The Challenge and Importance of Global Communication
In the current global economy, effective communication skills are an advantage
that can help bridge cultural divides. This lesson was reinforced for me over the
last three weeks while visiting Qingdao, China.
In my role as Chairman of the US Olympic Sailing Program, I traveled with our team
competing in this year’s Olympic Test Event. This competition was an important
tune-up for next year’s Olympic Games, and we sent a large delegation including
18 athletes, 11 coaches and seven additional support staff. Every country sent their
best athletes to this event in an effort to learn more about the site for next year’s
Olympics.
This was my third trip to Qingdao since becoming Olympic Sailing Chairman in 2005.
Each time I travel here I am struck by how easy communication is for Americans and
others who speak the English language. Even though I have been in China for three
weeks, the only Chinese words I know are “xie xie” (thank you) and “ni
hao” (hello). Yet despite my lack of Mandarin, I knew exactly where to go in
the airport, I spoke easily with many of the people I met and every menu I saw had
English translations.
Most amazingly, the three young women assigned to Team USA as regatta liaisons all
adopted English names so we could communicate more easily with them. Yes… They
changed their names so it would be easier for us. The names we used were
Heather, Christina and Sam. I have no idea what their real names are. I didn’t
need to know.
I find it curious that when people from other countries come to visit us in our country,
we expect them to speak English. And they do. And when we visit them in their country,
we expect them to speak English. And they do.
In the main article of this issue of The Beacon we submit that the U.S.
business culture has become increasingly based on ideas and that in this environment,
effective communication skills are the currency of success. However, the fact
that other cultures accommodate to make it easier for us does not diminish our need
to hone our own communication skills to better understand foreign audiences.
Regular readers of The Beacon are well aware that we encourage our clients
to put great emphasis on understanding their audience. Persuasive business communication
always requires a thorough understanding of the people you are communicating with.
When you understand the people you are speaking with, it becomes more clear which
levers will cause them to be persuaded to do what you want them to do. When you demonstrate
that you understand your audience, in reality you are demonstrating your respect
for them and their belief system.
As I sit here in Beijing International Airport reflecting on this trip and getting
ready to re-enter my life with The Latimer Group, I am reminded that the communication
lessons we share with our clients must be applied to our international friends, not
just our domestic clients and contacts. The experience of my extended trip to China
has made me uncomfortably aware of how comfortable Americans have become with everyone
speaking our language. We are too comfortable. And as we evolve
deeper into the global business culture, we will be challenged to get to know quite
a bit more about the people and cultures we do business with. When we take the
extra step to understand their language and cultural customs, it further demonstrates
that we care about who they are and what they think. It will go a long way toward
establishing credibility and trust – as an individual, as a company and as a
nation.
• Dean M. Brenner
August 25, 2007
Beijing, China
 Beacon Issue -
September 2007
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