YOUR HATLOOKSFUNNYCulturalIntelligenceFor AllBenjamin Joffe!June 2013!
Benjamin Joffe!•  13 years in Asia!•  Lived in 8 countries!•  Founder, +8*!•  Co-Founder, Cmune!•  Angel investor!•  Speak...
Apologies	  in	  advance	  This	  is	  not	  going	  to	  be	  very	  poli5cally	  correct	  
An	  Indian	  friend	  told	  me	  how	  surprised	  he	  was	  when	  he	  used	  a	  restroom	  for	  the	  first	  5me	 ...
He	  was	  very	  surprised	  because	  he	  could	  not	  find	  the	  water	  hose	  he	  was	  used	  to.	  “But	  where...
Thinking	  of	  it:	  imagine	  you	  step	  onto	  something	  nasty…	  would	  you	  trust	  toilet	  paper	  to	  clean...
THE	  WAY	  WE	  DO	  THINGS	  IS	  JUST	  ONE	  WAY	  AND	  NOT	  ALWAYS	  THE	  BEST.	  
How	  “social	  smart”	  was	  this	  guy?	  I	  realized	  over	  the	  years	  that	  there	  is	  no	  such	  thing	  a...
Forms	  of	  Intelligence?	  •  Classics	  –  IQ	  –  EQ	  –  SI	  •  Add-­‐ons	  –  Ar5s5c	  –  Kinesthe5c	  –  Spiritual...
Howard	  Gardner,	  1983	  “It’s not how smart you are, it’s how you are smart”	– Howard Gardner	Here	  is	  another	  mod...
Encountering	  other	  forms	  of	  intelligence	  Aliens?	  
My	  friend	  Nikolaj	  was	  a	  royal	  guard	  and	  soldier,	  definitely	  not	  the	  academic	  type.	  He	  has	  i...
Thanks	  to	  him	  I	  made	  some	  progress…	  and	  opened	  my	  eyes	  
I	  spent	  most	  of	  my	  working	  life	  (11	  years)	  overseas,	  especially	  in	  Japan,	  China,	  South	  Korea...
I	  spent	  most	  of	  my	  working	  life	  (11	  years)	  overseas,	  especially	  in	  Japan,	  China,	  South	  Korea...
I	  spent	  most	  of	  my	  working	  life	  (11	  years)	  overseas,	  especially	  in	  Japan,	  China,	  South	  Korea...
Diversity	  Quiz!	  How	  about	  you?	  
Have	  you	  lived	  in	  more	  than	  1	  country?	  2?	  3?	  4?	  
Can	  you	  speak	  more	  than	  1	  language?	  2?	  3?	  2	  languages	  =	  bilingual,	  3	  languages	  =	  trilingua...
1.	  ALARM	  2.	  RESISTANCE	   3.	  EXHAUSTION	  DEATH	  4.	  RESTORATION	  OF	  HOMEOSTASIS	  HOMEOSTASIS	  4.	  RESTORA...
1.	  ALARM	  2.	  RESISTANCE	   3.	  EXHAUSTION	  DEATH	  HOMEOSTASIS	  HOMEOSTASIS	  4.	  RESTORATION	  OF	  HOMEOSTASIS	...
Symptoms	  of	  Culture	  Shock	  •  Utopian	  ideas	  on	  other	  culture	  •  Refusal	  to	  learn	  the	  language	  •...
THE WEST! THE REST!When	  I	  grew	  up	  I	  thought	  the	  world	  was	  like	  that	  
Culture	  =	  Language?	  I	  also	  equated	  culture	  and	  language	  
And	  English	  is	  definitely	  not	  the	  most	  prevalent	  
Source:	  Carroll	  Quigley,	  The	  Evolu5on	  of	  Civiliza5ons:	  An	  Introduc5on	  to	  Historical	  Analysis,	  1979...
Western!Latin American!African!Orthodox!Indian!Muslim!Japanese!Chinese!Major Civilizations: One Model!Buddhist!Source:	  T...
