this very fancy title because I’m a strong believer that indeed working with
strong believer that indeed working with
strong believer that indeed working with other cultures can open new eyes and I
other cultures can open new eyes and I
other cultures can open new eyes and I have to tell you a little bit more about
have to tell you a little bit more about
have to tell you a little bit more about myself to tell you why I got interested
myself to tell you why I got interested
myself to tell you why I got interested in this subject first of all you might
in this subject first of all you might
in this subject first of all you might have guessed from my name that I’m not
have guessed from my name that I’m not
have guessed from my name that I’m not from the UK I come from a country that
from the UK I come from a country that
from the UK I come from a country that is much more famous for beers chocolates
is much more famous for beers chocolates
is much more famous for beers chocolates football players and from Belgium nobody
football players and from Belgium nobody
football players and from Belgium nobody seems very impressed with that but so
seems very impressed with that but so
seems very impressed with that but so I’m from Belgium so that’s one thing the
I’m from Belgium so that’s one thing the
I’m from Belgium so that’s one thing the other thing is that I also am a
other thing is that I also am a
other thing is that I also am a psychologist now unlike some of my
psychologist now unlike some of my
psychologist now unlike some of my colleagues psychologists I didn’t study
colleagues psychologists I didn’t study
colleagues psychologists I didn’t study psychology because I had problems with
psychology because I had problems with
psychology because I had problems with myself that came later I studied
myself that came later I studied
myself that came later I studied psychology because I was actually
psychology because I was actually
psychology because I was actually interested in how the human beings learn
interested in how the human beings learn
interested in how the human beings learn and therefore if you think about it
and therefore if you think about it
and therefore if you think about it being Belgian a very small though
being Belgian a very small though
being Belgian a very small though extremely beautiful country and on the
extremely beautiful country and on the
extremely beautiful country and on the other hand being a psychologist it was
other hand being a psychologist it was
other hand being a psychologist it was quite obvious that I got interested how
quite obvious that I got interested how
quite obvious that I got interested how can you learn from other cultures and
can you learn from other cultures and
can you learn from other cultures and I’ve been doing this for the last 25
I’ve been doing this for the last 25
I’ve been doing this for the last 25 years or so helping groups everywhere in
years or so helping groups everywhere in
years or so helping groups everywhere in the world I think I counted it once in
the world I think I counted it once in
the world I think I counted it once in in 67 countries in the world helping
in 67 countries in the world helping
in 67 countries in the world helping groups trying to get better at dealing
groups trying to get better at dealing
groups trying to get better at dealing with other cultures I read everything
with other cultures I read everything
with other cultures I read everything that there is to read about it so at a
that there is to read about it so at a
that there is to read about it so at a certain moment I started to think here I
certain moment I started to think here I
certain moment I started to think here I must be very good at this yeah and then
must be very good at this yeah and then
must be very good at this yeah and then something happened a couple of weeks ago
something happened a couple of weeks ago
something happened a couple of weeks ago in this place this is in Napoli this is
in this place this is in Napoli this is
in this place this is in Napoli this is a very famous past in Syria
a very famous past in Syria
a very famous past in Syria it’s called Gambrinus it’s very well
it’s called Gambrinus it’s very well
it’s called Gambrinus it’s very well known for two things which is coffee and
known for two things which is coffee and
known for two things which is coffee and cake and I was there on holiday and I
cake and I was there on holiday and I
cake and I was there on holiday and I was standing there like these people and
was standing there like these people and
was standing there like these people and at that moment I was getting a little
at that moment I was getting a little
at that moment I was getting a little bit annoyed because these baristas they
bit annoyed because these baristas they
bit annoyed because these baristas they were talking
were talking
were talking with each other not with any client and
with each other not with any client and
with each other not with any client and then the queue was really an Italian
then the queue was really an Italian
then the queue was really an Italian queue and people getting in front of me
queue and people getting in front of me
queue and people getting in front of me yeah and I was getting annoyed now I was
yeah and I was getting annoyed now I was
yeah and I was getting annoyed now I was not on my own in that holiday my wife
not on my own in that holiday my wife
not on my own in that holiday my wife was with me and one of the very many
