United States – Page 34 – understand-culture

“What’s in it for me?”

The benefits need to be clear, concrete, personal. They must answer the simple question: “What’s in it for me?” When Americans make a purchase the key driver is the personal utility of the good or service.

This practical understanding of value is rooted in the United States’ most important contribution to the field of philosophy. Although Alexis de Tocqueville in Democracy in America writes: “I think that in no country in the civilized world is less attention paid to philosophy than in the United States,” the U.S. became the birthplace of pragmatism.

American thinkers Charles Sanders Pierce, John Dewey and Henry James believed that the meaning and truth of an idea is a function of its observable practical consequences. All ideas are hypotheses which must prove themselves through experience. Statements are validated through action and consequences. Americans prefer practical success – benefit – over principles.

Buyer‘s Market

The United States has been growing since its birth. Growing in territory, in population, in economic output. For the most part the U.S. has striven for open markets, domestically and internationally. Americans also believe in meritocracy. People should benefit directly from their hard work.

Americans believe in competition. And America has always been a buyer‘s market, with supply outpacing demand. In such an environment, success cannot be attained without active effort to win customers. In America, sales and marketing are critical to success. Simply „building the better mousetrap“ is not enough.

An Amazon.com search on “Buyer’s Market” generates 13,959 results. Book titles include Solution Selling: Creating Buyers in Difficult Selling Markets by Michael T. Bosworth, The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly by David Meerman Scott and Buyer Beware: Finding Truth in the Marketplace of Ideas by Janet Parshall. 10.5 percent of native-born Americans between the ages 25 and 64 are employed in the sales industry.

Win Friends and Influence People

Dale Carnegie (1888-1955) was a lecturer, writer and developer of courses on self-improvement, salesmanship, public speaking, and interpersonal skills. His How to Win Friends and Influence People (1936) was a record-breaking bestseller which remains popular today.

His books and Dale Carnegie Training courses focus on building self-confidence, strengthening people and communication skills, as well as developing leadership traits. Carnegie believed that it is possible to change other people’s behavior by changing one’s own interaction with them.

How to Win Friends and Influence People is number 509 in Amazon.com’s top book list and has over 1,060 customer reviews on the website with 4.6 out of 5 stars rating.

Additionally, it is one of the top 20 “Best Sales Book” on Monster.com. Operating in over 75 countries, Dale Carnegie Training has been in business since 1912, with clients among the world’s most successful global companies.

“Neither snow nor rain”

On July 26, 1775, the Second American Continental Congress appointed Benjamin Franklin as Postmaster General to organize and run the Post Office Department – the predecessor of the United States Postal Service (USPS).

The USPS has a reputation for always completing deliveries on time. Its unofficial motto comes from an inscription on the James Farley Post Office in New York City, which reads: “Neither snow nor rain nor heat nor gloom of night stays these couriers from the swift completion of their appointed rounds.”

In fact, postmaster was considered to be such an honorable title that two postmasters went on to become President of the United States: Abraham Lincoln and Harry Truman.

Resumé

A persuasive curriculum vitae (resumé) in the American context stresses achievements, awards and areas of special competence. It is not an official document produced by a neutral party such as a government agency or an educational institution, but rather a testament to how what was learned has been applied in the real world.

Resumés in the U.S. are in a way (self-)marketing documents. Americans highlight not only their subject area expertise, but also their character strengths, such as persistence, discipline, teamwork and, of course, leadership. Every American reader of an American resumé knows that they are carefully written subjective statements aimed at a specific effect.

Citibank survey

A recent survey of Citibank branches in four countries (the United States, Germany, China, and Spain) was conducted to determine the most effective persuasion methods for employees to use in order to convince their colleagues to do a favor for them. All four countries had very different results.

The survey showed that Americans are more likely to be persuaded to help their colleagues if there’s something in it for them, or if they owe their colleagues a favor. They tended to ask questions like “What will I get out of this?” and “What has this person done for me?”

