How Global Views Impact Business

In America, we enjoy the right to have a dispute decided by a jury of one’s peers, but the phrase is deceiving because the word “peers” only means citizens in the venue where the dispute is being decided. The right to a jury of one’s peers does not include the right to have the dispute decided by like-minded individuals. This difference is significant because even members of the same community have divergent perspectives and worldviews.
CEO’s and entrepreneurs are often surprised that a jury does not seem to understand or appreciate their timetable, business risks, or need for return on investment, but they do not get to choose a jury comprised of like-minded business people. Similarly, a scientist does not get to have a jury of scientists and a farmer does not get to have a jury of farmers, and so on. A successful outcome may depend upon learning and communicating to the audience’s perspective.
The same is true in other contexts. For example, differences in gender perspectives were portrayed in Dr. John Gray’s relationship counseling bestseller, “Men Are from Mars, Women Are from Venus.” The gist is that truly understanding the differences in perspectives of the opposite sex is fundamental to any effective communication and worthwhile relationship.
In global settings, the differences in perspective can be even more exaggerated. In a comedic portrayal of such differences, Jerry Seinfeld in an epic American Express commercial still available on YouTube, was ineffective in the delivery of his standup routine until he learned to walk and talk the language of his British audience. In more serious global contexts, wars have been fought for generations over differences in religious and cultural views.
When doing business globally, understanding the values and systems that are significant to the foreign audience will not only create a level of trust, but it will create an environment where a mutually beneficial agreement is even possible. Keep in mind that of paramount importance is documenting any agreement so that the terms can be readily understood and applied by both parties and any disputes can be resolved in a manner that provides a fair and expected outcome.