was with me and one of the very many
was with me and one of the very many qualities that my wife has is she gives
qualities that my wife has is she gives
qualities that my wife has is she gives me feedback without me asking for it and
me feedback without me asking for it and
me feedback without me asking for it and and she felt a need to give me feedback
and she felt a need to give me feedback
and she felt a need to give me feedback and she says it’s very strange you teach
and she says it’s very strange you teach
and she says it’s very strange you teach this stuff everywhere in the world that
this stuff everywhere in the world that
this stuff everywhere in the world that people should be how to deal with other
people should be how to deal with other
people should be how to deal with other cultures and here you’re in a situation
cultures and here you’re in a situation
cultures and here you’re in a situation and it’s like yeah you forget it yeah so
and it’s like yeah you forget it yeah so
and it’s like yeah you forget it yeah so it took me some time to digest the cake
it took me some time to digest the cake
it took me some time to digest the cake and the feedback and when I did that I
and the feedback and when I did that I
and the feedback and when I did that I started to think about why is that and
started to think about why is that and
started to think about why is that and do I recognize this because what I want
do I recognize this because what I want
do I recognize this because what I want to focus on now is perhaps more what
to focus on now is perhaps more what
to focus on now is perhaps more what stops us from learning from other
stops us from learning from other
stops us from learning from other cultures then what is the opportunity
cultures then what is the opportunity
cultures then what is the opportunity because sometimes I work a lot with
because sometimes I work a lot with
because sometimes I work a lot with senior managers and then they say to me
senior managers and then they say to me
senior managers and then they say to me Joe we don’t need this we don’t need any
Joe we don’t need this we don’t need any
Joe we don’t need this we don’t need any of these cross-cultural stuff because
of these cross-cultural stuff because
of these cross-cultural stuff because the world is flat yeah and we know it
the world is flat yeah and we know it
the world is flat yeah and we know it all we visit a lot of other companies
all we visit a lot of other companies
all we visit a lot of other companies and cultures we know it the world is
and cultures we know it the world is
and cultures we know it the world is flat and that’s probably partly true but
flat and that’s probably partly true but
flat and that’s probably partly true but then I came across this quote from a guy
then I came across this quote from a guy
then I came across this quote from a guy who used to run Intel that the world may
who used to run Intel that the world may
who used to run Intel that the world may be flat but it’s still filled with
be flat but it’s still filled with
be flat but it’s still filled with bottles and I think one of the biggest
bottles and I think one of the biggest
bottles and I think one of the biggest potholes that stops us from really
potholes that stops us from really
potholes that stops us from really having the world flat is culture and
having the world flat is culture and
having the world flat is culture and don’t get me wrong I’m not implying that
don’t get me wrong I’m not implying that
don’t get me wrong I’m not implying that culture is the most important part of
culture is the most important part of
culture is the most important part of doing business but very often I think is
doing business but very often I think is
doing business but very often I think is the most ignored part of doing business
the most ignored part of doing business
the most ignored part of doing business and what happens very often is that
and what happens very often is that
and what happens very often is that people get the illusion that the world
people get the illusion that the world
people get the illusion that the world is flat and why is that well when I
is flat and why is that well when I
is flat and why is that well when I teach programs are very often these
teach programs are very often these
teach programs are very often these programs to international managers who
programs to international managers who
programs to international managers who haven’t
haven’t
haven’t it had an international career so most
it had an international career so most
it had an international career so most of them are not necessarily
of them are not necessarily
of them are not necessarily representative of their culture anymore
representative of their culture anymore
representative of their culture anymore when they do business in other cultures
when they do business in other cultures
when they do business in other cultures they meet people who are also very
they meet people who are also very
they meet people who are also very international so what you get is
international so what you get is
international so what you get is actually a cultural deviant from one
actually a cultural deviant from one
actually a cultural deviant from one culture meeting a cultural deviant from
culture meeting a cultural deviant from
culture meeting a cultural deviant from another culture and therefore they feel
another culture and therefore they feel
another culture and therefore they feel we are more or less the same and this
