“If you want to go fast, go alone. If you want to go far, go together.”
The anecdote goes, that many years ago, a plane full of gold went down in the middle of Siberia. When the KGB had finally located the wreckage, they were shocked to find that the gold was gone. After careful examination, they discovered tracks in the snow leading through the forest to an indigenous hunter’s cabin. The hunter answered their authoritative knocks, but to their dismay, they found he spoke no Russian. Leaving the man under guard, they located an interpreter and began the interrogation.African Proverb
“Where is the gold?” they demand. The interpreter conveys their question and the peasant claims ignorance.
The agents pressed further, “We followed your tracks from the crash site to your cabin. We know you have the gold. Where is it?” The interpreter repeats the question in the hunter’s own tongue.
The man again feigns ignorance. The agents realize more persuasive measures are required. One pulls out his weapon and points it at the hunter’s head.
“If you don’t tell us where the gold is, your days are over!”
The hunter breaks. “I buried it under the tree behind my cabin! Please don’t shoot me!” he pleads desparately.
The interpreter, without hesitation says, “Go ahead and shoot, I’m not going to tell you a thing!”
Interpreters are often indispensable when working in a global environment. The skill, trustworthiness, and professionalism of your interpreter can make or break your negotiations. You rely on them to keep you abreast of all that transpires during your meetings with your foreign counterparts. In fact, they may be the only one in the room that gets the whole picture.
However, finding someone that can take your ideas in language A and convey them to your partner in language B is only the beginning. A truly effective interpreter understands the target culture at a much deeper level. As they are well versed in the history, literature, and etiquette of the culture, they are also able to help you navigate the cultural and social intricacies of these cross-cultural interactions. In other words, they must be more than an interpreter. They must be a cultural guide.
Another story illustrates their value:
After months of correspondence, an American company has finally landed a meeting with a key Korean retail distributer. This company has the best distribution chain in the country and ties to other distributers throughout East Asia. They enter the conference room, shake hands, and exchange business cards. The host takes the American leader’s card in both hands, looks at it, carefully and thanks them by name. The American looks at the Korean’s card briefly, memorizes his name and title, and puts it in his pocket. The Korean host’s demeanor cools noticeably, but since he continues discussions, the Americans think nothing of it, but the deal just doesn’t make progress. They don’t understand what happened.
Unfortunately, no one had explained the personal value Asian cultures place on a business card. It is considered an extension of the person and a key component of personal dignity. The card is , a part of what is known as “face.” As such, a business card should be given the same respect that is due the person it belongs to. By not giving the card proper respect, the American offended the host. Teaching local etiquette is a key role of a cultural guide, but this can only happen if their involvement began weeks before the trip.
During my many trips throughout Eastern Europe as part of American official delegations, we would begin our preparations weeks beforehand. As an interpreter, one of my key duties was to prepare a country briefing. This included a short history of the country, a basic familiarization with the language, including key phrases and words. I would follow this with a short lesson on customs and etiquette. One of the lessons I taught included the regimented order of standard toasts in Russia. This had a significant impact on building positive working relations with our hosts. For example, I taught that in military circles, the third toast in Russia is traditionally to the fallen, drunk standing, without clinking glasses. On one multi-site inspection, this third toast fell to my non-Russian speaking team leader. He gave an eloquent tribute to those who had fallen defending both of our homelands, including mention of the Soviet and American soldiers who together defeated fascism. By this simple toast, he earned the enthusiastic esteem of our Russian counterparts. Due to his good relations, he was able to overcome some very thorny issues that arose during the inspection in a very effective and amicable way.
As the above examples show, the insight a cultural guide can provide requires goes beyond linguistic support. Their ability to help avoid missteps and build an affinity with our partners. The cultural literacy the guide provides can pay significant dividends.
As an interpreter, I have supported people from all levels of responsibility from small team leaders to government officials and leaders of national-level NGOs. As I grew in experience, my management responsibilities grew as I managed the interpreters and teams of my own. Regardless of my rank, while serving as the interpreter, my basic duty was to ensure that both sides clearly understood the other. However, early on, I came to understand that my most important role was guiding my team through the intricacies of inter-cultural interaction and ensuring they understood not only the words, but also the unspoken meanings of their partners’ actions and ensure our team’s actions did not convey inappropriate messages.
