jim Brown buys, you have to see things through Jim Brown’s eyes,” is good advice for anyone who wants to sell a product or service in a foreign market. This may seem obvious, but many companies have made costly mistakes by underestimating the impact of culture on marketing. Market research lets you know whether there is a need and interest in your product, but does not necessarily address the how-to of marketing in another culture. To assume that an approach that has worked at home will work in another culture can be costly.

The examples of overlooked cultural cues are many. IKEA originally tried to sell sheets in Swedish sizes to their U.S. customers. Unfortunately they did not fit the thick American mattresses. The introduction of the Chevy Nova in Mexico is a classic example of lack of information -”no va” means “it doesn’t go” in Spanish! A German food manufacturer wanted to sell potato salad made with sliced potatoes in Canada. It met with little success because the Canadians expected potato salad to be made with cubed potatoes. All these could have been avoided by checking with (and listening to) those with a thorough understanding of the culture.

In a recent seminar for a group of Swedes and Americans, I asked, “what do you think is most important when buying a car?” To last a long time, be safe and good gas mileage were the top concerns for the Swedes. Not so for the Americans. They chose appearance, a good deal, comfort &”extras” as their top three. If we are going to sell cars in the U.S., we obviously will need a different approach than we would in Sweden.

A few suggestions for successful marketing in the United States: ·

1. Don’t assume that you know the best way because you have been successful in other markets. ·
2. Get expert advice from someone who understands the culture and the market from the inside. ·
3. Remember the size and diversity of the U.S. What works in California may not work in Texas or New York. ·
4. Think of marketing as an investment, not an expense. ·
5. If you get an unexpectedly big order, be sure that you have the staff and resources available to fill it on time. ·
6. The “customer is king” and expects to get what he wants when he wants it.

Lagom is best or is it?

Anyone who has grown up in Sweden learned early on that “lagom är bäst”, lagom is best. Lagom, which does not have an exact equivalent in English, translates approximately to “just enough” or “everything in moderation.” To a Swede it means the ideal place, where everything is as it should be.To understand the Swedes, one must understand lagom.

The concept of lagom colors Swedish attitudes and beliefs and is used in all possible contexts. For Americans, who strive for that which is biggest, most and best, and for whom “the sky is the limit”, the Swedish desire for lagom often seems very limiting.

If the basic belief is, “lagom is best”, it is not difficult to understand the Swedes’ lack of appreciation of anything that appears to be excessive. So, what happens when the Swedish lagom approach encounters the American attitude, which often thrives on pushing the limits?

One example, frequently mentioned by Swedes in the U.S., relates to how to prepare a resume. Most career counselors in the U.S. reccommend making accomplishments sound as impressive as possible in order to make the job seeker stand out from other applicants. To the Swede, for whom anything that feels like an exaggeration is uncomfortable, the resume is usually a factual account of experiences and skills. As a result, the resume by the Swede, although accurate, may appear less than impressive when compared with a resume by an American with the same qualifications. Both the Swede and the American will benefit by being aware of this and by making appropriate adjustments.

The value of lagom, if you consult a Swede, is indisputable; it does after all keep things from getting too extreme. It also offers a comfortable guideline for conducting one’s life. However, from an American perspective, lagom often seems less than ideal. How can you excel if your aspirations must be held in check? Why should you settle for less if you don’t have to.

Lagom may be a little word, but its impact can be great. Whether you believe that it represents an ideal rule for living – that lagom is indeed best, or see it as an obstacle to reaching greatness, one thing seems clear – for Swedes living in the U.S., the best policy may be to be lagom lagom! And for the American who wants to impress a Swede, cutting back on the superlatives is not a bad idea.

Seminars & Workshops

We offer various seminars and workshops to help business navigate an increasingly global marketplace. Following is a list of some seminars and workshops that we have presented in the past. We can cover any of the topics below for your firm or please contact us if you have special needs, we can tailor a program to your needs.

DEALING WITH CULTURE SHOCK
Stages and symptoms of culture shock. Coping skills for an easier adjustment.

SUCCESSFUL RELOCATIONS
Looking beyond practical concerns to an easier adjustment for the whole family. Understanding the psychological impact on the relocating individual or family. For anyone involved in the international relocation process.

WELCOME TO TEXAS!
A special focus on what to expect when relocating to Texas. How to maximize the Texas experience.