we are more or less the same and this
we are more or less the same and this story came true a couple of years ago I
story came true a couple of years ago I
story came true a couple of years ago I was in Brazil with a Norwegian company
was in Brazil with a Norwegian company
was in Brazil with a Norwegian company who does fertilizer so they do
who does fertilizer so they do
who does fertilizer so they do fertilizer and I remember it very well
fertilizer and I remember it very well
fertilizer and I remember it very well we’re gonna visit some of the acquires
we’re gonna visit some of the acquires
we’re gonna visit some of the acquires like here a plantation of sugarcane and
like here a plantation of sugarcane and
like here a plantation of sugarcane and I told ya we better give them some
I told ya we better give them some
I told ya we better give them some introduction on cross-cultural working
introduction on cross-cultural working
introduction on cross-cultural working and the night before they were going to
and the night before they were going to
and the night before they were going to visit that that was planned and they
visit that that was planned and they
visit that that was planned and they came to see me in a sense you know we
came to see me in a sense you know we
came to see me in a sense you know we don’t need this we really don’t need
don’t need this we really don’t need
don’t need this we really don’t need this we are international experienced
this we are international experienced
this we are international experienced people because the world is one yeah and
people because the world is one yeah and
people because the world is one yeah and I thought yeah it might be for you but
I thought yeah it might be for you but
I thought yeah it might be for you but tomorrow if you’re gonna meet this
tomorrow if you’re gonna meet this
tomorrow if you’re gonna meet this person he probably has a completely
person he probably has a completely
person he probably has a completely different view and perhaps for him the
different view and perhaps for him the
different view and perhaps for him the world is not as flat as it is for you so
world is not as flat as it is for you so
world is not as flat as it is for you so there is this cognitive thing that we
there is this cognitive thing that we
there is this cognitive thing that we think we know it and therefore we can do
think we know it and therefore we can do
think we know it and therefore we can do it and of course my experience in not
it and of course my experience in not
it and of course my experience in not only proof that it is not a guarantee so
only proof that it is not a guarantee so
only proof that it is not a guarantee so that’s the cognitive part but there’s
that’s the cognitive part but there’s
that’s the cognitive part but there’s also of course this emotional part that
also of course this emotional part that
also of course this emotional part that stops us from learning from other
stops us from learning from other
stops us from learning from other cultures and this is another holiday I
cultures and this is another holiday I
cultures and this is another holiday I went many many years ago on holiday to
went many many years ago on holiday to
went many many years ago on holiday to learn how to scuba dive and I went to an
learn how to scuba dive and I went to an
learn how to scuba dive and I went to an island with 50 Italians then English
island with 50 Italians then English
island with 50 Italians then English people and one German I know strange
people and one German I know strange
people and one German I know strange idea holiday but anyway and only solid a
idea holiday but anyway and only solid a
idea holiday but anyway and only solid a resort you do things together so we’re
resort you do things together so we’re
resort you do things together so we’re having lunch and a certain moment you
having lunch and a certain moment you
having lunch and a certain moment you you could see a school of dolphins and
you could see a school of dolphins and
you could see a school of dolphins and these Italians they saw these dolphins
these Italians they saw these dolphins
these Italians they saw these dolphins stood up then
DPD bleh yeah the English after having
DPD bleh yeah the English after having complained that it didn’t have a kettle
complained that it didn’t have a kettle
complained that it didn’t have a kettle to make tea in their bungalow the
to make tea in their bungalow the
to make tea in their bungalow the English set oh my god
English set oh my god
English set oh my god there are some dolphins yeah the German
there are some dolphins yeah the German
there are some dolphins yeah the German took his clipboard installed to count
took his clipboard installed to count
took his clipboard installed to count the exact number of dolphins but that
the exact number of dolphins but that
the exact number of dolphins but that last part is a joke but the Italians and
last part is a joke but the Italians and
last part is a joke but the Italians and the English they really were looking at
the English they really were looking at
the English they really were looking at each other what is this and of course
each other what is this and of course
each other what is this and of course you’re thinking Jean what has this to do
you’re thinking Jean what has this to do
you’re thinking Jean what has this to do what happened to you and a holiday with
what happened to you and a holiday with
