~.

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: These fi ve attitudes point

. to SUCC ESS in America

--- - - --- -~

...
,
- To increase your knowledge of key issues and
I values infl uencing US business culture
I
1 - To raise awareness of differences in working
, practice s in order t o support you wit h wo rk ing wit h
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j in t he USA
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.. .. .
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someone's weight
someone's salary
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conversational door" Let 's practice ...
--- --- - - --- - - -

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'----_._-------_._----'

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l

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pertinent facts
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I,- - -- - - -- - -- - - --- -- - - - - -- - --- -_!

i

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I
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 rm
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busin ess?
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l po lit e ness I
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Ij hour in an area of the city where the maximum allowed speed

Is 20 miles per hour. There are no witnesses other than
yourself. Your friend 's lawyer says that if you testify under
oath that he was driving at only 20 miles per hour, you r friend
! may be saved from serious consequences.

Will you testify that he was drivi ng 20 miles pe r hour?

YES NO

,--_.. _.- .._-- ..- - _ . - -------_..._-

1-- 'I How does it imp act on

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business?
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would like to be t reated done unto the mselves

-- .._. _ _-- ,--

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..
,~

' . To Incre ase your knowledge of key

I
i Issues and values influencing US
I business cult ure

!.
;
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in woric:.ing practices in order to
And your personal
objectives ?
I support you with wor1c.ing with US
coll eagues
I! . To provi de pract ical strategies fo r
I effective working in the USA
!
L..... _
 ,--
iI this
_--.:.._--
We want to ensure that l Take a fe w minutes to
program me has ! identify you r :
; maximum impact on i.
I your profe ssional I. 1. learning outcomes
! performance I
2. Short -term obj ectiv es
I I
I' ' It's important that you I·
3. l ong -t erm objectiv es
im plem ent what you've
learnt today in your i
Ida ily work
I

.,

•
-"-ralning Ob1ictlves

•
- le a r'n ~~~!£Omes

Where a re the gaps?

What's Next?

r:-z;~jng and WorkJ;;g inl

! the USA 1[
r· EmaiiSupport

I !. Executi ve Coaching
I"• Effective Remote
Communication
II
I. I · The International
Ii · Managing International i.II,! .
Profil er

! Teams j; Culture eTraining

I- Effective Global ! I. language Training

, Leadership I j

l ~L ------'
 Com

For more information about

Communlcaid's training solutions,
please contact:

Nikki Samant,Senior Client Manager

m k.i.s rnaf1t@comm;JTlI 'U
+44 (0) 203 370 8524

..
 ~ommunlcald

Working Successfully with

Americans

Supplementary Material

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 ~ommuniCClid
Doing Business in the US I US Social and Business Culture

A US Culture Overview

Fact file

o Official name - United States of

America
o Population - 298, 444,215 ,.
o Languages - English, Spanish
(spoken by a sizable minority) 0.,.".,'
o Currency - US Dollar (USD)
o Capital city -Washington, DC ,;<"'"",'.-w.or,,,
o CDP - purchasing power parity
$12.98 trillion"
o GOP Per Capita ~ purchasing power parity $43, SOW

Overview

The United States, a nation founded on the fundamental belief in equality, is today a
multicultural mosaic of over 290 million people of varying race and cultural heritage.
American culture portrays a strong sense of regional and ethnic identity, which is represented
by a number of subcultures and influenced by the country's vast geographical and regional
differences. America's influence on business culture across the globe is unmistakable.
However, understanding the cultural concepts behind the surface appearance is just as
important for your company when doing business in the US as in any other country.

American Culture - Key Concepts and Values

Individualism- The concept of individualism in the US plays a significant role in the lives of
many Americans. American culture emphasises individual initiative and personal
achievement. Independence and self-reliance are highly valued and also extends to the
workplace where business is frequently carried out autonomously. Consequently, one's
position in US society is determined by one's own achievements as oppose to status or age.

Low context culture - Generally speaking, those cultures described as low context tend to
communicate meaning and information explicitly through words. Americans are task centred
and thus the primary purpose of communication is to exchange information, facts, and
opinions. In the US, conflict is dealt with. directly and openly, and for this reason, Americans
will not hesitate to say "no" or criticise others in public. This direct style of speech is often
interpreted by foreign visitors as rude and may cause embarrassment to business people who
are unaccustomed to such explicit communication. However, it is important to remember that
in a business context it bears no relation to personal feelings and should not be taken as such.

Egalitarianism - An important element of American culture is the concept of equality.