Germans, on the other hand, were more likely to be persuaded to help if the favor stayed within the rules of the organization. They tended to ask questions like “According to the official regulations, am I supposed to help?”

Walter Cronkite

Older Americans know the names Walter Cronkite, Chet Huntley, David Brinkley, Dan Rather, Tom Brokaw and Peter Jennings. They were the most famous news anchormen of the historically dominant television news broadcasters ABC, CBS and NBC. For generations they informed the American people at six o’clock in the evenings about national and world events.

Sunday morning political talkshows are also linked to household names such as Tim Russert, George Stephanopoulos, Bob Schieffer. In style and tone these news shows were tailored to those respective individuals. It was, and still is, a question of branding, with the networks seeking to establish an almost personal relationship between news moderator and the audience, with the hope that viewers would trust the moderator with supplying them with critical news in precise, objective and investigative way.

And it’s no different in American politics, where it is often less about substance and more about personality, character and values, such as marriage, family, love of country and faith. Question marks in those areas mean questionable credibility. Americans first size up the candidate as a person, then they consider his or her politics.

Scope Creep

Scope creep is when a task or project grows beyond its original intent, requiring more people, time and money than originally planned. It is typically a result of poor task definition, change control or internal communication. A precisely defined decision limits scope creep.

Scope: The extent of the area or subject matter that something deals with or to which it is relevant; the opportunity or possibility to do or deal with something.

Creep: To move slowly and carefully, especially in order to avoid being heard or noticed; moving very slowly at a steady pace; occur or develop gradually and almost imperceptibly; increase slowly but steadily in number or amount. Old English crēopan, meaning to “move with the body close to the ground”. Of Germanic origin; related to Dutch kruipen.

According to Economic Recovery Measures, Financial Rescues Have Only Temporary Impact by Kathy Ruffing and James R. Horney from the Center on Budget and Policy Priorities, the Bush-era tax cuts and its extension during the Obama presidency, in addition to the deficit-financed wars in Iraq and Afghanistan, account for “almost half of the $18 trillion in debt that, under current policies, the nation will owe by 2019.” Deficit-creep.

English Composition

Americans learn as early as in grammar school to break down complexity. They are taught in English Composition to formulate short, simple and clear sentences ordered in a logical sequence. Good composition avoids sentences with complex grammatical twists and turns. Simplicity and clarity are the goals.

Complexity: The state of quality of being intricate or complicated; a factor involved in a complicated process of situation.

Grammatical twists and turns: Convoluted structures in the English language that often obscure meaning for the reader:

“Although the blue whale has been protected for over thirty years and its numbers are increasing, especially in the North Pacific, where whale hunting has been banned, it is still at risk of extinction as its habitat is being polluted by waste from oil tankers and its main food, the plankton, is being killed off by harmful rays from the sun, which can penetrate the earth’s atmosphere because there is a huge whole in the ozone layer over Antarctica.”

Ernest Hemingway, considered to be one of America’s greatest writers, shied away from convolution in grammar and style. He never used big words or complicated sentences, yet he succeeded in painting vivid images. Overly sophisticated does not necessarily equate to good writing.

Disaggregate

Disaggregate: to separate into component parts; to break up or apart. Americans not only aggregate, they also disaggregate.

A manager has a spontaneous idea, calls a meeting with more than a handful of experts to discuss it, then just as quickly disbands it noting that she and they should continue thinking about it. A corporate-internal project, generously funded at first, but which does not produce the initial results expected, has the “plugged pulled” on it quickly.

When low earnings over three straight quarters has investors grumbling, executive management reacts quickly with corrective action: close plants, layoff workers, hire a consulting firm to recommend a cost-cutting program.

At least until the end of the Second World War, the United States maintained a modest standing army, forcing it during war to ‘ramp up’ as rapidly as possible, only to then after the war demobilize just as rapidly.

Aggregate. Disaggregate. Quickly. It’s how Americans utilize resources.