Americans

What You Need To Know To Work With What You Need To Know To Work With ThemThem

As future managers: What will they be like to work with?How to behave in a U.S. work environmentWhat you should know about U.S. partners

STEPPING INTO THE AMERICAN CULTURE

CULTUREWhat is it?French culture compared with American

Culture

WHAT YOU NEED TO KNOW TO WORK WITH THEM

WHO I AM

Over 10 years experience in advertising Working on new campaigns Developing and testing advertising strategy and

campaigns Quantitative and Qualitative Research

Communication Trainer Presentations; Meetings; Socializing; Negotiating;

Conflict Resolution Accor , ADP, AOL, Banque de France, Cegetel/SFR,

EDF, Esso, Euroclear, General Electric, Gras Savoy, MSD Merck, Pernod Ricard, Pfizer, Renault, Sanofi Aventis, Seagrams

WHAT IS CULTURE The shared patterns of behaviors and interactions, cognitive constructs, and affective understanding that are learned through a process of socialization.

HOW DO FRENCH COMPARE TO AMERICANS?

WHO’S WHO?

.Key cultural trends

Are they melting?

Time is a key factor

Key/cultural trends driving the society consumer.

French Americans

"Polychronic"

Schedule Independent

You Can Be Late If You Get A Better Achievement

"Monochronic"

Time Is Money

Exactitude Is Essential

Every Culture Has Their “Bubble” Factor

French Americans

"Small Bubble“

Security Is Being Part Of A Group

"Big Bubble“

Avoid Physical Contact

“Americans are arrogant”

“French touch you too much"

OTHER CULTURAL DIFFERENCES

French

Are highly implicit

Value past

Contextual: it depends

Like what is complex

Like gray zones and nuances

Value quality of life

Being oriented- you are judged on who you are

In school learn the principle of authority

The mother says: soit sage

OTHER CULTURAL DIFFERENCES

Americans

Are highly explicit

Value present and future

Binary: it is true or false

Like what is simple

Process oriented- everything must be clear and simple

Value quality of work

Doing oriented- you are judged on what you do

In school kids become indendent and autonomousTheir mother says have fun

HOW DOES THIS INFLUENCE BEHAVIOR?

American

Need to create rapport Immediate contact- small talk; can only feel comfortable if I

know you. It’s even better if I find things in common Ex of getting to meetings early and chatting

IN WORKING WITH AMERICANS ALWAYS TRY TO CREATE

RAPPORT

We can create rapport at two levels:

1: At the level of content:

What is said. – make quick small talk to create connection. Move on quickly after.

2: At the level of context: The way it is said- use informal

BE PUNCTUAL

Pay attention to time Always be on timeRespect deadlines

SHOW INVOLVEMENT

Use a “hands on” approach Be ‘proactive’ and think about all the elements Ask questions Be “ready to do whatever” Follow up

CONFLICT IS BAD Conflict is bad; need to avoid conflict and reach results with a

happy ending

• Try to avoid disagreeing directly• Subjects that are conflictual should be avoided

FOCUS ON THE POSITIVE

Some examples:

Talk about What is possible; not what isn’t Good aspects of a project and how to improve

those that aren’t How to fix something rather than emphasizing

what is wrong

Go for it!

Try for what you want. You’ll be respected for trying. If you succeed, that’s the best.

We live by the motto, if at first you can’t succeed, try, try try again.

Deep in the American spirit is the Protestant work ethic: If you work hard, you will succeed.

And we believe everyone has the right to work hard and succeed; everyone. Regardless of race, class Tip:

Let me choose howAmericans are independent and ambitious. They want to succeed. They believe in the right of the individual. And they feel entitled to “live their lives as they choose”Whether it is eating a meal in a restaurant, buying a service or buying clothes, they want it to be customized to their individualized needs. Be sure to involve people in a decision. Provide choices in your product so people can feel you recognize their needs.

What’s the bottom line

Communication is direct and to the point. They focus on getting results, often neglecting the personal aspect Americans want specific facts and figures provide specific information including pricing. Arrange your material in simple and concise formats.

Go team go….Americans in business work to create a team spirit around a clear and defined purpose (like planning or product launches). Managers are trained to bring people in , “empower them”, socially and psychologically by making everyone a part of a common purpose. In most corporations everyone is addressed by the first name without honorifics, no matter age, gender or status to further underscore the idea of equality and open communication. The idea that all people should have the same opportunity is a key to the American's idea that no one (customer, supplier) should get preferential treatment.