Western	  Culture?	  •  Ancient	  Greece	  /	  Rome	  •  ChrisQanizaQon	  (Jesus	  from	  Nazareth,	  in	  today’s	  Israe...
To	  understand	  real	  mo5ves,	  ask:	  “What	  do	  you	  mean?”	  This	  is	  the	  most	  important	  ques5on	  to	  ...
This	  is	  a	  German	  fes5val	  
How	  about	  in	  China?	  No	  moon	  cakes	  in	  Germany	  
Chinese	  dumplings	  “Dumplings”	  in	  China	  
“Dumplings”	  in	  Czech	  republic	  
Chaulafan	  de	  Pollo	  (Ecuador)?	  What	  could	  that	  dish	  be?	  
La5n-­‐style	  Chinese	  fried	  rice!	  (from	  “chaofan”)	  
What	  are	  the	  assump5ons	  behind	  the	  word	  “Contract”?	  Words	  are	  treacherous:	  what	  is	  implied	  by	...
•  USA 	   	   	  “It	  works”	  •  Japan	   	   	  “It’s	  perfect”	  •  Korea	   	   	  “It’s	  new”	  •  China	   	   	...
Other	  Important	  Cases	  Appointment	  Friendship	  Marriage	  Contract	  Da5ng	  Fun	  Beker	  know	  what	  those	  m...
QUIZ	  WITH	  NO	  PRIZE!	  •  Answer	  this	  quiz	  and	  I’ll	  tell	  you	  my	  experience	  of	  those	  situa5ons.	...
For	  instance,	  in	  Japan…	  “It	  is	  a	  bit	  difficult…”	  	  ちょっと難しい。。。	  …generally	  means	  no	  
PROBLEMS	  1.  Learning	  languages	  takes	  ages	  2.  We	  can’t	  trust	  words!	  TRUST	  DON’T	  TRUST	  
Luckily…	  WARNING:	  ONLY	  FOR	  FEELINGS	  &	  ATTITUDE	  Source:	  Albert	  Mehrabian,	  "Decoding	  of	  Inconsistent...
My	  Interests	  Touch	   Silence	   Humor	  Those	  3	  things	  tell	  a	  lot	  about	  cultures	  
Touch	  
Touch	  varies	  with	  cultures	  &	  situa5ons	  
Which	  Angle?	  In	  Japan,	  bowing	  is	  not	  so	  simple	  
TEPCO	  employees	  &	  MANAGEMENT	  visi5ng	  people	  to	  apologize	  for	  Fukushima	  disaster.	  Also	  bowing	  in	...
(Benefit	  of	  Being	  French)	  The	  first	  kiss	  is	  free!	  
For	  Everyone	  Else	  
Unfortunately…	  	  FRANCE	  	  JAPAN	  	  KOREA	  	  CHINA	  My	  gree5ngs	  got	  all	  mixed	  up	  from	  living	  in	...
High	  Touch	  vs.	  Low	  Touch	  (Sidney	  Jourard,	  1966)	  An	  interes5ng	  study	  on	  touch.	  
High	  Touch	  vs.	  Low	  Touch	  •  USA 	   	  2x	  /	  30	  min.	  •  France 	  110x	  /	  30	  min.	  Source:	  Touch	...
Benefits	  (?)	  •  High-­‐touch	  >	  Low	  violence?	  •  Low-­‐touch	  >	  More	  violence?	  •  (Birthrate?)	  Are	  fis...
Touch	  Zones	  (Mark	  Tomita,	  2008)	  Another	  funky	  study	  on	  touch	  
Touch	  Zones	  Source:	  Touch	  Study	  by	  Mark	  Tomita,	  2008	  Males	  among	  Males	  Females	  with	  Males	  Gr...
US-­‐Centric?	  BUT	  this	  study	  is	  very	  US-­‐centric!	  
