Cross-Culture Communication

Good Collaboration is a Must

© iStockphoto/timsa

We didn't all come over on the same ship, but we're all in the same boat.– Bernard Baruch, American financier and statesman.

It's no secret that today's workplace is rapidly becoming vast, as the business environment expands to include various geographic locations and span numerous cultures. What can be difficult, however, is understanding how to communicate effectively with individuals who speak another language, or who rely on different means to reach a common goal.

Cross-Cultural Communication – The New Norm

The Internet and modern technology have opened up new marketplaces that allow us to promote our businesses to new geographic locations and cultures. And given that it can now be as easy to work with people remotely as it is to work face-to-face, cross-cultural communication is increasingly the new norm.

After all, if communication is electronic, it's as easy to work with someone in another country as it is to work with someone in the next town.

And why limit yourself to working with people within convenient driving distance when, just as conveniently, you can work with the most knowledgeable people in the entire world?

For those of us who are native English-speakers, it is fortunate that English seems to be the language that people use if they want to reach the widest possible audience. However, even for native English speakers, cross-cultural communication can be an issue: Just witness the mutual incomprehension that can sometimes arise between people from different English-speaking countries.

In this new world, good cross-cultural communication is a must.


This is just one of our many resources on working effectively in different cultures. See the Managing Around the World articles in our Team Management section for more on working with people from different cultures and backgrounds.

Understanding Cultural Diversity

Given different cultural contexts, this brings new communication challenges to the workplace. Even when employees located in different locations or offices speak the same language (for instance, correspondences between English-speakers in the U.S. and English-speakers in the UK), there are some cultural differences that should be considered in an effort to optimize communications between the two parties.

In such cases, an effective communication strategy begins with the understanding that the sender of the message and the receiver of the message are from different cultures and backgrounds. Of course, this introduces a certain amount of uncertainty, making communications even more complex.

Without getting into cultures and sub-cultures, it is perhaps most important for people to realize that a basic understanding of cultural diversity is the key to effective cross-cultural communications. Without necessarily studying individual cultures and languages in detail, we must all learn how to better communicate with individuals and groups whose first language, or language of choice, does not match our own.

Developing Awareness of Individual Cultures

However, some learning the basics about culture and at least something about the language of communication in different countries is important. This is necessary even for the basic level of understanding required to engage in appropriate greetings and physical contact, which can be a tricky area inter-culturally. For instance, kissing a business associate is not considered an appropriate business practice in the U.S., but in Paris, one peck on each cheek is an acceptable greeting. And, the firm handshake that is widely accepted in the U.S. is not recognized in all other cultures.

While many companies now offer training in the different cultures where the company conducts business, it is important that employees communicating across cultures practice patience and work to increase their knowledge and understanding of these cultures. This requires the ability to see that a person's own behaviors and reactions are oftentimes culturally driven and that while they may not match our own, they are culturally appropriate.

If a leader or manager of a team that is working across cultures or incorporates individuals who speak different languages, practice different religions, or are members of a society that requires a new understanding, he or she needs to work to convey this.

Consider any special needs the individuals on your team may have. For instance, they may observe different holidays, or even have different hours of operation. Be mindful of time zone differences and work to keep everyone involved aware and respectful of such differences.

Generally speaking, patience, courtesy and a bit of curiosity go a long way. And, if you are unsure of any differences that may exist, simply ask team members. Again, this may best be done in a one-on-one setting so that no one feels "put on the spot" or self-conscious, perhaps even embarrassed, about discussing their own needs or differences or needs.

Demand Tolerance

Next, cultivate and demand understanding and tolerance  . In doing this, a little education will usually do the trick. Explain to team members that the part of the team that works out of the Australia office, for example, will be working in a different time zone, so electronic communications and/or return phone calls will experience a delay. And, members of the India office will also observe different holidays (such as Mahatma Gandhi's Birthday, observed on October 2).

Most people will appreciate the information and will work hard to understand different needs and different means used to reach common goals. However, when this is not the case, lead by example and make it clear that you expect to be followed down a path of open-mindedness, acceptance and tolerance.