MORAL OF THE STORY:

Treat everyone as if they will be the person to sign your contract! Be prepared to be addressed by your given name after the first, brief introduction.

What’s my consultant say about that?

Americans use outside advisers as a regular part of our business life.

You'll find a variety of consultants, accountants, lawyers, and executive coaches.

They often serve as strategic advisors crafting contracts to help companies avoid problems rather than creating them.

Always be sure to know “who to call”

Look great!

The Package tells the story (in people and products). There is a tendency to focus on only the cosmetic aspects of a deal, (a person) rather than the content presented. How slick and professional

was the presentation? Did the team look good? the Brand Called You

MORAL OF THE STORY:

Marketing and packaging are seriously important.

Pay attention to the details, to the first impression

As the rules of business dress are changing daily, shifting between casual and traditional, it's wise to ask what to wear.

The newer the better

New IS Improved: unlike many European cultures that are suspicious of people who suggest new is better; Americans generally embrace newness of all descriptions for brands, buildings, and services. the newer service, technology, idea must be better than the older one. A country founded on breaking away from established rules, institutions and traditions, the preference for NEW is deeply imbedded in the American psyche.

.

THE MORAL OF THE STORY

Be cautious before you dismiss a new idea or insist that things be done 'the way we always have’

Be open to change and trying out new things

It’s all about us!

We Are The World: there's generally a very insular view business in the US.

There are the Americas and the "Rest Of the World" (R.O.W.).

THE MORAL OF THE STORY

Tip: Don't be surprised if your US based colleague doesn't know about the key issues in your country much less that the best football team can mean Manchester United not the Dallas Cowboys.

Be proactive: let’s see your schedule

.They believe that by planning for something, you’re prepared and can act quickly and profitably to either exploit a commercial opportunity, or avoid a risk. This drive to plan, organize is related to both the Go For It! Attitude and the Rule of the Clock. There isn't much time and there are lots of goals to accomplish. To do that, create a plan!

THE MORAL OF THE STORY

Don't be surprised when you're asked to describe your market entry plan, your training plan, or your plan to increase revenue or where you plan to go on vacation.

The assumption is always that you will have a plan

HOW CAN YOU TELL AN AMERCAN FROM A FRENCH PERSON?

PUT THEM IN AN ELEVATOR

The American will talk

The French will try to avoid eye contact

HOW CAN YOU TELL AN AMERICAN FROM A FRENCH PERSON?

ASK THEM TO COUNT The american will start with the little finger and end with the the thumb; the

frenchmen just the opposite

But, interestingly: Ask them to Hug

The French person will touch the body of the other

The American will look as if they were afraid of bad breath, and stay as far as possible and give big hits on the back of the other person

Hand out

GIVE OUT A SITUATION AND ASK THEM TO BREAK UP INTO GROUPS OF 4

They will work in groups of 4 to decide Then they go into a bigger group and decide For each group they choose a spokesperson The spokespeople will come on stage and present

Implications

What are your recommendations for a franco-american company?

Our perceptions influence our experiences

You create your destiny

Some key traits

Empowerment

Entitlement

EXTRABACK UPS

Hall’s high and low context cultures

HIGH CONTEXT LOW CONTEXTMuch covert and implicit message Much overt and explicit message

Internalized message Plainly coded

Much nonverbal coding Verbalized details

Reserved reactions Reactions on the surface

Distinct ingroups and outgroups Flexible ingroups and outgroups

Strong people bonds Fragile people bonds

High comitment Low comitment

Open and flexible time Highly organized time

THE ART OF CREATING RAPPORT

We naturally feel close to people that feel most familiar. You can see this happen at parties around the world;

people unconsciously match themselves with people with whom they have much in common.

This harmony of relationship is often called rapport. It comes about through perceiving familiar information

at several levels, and ensuring a match of familiar signals.

