Noticing cultural differences is not enough
If you work with international clients or colleagues from different cultural backgrounds, you’ve probably experienced it: someone speaks or answers questions more bluntly or opaquely than what you are used to. Or perhaps they seem hesitant to speak up in a meeting and they avoid giving feedback altogether. Shared language doesn’t automatically lead to shared understanding, even if everyone is fluent in English.
That’s why developing intercultural communication skills are important. Two concepts are key: cross-cultural awareness and intercultural competence.
Awareness versus competence
Cross-cultural awareness means recognising and understanding cultural differences, and your own cultural lens and bias. It helps you describe what’s going on and identify where friction might arise. For instance, you may notice that your client values hierarchy more than you do, or that your colleague avoids direct disagreement.
While awareness helps you spot potential friction, intercultural competence means knowing how to respond. You adapt your communication style by clarifying, adjusting your tone, or choosing different words to make sure your message is both understood and respectful in a different cultural context.
Why these skills matter
If you regularly work with clients or partners in/from another country or if your local team includes individuals from different cultural backgrounds, then intercultural competence is not optional. It’s a business skill. The cultural norms we are raised with or encounter at work can affect how we make decisions, build trust in relationships and give feedback. These norms also influence how we manage our time and meet deadlines. Without the right skills, misunderstandings and delays are almost inevitable. But when you’re culturally aware and competent you can anticipate where collaboration might break down and take steps to keep things on track.
Practical tips to build your skills
- Ask early about preferences, for meetings, communication styles or deadlines.
- Avoid assumptions. Not every silence means agreement.
- Be explicit about expectations, especially in remote teams.
- Use plain English. Skip idioms, jokes and culture-specific references.
- Invite questions openly. Normalising phrases such as “I may be missing context” encourages dialogue and strengthens trust.
Want to build your skills?
Our Intercultural Competence training helps you work more effectively with international clients and colleagues in meetings, negotiations and projects. Find out more about the training.
(2024).png){kind=small}
.png)
