{"id":1586,"date":"2018-09-29T07:48:19","date_gmt":"2018-09-29T14:48:19","guid":{"rendered":"http:\/\/www.songdoibdcitytalk.com\/blog\/?p=1586"},"modified":"2018-09-29T07:48:19","modified_gmt":"2018-09-29T14:48:19","slug":"building-bridges-understand-the-culture","status":"publish","type":"post","link":"https:\/\/www.songdoibdcitytalk.com\/blog\/building-bridges-understand-the-culture\/","title":{"rendered":"Building Bridges: Understand the Culture"},"content":{"rendered":"
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My mission is akin to the aphorism\u00a0“a rising tide lifts all boats.\u201d\u00a0I work to building bridges among the members of Korean, American and global teams<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

I feel the issues and impasses that surface are less about \u201cthem and us\u201d.\u00a0\u00a0Frankly, it’s more about working through the issue and collaboratio<\/a>n.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

I\u2019d like to share with you my two step process, which I hope will be insightful.\u00a0<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

To Begin…\u2028A colleague once forwarded a well-crafted article titled, \u201cStop Blaming Your Culture.\u201d A long time employee of a major Korean subsidiary, he recognized the concept had value for working with and within their Culture.\u00a0<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

More so, they\u00a0feared a major and far-reaching initiative was in danger of not being considered by local senior Korean management. Insightfully, the colleague reached out and asked me if perhaps there was merit in taking a more Korean view and approach to the assignment.\u00a0<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

Learning more about the project, as well as its strategic importance to the client\u2019s organization, I explained my approach when tackling Korean projects\u2014one groomed over years working with Korean leadership and teams.<\/p>\n

This approach echoed a quote from \u201cStop Blaming Your Culture,\u201d\u2028[it\u2019s]\u00a0Critical to fully understand the culture<\/strong>, then be able to de-construct and simplify aspects relevant to your situation.\u00a0<\/em><\/p>\n

Before crafting some action steps, we looked at what his team had laboriously researched and prepared. I then suggested we tackle with two strategies, which I am sharing with you.<\/p>\n

Strategy #1\u00a0\u2028First, instead of the common western approach founded in considerable upfront research, discussion and review in which a sole, singular course of action is recommended\u2014it’s best to instead prepare three options with their related costs.<\/p>\n

This approach allows teams to consider alternatives, a common decision-making methodology in Korea.<\/p>\n

Some background on \u201cWhy 3 options?\u201d Stepping back to the mid-2000s and a joint American and Korean management workshop that I facilitated for a client, one of Korean team managers pointed out that in Korea it was norm to present multiple options. He explained that to support their leadership\u2019s decision-making at least 3 options would be prepared for his seniors… and as many as 5 if the proposal was going to be elevated for review by their Chairman.<\/p>\n

In most cases, following this initial presentation, leadership would ask for additional details requiring the team to drill deeper prior to a decision. All said, this process resulted in an approved course of action.<\/p>\n

I also recall how not following this model can have consequence. I was called upon by a frequent Agency of the Year winner to assist in dealing with their Korean client and a relationship troubling the agency\u2019s dedicated account team. Probing, I found the agency had presented what they felt was the best plan for their client\u2014a well thought out global branding campaign for which the agency was confident in their decision.<\/p>\n

The Korean client feedback was less than expected and came as a shock to the agency team. In my asking, and of little surprise to me, the Korean client was disappointed and had high hopes for a range of ideas from the agency. They had expected to be dazzled with creativity and not just a single idea. In my opinion this was driven by the advertising agency\u2019s world class and award-winning creative reputation.\u00a0<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

In following up with the western agency , I recommended the agency also present the preliminary concept work which they had developed internally prior to picking what they felt was the best. This would allow the client to have voice in the decision. Sadly, the agency was rigid in their thinking, feeling they had submitted their top work and that was sufficient. Not surprisingly, they parted ways some time later.\u00a0<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

Strategy #2 \u2028A second strategy along with \u201c3 Options\u201d is taking a Pilot Approach….<\/p>\n

Recognizing the strong cultural Korean risk avoidance tendencies, I recommend offering a limited pilot program as an option to mitigate fears and concerns\u2014with costs scaled down proportionately from a bolder rollout. Depending on the project, this often can be demonstrated in a test market or dialed back to limit in scope.<\/p>\n

In all cases, the pilot needs to be capable of expanding in stages with associated incremental costs.<\/p>\n

There is one caveat to this approach I often see taken in Korea. Once they test market a project and then decide to move forward, they execute a full rollout incredibly fast. My advice is to plan accordingly in advance with an action plan that includes a rapid roll out…. the faster the better.\u00a0<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

In closing, these two strategies are “building bridges” examples of\u00a0working with the Culture,\u00a0time proven and align well cross-culturally.\u00a0<\/span><\/span><\/span><\/p>\n

Questions, Comments, Thoughts\u2026 always welcome.<\/p>\n

Don<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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Don is the guru, the guy CEOs want to have their voice heard with…<\/em>
\nSeoul eFM Koreascape<\/span><\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

My mission is akin to the aphorism\u00a0“a rising tide lifts all boats.\u201d\u00a0I work to building bridges among the members of Korean, American and global teams I feel the issues and<\/p>\n","protected":false},"author":2764,"featured_media":1473,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[213],"tags":[19],"class_list":["post-1586","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-commentary","tag-don-southerton"],"yoast_head":"\nBuilding Bridges: Understand the Culture - Bridging Culture Worldwide<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.songdoibdcitytalk.com\/blog\/building-bridges-understand-the-culture\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta 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