Sometimes, rapport happens naturally.

by John Hanley

I receive what I expect to

DAY 2- BE PREPARED

7 HABITS FOR EXCELLENCE

FUTURE TRENDS

Steven Covey’s 7 steps for excellence

1 - Be Proactive®

2 - Begin With The End In Mind®

3 - Put First Things First®

4 - Think Win-win®

5 - Seek First To Understand And Then To Be Understood®

6 - Synergize®

7 - Sharpen The Saw®

The Seven HabitsThe chapters are dedicated to each of the habits, which are represented by the following imperatives:Be Proactive. Here, Covey emphasizes the original sense of the term "proactive" as coined by Victor Frankl. You can either be proactive or reactive when it comes to how you respond to certain things. When you are reactive, you blame other people and circumstances for obstacles or problems. Being proactive means taking responsibility for every aspect of your life. Initiative and taking action will then follow. Covey also argues that man is different from other animals in that he has self-consciousness. He has the ability to detach himself and observe his own self; think about his thoughts. He goes on to say how this attribute enables him: It gives him the power not to be affected by his circumstances. Covey talks about stimulus and response. Between stimulus and response, we have the power of free will to choose our response. Begin with the End In Mind. This chapter is about setting long-term goals based on "true north" principles. Covey recommends formulating a "personal vision statement" to document one's perception of one's own vision in life. He sees visualization as an important tool to develop this. He also deals with organizational vision statements, which he claims to be more effective if developed and supported by all members of an organization rather than prescribed. Put First Things First. Here, Covey describes a framework for prioritizing work that is aimed at short-term goals, at the expense of tasks that appear not to be urgent, but are in fact very important. Delegation is presented as an important part of time management. Successful delegation, according to Covey, focuses on results and benchmarks that are to be agreed upon in advance, rather than prescribed as detailed work plans. Think Win/Win describes an attitude whereby mutually beneficial solutions are sought that satisfy the needs of oneself, or, in the case of a conflict, both parties involved. Seek First to Understand, Then to be Understood. Covey warns that giving out advice before having empathetically understood a person and their situation will likely result in rejection of that advice. Thoroughly reading out your own autobiography will decrease the chance of establishing a working communication. Synergize describes a way of working in teams. Apply effective problem solving. Apply collaborative decision making. Value differences. Build on divergent strengths. Leverage creative collaboration. Embrace and leverage innovation. It is put forth that when synergy is pursued as a habit, the result of the teamwork will exceed the sum of what each of the members could have achieved on their own. “The whole is greater than the sum of its parts.” Sharpen the saw focuses on balanced self-satisfaction: Regain what Covey calls "production capability" by engaging in carefully selected recreational activities.

Are cultural differences melting?

These are the top ten trends

Global Consumer Trends

The 10 mega-trends shaping the future of consumer packaged

goods

Report Slide Pack

Agenda

Trends in context

Trends versus fads

The 10 mega-trends

Age complexity Gender complexity Lifestage complexity Income complexity Convenience Health Sensory Individualism Homing Connectivity

Trends in contextRule #1: trends last at least 10 years

Factor Trends Fads

What is driving it?

Substantive drivers e.g.Demographics

LifestylesValues

Technology

Transitory factors e.g.Pop cultureCelebrities

FashionMedia

How accessible is it?

Accessible to the mainstream Limited to a target niche

How broad is it?Crosses product category and

industry boundaries as well as demographic groups

Limited to very specific product categories and rarely crosses

demographic groups

How long it lasts At least 10 years A few seasons at most

In summaryIs powerful and verifiable enough to

prompt actionIs merely an idea that captures the

imagination

Age complexityAge is becoming less useful as a role definer

Role reversal in ages is being observed:

Kids are growing up young, becoming more marketing and media savvy ‘Kidults’ are adults that are acting younger as they want to hold on to a youthful lifestyle Seniors are enjoying a second youth and refuse to grow old gracefully

Develop or reposition products to target age complexity

Gender complexity There is a feminization of men and society

Values towards women are becoming more egalitarian across the globe

Feminization of society and men

Increasing economic wealth of women Men are taking a more active role in parenting Metrosexuality among men is rising

Rule #2: For every trend there is a counter trend: gender as identity

Among men: Lads’ magazines as a backlash to the feminization of society Among women: Independence from men and delaying of starting a family

Lifestage complexity Predictable consumer lifestages are no more

Family and career lifestage progression is becoming more complex

Increasing desire to defy the ageing process A desire to take opportunities in education and the workplace This is forcing a delay or even complete non-occurrence of certain lifestages

Marketers need to increasingly target attitudinal and behavioral groups instead

Fragmenting family structures across Europe

(Millions of Europeans 1995 2000 CAGR 95-00 2005CAGR 00-05living as)