what happened to you and a holiday with learning from other cultures well
learning from other cultures well
learning from other cultures well exactly what happened on that holiday is
exactly what happened on that holiday is
exactly what happened on that holiday is what I see in companies happening yeah
what I see in companies happening yeah
what I see in companies happening yeah because first of all why did the English
because first of all why did the English
because first of all why did the English and the Italians notice it from each
and the Italians notice it from each
and the Italians notice it from each other because we are very much focused
other because we are very much focused
other because we are very much focused and as well-known as a psychologist to
and as well-known as a psychologist to
and as well-known as a psychologist to look at differences more than about
look at differences more than about
look at differences more than about similarities in the 25 years that I’m
similarities in the 25 years that I’m
similarities in the 25 years that I’m interested in this subject it’s not a
interested in this subject it’s not a
interested in this subject it’s not a single company was ever asked me jaha do
single company was ever asked me jaha do
single company was ever asked me jaha do a session on cross cultural similarities
a session on cross cultural similarities
a session on cross cultural similarities nobody ever asks me that it’s all about
nobody ever asks me that it’s all about
nobody ever asks me that it’s all about do a session on cross-cultural
do a session on cross-cultural
do a session on cross-cultural differences and then when we see these
differences and then when we see these
differences and then when we see these differences the emotional trap we fall
differences the emotional trap we fall
differences the emotional trap we fall into is we start to judge and what do
into is we start to judge and what do
into is we start to judge and what do you think the English and the Italians
you think the English and the Italians
you think the English and the Italians they judge each other
they judge each other
they judge each other the Italians said KitKat Sookie katsu
the Italians said KitKat Sookie katsu
the Italians said KitKat Sookie katsu and they are so boring
and they are so boring
and they are so boring the English set these Italians don’t
the English set these Italians don’t
the English set these Italians don’t know how to behave at lunch so you
know how to behave at lunch so you
know how to behave at lunch so you immediately start judging and you judge
immediately start judging and you judge
immediately start judging and you judge it makes you feel uncomfortable so what
it makes you feel uncomfortable so what
it makes you feel uncomfortable so what do you do for the rest of the holidays
do you do for the rest of the holidays
do you do for the rest of the holidays you had always the Italians together you
you had always the Italians together you
you had always the Italians together you had always the English together and of
had always the English together and of
had always the English together and of course they don’t have to spend time and
course they don’t have to spend time and
course they don’t have to spend time and I know at work in international
I know at work in international
I know at work in international companies you have to spend time
companies you have to spend time
companies you have to spend time together but still if you don’t get over
together but still if you don’t get over
together but still if you don’t get over that hurdle that you judge other people
that hurdle that you judge other people
that hurdle that you judge other people because they are different you’re gonna
because they are different you’re gonna
because they are different you’re gonna do it because you have to
do it because you have to
do it because you have to but you’re never gonna get the full
but you’re never gonna get the full
but you’re never gonna get the full potential out of that yeah so then
potential out of that yeah so then
potential out of that yeah so then sometimes people they ask me job but how
sometimes people they ask me job but how
sometimes people they ask me job but how do we deal with this how can we because
do we deal with this how can we because
do we deal with this how can we because you talk about the cognitive and the
you talk about the cognitive and the
you talk about the cognitive and the emotional hurdle but we live in a global
emotional hurdle but we live in a global
emotional hurdle but we live in a global world we work with international people
world we work with international people
world we work with international people we work in international teams so what
we work in international teams so what
we work in international teams so what can we do and I think one is first of
can we do and I think one is first of
can we do and I think one is first of all awareness an understanding here when
all awareness an understanding here when
all awareness an understanding here when is an understanding but not like this
is an understanding but not like this
is an understanding but not like this I’m always intrigued when you read books
I’m always intrigued when you read books
I’m always intrigued when you read books like how to do business with Japanese
like how to do business with Japanese
like how to do business with Japanese very often it’s a series of stereotypes
very often it’s a series of stereotypes
