How CQ Are You?
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Transcript of How CQ Are You?
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
+1.775.432.4743
globalculturenavigators.com
HOW CQ ARE YOU?
Using Cultural Intelligence to Communicate Across Multiple Contexts in a Global Society