Working with intercultural teams really highlights the limitations of country profiles. I often found I was dealing with a talkative Finn, or a super punctual Brazilian—the opposite of what their country profiles suggested. I started looking for ways to separate the very useful cultural frameworks from the not-so-useful country profiles. I looked for indicators of each cultural tendency, and the more I looked, the more I found.
In today’s globalized business environment, record numbers of people work abroad, manage international teams and projects, interface with international partners and serve international customers. It’s more important than ever before to have effective tools for understanding and working effectively with international contacts.