Knowledge and Confidence: One you can outsource but the other? It’s up to you

Posted on | September 10, 2012 | 8 Comments

Two groups with similar language proficiency enter the same English class. They stick with it for seven years. At the end, both groups should show similar progress, right? Well, not exactly.. A recent Canadian research project showed that Group A, which happened to be all Eastern Europeans, far exceeded Group B, which was all Asians. But why the difference?

During my most recent visit to Asia, a Chinese client who works for a U.S.-based company shared some insight with me that answers the question.
“My colleagues and I have many ideas about how our company can do better in this market,” he explained. “But what if we speak up and they don’t understand us? That is very embarrassing so instead we say nothing.”

What my client was saying and research confirms is that cultural
influence plays a tremendous role in business. In this instance, we learn that certain cultures put huge emphasis on saving face. Misspeaking in a meeting or not being understood by one’s superiors is embarrassing and they therefore don’t speak up. They may have knowledge from English classes, and I’ll bet the Asians in that class score just as well on written exams as their Eastern European classmates, but they lack the confidence to march beyond the classroom doors and actually apply that knowledge in the real world.

Every multinational is fighting to win in Asia and other developing markets. We pour fortunes into these markets recruiting talent and opening new office complexes. We subject ourselves to horrendous travel schedules and time zone discrepancies. We market the heck out of our new presence abroad. But frankly, that’s the easy part

The real challenge, the area where our business wins or loses, depends upon our ability to build trust with our teams, firmly grasp the mindset of our customers, and assure that our best ideas are heard. Yes, language training is a good start but language lessons alone aren’t enough. Who from the organization is rewarding people for trying their new skills? What collaboration tools do you have in place for sharing ideas in a less formal way? How are you blending the knowledge your people gained with the skills they demonstrate on the job?

These critical components are overlooked or at best delegated to someone at a lower level who probably doesn’t grasp the big picture.

Stand up, senior execs! Yes, you who just spent 20 hours on the plane, missed your kid’s little league game, and choked down a week’s worth of foreign cuisine.. Time to make global communication a TOP priority, to give our overseas colleagues the reassurance they need that it’s better to speak up and do our best than not speak up at all.

One place to begin and ultimately win this battle: Implement and remain a leading cheerleader for your organization’s language, communication, and collaboration programs. Yes, this takes time and energy but I will argue that if you replaced one international trip each year with focus on these areas, you – and your overseas colleagues brimming with knowledge and desperate for a confidence boost – will come out far ahead.

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Comments

8 Responses to “Knowledge and Confidence: One you can outsource but the other? It’s up to you”

Jim Aden
September 11th, 2012 @ 7:35 am

How right you are, Ben. During my Air Force career I spent time in both Asia and Europe and the diffeence in how people communicated was very noticeable. While working for the government the past 20 years I noticed that 2nd or 3rd generation Asian-Americans who speak perfectly good English do speak up more but the hesitation is still there.
Irene Reyes
September 11th, 2012 @ 7:54 am

Hi Ben!
Loved you blog, I especially liked the 5 th paragraph., “The real challenge….”

I am enjoying the end od the summer in Bassano. When will you be around? Let me know.

Irene
Dennis Sheehan
September 11th, 2012 @ 9:00 am

Ben,

Thanks for the post. Something for me to keep constantly in mind as I teach classes with lots of international students.

Reading your recommended book from last month. Thanks!

Dennis
Bill Thomasson
September 11th, 2012 @ 11:17 am

Well said Ben! This tracks with our experience in Asia. Hopefully the transformation we are going through now will embolden our leaders!

Regards,

Bill
Ben Lawrence
September 12th, 2012 @ 10:02 am

Thanks, Bill. As you and I know, your company has some extraordinary leaders in Asia that are bucking the trend and making big progress with global contracts. It’s exciting to watch them grow, especially since you’ve so often been the Johnny Appleseed that gets thing started.
Ben Lawrence
September 12th, 2012 @ 10:05 am

Dennis, I wonder how the demographics of your classroom have changed over the last couple decades? And how teaching styles at large universities like yours have evolved because of it?
I hope you enjoy the book and assign it to your students!
Ben Lawrence
September 12th, 2012 @ 10:08 am

Hello Irene. You are among the most experienced language pros in any organization with whom I’ve ever worked. Your kind feedback made my day.
So glad you’re enjoying your new hometown. I was in your office just a couple weeks ago and missed seeing you there But the new team is working hard to carry on your legacy.
Not sure yet when I’ll be back in Italy but will definitely let you know. If you make it back to DC we will get together for sure.
Ben Lawrence
September 12th, 2012 @ 10:19 am

Great point, Jim. You illustrate how long it takes for new generations to move beyond traditional cultural norms. In my experience, we business leaders tend to think our company’s culture will quickly and automatically become a part of the people who join it. In reality, we’re battling a lifetime of family, cultural, and peer influence that requires enormous effort to move beyond.

Knowledge and Confidence: One you can outsource but the other? It’s up to you

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