Some	  pictures	  from	  China,	  Japan	  and	  Korea	  
Founder	  of	  gaming	  startup	  in	  China	  Korea’s	  “Mark	  Zuckerberg”	  “Ondol”	  water-­‐heated	  Korean	  floor	  ...
More	  Disturbing!	  This	  is	  a	  long	  story-­‐	  let’s	  just	  say	  Korea	  is	  very	  generous	  with	  male	  b...
Silence	  Shhht.	  
What	  can	  silence	  express?	  SURVEY	  
(Silence)	  •  Generally	  uncomfortable	  •  Some5mes	  pregnant	  •  Rarely	  meaningful	  
In	  Japan	  Silence	  Can	  Express…	  1.  Surprise	  2.  Agreement	  &	  Disagreement	  3.  Embarrassment	  4.  Defiance	...
“A-­‐Un”	  Rela5onship	  (阿吽の仲)	  –	  wordless.	  
Mapping	  Cultural	  Values	  1.  Money	  /	  Career	  /	  Financial	  Success	  2.  Family	  3.  Society	  /	  Social	  L...
0	  1	  2	  3	  MONEY	  FAMILY	  SOCIAL	  LINK	  CULTURE	  SPIRITUALITY	  Tenta5ve	  Mapping	  (France)	  Note:	  This	  i...
Compa5bility	  &	  Culture	  Clashes	  •  France	  /	  USA	  •  Korea	  /	  Japan	  •  USA	  /	  China	  •  Score	  your	 ...
Other	  (poten5ally)	  Interes5ng	  Mapping	  Comfort	  with	  /	  Importance	  of	  Eye	  Contact	   Smile	   Group	   Nu...
Most	  Difficult	  Humor	  
Rakugo	  (Japan)	  
Looking	  back…	  
Dealing	  with	  other	  cultures	  is	  not	  about	  learning	  “tricks”	  Those	  end	  up	  becoming	  crutches	  
Checking	  assump5ons	  •  My	  sugges5on:	  – Assume	  people	  want	  to	  do	  their	  best	  
Understand	  the	  differences	  when	  	  •  Dealing	  with	  problems	  •  Defini5on	  &	  percep5on	  of	  failure	  •  D...
Keep	  an	  open	  mind!	  1.  Respect	  silence	  2.  Listen	  3.  Reformulate	  4.  Confirm	  
Further Learning!
Thanks!!@benjaminjoffe!benjamin@plus8star.com!
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"Cultural Awareness" will help work globally, save your marriage and get deliveries on time.
This talk refers "culture codes" and the eponymous book by Clotaire Rapaille, as well as Samuel Huntington's "Clash of Civilizations" world model.

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Your Hat Looks Funny

  1. 1. YOUR HATLOOKSFUNNYCulturalIntelligenceFor AllBenjamin Joffe!June 2013!
  2. 2. Benjamin Joffe!•  13 years in Asia!•  Lived in 8 countries!•  Founder, +8*!•  Co-Founder, Cmune!•  Angel investor!•  Speaker, Columnist!@benjaminjoffe!benjamin@plus8star.com!
  3. 3. Apologies  in  advance  This  is  not  going  to  be  very  poli5cally  correct  
  4. 4. An  Indian  friend  told  me  how  surprised  he  was  when  he  used  a  restroom  for  the  first  5me  in  the  US  
  5. 5. He  was  very  surprised  because  he  could  not  find  the  water  hose  he  was  used  to.  “But  where  is  the  water?”  
  6. 6. Thinking  of  it:  imagine  you  step  onto  something  nasty…  would  you  trust  toilet  paper  to  clean  your  shoes?  Maybe  we  are  just  used  to  something  ineffec5ve.  
  7. 7. THE  WAY  WE  DO  THINGS  IS  JUST  ONE  WAY  AND  NOT  ALWAYS  THE  BEST.  
  8. 8. How  “social  smart”  was  this  guy?  I  realized  over  the  years  that  there  is  no  such  thing  as  all-­‐purpose  “smart”.  There  are  various  forms  of  intelligence.  
