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When Culture Matters: The 55-Minute Guide to Better Cross-Cultural Communication [Paperback]

Indy Neogy
4.9 out of 5 stars  See all reviews (7 customer reviews)
Price: 8.99 & FREE Delivery in the UK on orders over 10. Details
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Book Description

4 July 2012
About When Culture Matters: The HSBC ads make it sound so easy - just don't show the soles of your feet in Thailand, and you're half way there. If only communicating effectively across cultures were that simple. As the irresistible force of globalisation meets the immovable object of local cultures, a whole host of pitfalls is lying in wait to trip up the unsuspecting business. Thankfully, Indy Neogy is on hand to guide you through this potential minefield, providing a wealth of practical advice on everything from global brand architecture and international marketing to internal communication with groups and individuals. All this in a book you can read from cover to cover in under an hour - which has got to be good, regardless of your culture's orientation towards time! About the 55-Minute Guide Series: Far too many business books start with the false premise that offering meaningful insight requires exhaustive detail. They demand a huge investment from readers to wade through all the information provided and draw out what is relevant to them. In a rapidly changing, time-starved world, it's an approach that's getting wronger and wronger. What CEOs and other busy business people desperately need is high-level strategic insight delivered in quick, simple, easy-to-digest packages. Co-created by Dan Gray and Kevin Keohane, that's exactly what the 55-minute guides are designed to do. Instead of some 300-page pseudo-academic tome, they offer fresh perspectives and must-knows on important topics that can be read from cover to cover in the course of a single morning's commute or a short plane ride. In short, they are the antidote to most business books. a quick read, not a long slog. Focused on big ideas, not technical detail. Promoting joined-up thinking, not functional bias. Written to empower the reader, not to make the author look clever. They're guided by the simple principle that insight gained per minute spent reading should be as high as possible. No fluff. No filler. No jargon. Just the things you really need to know, written in plain English with clear and simple illustrations.

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Product details

  • Paperback: 116 pages
  • Publisher: Verb Publishing Ltd (4 July 2012)
  • Language: English
  • ISBN-10: 0956467253
  • ISBN-13: 978-0956467256
  • Product Dimensions: 21 x 15 x 1 cm
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Bestsellers Rank: 917,601 in Books (See Top 100 in Books)

More About the Author

For the past decade, Indy has been preoccupied with the problems culture poses for businesses. Indy heads the culture and innovation practice at Throughline. He is qualified to consult on culture using the Hofstede© Model and using Sense-Maker™ to capture weak signals within company cultures. At Kiln, Indy plays a pivotal role curating IdeaKeg and formulating a sustainable team process for FuseTrail that can work across cultural settings.

From 2005-2009, Indy independently consulted on cross-tribal communications in financial services, professional services and other sectors. As a Centre for Innovations in Health Management associate, Indy investigated and published on management paradigms in health services across Europe.

A decade earlier, Indy was an aerospace engineer working spacecraft landing gear at MIT...while earning a combined degree in Engineering and Film. Flash forward to 2000, and Indy was a live action photographer pioneering SLR solutions for real-time 360-degree capture of human movement...in between stints in the dugout documenting FA Cup matches.

By 2002, Indy had become a technologist in a groundbreaking internet media streaming company. The buzz of the start-up, the grind of the fast-growing business and the convulsions of corporate acquisition made for a rich mix. Determined to focus on business, Indy took an MBA at University of Leeds in 2005. His was the flat everyone visited.

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Customer Reviews

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4.9 out of 5 stars
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Most Helpful Customer Reviews
5.0 out of 5 stars Authentic and mindful 12 Feb 2013
Format:Paperback|Verified Purchase
I enjoyed reading Indy's interesting and informative guide. It is well paced and, yes, I read it in just under 55 minutes. What particularly struck a chord for me is Indy's point that 'authenticity and mindfulness are at the centre of success in a cross-cultural context'. When it comes down to it, people are are at the heart of any business and understanding and embracing differences can only be better for everyone.
Regardless of your role, business size, sector or international aspirations, I recommend you read this book and flex your cross-cultural communications muscle!
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5.0 out of 5 stars SUBTITLE: As it always does ... 30 Jan 2013
As the title suggests, this is an efficient, digestible grounding in what's required to work effectively across cultural boundaries - suitable for anyone intending to play a role at the relevant level in multinational organisations or in cross-cultural negotiation and transacting.

That's not to say it's superficial - MBA graduates will recognise the main thrust of the evidence and stratagems on offer here, as well as some unique insights. For most purposes, this 'hit' will be comprehensive enough - for others, it's a practical launch point into any wider research and learning you feel you need. The format is pragmatic and succinct, and Neogy rides no hobby horses.

Perhaps its greatest surprise for experienced MNC practitioners will be the parts dealing with how we manage ourselves in our interactions with others. It's too easy to forget that our interlocutors are *always* in some senses strange to us - the lessons here will add just as much value to the work you do influencing the subcultures among your 'home' audience as they do to your more conventional "cross-cultural" tasks.
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5.0 out of 5 stars Cuts to the chase 18 Jan 2013
By KateSC
I would highly recommend this book for anyone wanting a concise guide to the most important and most relevant aspects of cross cultural communication you really can read in 55 minutes (perhaps a few minutes over!). Whilst recognising it's a huge and complex subject, this book cuts to the chase effectively, providing valuable insights and advice for anyone doing business in a culture that is not their own. It inspires the reader to adopt a new mindset, a new way of thinking about the challenges of operating in a global environment. As a consultant helping people collaborate across cultures I found it extremely useful.
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By Jamie C
This excellent wee book serves as a great overview of the ever more important world of international business communication. Working from the premise that you can learn the key aspects of the topics in 55 minutes and in one sitting, it does exactly what it says on the tin. The concepts are clearly and simply explained, without being patronising, and once your interest is sparked for the area it provides ample directions for where else to look for further information.

One small personal critique would be that I found the large font size slightly offputting, particularly as I am by nature a speedy reader and therefore found myself feeling as if the text was sometimes lagging behind my reading. However in terms of meeting the 55 min objective, the style certainly rattles you along, and will be a godsend for anyone trying to read this in the half light of business travelling!

So I would highly recommend this book - I work for a charity rather than a business per se, but the ideas contained within it have very wide use. I'll be passing it on to my comms focussed member of staff, and look forward to trying out the ideas while developing the international activity of my organisation.
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