very often it’s a series of stereotypes and then the Japanese reads a book how
and then the Japanese reads a book how
and then the Japanese reads a book how to do business with Americans yeah which
to do business with Americans yeah which
to do business with Americans yeah which is a much shorter book and then they
is a much shorter book and then they
is a much shorter book and then they actually think okay Japanese I have to
actually think okay Japanese I have to
actually think okay Japanese I have to shake hands and the American things I
shake hands and the American things I
shake hands and the American things I have to bow but it has to go deeper than
have to bow but it has to go deeper than
have to bow but it has to go deeper than this but the international world of
this but the international world of
this but the international world of businesspeople feeds also this another
businesspeople feeds also this another
businesspeople feeds also this another example this was a Swedish bus
example this was a Swedish bus
example this was a Swedish bus manufacturer who were thinking of what
manufacturer who were thinking of what
manufacturer who were thinking of what is the burst that we’re gonna launch in
is the burst that we’re gonna launch in
is the burst that we’re gonna launch in China all these people from the Swedish
China all these people from the Swedish
China all these people from the Swedish management team they had talked to the
management team they had talked to the
management team they had talked to the Chinese people of the joint venture
Chinese people of the joint venture
Chinese people of the joint venture partner yeah and they had come to this
partner yeah and they had come to this
partner yeah and they had come to this idea we have one bus that might fit
idea we have one bus that might fit
idea we have one bus that might fit eventually the Chinese market and I was
eventually the Chinese market and I was
eventually the Chinese market and I was helping a project team who was coming up
helping a project team who was coming up
helping a project team who was coming up with that strategy and I said yeah what
with that strategy and I said yeah what
with that strategy and I said yeah what do you think no it doesn’t work I said
do you think no it doesn’t work I said
do you think no it doesn’t work I said what have you done till now we’ve been
what have you done till now we’ve been
what have you done till now we’ve been in Shanghai
in Shanghai
in Shanghai yeah we’ve been in Hong Kong I said yeah
yeah we’ve been in Hong Kong I said yeah
yeah we’ve been in Hong Kong I said yeah that’s different yeah why don’t you go
that’s different yeah why don’t you go
that’s different yeah why don’t you go to some of these villages or to this
to some of these villages or to this
to some of these villages or to this province cities and ride the bus ever
province cities and ride the bus ever
province cities and ride the bus ever haps that might inform you much better
haps that might inform you much better
haps that might inform you much better about what is needed to for the buses in
about what is needed to for the buses in
about what is needed to for the buses in China but very often when we stay at
China but very often when we stay at
China but very often when we stay at this level and we don’t go a bit deeper
this level and we don’t go a bit deeper
this level and we don’t go a bit deeper to understand
to understand
to understand and it probably doesn’t doesn’t work now
and it probably doesn’t doesn’t work now
and it probably doesn’t doesn’t work now awareness and understanding is of course
awareness and understanding is of course
awareness and understanding is of course something that people like me can help
something that people like me can help
something that people like me can help you it the thing that I can’t help you
you it the thing that I can’t help you
you it the thing that I can’t help you it and which is actually finding the
it and which is actually finding the
it and which is actually finding the similarity instead of focusing on the
similarity instead of focusing on the
similarity instead of focusing on the differences because that’s your job
differences because that’s your job
differences because that’s your job actually and very often when you look at
actually and very often when you look at
actually and very often when you look at companies they look too much at
companies they look too much at
companies they look too much at similarities and you can have pictures
similarities and you can have pictures
similarities and you can have pictures of management boards and they all look
of management boards and they all look
of management boards and they all look the same so I’ve been looking is there a
the same so I’ve been looking is there a
the same so I’ve been looking is there a group of people where you have on the
group of people where you have on the
group of people where you have on the one hand a lot of differences and a lot
one hand a lot of differences and a lot
one hand a lot of differences and a lot of fun also because they are so
of fun also because they are so
of fun also because they are so different but on the other hand have
different but on the other hand have
different but on the other hand have enough similarities so that they can
enough similarities so that they can
enough similarities so that they can actually get along and I found this
actually get along and I found this
actually get along and I found this group Harley Davidson I mean everybody
