An American expat's view: You're not in Kansas anymore - Passport - do your homework on business etiquette in Europe - Brief Article - Column

Training & Development, Feb, 2002 by David Beadles

"Remember, this isn't America; we do things differently here in Europe."

If I hear that phrase again on the job, I'm likely to froth in a fit of fury. After working for three years across six different European countries for three different companies (two in the past six months), that's one phrase I've heard more than a few times. But the truth is, it's true. The frustrating thing is, people assume I don't know that.

Believe it or not, the European business world doesn't think much of "the American manifest destiny." Yes, the United States is the world's economic and military powerhouse. Indeed, Europe does thank America for its assistance in WWII. And, when Bill Gates speaks, the world does listen. When you're outside of U.S. borders, however, those feats don't hold much relevance. Unfortunately, most Americans working abroad don't seem to be aware of that fact. Thus, I continue to suffer from my compatriots' missteps.

I'll never forget the American systems planner visiting our Brussels office for a mere three days who insisted on bringing her own Starbucks coffee. Her European colleagues snickered in the back smoking room, saying something like, "Americans don't know coffee. We've been brewing the best beans for centuries. Then along comes a retail fad, and they think they know it all. The least she could have done was try the exquisite beverage from our 10.000 euro Italian espresso machine."

Was such a small thing really an issue? Indeed it was. It served to alienate the woman from many colleagues at the outset of her brief stay, potentially threatening the success of her project.

I could go on with other stories, some in which I'm the buffoon. On the other hand, I've participated in numerous projects in which the American perspective was just right.

My best advice: If you're working abroad, prepare yourself for the adventure. Don't just read a few travel articles on the Web; learn the region's history. Find out what the locals like to do and eat, and their biggest peeves. Once you're there, open yourself up to the experience. Listen to what people have to say, wait, and listen some more. Nonnative English speakers may take a little more time to get their point across, so be patient.

Three years ago, my then-boss (we'll call him Joe) traveled abroad for the first time--to Amsterdam. Joe's your typical American executive: fast thinking, talking, and acting. If he's not multitasking between his cellular phone, his email, and the meeting simultaneously taking place in his office, then he might as well be idle.

Joe and I attended our first team business dinner, which was quite the event: a five-course extravaganza with the finest of wines. Before we'd finished the second course, Joe was pacing the room. Towards the end of the meal, just as our European colleagues began sharing their expectations and hopes for our new venture, Joe was outside hailing a taxi. His actions that night foreshadowed a behavior pattern that had him out of the organization within 10 months.

I'm not sure whether it's American arrogance or merely a need to feel comfortable outside of the realm of familiarity, but Americans do seem to create their own roadblocks to success in the international workplace. The frightening thought is how many companies continue to send employees abroad to work on critical projects, without a day of cultural awareness or linguistic training.

As I see it, Americans can go about working outside of their national borders in two ways. One, throw themselves into the middle of the situation and figure things out--and, quite often, they succeed. But, there's another, subtler method that proves more effective: Do their homework. It's simple and widely respected.

That preparation will come in handy the next time a colleague tries to educate you on the fundamental differences between European and American protocol. If you've done your research, then you'll be in a position to agree or offer your own insight: "Yes, I know. In fact, you put mayonnaise on your french fries. But you really call them fried potatoes, don't you?"

David Beadles, originally from Washington, D.C., is a telecom marketeer with past working stints in Geneva, Munich, and Potsdam, Germany. He's in Brussels now.