Despite the many differences within American society, there is a collective understanding of
the notion of equality that underlines many social relationships in the US. Americans believe
in having equal rights, equal social obligations, and equal opportunities based on the concept
of individual merit. Consequently, there is a general lack of deference in the US to people of
greater wealth, age, higher social status or authority. This is evident in the way in which titles
are seldom used in business environments and how Americans call each other by their first

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 ~ommunicaid
names almost immediately. Egalitarianism also contributes to the system of merit frequently
referred to as the "American Dream", whereby hard work deserves success and financial
prosperity. This in turn can often cause a dichotomy in the workplace and office hierarchy
displaying a clear distinction between management and their subordinates.

Doing Business in the US

TI,e world' 5 third largest country both in size and population, the United States is a nation
moving forward rapidly and successfully with its unique cultural diversity. Throughout the
years, America has experienced waves of immigration from virtually every corner of the
world moulding the country into what it is today. After establishing its independence in 1776,
the United States has endured civil war, the Great Depression, and two World Wars to
become the richest and most powerful nation state in the world. Today, the US is considered
to have the strongest and most technologically powerful economy. For those wishing to
conduct business in the US, gaining a professional insight into the cultural design of this
distinctive country is essential to your success.

US Business Part 1- Working in the United States (Pre-departure]

o Working practices in the United States

• In the US, punctuality is an essential part of business etiquette and as such,
scheduled appointments or meetings must be attended on time. Americans
perceive lateness as a sign of disrespect. Therefore, in situations where you know
you will be late, a call should be made to inform your American colleagues of
your delay.
• Deadlines are strictly adhered to in American business culture. Americans place
great emphasis on getting the best results in the quickest time. Your American
counterparts may appear to be hasty in their decision-making. This, however, is
due to the fact that the concept "time is money" is taken extremely seriously in
the US.
• Generally speaking, in the United States the working week consists of Monday to
Friday, 9-5pm. However, due to the strong American work ethic the majority of
Americans work long hours and overtime is common practice. It is also
customary to take as few as ten days holiday per year.

o Structure and hierarchy in American companies.

In a country famous for its individualism and diversity, the organisation and
structure of companies within the US may differ according to the industry, region
or company history. However, you will generally find that office hierarchy
within an American company is extremely important. Therefore, it is advised to
learn the rank and titles of all members of the organisation.
• Negotiations and final decisions in the US are frequently made by one person
who has chief authority. Team negotiations arc rarely carried out in American
companies.
• In accordance with American business culture, the hierarchical chain of
command often supersedes personal relationships.

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 ~ommunicaid
Communicating Across Cultures

In today's world of increasing globalisation, technological advances and competitive markets,

knowing how to effectively communicate across cultures is essential. Cultural differences in
the ways in which people communicate can create barriers and result in misunderstandings
that are not only highly detrimental for the individual, but can jeopardise the business' goals
and interests. Understanding culture and how it can influence communication is the key to
effectively cornmurucating across cultures.

Culture is defined as a system of values and beliefs which we share with others, all of which
gives us a sense of belonging or identity. Culture influences the ways in which people
pertaining to a group, society or organisation behave, communicate, think and perceive
reality. Each culture exhibits differing value and belief systems which must be understood
before effective communication can occur.

'TIle following aspects can influence communication:

• Preferences towards individual/group

• Attitudes to authority, power and status
• Non-verbal communication
• Pace and methods of communication
• Indirect/direct communication styles
• Negotiations
• Decision-making
• Conflict management
• Varying forms of politeness
• Display and interpretation of emotions

Awareness of how communication can be affected by cultural differences helps avoid

possible misunderstandings. Understanding your own values, motives, beliefs and attitudes
as well as those of who you are communicating with is essential. Be aware of your style of
communicating and how you are perceived. Having an open mind and being flexible will
allow you to adjust to the different communication styles and behaviours of those from
another culture and will ensure successful communication.

The following are additional tips for more effective communication across cultures.

• Learn as much as you can about the culture through talking to people of that culture,
reading books and articles and through resources on the internet

• Learn as much of the language spoken in that culture as you can and use it carefully
and within context, i.e. be clear, concise and avoid slang

• Be aware of different communication styles, both verbally and nonverbally

• Use humour with care and be sensitive to cultural nuances

• Have positive expectations and attitudes

• Be observant and ask questions

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 ~ommuniCC!id
e Find similarities and not just differences

/II Consider and evaluate which stereotypes and generalisations about that culture

1/1 Unlearn what you know ~ your perceptions, past attitudes, prejudices etc. - to absorb
new ideas and information