A cultural guide’s training differs somewhat from a simple interpreter or translator.[1] Whereas many interpreters’ and translators’ skills extend beyond the mechanics of language to include cultural proficiency as well, each individual specialist falls somewhere on the continuum of cultural competency.
Full cultural literacy requires an in-depth understanding of the many factors, which make up the shared understanding and values of a culture. This often requires both formal and informal prolonged exposure to the language and the culture gained from significant time in country and study of its culture, history, art and literature, and philosophies. It is key to understand that language is merely the most basic vehicle by which understanding is shared between people, but it is not the only, and often not the most important one.
To be able to converse at a high or near native level, one needs to understand the unspoken cultural realia that is often interweaved into conversations, especially at a higher intellectual level. A simple phrase can carry meaning understood by natives due to its cultural context. For example, if an American says, “Here’s your sign,” we instantly picture Larry the Cable Guy and understand the implied meaning. No further explanation is necessary. A culturally literate specialist must understand and be able to convey this meaning in both languages.
When looking for an interpreter, it is important that they have the skills, both linguistic and cultural, to give you the support you need. There are some key concepts to keep in mind.
First, you should integrate your cultural guide into your team in the early stages of your preparations. They should be a key part of your planning process. Your guide will understand such vital factors as timelines to expect, the approaches that will be most effective, what would be an appropriate gift, what would be the best hierarchical makeup of your team based on your goals, and many other similar factors that will determine your schedule, scope, and tactics you will employ during your trip. Furthermore, if you visit a certain country regularly, you may want to include a cultural guide as a permanent member of your team.
Second, a cultural study led by your cultural guide should be a key component of your team preparations. This should include a historical synopsis, cultural norms and etiquette, any holidays during your trip, and key words and phrases such as greetings, please, thank you. A study aid or phrase book, including the name and address and phone number of both your host and of your accommodations in the local script to give to a cab driver or law enforcement if the need arises is highly recommended.
Third, your cultural guide should be trusted and confident enough to ask for clarification if something you say or do is unclear or if it may be interpreted negatively. He/she should be comfortable in explaining the possible meaning and consequences of that action or statement and clarify whether that is your intent or not. As with other members of the team, their input should be valued, but a professional interpreter and cultural guide understands that their role is not to lead the team, but to advise and facilitate understanding. Once they are sure the principal understands how the statement will be understood, if they decide to proceed, the interpreter’s role is to convey that meaning – no more, no less.
Fourth, understand that an interpreter/cultural guide interprets meaning, not words. What you say may require expansion or may be conveyed in few words than in your language. It may even not be possible to translate. This is especially true with humor. ALWAYS run jokes by your cultural guide before telling them. Humor often does not translate and puns or plays on words almost never do. Don’t put your interpreter on the spot of the mythical interpreter, whose boss tells a joke that does not translate. The interpreter, in desperation, explains to the audience, “My boss just told a joke that doesn’t translate, but if you don’t laugh, he’ll fire me, so when I say laugh – please laugh.”
Fifth, the cultural guide should not be the team leader. While a team leader well versed in the language and culture is an asset to the team, having another acting as a sounding board and filter is often vital. I have on occasion interpreted for people whose language was on par or better than my own, but wisdom and protocol require an official interpreter.[2] Working through an interpreter has certain benefits in official exchanges. First, if you also speak the language, it gives you a double pass at what your partner is saying and additional time to consider your response. If you do speak the language, I would advise speaking directly with your counterpart, however, during the official portions of the inspection, use your interpreters.
Finally, vet your cultural guide carefully. They will be key in ensuring you and your partner fully understand each other as well as helping you not only avoid the cultural landmines that could scuttle your success. Furthermore, a good cultural guide can also that could give you that added edge.
In our modern, globally connected world, the likelihood we will find ourselves working with people who speak another language and have different cultural norms. Having a well-trained and trustworthy cultural guide to help you navigate the sometimes complicated cultural maze and help you find the common ground where you and your counterparts can take advantage of the strengths each side brings to the table is critical to your success.
[1] Many people use the terms interpreter and translator interchangeably. While many may be able to do both, many professionals focus on one or the other. Translation normally refers to written translation, while interpretation refers to conveying spoken communication in another language.
[2] If you do speak the language, but are working through an interpreter, never publicly criticize or correct your interpreter. You will only discredit him/her and yourself in front of your counterparts.
