Cultural intelligence is described as the ability to communicate across various cultural contexts—including national, ethnic, organizational, generational, ideological, and much more. Everyone has a cultural quotient (CQ), an intelligence quotient (IQ), and an emotional quotient (EQ). CQ is used to explain why some people are better able to navigate across cultures than others. Like IQ, one’s cultural quotient can be measured and improved with a goal to amplify it. Why? Marketers need confidence in their CQ in today’s market. If your clients have a website or a social media presence, they’re already global. Anyone can find them. Doing business around the world can seem a long way from doing business in Nevada, nonetheless marketing messaging needs to be created with the multiple cultural contexts in mind. Find out why a range of companies, from “the richest man in hip hop” Sean Combs, to Fortune 500 companies, to mom-and-pop shops are including this type of training as mandatory for new hires. Kimberly Elliott is a certified international business protocol officer and holds an MBA with an emphasis on international business development and marketing. Working for the State of Nevada in Economic Development, she developed and supported programs to assist small businesses to expand their client base through export sales. She found that small businesses are nimble and responsive to global client needs, but sometimes the really great ideas got lost in translation. To help executives and their employees successfully navigate across cultures, Elliott launched Global Culture Navigators (www.globalculturenavigators.com).

1. American Marketing Association Reno-Tahoe Chapter
October 21, 2014
Atlantis Hotel-Casino

2. WHAT EXACTLY IS CQ?
Cultural Intelligence (Quotient)
CQ is the capability to function effectively across various cultural contexts (national, ethnic, organizational, generational, etc).
“It is a mindset, something that you have to practice everyday.” Luc Minguet, COO Michelin—U.S. Truck Division
HOW CQ ARE YOU?
Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society

3. WHY IS CQ IMPORTANT?
•Markets outside our borders represent 80% of the world’s purchasing power and 95% of the consumers.
•More people in the world have mobile phones than toilets.
•Sixty-four percent of consumers have made a purchase decision based on social media content.
•The average annual e-commerce sales per digital buyer worldwide is $2,466.
HOW CQ ARE YOU?
Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society

4. THE ILLUSION OF SAMENESS
The red and white Coca-Cola logo is recognized by 94% of the world’s population.
HOW CQ ARE YOU?
Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society

5. OKAY, SO WE ARE ALL “CONDITIONED”
You.
Me.
The World.
“We see the world, not as it is, but as we are—or, as we are conditioned to see it.”
Talmud, Anais Nin, Stephen Covey
HOW CQ ARE YOU?
Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society

6. HAVING IT YOUR WAY
Burger King reinforces the right to have it your way.
HOW CQ ARE YOU?
Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society

7. REWIRING TO THINK DIFFERENTLY
“Don’t think, but look.”
Ludwig Wittgenstein
HOW CQ ARE YOU?
Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society

8. Language & Packaging
Product Introduction
CULTURAL BLUNDERS: LOST IN TRANSLATION
HOW CQ ARE YOU?
Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society

9. CULTURAL BLUNDERS: THE TAKE AWAY
•The “tried and true” doesn’t always translate.
•Companies won’t succeed in unfamiliar markets unless they adapt, repurpose, or rebuild their product.
•The hardest part is jettisoning assumptions about what works—and, then experimenting to find out what does work.
HOW CQ ARE YOU?
Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society

10. AMPLIFYING YOUR CQ
HOW CQ ARE YOU?
Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society
“I have no special talents. I am only passionately curious.”
Albert Einstein
CQ is the “curiosity” quotient. It is the ultimate tool to produce simple solutions for complex problems.

11. THE ELEMENTS OF CULTURAL INTELLIGENCE
"Bond, James Bond." Those three words are synonymous with unparalleled cultural confidence.
HOW CQ ARE YOU?
Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society

12. WHO IS USING CQ?
Sean Combs
In 2014, Forbes estimated Combs' net worth at $700 million, making him the richest figure in hip hop at the time.
Recognizes the importance of personal branding— protecting the Bad Boy Records corporate reputation.
HOW CQ ARE YOU?
Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society

13. WHAT ARE THE BENEFITS OF CQ?
•A study showed that 92% of companies that adopted CQ assessments and training experienced increased revenues in 18 months.
•Executives at everyone of the companies credited cultural intelligence as a significant factor to those increased revenues, some of which were up by almost 100%.
•Companies that worked to enhance their leaders’ CQs expanded internationally faster and became more successful at attracting and retaining top talent.
HOW CQ ARE YOU?
Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society

14. CQ: WHAT CAN YOU DO TODAY?
Reflect on your CQ. Begin with a commitment to consider your capabilities for working and relating across cultures. Think through the 4 elements of CQ, and figure out which are stronger or weaker.
Drive What is my interest in cross-cultural issues?
Knowledge To what degree do I understand how cultures are different and similar?
Strategy Am I aware of what is occurring in a cross-cultural situation, and can I plan accordingly?
Action Do I understand when to adapt and when I should not adapt cross culturally?
HOW CQ ARE YOU?
Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society

15. FOR MORE INFORMATION
Global Culture Navigators helps professionals succeed in business by heightening their contextual awareness and giving them the confidence to navigate respectfully and productively across cultures. Kimberly Elliott Global Culture Navigators kimberly@globalculturenavigators.com +1.775.432.4743 globalculturenavigators.com
HOW CQ ARE YOU?
Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society