Through the quantify exercize﹣together with your colleagues on both sides of the Atlantic﹣you have identified and quantified the influence of the topic Persuasion on the success of your collaboration. It is now time to understand that influence. This is the basis for combining the respective approaches.

Step 1 – Respond
Go to the topic Persuasion and respond to its Survey and Case Study under Discuss. Respond in English. If that is your native language, express yourself in clear, straightforward English, keeping in mind that many participants speak and read English as a second language. If English is not your native language, you are not alone in the international business context. Don’t worry about writing in perfect English. Keep it simple.

Step 2 – Reflect
You have responded to the Survey and Case Study. Now read and reflect on the responses from your culture, as well as on the responses from the other culture. The responses may include those from other CI members.

Look first for the way of thinking within the two respective cultures. Then look for the differences between those ways of thinking. And remember, similarities are good, differences are better. In differences lie the opportunity to combine cultural approaches.

Step 3 – Learn
Finally, read the CI’s research-based analysis about Persuasion. Approach describes the pattern of how the two cultures think. Under Examples you have pieces that make up those patterns. View is how one culture‘s approach can be (mis)perceived by the other culture. Advice contains CI’s thoughts on how to anticipate and prevent those (mis)perceptions.


You responded to the Survey and Case Study. You then read and reflected on the responses from your culture and the other culture. Your eyes are focused on identifying patterns in thinking.

Then you read CI’s research-based analysis about Customer. Approach contrasts patterns of thought. The Examples describe those patterns. View is about misperceptions. Advice is how to anticipate the misperceptions.

Step 4 – Deepen
Under Discuss read the Stories about the topic Persuasion. Then read the questions and answers uploaded to Ask CI. Both of these provide more insight into how the two cultures approach Persuasion.

Step 5 – Discuss
Now enter into a discussion with colleagues from both cultures. The questions below might be helpful. Who participates in that discussion, how it is structured, and the mode of communication used, is your decision as a team.

In your respective cultures, in what situations is linking messenger with message persuasive, and when is it persuasive to separate them?

Choose one critical problem currently facing your respective societies. Describe to each other both the problem and the opportunity imbedded in it. Is it more problem than opportunity, or the other way around?

Take one situation in your culture in which getting a message across persuasively is critical. Explain to your colleague how your culture strikes a balance between using analysis (theory, methodology) and using experience (facts, anecdotes).

Choose a typical presentation, in a typical company, in your culture. The presenter has maximum ten slides. How many slides would be dedicated to explaining the context (past), to the current problem/opportunity (present), and to the solution (future).

Explain to your colleague how in your business culture one knows when to guide the audience to a logical conclusion (the presenter‘s) versus when one asks the audience to make a choice.


You responded to the Survey and Case Study on Communication. You read and reflected on CI’s research-based analysis on the topic. Stories and Ask CI gave you additional insight. After that you engaged in discussion with colleagues from both cultures.

You now understand key cultural differences between Germans and Americans when it comes to Persuasion. You and your colleagues are ready to apply that understanding by combining your respective approaches to Persuasion.

Step 6 – Formulate
Create an apply-team within your culture. Based on your newly gained insights, formulate a combined approach to Persuasion. Write in simple, clear English how the two approaches﹣German and American﹣could be combined. Do the following:

Review the key success factors you identified in the quantification. Identify the most critical recurring decisions which affect those success factors.

Not only the decisions you make within the team, but also those in your interactions with customers and suppliers, whether they be company-internal or -external, in other words within your business ecosystem.

With the cultural differences in the forefront of your mind, address the following two questions: How should you persuade? How should you allow yourselves to be persuaded?

Note: There is no action without having made a decision. And preceding any decision is a presentation of decision options. Persuade. Decide. Act.

Step 7 – Prepare
Send your proposal to your colleagues in the apply-team on the other side of the Atlantic. You will receive their proposal. Study it carefully, first individually and then as a team. Prepare to engage in discussion and decision with your colleagues from the other apply-team.

Step 8 – Combine
Go into the apply-workshop with a clear and open mind, and with the determination to convert cultural differences from a liability into an asset. Your mission is to find the best way to combine the inherent strengths in the German and the American approaches to Persuasion.