AMERICANS AS OTHERS SEE THEM
What is “typically American?” How stereotypes affect relationships and communication? Useful for Americans who want to maximize their effectiveness in an international setting.

IT’S A MINE FIELD OUT THERE!
International Business Protocol.

HOW SWEDE IT IS!
Understanding the Swedish Mentality.

Workshops

WORKING WITH PEOPLE FROM OTHER CULTURES
Intercultural Communication Skills

CULTURAL FILTERS
How our perceptions are colored by our cultural filters.

BIASES & STEREOTYPES
How our interfere with effective communication.

NON-VERBAL COMMUNICATION
SAME LANGUAGE – DIFFERENT MEANING
How to communicate effectively with people who have limited knowledge of English.

COMMUNICATION STYLES · POTENTIAL POTHOLES
How to avoid common mistakes.

CROSS-CULTURAL PROBLEM SOLVING SKILLS.

INTERNATIONAL BUSINESS ETIQUETTE

BUSINESS ETIQUETTE IN THE US
An overview of accepted behavior in the US.

POTENTIAL “POTHOLES”
Common “trouble areas,” and how to avoid them.

BUILDING BRIDGES
Establishing Rapport. Not always as easy as it seems.

BUSINESS vs. PLEASURE
“Getting down to business” too quickly. Building Relationships.

THE CONCEPT OF TIME PUNCTUALITY.
Getting things done when no one seems to be in hurry.

FORMAL vs. INFORMAL
Titles, names, attire etc.

CONVERSATION TOPICS TO AVOID.
Making a positive impression.

MEETINGS, PRESENTATIONS, OFFICE PROTOCOL ETC.
Making sure things work out the way you planned.

SOCIAL “SAVOIR-FAIRE”
Dining & other social events.

RESOURCES
Strategies to continue to improve your intercultural skills.

INTERCULTURAL COMMUNICATION SKILLS

NON-VERBAL COMMUNICATION.

BIASES & STEREOTYPES
How our biases interfere with effective communication.

CULTURAL FILTERS
How our perceptions are colored by our cultural filters.

MANAGEMENT STYLES
Management styles in different cultures.

DECISION MAKING AND NEGOTIATION STYLES

COMMUNICATION & LANGUAGE
How to communicate effectively with people who have limited knowledge of English.

PROBLEM SOLVING
Cross-Cultural Problem Solving Skills.

UNDERSTANDING THE SWEDISH MENTALITY

CONTRASTING VALUES
How different values, not initially noticed, can create misunderstandings.

RESERVED – SILENT – SERIOUS
Distinguishing stereotypes from reality. How to interpret behavior correctly.

THE CONCEPT OF CONSENSUS
The decision making process & how to get things done! Spending time” planning” versus. “doing.”

EQUALITY SWEDISH STYLE
The Jante Law-a concept not always understood by Americans.

THE “LAGOM” PHENOMENON
The Swede’s search for what is “just right.” How to find this elusive point.

THE SWEDISH MANAGEMENT STYLE
The flat organization. The role of the manager.

AVOIDING MISUNDERSTANDINGS
Tips for better communication with Swedes.

SKÅL! & WHEN TO REMOVE YOUR SHOES
Mastering the peculiarities of Swedish manners & etiquette.

Meet Christina Johansson Robinowitz

The Cross-Cultural Coach
Christina Johansson Robinowitz

Co-author of
Modern-Day Vikings:
A Practical Guide to Interacting with the Swedes

A native of Sweden, Christina Johansson Robinowitz has spent over twenty years living and working in the United States. She is the principal and founder of The Cross-Cultural Coach Intercultural Services, a company that helps corporations and organizations become more effective in today’s global market by developing greater intercultural awareness and improving cross-cultural communication skills.
CONSULTING & TRAINING

Minimize costly mistakes due to cultural differences.

Avoid a “trial-and-error” approach to success
in a new culture.

Improve cross-cultural employee relationships.

Create a less stressful adjustment for employees and families.

RELOCATION SUPPORT

Settling-In & Support Services for Spouses and Families

SEMINARS & WORKSHOPS

Cultures Impact on Business
From marketing to how to motivate employees, cultural differences
must be considered to avoid costly mistakes.

Intercultural Teams
Explore how individuals from diverse cultural backgrounds can
take advantage of their differences and build on their similarities
to improve teamwork

Successful Relocations
Looking beyond practical concerns. Understanding the stages
of culture shock & making the adjustment easier for everyone