today with globalization you might be an american leading a team in india you might be a brazilian selling your products in china you might be a french person who's trying to win a deal in saudi arabia you know you can do your work on the phone or over skype or you can get on an airplane but that's the easy part the difficult part is trying to figure out how to adapt your style to the population that you're working with in order to get the results that you need and we've seen that people build trust differently
in different parts of the world the decisions are made differently in different countries and if you're not aware of these nuances you might find that you're not able to maximize your potential when i started looking at how cultural differences were impacting business success i really wanted to develop a system that would help managers to be able to decode to tease out all these complex and subtle ways that culture was impacting their work so i developed a system that i call the culture map which breaks culture down into eight different dimensions and it looks just at
the simple things that you need to accomplish during a work day like you need to build trust or make a decision or give criticism to someone and then we look at differences in how one culture falls to another so i have about 55 countries that we've researched that fall up and down these dimensions although i wrote the book for business people any business person who is in a situation where they're working with someone who was raised in or comes from another cultural background i actually think in today's global world this book is for everybody i
mean no matter if your son-in-law comes from uh you know spain or you are now have an aerobics teacher who just came over from iran we're all in touch with people from other countries and i think it's our responsibility as global citizens to do as much as we can to better understand how do we see the other cultures that we're working with and why and how do they see us so we can be more effective in this global world [Music] you
