The 95%. Thinking about how the rest of the world thinks

This presentation for an American audience demonstrates the importance of understanding other cultures outside the US and offers a way to understand how and why they think differently.
  • The foundations of a culture are its worldview, beliefs, values, feelings, behaviors and artifacts, and it underlies all communication.
  • The differences between cultures can be measured using Geert Hofstede's 'Dimensions of Culture', which examines cultures on six measures: power distance, individualism, feminine/masculine, uncertainty avoidance, long-term orientation, and indulgence.
  • Hofstede shows that the US scores highly on individualism and indulgence and low on long-term orientation, while China is the opposite on these factors.
  • Examples of the differences between the US and other cultures include how erectile dysfunction remedies and movies are marketed.
  • Steps towards applying cultural relevance...

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