When starting a project with an international team, you should be ready for the fact that things and approaches that are obvious to you may differ for people from other cultures. Communication difficulties explain 57% of failed projects. For example, a company that brings together developers from the US and India on the same team may spend much more time, money, and effort on a project because of different cultural differences. The American squad will likely adhere to strict deadlines and direct communication, while the Indian part will be more flexible and avoid open criticism.

Fear of misunderstandings, communication breakdowns, and mismatched work styles can hinder forming a successful outsourced IT partnership. However, this fear doesn’t have to be the final word. By acknowledging cultural differences and implementing thoughtful strategies, businesses can overtake these potential challenges.

Cultural differences theory

Cultural code refers to the shared values, beliefs, expectations, and practices defining a particular group. This code can significantly impact how people communicate, work together, and approach tasks.

Richard Lewis discussed its appearance in his cultural theory. This theory was developed in the 1990s and was published in his bestseller “When Cultures Collide: Leading Across Cultures” in 1996. Nowadays, it has become even more popular. We also heard a lecture about this theory at this year’s

 DOU DAY, an IT Conference that KITRUMers attended. The linguist and leading cross-cultural specialist introduced a framework categorizing cultures into three main types: 

  • Linear-Active; 
  • Multi-Active; 
  • and Reactive. 

These categories explain cultural preferences in communication styles, time orientation, and social interactions, building a cultural code idea.

Emotional or multi-active cultures are characterized by a strong emphasis on relationships, feelings, and face-to-face interaction. People from these cultures are expressive and value open communication and animated conversation. Multi-active individuals prioritize completing the human connection over strictly adhering to agendas or schedules. It can manifest in a preference for multitasking and a dislike for rigid structures and deadlines. 

Understanding these characteristics is crucial for successful communication and collaboration with people from multi-active backgrounds, such as Latin American, South European, and African countries. For example, try not to put them on short-term projects with strict time limitations. Respect their time, creativity, and work-life balance, and avoid overtime. Build friendships and organize regular team-building activities, parties, and events with them to get more engagement in the project.

Logician or linear-active cultures highly value logic, reason, and planning. Individuals from these backgrounds often prefer direct and factual communication, focusing on completing tasks efficiently and adhering to schedules. Logic prevails over emotions, and decision-making is often based on precise facts and data analysis. Building trust in Logician cultures (e.g., Scandinavian countries, Germany, The UK, The USA, etc.) can be a gradual process, with a focus on professionalism and competence. You can trust such specialists’ hard work with strict deadlines, creating a step-by-step and logical plan for the job. If this plan has gaps, such specialists can contribute to its improvement, and you should listen to their opinions. They can work independently and better understand the digits and informational data representation type.

Reactive cultures prioritize building solid relationships before diving into business. They tend to be more reserved in communication, favoring indirect approaches and valuing harmony within the group. Decisions are often made through consensus or by deferring to authority figures. People from reactive cultures, including China, Japan, Taiwan, Thailand, Korea, etc., may hesitate to express disagreement openly, preferring to build rapport and understanding before offering contrasting viewpoints. Patience and clear nonverbal cues are crucial for effective communication with them. Time is seen as a flexible concept, and deadlines may be approached with a more relaxed attitude.

Cultural Code Differences

Regarding IT outsourcing, cultural differences can manifest in various ways, potentially impacting the partnership’s success. Here are some practical areas where these differences might surface:

  • Communication styles. A linear-active culture favors direct and assertive communication, while multi-active and reactive cultures value a more indirect and relationship-oriented approach. Misunderstandings can appear if not addressed proactively.
  • Decision-making processes. Linear-active and multi-active cultures often emphasize individual decision-making, while some reactive cultures prioritize consensus building. This difference can impact project timelines and team dynamics.
  • Punctuality. Concepts of timekeeping can vary across cultures. Understanding time perception differences can help manage expectations and avoid burnt meetings or deadlines.

Understanding and addressing these potential cultural roadblocks fosters a more collaborative environment, leading to more robust results and long-lasting partnerships.

Strategies for successful communication across different cultures

Here are the main strategies you can use as a business owner, project manager, team lead, or product manager to improve communication within your team of a specific culture.

Embracing cultural diversity

While establishing clear communication channels and setting expectations is crucial, it’s also important to leverage the strengths of cultural diversity. Here’s how:

  • Cross-cultural training. Consider providing cultural sensitivity training for your in-house team and outsourced partners. This approach will foster an understanding and appreciation for different work styles and communication preferences.
  • Encouraging cultural exchange. Schedule virtual team-building activities that celebrate different cultures. These activities can involve sharing cultural traditions, holidays, or even language lessons. They build rapport and foster a sense of community within the team.
  • Diversity of thought. Recognize that cultural diversity brings a wealth of perspectives to the table. Encourage open discussions and brainstorming sessions, allowing all team members to contribute unique ideas and approaches. Create the general location with all gathered ideas that can be added gradually to the project.

