A Tale of Two Countries
Speaking of Impact (Spring 2004)
By
Martin
Perelmuter, LL B.
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 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. We 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 will 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 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.”
Adams’ most recent book, Fire and Ice: The United States,
Canada and the Myth of Converging Values provides further
evidence of these differences, and in fact shows that as Canada
and the U.S. have become more economically integrated, the political
and social values of the countries are actually growing further
apart.
What are the implications for meeting professionals?
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 might affect the selection of the most
appropriate speaker for three frequently requested subjects:
sales and marketing, management skills and strategies, and motivation.
Sales and marketing speakers
A workshop at York University in Toronto produced a collection
called Problems in Canadian Marketing. In their article,
“Canadians and Americans: Implications for Marketing,"
Canadian university professors Stephen J. Arnold and James
G. Barnes concluded, “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
might affect sales and marketing strategies.
Nike© is an example of a global company that recognizes
such differences. Rather than identifying its products with
a
sports icon like Michael Jordan as 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.
In both Canada and the United States, many speakers are aware
of these differences and tailor their presentations for each
audience. Be sure to ask potential speakers 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.
Management speakers
In the area of management skills and strategies, subtle yet
profound differences should be considered in the speaker
selection process. A Globe and 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 said. “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 suggest Canadians
are more low-key, collegial and less aggressive
than U.S. managers, but might 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 of
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.
Motivational speakers
Many organizations hire motivational speakers to “pump
up” staff and inspire higher levels of personal and professional
achievement. In their book, The Stuff Americans Are Made
Of, Josh Hammond and James Morrison 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 futuredriven, 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 might relateto an
individual who was part of a successful
team, or who achieved goals through successful planning, organization
and implementation. Americans might relate better to a person
who has outstanding individual achievements or who succeeded
against all odds.
Why Canadian speakers? Over the past few years, major changes have taken place in the
speaking industry throughout North America. In the
U.S., many speakers have seen their bookings drop off significantly
as budgets have been cut and the focus has
shifted to other priorities. In an article in Business Week,
John A. Byrne wrote that there has been a “near-total collapse
of the management guru market. Business book sales have plummeted.
The lecture circuit for management speakers has
fallen apart.”
Several American speakers have dropped their fees for the first
time in their careers, and U.S. speakers’ bureaus have
been actively promoting speakers for under $10,000, to reflect
the new economics of the speaking industry.
However, the past few years have been the busiest yet for many
Canadian speakers, who have seen increased demand for their
services in both Canada and the U.S. One of the reasons for
this trend is pure economics: Canadian speakers have traditionally
been less expensive than their American counterparts. While
the fees for many outstanding Canadian speakers are typically
in the $5,000 to $10,000 range, in the U.S., fees for comparable
speakers tend to be in the $10,000 to $25,000 range, and that's
not even for high-profile or “celebrity” speakers,
whose fees are often much higher.
When the economy was strong, most U.S. conferences did not think
twice about paying the going rate. However, in light of recent
events, many U.S. conference organizers are now looking for
speakers whose fees are $10,000 or less, and this frequently
leads them to Canada.
The other major factor contributing to the increase in demand
for Canadian speakers south of the border is an inherent
understanding of American culture. Because many Canadian speakers
watch American television, read American
newspapers and understand the American psyche, they are easily
able to adapt their material to suit an American audience. And,
as an outsider looking in, they are often able to provide a
unique perspective that might be particularly
insightful to an American audience.
For these reasons, more and more American meeting planners and
conference organizers are looking to Canada for outstanding
speakers. Selecting outstanding speakers is not an easy task,
and diversity within an audience does
not 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
marketplace have become modern buzzwords, the savvy meeting
planner will always acknowledge the sensitivities
of individuals attending conferences.
While it is unrealistic for a presenter to 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 might provide important insights and past clients are
excellent sources of objective information. Ask questions to
ensure that the speakers you choose know how to cross cultural
as well as geographic boundaries to reach your audience effectively.
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A Tale
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