In my previous post about the External Environment I talked a bit about things to consider when developing business in different geographies. In addition, culture forms a massive part of business in different countries that often gets forgotten about. It is an all too common mistake to expect others to think and act the same way you do. Taking time to understand any differences in culture and behavior and considering approaches to bridge them is very worthwhile. For example, a business development campaign in Australia would take a very different form to one conducted in Indonesia.
The Lewis Model
Social and hierarchical behaviour varies significantly from place to place. Therefore, if company operations span multiple geographies and cultures, read around the Lewis model. It will really help you gain an understanding of how to navigate any potential communication pitfalls. In short, Lewis broadly divides the world’s cultures into three communication styles: Linear-active, Multi-active and Reactive and describes how each style behaves. A summary of each style is provided in the table below.
| Linear-Active | Multi-Active | Reactive |
| Talks half the time Does one thing at a time Plans ahead step by step Polite but direct Partly conceals feelings Confronts with logic Dislikes losing face Rarely interrupts Job-oriented Sticks to facts Truth before diplomacy Sometimes impatient Limited body language Respects officialdom Separates the social and professional | Talks most of the time Does several things at once Plans grand outline only Emotional Displays feelings Confronts emotionally Has good excuses Often interrupts People-oriented Feelings before facts Flexible truth Impatient Unlimited body language Seeks out key person Mixes the social and professional | Listens most of the time Reacts to partner’s reaction Looks at general principles Polite, indirect Conceals feelings Never confronts Must not lose face Doesn’t interrupt Very people-oriented Statements are promises Diplomacy over truth Patient Subtle body language Uses connections Connects the social and the professional |
What Does This Mean
Each of the three groups can be applied to different parts of the world. The Linear-active group comprises the English-speaking world—North America, Britain, Australia and New Zealand, and Northern Europe.
The Reactive group is located in all major countries in Asia, except the Indian subcontinent, which is a hybrid.
The Multi-active group are more scattered and comprises Southern Europe, Mediterranean countries, South America, sub-Saharan Africa, Arab and other cultures in the Middle East, India and Pakistan and most of the Slavs.
Please remember that these are generalizations. However, understanding them can really help bridge communication across cultures.
Why This Is Useful
The importance of understanding cultural differences became apparent to me in the first two weeks of starting a new role. I was reporting through to Singapore and we had a huge variety of nationalities working in the same team. Experiencing some urgent technical issues with one of our customers I tried to push things through quickly outside of our regular operating process. To me this seemed the obvious thing to do. Not so to the rest of the team. I met resistance. Moreover, they would tell me that they would help, but didn’t. It was infuriating.
Luckily for me a great mentor of mine, Shirley-Anne introduced me to the Lewis model. I was operating as a Linear-Active whilst most of my colleagues were Reactive. They weren’t happy that I was circumventing the work process and as Reactives wouldn’t confront me about it. As a Linear-Active I was becoming impatient and the logic of bending the work process seemed obvious to me.
Importantly, Shirley-Anne helped me see that what was infuriating for me was also exasperating for the Singapore team. I gained insight into how the team members operated and adjusted my style and expectations to suit. Ultimately, a good outcome was reached for our customer.
What Next
If you find yourself working across geographic boundaries take some time to investigate the working cultures in each. This is important for both your customers and team. Gaining this understanding early will give you a better chance of avoiding any future communication pitfalls.