/II Be self-aware: understand your own cultural values and sensitivities

e Be sensitive, sensible and empathetic

III Be flexible, patient and respectful

e Actively listen with an open mind and learn from 'Ill/hat others have to say

e Learn to tolerate ambiguity and manage conflict

It Learn about cultural adaptation, particularly culture shock, and know how to deal with
it

G Take individual responsibility for your actions

• Control your emotions and modify behaviour when necessary

• Be willing to mentor and be mentored

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 ~ommunlCClld
Virtual Communication

Over the last decade, technological advances have dramatically changed the ways we
communicate, creating a rise in international virtual teams spanning countries and continents
comprising professionals of different levels and national backgrounds. Access to email,
instant messenger services and video/teleconferencing sessions have provided people with
the opportunity to communicate from and to anywhere in the world with ease. Virtual
communication allows businesses to take advantage of the skills and knowledge of
geographically dispersed people, creating a truly borderless workplace.

While virtual communication brings with it a number of advantages, it also creates a number
of new challenges. Distance, time zones and the lack of face-to-face time make developing
relationships based on trust and respect more difficult, Meanwhile, differing cultural values
and attitudes are much harder to interpret through virtual means and therefore make
communication more challenging. Learning how to overcome the obstacles of virtual
communication is the first step to becoming a more effective and successful communicator in
international business.

The following are ten tips to remember when communicating virtually.

1, Develop solid relationships: To develop a good rapport built on trust and respect, it is
essential to frequently have face-to-face meetings, particularly at the beginning of any
work or project which entails virtual communication.

2. Maintain frequent contact: Keep the communication flow open and stay in regular
contact, varying between virtual communication and face-to-face meetings. Staying
informed and in touch will prevent future misunderstandings or replications from
occurring.

3. Be aware of cultural differences: Different cultures, languages, business practices and

attitudes strongly influence virtual communication. Interpreting these cultural variables
can be more challenging than expected and often leads to confusion, setbacks and/or
frustration. Understanding these differences will enable you to select the most
appropriate means and style of communicating to overcome any obstacles cultural
differences often create.

4. Consider the absence of nonverbal communication: It is said that 80% of our

communication is nonverbal, in other words, hand gestures, facial expressions and body
language that we use to communicate meaning. In virtual communication these forms of
communication are often missing resulting in misinterpretations and misunderstandings.
If a situation is particularly important or sensitive, it is always best to meet in person.
Video couferencing allows for more exchange of non verbal communication than any
other means and provide participants an opportunity to better understand each other.

5. Use the right language: Whether speaking by phone, sending an email or

videoconferencing. be sure to use the right tone for your audience. Use positive rather
than negative constructions and avoid being critical or defensive even if provoked. Find
the right balance between direct and indirect language and avoid jargon, cliches or old-
fashioned language. Be polite and friendly and use warm language that you would be
happy receiving.

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 ~ommunicaid
6. Practice good writing techniques: Remember the ABC of writing: Accuracy, Brevity and
Clarity as well as the Four Cs: Consciousness, Clarity, Correctness and Completeness.
Avoid using unnecessary fillers and repeating words with similar meaning. Always
review your writing to ensure that your writing is complete and correct.

7. Apply good email etiquette: Always use a meaningful and relevant subject line and only
send it to those necessary. Be sure to address the person, use clear paragraphs and
formatting and end it with the proper closing phrases. Respect your colleague's time
constraints and avoid writing long emails or sending large attachments. Be polite and
never say anything in an email you wouldn't say in person. Upon receiving an email,
always send an acknowledgement and response following the guidelines above.

8. Select the appropriate medium for each particular context: It is easy to get accustomed
to using one method, but it is important to vary it once in a while. Instead of always
emailing, for instance, pick up the phone so you can hear them and address the matter
quickly and directly. This will do more for your working relationship than sending and
receiving emails/messages. Determining which means of communication to use might
also depend on the situation. For instance, never criticise or give negative feedback in an
email. If there is no way of meeting in person, the phone or teleconference is the next best
method. However, email can be useful if a record is needed.

9. Be conscious of different time zones: Communicating virtually through conference calls

or video confcrencing, it is important to vary the times they take place so as to provide
everyone with the opportunity to have the session at their preferred time. This not only
applies to those who are at their best at different times during the day, but particularly to
those in different time zones. Also be mindful of the different times so as not to be
surprised when it takes a while to receive a response as they may either be finished with
work for the day or on lunch. As people travel more and businesses increasingly work
across global boundaries, time zones can become an obstacle to virtual communication if
not recognised and appreciated.

