A Lesson in Cross Cultural Communication

It’s 12:15 pm. I have been staring at the screen waiting for a Zoom meeting scheduled at 12 noon to start. I looked at the meeting notice again to be sure I did not get the date or time wrong. I did not. I noticed that the meeting also has information for YouTube Live login; so I decided to log in there also just in case there was a glitch in the Zoom platform. Meeting hadn’t started but there was a lot of activity in the YouTube Live chat box. I expected to see a notification about cancellation or delay from the meeting organizer(s). There was nothing. Rather, people were exchanging pleasantries as they joined. It is now 12:30 pm. It occurred to me that I may have been the only one who expected the meeting to start at the scheduled time. This got me thinking about all the other things done differently here in Nigeria.

A few months ago, I decided to take the road less traveled. I resigned from my job, packed up and boarded a flight home. I had lived and worked in the United States for over 28 years, but home for me has always been Nigeria. Interestingly, some called my move irresponsible since quite many people in Nigeria are desperately looking for an opportunity to leave the country.

I expected my assimilation into the Nigerian culture to be seamless. After all, I was born and raised here, and have made over 20 trips home in the last 7 years. How hard could it be? I am happy to report that it hasn’t been that bad at all. Once I became conscious of the fact that my norms and style are more American than Nigerian, my transition became less challenging. To be clear, culture is not necessarily tradition. Culture has to do with manner of interacting, expected behavior, values, rituals, roles, attitudes, etc. in each society.

Cross-cultural communication involves an understanding of how people from differing cultural backgrounds communicate and how they perceive the world around them. To be successful in cross cultural communication, you must be willing to “press pause” on your cultural biases so you can better appreciate the culture of the society you are in. When we project our values or beliefs on others without an appreciation or understanding of the cultural norms prevalent in their society, it can be difficult to close a deal, both personally and professionally. Below are some issues you should be aware of that could help you successfully navigate such interactions.

Cultural Misunderstanding

Take the time to understand the culture of the person you are interfacing with. The biggest misunderstanding is around communication style. Different cultures behave and communicate differently, and this can negatively impact your conversations and relationships. Some cultures are very direct while some prefer to skirt around the subject before making a point. Some are very formal and others prefer to operate in a relaxed atmosphere. With a little bit of research, you can anticipate cultural differences that may cause misunderstandings and adapt your style to avoid any barriers to a successful conversation. Thankfully, there are so many resources available to you as guidance.

Avoid Stereotypes

Be careful not to fall into the stereotypical trap. Be aware of them but take time to evaluate each person or situation separately. Judgments or decisions that are based solely on stereotypes can turn out to be inaccurate. This Zoom call started late but I have had several others that started right on time. I have shown up for meetings that started on time and some, I was kept waiting for over an hour. However, I still arrive early for every appointment to avoid attribution errors. Relying on the stereotype that everything starts late around here can be costly and may even make one appear unprofessional.

Look Inward and Be Open-Minded

Try to reflect on your culture and implicit biases to see how it influences your behavior.  Be aware of how your culture may be perceived by others as well as the assumptions you have of other cultures. I am used to people walking past me and not saying a word in Atlanta. It’s perfectly normal. Not so in Nigeria. “How was your night?” is a common form of greeting even from strangers. My American brain wants to retort “None of your business”, but my Nigerian brain smartly smiles and responds “Fine, thank you”. Walking away and not responding may be perceived as, not only rude but also, insulting. I have to bridge the culture gap by adjusting my cultural views so I can easily connect with those with whom I interact.

Values

It is important to know what values are important to the society or the people you are interfacing with. Different cultures attach values to different things. Some value wealth over honor. Some value profit over relationships. Some value individual expression over the collective good. Understand each culture’s values and be sensitive to them. It makes you more effective. Failure to do so could lead to a misalignment that makes working together difficult.

Culture is deeply woven into the fabric of every society. Recognizing the nuances of a society’s culture makes cross cultural communication less of a hurdle. Keep in mind that the goal is to be able to connect with those you interact with. Cultural barriers can be overcome by knowing a little bit more about the environment you are in and adapting accordingly. This does not mean you should abandon your culture. Instead, you should identify where they meet. In the words of Andrew Masondo, “understand the differences; act on the commonalities". In today’s global economy, the cost of not doing so could be a lost business deal or a strained relationship even though that was not your intention. At the end of the day, we are all human and there is more that connects us than divides us. 

Iruka A. Ndubuizu is the Executive Director of Eureka Consulting, LLC. Cross Cultural Communication is one of the modules in her Negotiations course. Click here for contact info.