Cross-cultural intelligence

Cross-cultural intelligence

Djena Dresse 16/06/2020

Cross-cultural intelligence is essential to develop your business abroad.

To develop cross-cultural intelligence, it will be crucial to :

  • think
  • use a lot of common sense (which is not always easy when you're worrying about many other things for your company)
  • be familiar with the culture and mental patterns of the countries you are targeting

For example, Asians, Americans, Germans or French have different educations and ways of thinking. This necessarily leads to other ways of delivering or receiving messages.

Even colours can have different meanings. For example, black and white are not always suitable colours in Asia.

Therefore, the customer experience, which starts from the first contact with the target, must be oriented towards their culture. My culture, education and ideas must not invade the experience I will offer my client.

In the end, a lack of preparation at this level will lead to unnecessary expenditure and thus to an unnecessary degradation of my budget.

Don't worry, cross-cultural intelligence can be learned!

Bernard D.