  9. 9. Forms  of  Intelligence?  •  Classics  –  IQ  –  EQ  –  SI  •  Add-­‐ons  –  Ar5s5c  –  Kinesthe5c  –  Spiritual  I  would  add  to  the  list  “Cultural  Intelligence”  
  10. 10. Howard  Gardner,  1983  “It’s not how smart you are, it’s how you are smart” – Howard Gardner Here  is  another  model  
  11. 11. Encountering  other  forms  of  intelligence  Aliens?  
  12. 12. My  friend  Nikolaj  was  a  royal  guard  and  soldier,  definitely  not  the  academic  type.  He  has  incredible  kinesthe5c  and  social  intelligence.  I  did  not.  
  13. 13. Thanks  to  him  I  made  some  progress…  and  opened  my  eyes  
  14. 14. I  spent  most  of  my  working  life  (11  years)  overseas,  especially  in  Japan,  China,  South  Korea  and  USA.  My  cultural  DNA  has  become  rather  complex.  13 years abroad – my cultural DNA!I  lived  in  8  countries  and  got  exposed  to  various  cultural  differences  
  15. 15. I  spent  most  of  my  working  life  (11  years)  overseas,  especially  in  Japan,  China,  South  Korea  and  USA.  My  cultural  DNA  has  become  rather  complex.  Trans-Religion!I  also  got  exposed  to  several  religions  
  16. 16. I  spent  most  of  my  working  life  (11  years)  overseas,  especially  in  Japan,  China,  South  Korea  and  USA.  My  cultural  DNA  has  become  rather  complex.  Trans-Class!Working Class BourgeoisMy  social  background  is  also  a  mix  
  17. 17. Diversity  Quiz!  How  about  you?  
  18. 18. Have  you  lived  in  more  than  1  country?  2?  3?  4?  
  19. 19. Can  you  speak  more  than  1  language?  2?  3?  2  languages  =  bilingual,  3  languages  =  trilingual,  1  language?  Guess  :-­‐)  
  20. 20. 1.  ALARM  2.  RESISTANCE   3.  EXHAUSTION  DEATH  4.  RESTORATION  OF  HOMEOSTASIS  HOMEOSTASIS  4.  RESTORATION  OF  HOMEOSTASIS  HOMEOSTASIS  I  spent  most  of  my  working  life  (11  years)  overseas,  especially  in  Japan,  China,  South  Korea  and  USA.  My  cultural  DNA  has  become  rather  complex.  This  is  a  typical  response  curve  to  stress.  It  also  applies  to  culture  shocks  
  21. 21. 1.  ALARM  2.  RESISTANCE   3.  EXHAUSTION  DEATH  HOMEOSTASIS  HOMEOSTASIS  4.  RESTORATION  OF  HOMEOSTASIS  4.  RESTORATION  OF  HOMEOSTASIS  Luckily  it  rarely  leads  to  death.  
  22. 22. Symptoms  of  Culture  Shock  •  Utopian  ideas  on  other  culture  •  Refusal  to  learn  the  language  •  Concerns  about  water  &  food  •  Concerns  about  being  robbed/cheated  •  Irritability  &  complaints  •  Staying  indoors  •  Fear  of  touching  local  people    List  of  symptoms  for  self-­‐diagnosis  
  23. 23. THE WEST! THE REST!When  I  grew  up  I  thought  the  world  was  like  that  
  24. 24. Culture  =  Language?  I  also  equated  culture  and  language  
  25. 25. And  English  is  definitely  not  the  most  prevalent  
  26. 26. Source:  Carroll  Quigley,  The  Evolu5on  of  Civiliza5ons:  An  Introduc5on  to  Historical  Analysis,  1979  Looking  at  civiliza5ons,  I  realized  I  knew  only  “Western”  
  27. 27. Western!Latin American!African!Orthodox!Indian!Muslim!Japanese!Chinese!Major Civilizations: One Model!Buddhist!Source:  The  Clash  of  Civiliza5ons,  Samuel  Hun5ngton  
  28. 28. Western  Culture?  •  Ancient  Greece  /  Rome  •  ChrisQanizaQon  (Jesus  from  Nazareth,  in  today’s  Israel)  •  Renaissance  •  European  empires  •  Experiments  with  enlightenment,  naturalism,  roman5cism,  science,  democracy,  socialism  Describing  “culture”  is  very  hard.  Here  is  one  way.  
