American Marketing Association

Reno-Tahoe Chapter

October 21, 2014

Atlantis Hotel-Casino

WHAT EXACTLY IS CQ?

Cultural Intelligence (Quotient)

CQ is the capability to function effectively across various cultural

contexts (national, ethnic, organizational, generational, etc).

“It is a mindset, something that you have to practice everyday.” Luc Minguet, COO

Michelin—U.S. Truck Division

HOW CQ ARE YOU?

Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society

WHY IS CQ IMPORTANT?

• Markets outside our borders represent 80% of the world’s

purchasing power and 95% of the consumers.

• More people in the world have mobile phones than toilets.

• Sixty-four percent of consumers have made a purchase decision

based on social media content.

• The average annual e-commerce sales per digital buyer

worldwide is $2,466.

HOW CQ ARE YOU?

Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society

THE ILLUSION OF SAMENESS

The red and white Coca-Cola logo is recognized by 94% of the

world’s population.

HOW CQ ARE YOU?

Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society

OKAY, SO WE ARE ALL “CONDITIONED”

You. Me.

The World.

“We see the world, not as it is, but as we

are—or, as we are conditioned to see it.” Talmud, Anais Nin, Stephen Covey

HOW CQ ARE YOU?

Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society

HAVING IT YOUR WAY

Burger King reinforces the right to have it your way.

HOW CQ ARE YOU?

Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society

REWIRING TO THINK DIFFERENTLY

“Don’t think, but look.”

Ludwig Wittgenstein

HOW CQ ARE YOU?

Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society

Language & Packaging

Product Introduction

CULTURAL BLUNDERS: LOST IN TRANSLATION

HOW CQ ARE YOU?

Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society

CULTURAL BLUNDERS: THE TAKE AWAY

• The “tried and true” doesn’t always translate.

• Companies won’t succeed in unfamiliar markets unless they adapt, repurpose, or

rebuild their product.

• The hardest part is jettisoning assumptions about what works—and, then

experimenting to find out what does work.

HOW CQ ARE YOU?

Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society

AMPLIFYING YOUR CQ

HOW CQ ARE YOU?

Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society

“I have no special talents. I am

only passionately curious.” Albert Einstein

CQ is the “curiosity” quotient. It is the

ultimate tool to produce simple

solutions for complex problems.

THE ELEMENTS OF CULTURAL INTELLIGENCE

"Bond, James Bond." Those three words are synonymous

with unparalleled cultural confidence.

HOW CQ ARE YOU?

Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society

WHO IS USING CQ?

Sean Combs

In 2014, Forbes estimated Combs' net worth at

$700 million, making him the richest figure in hip

hop at the time.

Recognizes the importance of personal branding—

protecting the Bad Boy Records corporate

reputation.

HOW CQ ARE YOU?

Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society

WHAT ARE THE BENEFITS OF CQ?

• A study showed that 92% of companies that adopted CQ assessments and

training experienced increased revenues in 18 months.

• Executives at everyone of the companies credited cultural intelligence as a

significant factor to those increased revenues, some of which were up by almost

100%.

• Companies that worked to enhance their leaders’ CQs expanded internationally

faster and became more successful at attracting and retaining top talent.

HOW CQ ARE YOU?

Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society

CQ: WHAT CAN YOU DO TODAY?

Reflect on your CQ. Begin with a commitment to consider your capabilities for

working and relating across cultures. Think through the 4 elements of CQ, and

figure out which are stronger or weaker.

Drive What is my interest in cross-cultural issues?

Knowledge To what degree do I understand how cultures are different

and similar?

Strategy Am I aware of what is occurring in a cross-cultural situation,

and can I plan accordingly?

Action Do I understand when to adapt and when I should not

adapt cross culturally?

HOW CQ ARE YOU?

Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society

FOR MORE INFORMATION

Global Culture Navigators helps professionals succeed in business by heightening

their contextual awareness and giving them the confidence to navigate

respectfully and productively across cultures.

Kimberly Elliott

Global Culture Navigators

kimberly@globalculturenavigators.com

+1.775.432.4743

globalculturenavigators.com

HOW CQ ARE YOU?

Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society