Understanding and Defining Understanding and Defining Cultural DifferencesCultural Differences

A Great Enabler for ChangeA Great Enabler for Change

Brian A. MaceBrian A. Mace

LtCol, United States Marine CorpsLtCol, United States Marine Corps

PMP, Certification in Organizational ChangePMP, Certification in Organizational Change

OverviewOverview Project InsightsProject Insights Why people prefer to avoid changeWhy people prefer to avoid change What is Culture?What is Culture? Identifying Cultural DifferencesIdentifying Cultural Differences Reconciling DifferencesReconciling Differences Sources for Expanding Our Cultural Sources for Expanding Our Cultural

UnderstandingUnderstanding QuestionsQuestions

What is a Project?What is a Project?

AttributesAttributes

• TemporaryTemporary

• Unique product, service, or resultUnique product, service, or result

• Progressive ElaborationProgressive Elaboration

Project Management Book of Knowledge (PMBOK, 2000)

…a project is about implementing change!

What is Project Management?What is Project Management?

The application of knowledge, The application of knowledge, skills, tools and techniques to skills, tools and techniques to

project activities to meet project project activities to meet project requirementsrequirements

Project Management Book of Knowledge (PMBOK, 2000)

…therefore, project managers are “Change Agents”

Who are the Project Who are the Project Stakeholders?Stakeholders?

Sponsor – Sponsor – Horsepower and $$Horsepower and $$

Innovators – Innovators – The brains behind it!The brains behind it!

Change Agents – Change Agents – Project Manager, Action Project Manager, Action Officers, etc.Officers, etc.

Opinion Leaders – Opinion Leaders – Positions and power to Positions and power to influence adopters.influence adopters.

Adopters – Adopters – The end users. The CUSTOMERS!!The end users. The CUSTOMERS!!

Spectrum of AcceptanceSpectrum of Acceptance

Rogers, E. M. (1995). Diffusion of Innovations. New York: The Free Press.Rogers, E. M. (1995). Diffusion of Innovations. New York: The Free Press.

Innovators

EarlyAdopters

EarlyMajority

LateMajority

Laggards

X X + sdX - sdX - 2sd

Average Time of Adoption

Time

Why is change so difficult?Why is change so difficult?

Comfort ZonesComfort Zones

ComplacencyComplacency

FearFear

““Who moved my cheese?”Who moved my cheese?”Spencer Johnson, M.D.Spencer Johnson, M.D.

Sniff, Scurry, Hem & HawSniff, Scurry, Hem & Haw

Change can only surprise you if you Change can only surprise you if you don’t expect itdon’t expect it

Overcoming fear is the keyOvercoming fear is the key

Fear in the mind is almost always Fear in the mind is almost always worseworse than reality than reality

Promote environment of optimism Promote environment of optimism versus pessimismversus pessimism

Johnson, S., 1998. Who Moved My Cheese? New York: G. P. Putnam’s Sons

““The Writing on The Writing on the Wall”the Wall”

Johnson, S., 1998. Who Moved My Cheese? New York: G. P. Putnam’s Sons

Change HappensThey keep moving the cheese

Anticipate ChangeGet Ready for the Cheese to Move

Monitor ChangeSmell the cheese often so you know when it is getting old

Adapt to Change QuicklyThe sooner you let go of the old cheese, the sooner you can enjoy the new cheese

ChangeMove with the cheese

Enjoy ChangeSavor the adventure and the taste of the new cheese

Be Ready to Change Quickly and Enjoy it Again & Again!They keep moving the cheese

What is Culture?What is Culture?

