Beyond Boundaries: Speaking Across Cultural
Boundaries
The Meeting Professional (December, 1997)
by Martin Perelmuter
Recently I was listening to an audiotape of a presentation made
by a Canadian speaker at a conference in California. The audience
was entirely American, and after being introduced as a Canadian,
the speaker said, "There is one very big difference between speaking
to a Canadian audience and speaking to an American audience." He
then he began the substantive part of his speech. Almost immediately,
he was interrupted by an audience member who abruptly yelled out,
"Hey! What's the difference?" The speaker responded, "That's the
difference!"
On the surface, Canadians and Americans look pretty much
the same. Many speak the same language, watch the same television
programs, eat in the same restaurants, and drive the same cars.
But if you look beyond the surface, you'll see cultural differences
throughout every aspect of our lives.
Studies comparing the attitudes of Canadians and Americans
have repeatedly concluded that, generally, Canadians are more cautious
than U.S. citizens, who place more emphasis on individualism. The
speaker in California knew Canadian audiences tend to be more passive,
less likely to ask questions.
The differences were summarized succinctly by Michael Adams,
in his recent book "Sex in the Snow: Canadian Social Values at the
End of the Millennium:. Adams states, "Even in the face of powerful
international forces favouring integration, our roots, our history,
our size, our degree of secularization, our institutions and yes,
even our climate have created two very different socio-cultural
environments on this continent."
Meeting professionals should be aware of these differences
during the planning process, particularly in the choice of keynote
speakers and seminar leaders. Organizations hire speakers for their
meetings to achieve a variety of goals. Cultural differences may
affect the selection of the most appropriate speaker for three frequently
requested subjects: sales & marketing, management skills and strategies,
and motivation.
A workshop at York University in Toronto produced a collection "Problems in Canadian Marketing". In their article "Canadians and
Americans: Implications for Marketing", Stephen J. Arnold and James
G. Barnes, professors at Canadian universities, conclude, "Canadians
and Americans differ on major personality traits and exhibit markedly
different attitudes and behaviour in purchase and consumption situations.
In turn, these differences suggest variations in the marketing strategies
that should be applied in both countries."
It is crucial for those selecting speakers on marketing
to determine whether the speaker is familiar with not only the issues
facing the industry but also regional differences which may affect
sales and marketing strategies.
Nike is an example of a global company that recognizes
such differences. In Canada, rather than identifying their products
with a sports icon like Michael Jordan in the United States, Nike
sponsors teams, events and "local heroes." Nike accepts Canadians'
lesser emphasis on individual achievement, adds another layer to
its global brand and wins over the hearts and buying power of Canadians.
Many speakers, both in Canada and the United States are
aware of these differences and tailor their presentation for each
audience. Be sure to ask the speaker if they have spoken to audiences
in your specific industry and region and request client references
to determine whether speakers have been willing to customize their
presentations.
In the area of management skills and strategies, subtle
yet profound differences should be considered in the speaker selection
process. A recent Globe & Mail article by Madelaine Drohan, "What
Makes a Canadian Manager?" explored some of these differences. "In
an age when globalization is breaking down commercial barriers,
cultural differences in management style still survive," Drohan
says. "Many Canadian managers went to the same business schools
in the United States as their U.S. counterparts, where they listened
to the same lectures recommending the same solutions. But experts
say this advice is applied differently once it has passed through
the Canadian cultural filter."
Renowned management professor Henry Mintzberg says Canadians
are more low-key, collegial and less aggressive than U.S. managers
but may be lacking in toughness. His observations are backed by
business leaders who argue that Canadians are more committed to
their companies, less willing to follow management fads and more
open to different cultures because of the French-English character
in the country's history.
Before shelling out the sizeable fees that "management
gurus" often command, you must be sure that the advice they provide
is applicable to your audience and that your audience will be receptive.
This is especially crucial if you are crossing cultural boundaries
between the presenter and the audience.
Many organizations hire motivational speakers to "pump
up" staff and inspire higher levels of personal and professional
achievement. Josh Hammond and James Morrison, in their book "The
Stuff Americans Are Made Of," reported four major differences between
Canada and the United States, listing the first as source of motivation.
The study they cited found that Americans are future-driven, constantly
uprooting and questioning themselves, whereas Canadians thrive in
the present.
Canadians' relatively cautious behaviour and Americans'
strong admiration of individual achievement should be considered
when selecting a motivational speaker. Canadians may relate to an
individual who was part of a successful team, or who achieved their
goals through successful planning, organization and implementation.
Americans may relate better to a person who has outstanding individual
achievements, or who succeeded against all odds.
Selecting outstanding speakers is not an easy task, and
diversity within an audience doesn't make the process any easier.
The cultural considerations for Canada and the United States certainly
extend to planning presentations across national and cultural borders
around the world. Although the global economy and global market
place have become modern buzzwords, the savvy meeting planner will
always acknowledge the sensitivities of individuals attending conferences.
While no presenter can be all things to all people, some
are far more inclined to learn about your audience and design a
program to provide maximum benefit. Speakers bureaus may provide
important insights and past clients are excellent sources of objective
information. In short, ask questions to ensure the speakers you
choose know how to cross cultural as well as geographic boundaries
to reach your audience effectively.
Martin Perelmuter, LL.B., is vice president of business
development for Speakers' Spotlight, an agency representing leading
Canadian speakers. He previously worked as a corporate / commercial
lawyer at an international law firm, where he developed a strong
interest in comparative studies and cultural diversity. Martin can
be reached at 1-800-333-4453 or by e-mail at info@speakers.ca
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by Martin Perelmuter
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