As it is usually the case for problems of great complexity – they do not have only one correct solution. And so it is with business etiquette. In the previous article I introduced the principle of precedence, on which good business relationships are based. It complements the second principle – the principle of alignment.
Similarly to the principle of precedence, the principle of alignment literally expresses what it is about. Namely, to respectfully align with the culture of one’s business partners. The principle was forged in response to cultural differences, which may vary from mild to striking, e.g. in non-European countries such as India or China. When going on a business trip to the latter destinations, it is worth doing your homework and familiarizing yourself with the norms and rules there.
Personally, I see three possible approaches to this principle. The first, which I endorse, is to try to conform to the norms of a particular culture, which will undoubtedly be appreciated. Once we become aware of the differences , the risk of making a cultural faux-pas will decrease. However, it will be much higher in the case of the second scenario, when we have not prepared adequately for our trip and are unaware of applicable rules. Lack of awareness, of course, will not absolve us from the responsibility for the intercultural blunders we make, yet it may be received with greater compassion by our hosts. The third and, in my opinion, the most undesirable scenario is the one in which we are well aware of the existing principles, but nevertheless stick to the norms of our culture. Unfortunately, this may indicate ignorance and our sense of cultural superiority of our culture over another. Will such behavior help us build lasting relationships with our partners? It’s worth thinking about it and choosing wisely.
I would be tempted to elaborate further, going beyond intercultural issues. I believe, the culture of a sector we operate in and the individual traits of our business partners with whom we enter into a business relationship is also important. Referring to the IT industry with its rather casual dress code, it may be inappropriate to wear a three-piece suit to a meeting with the CTO of another company, who will probably greet us in jeans and a colorful t-shirt. A sense of dress (avoiding both overdress and underdress), language and the manner in which discussions are conducted is key. With one person we may have endless rounds of meeting negotiation, while with another we may make a deal over a beer. To succeed in whichever industry adjustment should be taken seriously.
Whether it is the difference in a country’s culture, industry behaviour standards or individual style of interaction, it’s definitely worth putting our heart into preparing and aligning with, even if it involves stepping out of our comfort zone. By doing so, we show not only respect, but also openness that makes us grow.
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