Definition – “Definition – “A pattern of A pattern of shared shared basic assumptionsbasic assumptions that the group that the group learnedlearned as it solved its problems of as it solved its problems of external adaptation and internal external adaptation and internal integration, that has integration, that has worked wellworked well enough to be considered valid and, enough to be considered valid and, therefore to be therefore to be taught to new taught to new membersmembers as the correct way to as the correct way to perceive, think, and feel in relation perceive, think, and feel in relation to those problems” (Rogers, 1995)to those problems” (Rogers, 1995)

Levels of CultureLevels of Culture

Cultural differences can exist in any Cultural differences can exist in any setting involving varying groups:setting involving varying groups:

• Inter-organizationInter-organization

• Intra-organizationIntra-organization

Organizations include any grouping of Organizations include any grouping of people (corporations, societies, etc.)people (corporations, societies, etc.)

7 Dimensions of Difference7 Dimensions of Difference Universalism vs. ParticularismUniversalism vs. Particularism – (Rules vs. Relationships) – (Rules vs. Relationships)

Individualism vs. CommunitarianismIndividualism vs. Communitarianism (Self interest vs. Group (Self interest vs. Group interest)interest)

Neutral vs. EffectiveNeutral vs. Effective (Reason vs. Emotion) (Reason vs. Emotion)

Specific vs. DiffuseSpecific vs. Diffuse (Compartmentalization versus Depth in (Compartmentalization versus Depth in relationships) relationships)

Achievement vs. AscriptionAchievement vs. Ascription (Doing vs. Being) (Doing vs. Being)

Synchronous vs. SequentialSynchronous vs. Sequential (Time is circular vs. Time is a (Time is circular vs. Time is a race)race)

Inner Directed vs. Outer DirectedInner Directed vs. Outer Directed (Control Nature vs. Align (Control Nature vs. Align with Nature)with Nature)

Trompenaars, F., & Hampden-Turner, C. (1998). Riding the Waves of Culture: Understanding Trompenaars, F., & Hampden-Turner, C. (1998). Riding the Waves of Culture: Understanding Diversity in Global Business. New York: McGraw-Hill.Diversity in Global Business. New York: McGraw-Hill.

Recognizing DifferencesRecognizing Differences

May be:May be:

• Explicit (easily observed)Explicit (easily observed)

• Implicit (hidden, requiring more effort)Implicit (hidden, requiring more effort)

Both are potential barriersBoth are potential barriers

The key is to quickly and efficiently The key is to quickly and efficiently identify both typesidentify both types

How can we identify How can we identify Cultural Differences?Cultural Differences?

InterviewsInterviews

QuestionnairesQuestionnaires

Direct ObservationDirect Observation

These require time and should, therefore, be implemented early in the project life cycle

What if we just build a better What if we just build a better mousetrap and let the customers mousetrap and let the customers

come to us?come to us?

Communication Required

Communication leads to Communication leads to Conflict ResolutionConflict Resolution

Engage all partiesEngage all parties

Look for hidden dilemmasLook for hidden dilemmas

Communication is the first step Communication is the first step toward reconciliationtoward reconciliation

You cannot “over-communicate”!You cannot “over-communicate”!

Be consistent and accurateBe consistent and accurate

Rumors and/or lack of information can Rumors and/or lack of information can erode supporterode support

Don’t miss opportunities to praise positive Don’t miss opportunities to praise positive results and/or milestones achievedresults and/or milestones achieved

Bad newsBad news• Gets worse with ageGets worse with age• Reveal it as early as possible to allow for Reveal it as early as possible to allow for

recoveryrecovery• Dilute it by providing information on recovery Dilute it by providing information on recovery

plans plans

How do we change the organizational How do we change the organizational culture to conform with our project?culture to conform with our project?

““WE”WE” don’t! don’t!

Only time and the shared experience of the Only time and the shared experience of the members will change the culturemembers will change the culture

We must first seek to understand the We must first seek to understand the cultural differencescultural differences

……then, establish an environment for changethen, establish an environment for change

So what do we do as So what do we do as Project Managers?Project Managers?

Realize that we are cultural “change Realize that we are cultural “change agents” agents”

Learn how to identify cultural Learn how to identify cultural differences that may impact our differences that may impact our projectsprojects

Learn how to resolve these cultural Learn how to resolve these cultural differencesdifferences

How are cultural differences How are cultural differences resolved?resolved?