Singles 70.4 75.6 1.4% 81.0 1.4%Couples Without Kids 77.5 80.6 0.8% 82.0 0.3%Nuclear Families 154.1 143.9 -1.4% 132.7 -1.6%Single Parent 27.4 28.4 0.7% 29.4 0.7%Empty Nesters 54.5 58.9 1.6% 63.7 1.6%

Overall 383.9 387.4 0.2% 388.8 0.1%

Income complexity Changing values are driving an egalitarianism of spending

High income groups are spending on ‘anti-luxury’

Downshifting and simplifying shifts focus away from conspicuous consumption Getting a bargain is important to high income groups Spending on needs and not wants is becoming fashionable

Lower income groups spending on luxury on a budget

Budget living – learning to spend in style on a budget Sacrificial consumption – spend less on some areas to spend more on others

ConvenienceNew manifestations of this trend make it as crucial to target as ever

Consumers increasingly feel they need to fit in many competing demands on time

There is a growing need to juggle demands as task and time pressures rise

Emerging consumer behaviors give rise to new ways to target convenience:

Lazy-Ass Nation; America's Can-Do-But-Why-Bother spirit has produced a wave of gadgets that take the effort out of almost everything: vacuuming rugs, parking cars, walking dogs

coined by By Jim Windolf ( Source: Vanity Fair Publication Date: 01-OCT-07)

HealthConsumers expect all types of CPG to be healthy or health-boosting

Greater value is being placed on healthiness and well-being

Ageing populations mean greater health concerns Health awareness and concern is growing in general

Consumer’s health behaviors are evolving, becoming more sophisticated

Increasingly important consumer behaviors include: self-medicating; de-stressing; acting holistically; and adopting regimes.

SensoryA growing interest in quality of life rather than necessarily money

Consumers increasingly desire new experiences to add richness to their life

Younger generations of consumers generally agree that ‘new ideas are better than old ones’

Globalization, rising stress and growing affluence are driving consumer demands for new, intense and more stimulating sensations

Sensory: best practise Extreme and intense:

Sprite on Fire Virgin Sours “sour soda”

Experiential products: L’Occitane “holiday scents” perfume Crest Whitening Expressions

Interactive: KP Skips with ‘fizz sensation’ that turns tongue yellow Nestle’s Jambos – lick jam to reveal picture

IndividualismPeople desire to be recognized for their personal needs

Values towards self-expression and challenging the status quo are rising Post-materialist values promoting notions of self expression and individuality are rising Younger generations of consumers are more likely to perceive that they ‘have a great deal

of freedom in the way their life turns out

Attitudes towards children’s self-expression are changing In the west parent-child relationships are becoming more openly communicative There is a trend towards parents asking their children’s opinion about purchases for the

whole family1

Having it your way – children increasingly eating what they want Children today are the ‘first eating individualists’ - 86% of European and US

children generally eat what they wish2

Individualism: best practise in customization Coca-Cola’s Style-a-Coke shrink wrap machine in stores Max Factor Color Adapt skin adapts to individual’s natural color

Source: 1Penn et al, 2Sodexho

HomingConsumers are demanding safety, simplicity and comfort

The value placed on home and family: There is an increasing importance of the home In the western world there is a growing desire for family life… …although family values have remained strong in Asia and Latin America

Consumer behaviors are changing to reflect the importance of homing: Everyday treating: seeking to small indulgences as a reward or escape Downshifting: escaping the ‘rat race’ to refocus on relationships and simple pleasures Creating third places: going to comfortable environments outside of work or home to relieve

stress

Homing: best practise in products that offer ‘at-home third place’ experiences:

Kraft Parmesan ‘restaurant-style’ shaker Pizza Express restaurant pizzas in supermarkets Heineken’s Beer Tender

ConnectivityA desire for a life that is rich in relationships and experiences

There is a growing importance on values associated with friends and relationships

There are other forms of connectivity that are important to consumers: Communities: Community feeling Nations: Ethnocentrism – buying products from your home country is on the rise The world: Environmental concerns

The importance of friendship: Dining out Dining out is becoming more popular Seeing friends is the most important reason for eating out in the

US and the second most important reason in Europe

Connectivity: best practise Shareable product innovation: Masterfoods Celebrations; Doritos “Friendchips” Products that facilitate connections: Britvic J2O – ‘fit in with alcohol drinkers’; P&G Pringles

with Trivia Pursuit quiz printed on crisps