10. Develop ground rules for your team to counter the challenges of remote
communication: Make a mental note of the guidelines above and put them into practice.
If working in a virtual team, it is important to establish a set of ground rules that each
team member will follow to ensure the most effective communication. This includes
determining how, when and where members will communicate. Agreeing to meet in
person every two weeks or ensuring that certain people are copied on specific emails, for
instance, will also help to create a more positive and professional atmosphere in which
virtual communication can take place.

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 ~ommt.lnicafd
References - US

Books and Guides

Althen, Gary, Doran, Amanda and Szmania, Suzan (2002) American Ways: A Guidefvr
Foreigners ill the United States, Intercultural Press, Inc.

Bryson, Bill (2000) I'm a Stvanoev Here Myself: Notes 011 Returning to America Aft:etTwenty Yeats
Away, Broadway.

Hampshire, David (2005) Living and Working in America: A Survival Handbook, Survival Books
Ltd., 5th edition.

Kim, Eun (2001) The Yilt and Yang ~f American Culture: A Paradox, Intercultural Press, Inc.

Lanier, Alison R. and Davis, Jet C. (2004) Living ill the USA, Intercultural Press, Inc. 6th edition.

Stewart, Edward and Bennett, Milton (1991) American Cultural Pntteme: A Cross-Culiural
Perspective, Intercultural Press, Inc.

Storti, Craig (2004) Americansat Work: A Cultural Guide to the Can-Do People, Intercultural Press,
Inc.

Storti, Craig {200l) Old World, New World: Bridging Cultural D~rkrerzces: Britain, France,
Germany and the U.S., Intercultural PH-.~SS, Inc.

Walmsley, Jane (2003) Brit- Think A111eri-Think: A TmnsaUaJ1tic Survival Guide, Penguin Books.

Wanning, Esther (2005) Culture Shock! USA: A Guide to Customs alld Etiquette, Graphic Arts
Center Publishing.

White, [ohn Kenneth (2002) Values Divide:Americafl Politics find Cultu.J'e ill Transition, Chatham
House Publishers.

Zinn, Howard {200S) People's History of the United States: 1492 to Present, Harper Perennial
Modern Classics.

Websites

www.usinfo.state.gov lusa/infousa
Information USA is an authoritative resource for foreign audiences seeking information about
American society, political processes, official U.S. policies and culture.

www.cia.gov/da/publicationslfactbook/geos/us.html
CIA World Pactbook providing detailed reference information in all areas for the u.s.
www.firstgov.gov
U.S. government official web portal

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 ~OmmlJniCaid
\'Ilw\v.whitehouse.gov
Information about the White House including history, policy standings and current news

,,·'/ww.statwusa.gov
Provides current trade and economic information and statistics

www.cenSllS.g.QY
Detailed reports on population demographics, geography, business and news

,.vw\'v.state.gov
Ll.S. Department of State ~ providing up-to-date information, news, travel and education.

''',1ww.ed.gQY
U.s. Department of Education with information and useful links for students and parents

,vww.vl!cather.com
The weather Channel- provides up-to-date local and regional weather information, traffic
updates and emergency warnings.

W,·vVo,l.usinfo.sta te .gov(scv(society cultu1'e values.html

Information about Ll.S. society, culture and values

WWVII .usastudyguide.colrtllifeinusa.htm

USA Study Guide website aimed primarily at students but offers a variety of useful
information and links for anyone living in the U.s,

wV\7w.usatourism.com
Th.e U.S. does not have a central tourism office, instead each state have their own. This is an
informal guide to tourism in the U.S. but bear in mind there are more detailed sites available.

VolVolw.heIJousa.com
Information for those relocating to the u.s.
www.amtrak.com
National Train Service information, routes and updates

Media

Atlanta Journal & Constitution Christian Science Monitor

www.ajc.com www.csmonitor.com

Baltimore Sun Dallas Morning News

www.sunspot.net/news/printedition www.dallasnews.com

Boston Globe Denver Post

www.boston.com www.denverpost.com

Chicago Tribune Detroit Free Press

www.chicagotribune.com www.freep.com

Material_Working Successfully with Americans © Communicaid Group Ltd. 2008

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Houston Chronicle Philadelphia Inquirer and Daily News
www.ch1.On.co01 www.philly.col11/rnldlinquirer

International Herald Tribune San Francisco Chronicle

www.iht.com www.sfgate.com/chronicle

Los Angeles Times USA Today

VolVo/v.!.1atimes.com www.llsatodav.coffi

Miami Herald Washington Post

www.herald.com www.washing!illlpost.com

111e New York Times on the Web Washington Times

V·,1wv\I,nvtimeS.com www.•vashtimcs.com

Newsday.com, Long Island, New York

www.newsday.com

Matenal.worktng Successfully with Americans © Communicaid Group Ltd. 2008