Sounds a bit harsh, I know. But after living in Europe the past several years, I may have earned the right to say just that. Please bear in mind that I’m not saying that Americans are stupid at all. It’s simply worth keeping in mind that when doing business in Europe, or even just with Europeans, or with any non-Americans for that matter, it might help to be just a bit more sensitive to a few things before starting.
Let me give you an example. Do you remember growing up and going to school? There was always one kid who had the nice clothes, got good grades, was liked by all the teachers, was really good in all of the sports he or she participated in, yadda yadda. It seems that no matter what that kid did or said it kind of upset you, or it got under your skin a bit. Am I right or am I right? Sure, looking back your view of that person may seem unfair, but at the time it seemed to be justified.
Well, allow me to let you in on a well-kept secret. Many Europeans see the US in the same light. There’s a “We generally respect you, but get over it,” attitude that many Europeans have towards the US.
The US towers over Europe in several areas. Here are just a few examples:
Europe United States of America
# of countries251
Population457 million297 million
Total Area3,976,372 km9,631,923 km
GDP per Capita$ 26,900$ 40,100
Industrial Production Growth Rate2.4%4.4%
Annual Patents62,000107,000
2004 Olympic Games5th place (Germany)1st place
Sole Remaining Superpower?noyes
Now, after a brief look those numbers, you can easily see why others countries regard the US with an “enough already!” attitude.
I witnessed a personal example of this a couple of years back before watching a tape of the 2002-2003 Fiesta Bowl game with another American, an Australian, and a friend from Britain. Prior to engaging in the time-tested male bonding ritual of sitting in front of a television yelling “Get him! Get him!” we were carrying on the type of conversation guys engage in before game time.
Obviously, sports talk was one of the subjects de jour. A comment was made about the apparent increasing strength of the American soccer team. My British friend stood up, and with a sound of helplessness in his voice, simply said “You guys (Americans) dominate EVERTHING ELSE IN THE WORLD. Can’t you PLEEEEEASE just leave us football!? (i.e. soccer)” Point made. (I’m sure there were a few expletives thrown in for good measure, but that’s beside the point.)
America is a huge country. Maybe that’s why so few Americans have a really global mindset. As a result, we tend to see everything we do through “America goggles.” While there is certainly nothing at all wrong with being aware of your roots, it bears noting that the internationals you will be working with probably have a view of their own. And guess what: it’s not an American view. And guess what else: there’s nothing wrong with that.
If I had a nickel for every time I have seen a fellow American notice some European cultural difference and react with “That’s so weird!” I would never have to work another day in my life. Remember - different doesn’t mean wrong; it simply means different.
Please don’t get me wrong. I’m probably the most red, white and blue person you’ll find in Europe. And that is exactly why I feel compelled to take this stance. Do your country proud when dealing in an international environment. And if you have the good fortune to deal in an international setting, keep the following in mind:
1.)As in everything else, you will get one opportunity to make a first impression: Don’t foul it up.
2.)They really don’t care “how you do it in America.”
3.)Proud yet dignified beats rude and obnoxious hands-down, any day of the week.
4.)While you are thinking about their excessive holiday time, they are pondering the chronic obesity in your country, so don’t even go there.
5.)Act smart because you do smart things, not because of where you come from.
Working in an international setting is a great opportunity for you, your company and your country. By using just a bit of sensitivity and restraint, you can make all three look good.
About the Author
Moss Consulting, founded in 2004, is based is Teuven, Belgium, and is a member of both the British-American Business Council – London and the Independent Consultants Association. The company helps US-based SMEs who desire rapid and efficient expansion into the European marketplace. For more information, contact J. Brad Moss at brad.moss@moss-consulting.com, or visit us at www.moss-consulting.com.