  29. 29. To  understand  real  mo5ves,  ask:  “What  do  you  mean?”  This  is  the  most  important  ques5on  to  ask  
  30. 30. This  is  a  German  fes5val  
  31. 31. How  about  in  China?  No  moon  cakes  in  Germany  
  32. 32. Chinese  dumplings  “Dumplings”  in  China  
  33. 33. “Dumplings”  in  Czech  republic  
  34. 34. Chaulafan  de  Pollo  (Ecuador)?  What  could  that  dish  be?  
  35. 35. La5n-­‐style  Chinese  fried  rice!  (from  “chaofan”)  
  36. 36. What  are  the  assump5ons  behind  the  word  “Contract”?  Words  are  treacherous:  what  is  implied  by  “contract”  can  vary  widely  (number  of  pages,  lawyers,  handshake?)  
  37. 37. •  USA      “It  works”  •  Japan      “It’s  perfect”  •  Korea      “It’s  new”  •  China      “It  gives  me  status”  Source:  Clotaire  Rapaille,  Jean  K.  Min,  Benjamin  Joffe  
  38. 38. Other  Important  Cases  Appointment  Friendship  Marriage  Contract  Da5ng  Fun  Beker  know  what  those  mean  in  the  mind  of  your  counterpart  before  moving  further  on!  
  39. 39. QUIZ  WITH  NO  PRIZE!  •  Answer  this  quiz  and  I’ll  tell  you  my  experience  of  those  situa5ons.    1.  At  what  5me  do  you  show  up  for  a  home  party  at  8pm  in  France?  2.  When  is  the  cut-­‐off  5me  to  call  friends  in  Korea?  3.  Is  love  above  all  to  marry  in  Japan?  4.  How  omen  will  you  check  a  contract  amer  it’s  signed  in  China?  5.  Who  pays  the  bill  for  a  date  in  the  US?  6.  What  is  “Fun  to  do”  with  friends  in  Malaysia?  
  40. 40. For  instance,  in  Japan…  “It  is  a  bit  difficult…”    ちょっと難しい。。。  …generally  means  no  
  41. 41. PROBLEMS  1.  Learning  languages  takes  ages  2.  We  can’t  trust  words!  TRUST  DON’T  TRUST  
  42. 42. Luckily…  WARNING:  ONLY  FOR  FEELINGS  &  ATTITUDE  Source:  Albert  Mehrabian,  "Decoding  of  Inconsistent  Communica5ons”,  1967  You  hear  this  a  lot,  but  very  few  checked  the  source.  It  only  applies  to  communica5ng  EMOTIONS.  
  43. 43. My  Interests  Touch   Silence   Humor  Those  3  things  tell  a  lot  about  cultures  
  44. 44. Touch  
  45. 45. Touch  varies  with  cultures  &  situa5ons  
  46. 46. Which  Angle?  In  Japan,  bowing  is  not  so  simple  
  47. 47. TEPCO  employees  &  MANAGEMENT  visi5ng  people  to  apologize  for  Fukushima  disaster.  Also  bowing  in  front  of  the  media.  How  about  in  the  West?  
  48. 48. (Benefit  of  Being  French)  The  first  kiss  is  free!  
  49. 49. For  Everyone  Else  
  50. 50. Unfortunately…    FRANCE    JAPAN    KOREA    CHINA  My  gree5ngs  got  all  mixed  up  from  living  in  low-­‐touch  countries  with  different  gree5ng  styles.  