Ongoing communication and flexibility

Building a successful partnership requires ongoing communication and a willingness to adapt:

  • Regular check-Ins. Schedule regular check-in meetings to discuss progress, address concerns, and ensure everyone is aligned.
  • Embrace feedback. Be receptive to feedback from your outsourced team and use it to improve communication and collaboration.
  • Adaptability. Adapt your strategy to cultural norms to create a more comfortable and productive working environment.

By implementing these strategies, businesses can overcome cultural differences and create a thriving IT outsourcing partnership. Remember, successful collaboration thrives on mutual respect, clear communication, and a willingness to embrace the benefits of cultural diversity.

How to make cross-cultural outsourcing IT teams work

The global business landscape thrives on diversity. Yet, building successful teams that bridge cultural divides can sometimes feel like scaling a mountain. At the abovementioned DOU DAY, our KITRUM team members met Orest Dmytrasevych, an expert in modern leadership and organizational management practices. He gained leading positions in IT for 9 years and was engaged in IT teams worldwide. While discussing team management, we heard many impressive stories, but the one we remembered the most.

When Orest took on the role of Crisis Manager for a struggling project in Northern Macedonia. The project was in need of significant improvement, and team morale was at a low. To gain a comprehensive understanding of the situation, he initiated one-on-one meetings with each team member. On the first day, he met with the team lead, who was highly resistant and spoke very bluntly. Unsure of what to do, Orest talked to his direct manager. The manager explained that in Balkan cultures, people often communicate very directly.

With this new perspective, Orest dug deeper into Balkan culture. He read up on their history and social norms and even chatted with locals outside of work. He realized that the team lead’s bluntness wasn’t personal — it was just his way of being straightforward. He started addressing issues head-on and showed respect for their direct communication style. Slowly, the team warmed up to Orest. Trust began to build, and the team became cooperative.

By embracing these cultural differences, Orest not only managed to save the project but also significantly improved its performance. The team began to hit milestones, and morale saw a marked improvement.

Expert tips on cross-cultural communication 

Building strong working relationships across cultures requires consistent efforts. Here are some practical tips to guide you:

  • Be aware of nonverbal cues. Facial expressions, gestures, and even silence can hold different meanings in various cultures. Pay attention to nonverbal cues alongside spoken words to avoid misunderstandings.
  • Use clear and concise language. Avoid jargon, slang, and idioms that might not translate well. Speak slowly and enunciate clearly, especially in virtual communication settings.
  • Actively listen and be patient. Give your conversation partner your full attention and time to respond. Avoid interrupting and demonstrate patience with different communication styles.

“These three tips help in every communication, even with people of the same culture as you. As you already know, I worked in Northern Macedonia for some time, and it was tough for me to adapt. Skills of active listening and patience helped me a lot in setting up proper relationships with a team.” — shared Orest Dmytrasevych

  • Practice empathy. Try to see things from your partner’s perspective. Consider their cultural background and how it might influence their communication style and work approach.

“While working with a Japanese team on a cybersecurity project, I recognized that their preference for group consensus over individual decisions was deeply rooted in their culture. Respecting this approach and allowing more time for collective decision-making led to better project outcomes.” — told us Orest Dmytrasevych

  • Be respectful and show appreciation. Cultural sensitivity goes a long way. Respect different customs and traditions and appreciate the unique perspectives your colleagues bring to the table.

“While working on a project with a team in Saudi Arabia, I took the time to understand and respect their cultural practices, like their prayer times. This effort helped build mutual trust and created a stronger, more collaborative working relationship.” — said Orest Dmytrasevych

  • Embrace technology. Use translation tools, video conferencing platforms, and project management software to facilitate cross-border communication and collaboration.
  • Celebrate diversity. View cultural differences as strengths, not weaknesses. Organize virtual team-building activities that celebrate different cultures and foster a sense of community within the team. 

By following these tips, you can build thriving teams that lead a project to success, but remember that building multicultural teams is a great decision when you have projects that require creativity and team effort and don’t have strict deadlines. In such cases, team diversity will help you a lot when brainstorming creative decisions, while this may be a weakness when you don’t have time for team adaptation and need to deliver results quickly.

Conclusion

Fear of cultural code differences should keep your business from reaping the potential benefits of IT outsourcing. However, you can successfully navigate these challenges by implementing critical strategies like building strong communication channels, fostering collaboration and respect, and setting clear goals and deliverables. Furthermore, embracing cultural diversity through cross-cultural training, encouraging cultural exchange, and appreciating the diversity of thought fosters a more prosperous and innovative team environment.

Remember, as a key player in your business, your ongoing communication, flexibility, and willingness to adapt are crucial for building a thriving partnership. A successful outsourced IT collaboration can unlock many benefits, from accessing a wider talent pool to optimizing costs. Leveraging cultural diversity as a strength, not a barrier, paves the way for mutually beneficial partnerships. If you need professional help, our PMs know how to work in cross-cultural teams, so you can easily outsource with Kitrum.