““Reconciliation”Reconciliation”

• Maximize the strengths of each positionMaximize the strengths of each position

• Minimize the weaknesses of each positionMinimize the weaknesses of each position

The resulting position is synergisticThe resulting position is synergistic

Cultural reconciliation greatly simplifies Cultural reconciliation greatly simplifies project implementation project implementation (fewer people fighting the (fewer people fighting the effort!)effort!)

This is NOT a compromise, which can erode This is NOT a compromise, which can erode BOTH positionsBOTH positions

The “Horns of a Dilemma”The “Horns of a Dilemma”

Universalism

Particularism

Compromise

100

10 Reconciliation

Sample Survey Question: Sample Survey Question: Universalism vs. ParticularismUniversalism vs. Particularism

Scenario: You are riding in a car driven by a close friend and he hits a pedestrian. You know he was going 15 mph over the speed limit. You are the only witness and his lawyer says that he can avoid serious consequences if you testify that he was within the speed limit.

a) Obligation to tell the truth. I will not perjure myself, nor should a real friend expect me to do so. (Universalism)

b) Obligation to tell the truth. I will not perjure myself, but I owe my friend an explanation and all the financial support I can provide. (Reconciled)

c) My friend deserves my support. I will not abandon him in a court of strangers based on an abstract law or principle. (Particularism)

d) My friend deserves my support whatever his testimony, yet, I would urge him to find within our friendship the strength to allow us both to tell the truth. (Reconciled)

e) I will testify that my friend was going a little faster than allowed, but that it was difficult to read the speedometer. (Compromise)

Reconciled from UniversalismReconciled from Universalism(Response B)(Response B)

Universalism

Particularism10

0

10 ResponseA

ResponseC

ResponseB

E

Confirms the Rule

then spirals toward B

Reconciled from ParticularismReconciled from Particularism(Response D)(Response D)

Universalism

Particularism10

0

10 ResponseA

ResponseC

ResponseD

E

Confirms the

friendship then spirals toward D

Do your homework!Do your homework!

Spend some upfront time studying the Spend some upfront time studying the stakeholders (don’t assume anything)stakeholders (don’t assume anything)

Compare cultural values Compare cultural values

Pay close attention to value differences and Pay close attention to value differences and address them early in the processaddress them early in the process

Involve all parties in efforts to reconcile the Involve all parties in efforts to reconcile the differencesdifferences

Where can we learn about cultural change? Where can we learn about cultural change? Who are the experts?Who are the experts?

Hofstede, G. H. (2001). Culture’s Consequences: Comparing Values, Hofstede, G. H. (2001). Culture’s Consequences: Comparing Values, Behaviors, Institutions, and Organizations Across Nations. Thousand Oaks, Behaviors, Institutions, and Organizations Across Nations. Thousand Oaks, CA: Sage Publications.CA: Sage Publications.

Rogers, E. M. (1995). Diffusion of Innovations. New York: The Free Press. Rogers, E. M. (1995). Diffusion of Innovations. New York: The Free Press.

Schein, E. H. (1992). Organizational Culture and Leadership. San Francisco: Schein, E. H. (1992). Organizational Culture and Leadership. San Francisco: Jossey-Bass.Jossey-Bass.

Trompenaars, F., & Hampden-Turner, C. (1998). Riding the Waves of Culture: Trompenaars, F., & Hampden-Turner, C. (1998). Riding the Waves of Culture: Understanding Diversity in Global Business. New York: McGraw-Hill.Understanding Diversity in Global Business. New York: McGraw-Hill.

SummarySummary Project Management is about implementing Project Management is about implementing

ChangeChange

Project Managers are Change AgentsProject Managers are Change Agents

Cultural differences can be a significant Cultural differences can be a significant barrier to changebarrier to change

Reconciliation requires early identification of Reconciliation requires early identification of cultural differencescultural differences

Seek first to understand!Seek first to understand!

??QuestionsQuestions