  51. 51. High  Touch  vs.  Low  Touch  (Sidney  Jourard,  1966)  An  interes5ng  study  on  touch.  
  52. 52. High  Touch  vs.  Low  Touch  •  USA    2x  /  30  min.  •  France  110x  /  30  min.  Source:  Touch  Study  by  Sidney  Jourard,  1966  Observing  couples  at  cafes  for  30  minutes  and  coun5ng  touches  
  53. 53. Benefits  (?)  •  High-­‐touch  >  Low  violence?  •  Low-­‐touch  >  More  violence?  •  (Birthrate?)  Are  fist  bumps  enough?  Possibly  consequences  of  high-­‐touch  cultures  
  54. 54. Touch  Zones  (Mark  Tomita,  2008)  Another  funky  study  on  touch  
  55. 55. Touch  Zones  Source:  Touch  Study  by  Mark  Tomita,  2008  Males  among  Males  Females  with  Males  Green  =  ok,  yellow  =  it  depends,  red  =  no-­‐no.  Females  can  touch  males  (almost)  everywhere!  Males  barely  touch  each  other.  
  56. 56. US-­‐Centric?  BUT  this  study  is  very  US-­‐centric!  
  57. 57. Some  pictures  from  China,  Japan  and  Korea  
  58. 58. Founder  of  gaming  startup  in  China  Korea’s  “Mark  Zuckerberg”  “Ondol”  water-­‐heated  Korean  floor  Broman5c  Asia  
  59. 59. More  Disturbing!  This  is  a  long  story-­‐  let’s  just  say  Korea  is  very  generous  with  male  bonding  with  touch  
  60. 60. Silence  Shhht.  
  61. 61. What  can  silence  express?  SURVEY  
  62. 62. (Silence)  •  Generally  uncomfortable  •  Some5mes  pregnant  •  Rarely  meaningful  
  63. 63. In  Japan  Silence  Can  Express…  1.  Surprise  2.  Agreement  &  Disagreement  3.  Embarrassment  4.  Defiance  5.  Femininity  6.  Deference  7.  Effec5ve  wordless  communica5on  NOW  GO  FIGURE  IT  OUT  J  
  64. 64. “A-­‐Un”  Rela5onship  (阿吽の仲)  –  wordless.  
  65. 65. Mapping  Cultural  Values  1.  Money  /  Career  /  Financial  Success  2.  Family  3.  Society  /  Social  Link  4.  “Culture”  /  Knowledge  5.  Spirituality  This  is  a  model  I  am  working  on  
  66. 66. 0  1  2  3  MONEY  FAMILY  SOCIAL  LINK  CULTURE  SPIRITUALITY  Tenta5ve  Mapping  (France)  Note:  This  is  a  personal  view  –  I  am  as  biased  as  the  next  guy!  
  67. 67. Compa5bility  &  Culture  Clashes  •  France  /  USA  •  Korea  /  Japan  •  USA  /  China  •  Score  your  country!  
  68. 68. Other  (poten5ally)  Interes5ng  Mapping  Comfort  with  /  Importance  of  Eye  Contact   Smile   Group   Nudity  Not  enough  material  quite  yet…  Death  
  69. 69. Most  Difficult  Humor  
  70. 70. Rakugo  (Japan)  
  71. 71. Looking  back…  
  72. 72. Dealing  with  other  cultures  is  not  about  learning  “tricks”  Those  end  up  becoming  crutches  
  73. 73. Checking  assump5ons  •  My  sugges5on:  – Assume  people  want  to  do  their  best  
  74. 74. Understand  the  differences  when    •  Dealing  with  problems  •  Defini5on  &  percep5on  of  failure  •  Defini5on  &  percep5on  of  competence  •  Asking  for  help  •  Percep5on  of  authority  
  75. 75. Keep  an  open  mind!  1.  Respect  silence  2.  Listen  3.  Reformulate  4.  Confirm  
  76. 76. Further Learning!
  77. 77. Thanks!!@benjaminjoffe!benjamin@plus8star.com!

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