Tolerance is essential. However, you need to maintain standards of acceptable behavior. The following "rules of thumb" seem universal:

  • Team members should contribute to and not hinder the team's mission or harm the delivery to the team's customer.
  • Team members should not damage the cohesion of the team or prevent it from becoming more effective.
  • Team members should not unnecessarily harm the interests of other team members.

Other factors (such as national law) are obviously important.

When dealing with people in a different culture, courtesy and goodwill can also go a long way in ensuring successful communication. Again, this should be insisted on.

If your starting point in solving problems is to assume that communication has failed, you'll find that many problems are quickly resolved.

Keep it Simple

When you communicate, keep in mind that even though English is considered the international language of business, it is a mistake to assume that every businessperson speaks good English. In fact, only about half of the 800 million people who speak English learned it as a first language. And, those who speak it as a second language are often more limited than native speakers.

When you communicate cross-culturally, make particular efforts to keeping your communication clear, simple and unambiguous.

And (sadly) avoid humor until you know that the person you're communicating with "gets it" and isn't offended by it. Humor is notoriously culture-specific: Many things that pass for humor in one culture can be seen as grossly offensive in another.

And Get Help if You Need It

Finally, if language barriers present themselves, it may be in every one's best interest to employ a reliable, experienced translator.

Because English is not the first language of many international businesspeople, their use of the language may be peppered with culture-specific or non-standard English phrases, which can hamper the communication process. Again, having a translator on hand (even if just during the initial phases of work) may be the best solution here. The translator can help everyone involved to recognize cultural and communication differences and ensure that all parties, regardless of geographic location and background, come together and stay together through successful project completion.

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Comments (4)
  • 360_pratik wrote This month
    good post lots of learning in it about Cross-cultural communication. The comments below too has lots of inputs in it
  • Michele wrote Over a month ago
    Hi jsnooks,

    It isn't until we have worked or traveled abroad that you experience the impact of language differences. As you say words or phrases used in one country or region may not be familiar to people elsewhere. I live in Canada and the people of Newfoundland (a province in this country) have a dictionary dedicated to their unique words and expressions!

  • jsnooks wrote Over a month ago
    I work in an office in the UK with colleagues from five different nationalities. I also regularly have to communicate with colleagues based in Germany, France and the United States.

    One of the main things I have learned is to try to avoid English idioms wherever possible. Even for those whose first language is English, the way we use and understand specific words and phrases can differ greatly.

    For example, I once said to a South African friend that I would meet then at 'half-eleven'. I meant that the time at which I would meet them would be half-past eleven, i.e. 11:30. He was completely flummoxed by this, and concluded that I probably meant 10:30.

    Even phrases that seem very clear to us can confuse non-native speakers. A Romanian colleague once told me that she heard someone use the phrase 'bear with me' and wondered why they were talking about bears (i.e. the big furry animal).

    Written communication can often be confusing as well. For example, in the USA the work 'check' can mean something very different to what it means in the UK. Also, in an email people can appear rather blunt, or even rude, but, in truth, they could be really lovely people but it's just that they feel restricted by having to communicate in a language that is not their own.

    In the end, I believe we should never feel that we have failed if we have to communicate something more than once or in a number of slightly different ways in order to make sure that we have been understood.
  • Yolande wrote Over a month ago
    Hi all

    Regarding cross cultural communication I can share a funny little story about a mistake that I made. I was working on a project a number of years ago with people from another country. I usually end off my e-mails with something in the line of "if you need anything please let me know and I will gladly assist you". In this case, I was busy learning the language of these people, but a colleague of mine was fluent in it. I asked him to translate the sentence I usually end my mails with for me, and very proudly ended my next e-mail with it. Only to be met with dead silence for about two days - which was odd, because I used to exchange about 20 e-mails a day with the two directors. Then the whole story came out: in their language, when you say "if you need anything ..." you usually imply that you are willing to give sexual favours. You can't begin to imagine how huge my embarrasment was!! However, when my collegue explained to them how we use that phrase in English, they were embarassed for thinking what they did - especially since they knew me to be very professional at all times. For long afterwards we laughed about this incident, but it goes to show that you really have to be careful.

    Kind regards

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