Organizations quickly discovered going global needed more than just feet on the ground in another location in order to be effective. Values and language dictate differing attitudes toward leadership, followership and performance. Through culture hacking, leaders can develop advanced listening skills that allow them to understand emotional signs, body language and cultural norms in their employees. In this session, you will learn the importance of localization when conducting international business and apply culture hacking concepts. 

1. Innerworks Consulting, LLC
Kris Girrell, Innerworks Consulting, LLC
Yuka Nakasone, Global Bridge, SL
Culture Hacking for Corporate Senior Management:
Building Global Teams that Perform
Innerworks Consulting, LLC

2. Innerworks Consulting, LLC
Working in a Globalized World

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EXPLORE | ENGAGE | EMBRACE | EVOLVE

4. Innerworks Consulting, LLC
Localization = more than language
Emotional intelligence = more than emotion
EXPLORE

5. Innerworks Consulting, LLC
EXPLORE
Only 58% of the largest US companies have multilingual websites
But many of these are very difficult to find (en-us.thebigword.com)
According to Common Sense Advisory, 85% of Internet users won't
make important purchasing decisions unless the product is expressed in
their native language.
The number of Fortune 500
retail companies that do not
have translated websites
The number of Fortune 500
energy companies that do
not have translated websites

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EXPLORE

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ENGAGE
•Most businesses mistakenly believe that the work is that of their
technology or product – instead of believing that it is done my humans
managing humans
•Emotions (the result of our human “meaning-making” process) greatly
effect productivity
•Unlocking and understanding this very powerful element of
leader/follower dynamics if critical to success

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ENGAGE
But emotions are culturally and linguistically defined

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ENGAGE
• Safety and belonging (the greatest
employee need) are emotional
interpretations – Dan Coyle (NYT
Bestseller Author of The Culture
Code)
• Latest cognitive science
discovered that emotions are
individualized and conditioned by
their culture – Lisa Barrett Feldman
(Northeastern)

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Globalizers and localizers
Adapting the product or
marketing campaigns
ENGAGE
• Language
• Culture
• Function
And… hacking culture code

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Globalizers and localizers
Emotional Intelligence
+
Cultural Intelligence (CQ)
Knowledge about cultures and
cultural differences
=
ENGAGE

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EMBRACE: Global is not a map location
What we need is Cultural Intelligence

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Real Examples
• These “Asians” don’t participate
• Metaphors and colloquial expressions
• Sport examples lost in translation
EMBRACE

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What can
you do?
• What the question that you could ask
to determine what’s going on in your
team and understand your employees;
for example, “How can I help you?”
• Expression of emotions is expected in
some cultures while repression of
emotions is the norm in others
• But what about Motivation, Quality,
Completion, Competition, Success and
Teamwork?
• And how do organizational hierarchies
differ across cultures? How does
respect effect participation?
EMBRACE
Questioning
and Listening
Text LISTEN to 411321 to receive the PDF Brief “How Listening Changes Us: Insights on Cultural Listening for Global Leaders”
PLUS future guides for Global Leaders as they get published.

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EVOLVE: Join Us on Translation Commons
USA Germany France Spain Japan China
Quality Works! Precision Beauty Enjoyment Perfection Replicate
Success Individual Collective Acceptance Community National Family
Motivation Challenge Success Prestige Gain Equanimity Family
Competition Me Standards System Normalcy Association Ancestors
Risk Financial Security Career Newness Embarrassment Honor
Responsibility
Ownership Orderly Righteous Mutual Imperative Deference

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EVOLVE: Cultural Differences
Source: Erin Meyer, the Culture Map, 2014

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Communicating
EVOLVE: Communication Differences

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DisagreeingEVOLVE: Cultural Differences

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Solution: Globalization
+
+
Localization
Product/Marketing/Support = correct language + culture + function
Internationalization
Base and source product/content = easy to localize
Globalization
A holistic approach with experienced professionals
Translation

21. Innerworks Consulting, LLC
The “Localization” Process
Initial message
translation and
adaptation
Localization of
intent and
context
Beta testing design
and linguistic
reactions
Design fix and
language
adaptation
Localiza-
tion
experts
Localiza-
tion
experts
“I need to
motivate the
team for quality
improvement”
Localization team
works with leader to
translate the “intent”
for local employees
Leader and team
work together on
practice sessions
Feedback on
WWWDW from
the team alters the
leader approach
Localization For Leaders EVOLVE

22. Innerworks Consulting, LLC
Client
People
Business
55
77 33
Acts as
Brand
Ambassador
Provokes
Breakthrough
Thinking &
Change
Fosters
Talent
Development
88
11
44
Communicates
With Impact
Executes
with Client
Perspective
Drives
Accountability
99
66 22
Maximizes
Team
Productivity
Demonstrates
Strategic Agility
Operates
Globally &
Inclusively
EVOLVE: Competency Model Using CQ and Localization
One of the behavioral
indicators for #8 was
“Improves local commun-
ication through effective
use of Emotional
Intelligence.”
Behavioral indicators for #2
include “Adjusts message to
local and regional culture.”
and “Works with local
experts to customize
message and
procedures.”

23. Innerworks Consulting, LLC
EVOLVE
23
22
Operates
Globally &
Inclusively
66
Demonstrate
s Strategic
Agility
99
Maximizes
Team
Productivity
55
Acts as
Brand
Ambassador
33
Fosters Talent
Development
77
Provokes
Breakthrough
Thinking &
Change
44
Drives
Account-
ability
11
Executes
with Client
Perspective
88 Communicates
With Impact GLOBALIZED
COMPETENCY
MODEL

24. Innerworks Consulting, LLC
Summarizing: Listen

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Global ‘Starship Enterprise’ for High performance
•Social Assets in teams and leadership
– each person brings POV and cultural
perspective
•How does misunderstanding and
misaligned expectations effect your
leaders and their leadership?
It’s up to YOU!!

27. Innerworks Consulting, LLC
To learn more
text
LISTEN
to 411321
•You’ll receive the
PDF Brief “How
Listening Changes
Us: Insights on
Cultural Listening
for Global
Leaders” PLUS
future guides for
Global Leaders as
they get published.
Periodic Updates with Opt-in. Message & Data Rates May Apply. | Powered by ecoFiles
For help, text HELP to 411321 or call (908) 588-7007. Text STOP to 411321 to stop.

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Thank you! - Questions?
Kris Girrell, Innerworks Consulting, LLC
kwgcoach@gmail.com
@valuedcoach
+1 617-548-0297
Yuka Nakasone, Global Bridge, S.L.
yuka@globalbridge.es
@yukanakasone
+34 699-130-115