This document provides guidance on how to effectively tell your story when communicating with audiences from different cultures, like those in the United States. It notes that New Zealand business culture is perceived as lacking urgency and risk-taking compared to more entrepreneurial cultures like the United States. To improve reception, it recommends tailoring your message by providing clear benefits, using examples and evidence the audience can relate to, and presenting in a polished, professional manner similar to US styles of communication. Frequent follow up is also important to maintain the connection and transmission with overseas audiences.
2. Degree of Difference?
Image & Identity
Concept of Success
Communication
Doing Business
1 2 3 4 5 6 7
Very Small Very Large
3. Nielson Research, 2006
New Zealand is not telling its story
well enough or in a way that
resonates with USA or UK business.
Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006
26. Concepts of Success
CEOs' Pay
(as multiple of the average worker's pay)
600x
500x
400x
300x
200x
100x
’60 ’65 ’75 ’85 ’95 ’05
Winners & Losers
Source: Prof. W. Dornhoff, UC, Santa Cruz
27. Concepts of Success
% Share of Capital Income
60 Top 1%
50
40
30
20
10 Bottom 80%
1979 1983 1993 2003
Winners & Losers
Source: Prof. W. Dornhoff, UC, Santa Cruz
36. Concepts of Success
CEOs' Pay
(as multiple of the average worker's pay)
600x
500x
400x
300x
200x
Paul Reynolds
100x
’60 ’65 ’75 ’85 ’95 ’05
Fair Play
Source: Prof. W. Dornhoff, UC, Santa Cruz and Statistics New Zealand, June 2008 Data
41. Communication
Assertiveness Ratings
(Anglo Cluster)
S. Africa 8
US 10
Australia 22
England 29
Ireland 41
NZ 60
3.0 3.5 4.0 4.5 5.0
Assertive
Source: Culture and Leadership Across the World, The GLOBE Book of In-Depth Studies, 2007
64. Doing Business
Food Expenditure Away from Home
($Billion)
49%
400
Average person 205x/yr
300
200
100
37%
25% 0
1956 1966 1976 1986 1996 2006
Service
Source: U.S. Department of Agriculture’s Economic Research Service, as cited by naturalresourcereport.com
65. Doing Business
Food Expenditure Away from Home
($Billion)
49%
400
Average person 205x/yr
300
200
100
37%
25% 0
1956 1966 1976 1986 1996 2006
Service
Source: U.S. Department of Agriculture’s Economic Research Service, as cited by naturalresourcereport.com
82. Research Findings: Culture
US Work to secure capital gain for self
Finance is important; money end in itself
Benchmark of success: capital gain
NZ Work for income or passion
Values are important; money means to end
Benchmark of success: family & quality of life
Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006
83. Research Findings: Values
US Entrepreneurial attitude
Value individual wealth creation
Highly competitive; eye for opportunity & $
NZ Small business attitude
Value independence & self-reliance (cant let go)
Highly lifestyle driven; modest aspirations
Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006
84. In a Word
US The Entrepreneur
NZ The Lifestyler or Inventor
Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006
85. Entrepreneurship Education
US >2000
NZ 2
Source: Professor Howard Frederick, Deakin University, Melbourne, Australia
86. How NZ Business is Perceived
Lacks hunger
Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006
87. How NZ Business is Perceived
Lacks sense of urgency
Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006
88. How NZ Business is Perceived
Often seen as complacent
and risk averse
Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006
89. How NZ Business is Perceived
People are self-deprecating and
this does not win NZ any favours.
Sources: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006; Dr. Jodyanne Kirkwood, Otago University
90. How NZ Business is Perceived
…admire in themselves some of the
very things other lament:
Modest aspirations
Sources: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006; Dr. Jodyanne Kirkwood, Otago University
91. How NZ Business is Perceived
The US tends to romanticize NZ...
As long as NZ businesses are willing
to learn & open to being coached,
Americans are willing to ‘show them
the ropes.’
Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006
92. How NZ Business is Perceived
In short, NZ has a business culture
which is perceived to be high in
human values and low in
business acumen.
Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006
100. The 5 Basics
1. Clear Point?
2. Clear Benefit?
3. Clear Flow?
4. Uncomplicated?
5. Right length?
101. The 5 Magic Elements
1. Engage immediately?
2. Bite-size scenes (stories)?
3. Explain through metaphor?
4. Provide credible evidence?
5. Professional (US) polish?