How do you view three dimensions?
How do you view snow?
How does an American view a staircase? Is it different from how an Arabic person views it?
As a matter of fact, yes, it is.
This depiction of a staircase would likely be viewed by an American as stairs ascending.
For an Arabic person, they’re descending.
Because of our language and the way we read it.
Americans read left to right, while Arabs read right to left.
This is a difference in our visual framework. For the past few weeks, we’ve talked about how this framework is culturally informed.
So, now let’s ask the question whose answer will make you a more insightful and successful cross-cultural manager: how can the differences in these frameworks be an issue in a cross-cultural context?
Taking the example of the Arab versus the American further, consider a chart that shows the different levels of departments in a company, based on their importance.
As is usual in Europe and the US, the most important position is organized at the top center (or sometimes the top left) of the chart.
This is where our cultures have trained us to view it.
Each descending department is of lesser and lesser status.
A chart in Arabic would be organized the opposite way.
Here’s another pretty famous example of misunderstandings that can arise from differing cultural frameworks.
Marketing was launched in Japan by a Western pharmaceutical company.
The product? Medicine for upset stomachs.
The advertisement depicted three pictures.
The first illustration showed the patient feeling sick. The second showed him taking the medicine. And, in the last pic, the sun had come out and the man was smiling and healthy.
That’s how a Westerner would read the advert anyway, left to right.
But like Arabic cultures, Japan reads their Mangas (i.e. comic books) from back to front.
So, when they viewed this comic strip within their visual framework, they saw a healthy man taking medicine and becoming sick.
Not at all the message this company wanted to send out to potential customers.
The Bottom Line
When you live, work, or advertise in a foreign culture, you have to wear their visual framework like virtual reality goggles.
Seeing the world through their eyes is the only way you can relate to your clients and to those you manage.
And, the bottom line is, the ability to relate to others is what makes a manager – or anyone working in a multicultural environment – successful.