How basic geography skills (and Google Earth) will make you better at business.

Geography skills are underrated.

If you had to ask yourself, ''What's the most important subject taught in schools?'' you would probably answer, ''Math, Science or English.'' In a 2013 survey conducted by Gallup, 34% of Americans agreed that Math is the most valuable school subject. English and science came in as runners up.

So, then why do subjects like history and geography usually take a back seat when it comes to subject importance and value?

I remember being one of the very few high schoolers whose favorite subject was geography (Actually, I might have been the only person). I thrived in it and literally memorized every country and world capital that exists. I would spend endless hours navigating Google Earth, reading our household atlas, and watching daily documentaries and news on world culture, travel and international events.

But, as a student who always struggled to pass his maths and physics tests, I often felt discouraged and ''unacademic'' because many people assume, and made me assume, that intelligence and future business success equates to mathematical proficiency.

It shouldn't be that way.

Geography will make you build better relationships.

The one, single thing that has radically transformed how I build relationships with people, customers and businesses beyond borders is basic geography knowledge. Knowing just enough about my customer's world to build a quick connection.

Here are 5 ways you can use geography and genuine cultural curiosity to help you thrive when building global business relationships.

''The one, single thing that has radically transformed how I build relationships with people, customers and businesses around the world is basic geography knowledge.''

1. Start with Google Earth and read up on facts.

Take 5-10 minutes a day and look up a country or two. Identify capitals and main cities. Get to know a little about important landmarks within the countries.

For example, Iceland is famous for Eyjafjallaj?kull (A volcano with a lot of attitude and an almost impossible name to pronounce). South Africa's most touristic city is Cape Town, the southernmost city in Africa. Asia's tech-buzzing Silicon Valley is Bangalore.

You can use even very limited knowledge when meeting people from these countries by simply asking questions about what you've already learned. Remember, everyone loves to connect personally. It's part of our human nature.

By using what you know about someone's culture, you're really connecting with their identity. Culture is identity. Where someone lives is identity. And connecting with someone's identity leads to trust.

''Culture is identity. Where someone lives is identity. And connecting with someone's identity leads to trust.''

2. Learn a word or three.

Learning how to say a word or phrase in your customer's language can come in quite handy. People appreciate it when someone has made the effort to try and put a few words together and play it back to them. Yes, you may sound rusty. Someone may laugh. But, who cares? Give it a try! Go get a smile :)

Start a customer meeting by greeting them in their native language. A simple ''?Hola, cómo estás?'' can work as a great ice breaker. It's a way to show that you've done a bit of homework and that you're interested in more than just a business discussion - you're interested in the person you're engaging with.

Great customer relationships go way beyond what's merely transactional or commercial. Instead, they're deeply personal.

''Great customer relationships go way beyond what's merely transactional or commercial. Instead, they're deeply personal.''

3. Be on top of world events.

Not knowing what's going on outside of your four corners leads to limited knowledge of the world and the people in it. Period. Current events impacting your customers right where they are, right now, will inevitably impact you.

Read up on current events that may be relevant to your customer and, when on a call, ask about them. Just look up recent news on your customer's country and you'll find tons of stuff.

Is there a local, economic crisis going on? How is their business being affected? Is there a drought, monsoon, cold front or just lovely, sunny weather their side? Did Germany just win the FIFA World Cup again? Congratulate or celebrate with them! Bring up customer-relevant world events during a moment of small talk (No, small talk is not bad. Don't avoid it. Use it to your advantage).

4. Find common ground.

Lastly, relate what you know about your customer's culture to your own. Find common connecting points and use these to develop a friendly bond. For example, I'm South African. Most South Africans love a good glass of wine. Wine culture has been intimately interwoven into our culture for almost 400 years and we're one of the top 10 wine-producing countries in the world. Wine cultivation and production is big for our economy.

I've spoken to multiple customers from other wine-loving countries and plenty-a-time we've ended up debating why ''Cabernet Sauvignon'' really is way better than Merlot, which country produces the best wine overall and whether you can actually drink white wine with steak.

Finding common ground to connect on enhances relationships, especially when starting off with a new customer relationship.

Conclusion

Intentionally learning about others, their cultural identity, what's important to them and how you can relate to what interests them is a sure sign of empathy. Empathy wins big in business.

When your customers see and feel that you care more about them and their needs than just making a buck, you'll be on your way to building healthy, long-term relationships. One customer at a time.

So, open Google Earth and use the ''Street View'' feature. You'll love it.