group Harley Davidson I mean everybody
group Harley Davidson I mean everybody knows Harley Davidson yeah I mean if
knows Harley Davidson yeah I mean if
knows Harley Davidson yeah I mean if people talk to your name in their body
people talk to your name in their body
people talk to your name in their body yeah can you imagine that yeah hold the
yeah can you imagine that yeah hold the
yeah can you imagine that yeah hold the most relevant business school so if
most relevant business school so if
most relevant business school so if people yeah
if that means that you have a very very
if that means that you have a very very strong brand now if you go and talk to
strong brand now if you go and talk to
strong brand now if you go and talk to these people and this is from a rally
these people and this is from a rally
these people and this is from a rally somewhere I think in the US this picture
somewhere I think in the US this picture
somewhere I think in the US this picture you’re gonna find doctors you’re gonna
you’re gonna find doctors you’re gonna
you’re gonna find doctors you’re gonna find professors you’re gonna find
find professors you’re gonna find
find professors you’re gonna find secretaries you’re gonna find a lot of a
secretaries you’re gonna find a lot of a
secretaries you’re gonna find a lot of a lot of different people why do they get
lot of different people why do they get
lot of different people why do they get along very well well they all love
along very well well they all love
along very well well they all love Harley Davidsons and I think we have to
Harley Davidsons and I think we have to
Harley Davidsons and I think we have to focus indeed on the two to learn you
focus indeed on the two to learn you
focus indeed on the two to learn you have to focus on the similarities not
have to focus on the similarities not
have to focus on the similarities not too many and then you can much better
too many and then you can much better
too many and then you can much better deal with the differences but I know
deal with the differences but I know
deal with the differences but I know this is all easier said than done
this is all easier said than done
this is all easier said than done because the most important part to make
because the most important part to make
because the most important part to make this successful is unfortunately
this successful is unfortunately
this successful is unfortunately something I can not teach you and it
something I can not teach you and it
something I can not teach you and it comes from a song that says what you
comes from a song that says what you
comes from a song that says what you want baby I got it what you need you
want baby I got it what you need you
want baby I got it what you need you know I got it but all what I’m asking
know I got it but all what I’m asking
know I got it but all what I’m asking for is a little respect and I think that
for is a little respect and I think that
for is a little respect and I think that is unfortunately your choice I mean
is unfortunately your choice I mean
is unfortunately your choice I mean unfortunately in terms of we can’t help
unfortunately in terms of we can’t help
unfortunately in terms of we can’t help you with this this is your choice if I’m
you with this this is your choice if I’m
you with this this is your choice if I’m looking at an Italian being emotional
looking at an Italian being emotional
looking at an Italian being emotional shouting they’ll fini that that is not
shouting they’ll fini that that is not
shouting they’ll fini that that is not better or worse than saying oh my god
better or worse than saying oh my god
better or worse than saying oh my god there are some dolphins and I think that
there are some dolphins and I think that
there are some dolphins and I think that is the most important part and then you
is the most important part and then you
is the most important part and then you can start to learn but very often we are
can start to learn but very often we are
can start to learn but very often we are obsessed with the superficial see as
obsessed with the superficial see as
obsessed with the superficial see as many cultures as we can but it only will
many cultures as we can but it only will
many cultures as we can but it only will work if you have this respect and open
work if you have this respect and open
work if you have this respect and open and curious attitude and I was looking
and curious attitude and I was looking
and curious attitude and I was looking for a quote from a Belgian philosopher
for a quote from a Belgian philosopher
for a quote from a Belgian philosopher but I didn’t find that because we don’t
but I didn’t find that because we don’t
but I didn’t find that because we don’t have philosophers but I found a quote
have philosophers but I found a quote
have philosophers but I found a quote from a French philosopher probably with
from a French philosopher probably with
from a French philosopher probably with Belgian roots
Belgian roots
Belgian roots Marcel Proust and he said the real
Marcel Proust and he said the real
Marcel Proust and he said the real voyage of discovery consists not in
voyage of discovery consists not in
voyage of discovery consists not in seeking new lands but seeing with new
seeking new lands but seeing with new
seeking new lands but seeing with new eyes thank you very much
eyes thank you very much
eyes thank you very much [Applause]
”
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