Observe how a very intelligent young man by the name of Harry Sonneborn persuades Ray Croc to fundamentally change his business model re: McDonald’s.
Systematic Thinkers
Systematic thinking is the foundation of all research. Germany has produced many great thinkers in the natural and social sciences. They are best known for their systematic approach.
Hildegard von Bingen (1098-1179) was the daughter of German nobility, but decided at an early age to join the Benedictine nuns. She went on to become one of the best educated and wisest of her era, advising secular and religious leaders throughout Europe. Hildegard’s fields of expertise ranged from theology to medicine, music, ethics and cosmology. Her discoveries and insights in the area of plant-based medicines are referred to today.
Immanuel Kant (1724-1804) was one of the leading philosophers of the Enlightenment Age. His Kritik der reinen Vernunft is considered to be the starting point of modern philosophy, creating a new, systematic approach to inquiry. Kant addressed not only the theory of knowledge, but also ethics and aesthetics, the philosophy of religion, law and history, as well as astronomy and the geosciences.
Johann Wolfgang von Goethe (1749-1832) is considered to this day to be the greatest of all German writers. His work encompassed, however, also the natural sciences including botany, optics and the philosophy of color – Farbenlehre.
Carl von Clausewitz (1780-1831) was a Prussian General and military theorist. His Vom Kriege (On War) a systematic approach to strategy, tactics and the philosophy of war, became the foundation of military thinking in all Western nations. Clausewitz’ writings went beyond how wars are won to address the overall nature and meaning of war in the modern world.
Karl Marx (1818-1883) is renowned as a philosopher, political economist and social critic. Together with Friedrich Engels, Marx analyzed during the height of the industrial revolution the mutual influences and interactions between a society‘s consciousness and its economic system. Although Marxism has proven to fail in practice, it led to what many would consider significant social progress in public education, health care, social legislation. Marx’ writings contributed to the creation of labor unions.
Max Weber (1864-1920) was a German sociologist, legal scholar, and political economist. He is considered a founding father of modern sociology. Weber’s theories influenced greatly the so-called specialty areas of sociology: economics, religion, political power structures.
Karl Rahner (1904-1984) is considered to be the most influential Catholic theologian since Thomas Aquinas. His work opened up Catholic theology to a new and deeper understanding of faith. Rahner’s thinking influenced greatly the Second Vatical Council. Inspired by his studies under Martin Heidegger, Rahner synthesized Catholic theology with the philosophies of the modern era.
“Buy before too late!“
When Americans sell too energetically Germans find it a bit crass, loud, unpolished. I see in my mind’s eye a certain kind of television advertising in the U.S. Evenings. Six p.m. A local station. A local car dealership. The owner him-/herself, with his face up close to the camera, in a loud voice: “This is the greatest deal of the century. Buy fast, folks, before it’s too late!”
Or I think of the famous, and often infamous, television evangelical preachers of the 1980s and 90s, with tears in their eyes asking their audience in the church and in their living rooms to “speak directly to God” – via an 1-800 telephone number – and make a donation.
What Germans do not understand, and reject (often vehemently), is the caveat emptor (let the buyer beware) approach in the American business context. The difference between the German Auskunftspflicht and caveat emptor is dramatic and leads to significant misunderstanding and irritation.
What surprises, throws off balance, and can anger Germans is when Americans while selling their product, service, concept or idea only mention its strengths, even though the Germans sense, or even know, of its weaknesses.
They often notice immediately when Americans exaggerate the positive and either play down or leave unmentioned the negative. And if the negatives are mentioned, then as if by some magic they can actually be converted into strengths, if understood and managed properly.
Depending on how much experience Germans have working with Americans, the caveat emptor approach can lead to indignation. At a minimum Americans can be viewed as being tricky, clever, in some cases even as lying.
Americans immigrants
The past, especially the recent past, helps us to understand the present. But it is only from the present, from the current starting point, that we can go down new paths, move in a different, perhaps even radically different, direction. All Americans are immigrants or descendents of immigrants. The historical consciousness of the American people is greatly influenced by the immigrant experience. Imagine what it was like for those millions upon millions of families to take that step, to leave their home and to risk the unknown.
For most of them not freely. For many it was a question of survival. For others it was about freedom. They wanted to decide their own fates, and wanted the same for their children. Nonetheless, the decision was very difficult. It meant leaving everything they knew, everything that gave them security. Once they left, however, the present and past of their native country would no longer be relevant. But what do human beings have other than their past and present? The unknown, insecurity and risk? Or do they have opportunity?
In such situations people have to make hard, tough decisions, about what they take with them from the past and the present. Of course all immigrant groups, including the waves of Germans who came to America, brought their language, customs and traditions. The older generations continued to speak their mother tongue. Foreign-language newspapers were published in all of the major American cities. All that they knew and brought over lasted, however, only for a certain period of time.
The everyday challenges of life in America rubbed and pulled away, layer for layer, the recent present and the past of the homeland. The immigrants took on, layer for layer, the realities of the current present in the United States, like having old skin replaced by new. It was painful. The time came in every immigrant family when the children no longer wanted, or no longer could, speak the language of the old world.
Many parents who immigrated demanded of their children that they assimilate as quickly as possible, that they forget the old language, customs and traditions. They had decided to leave their homes, towns and homelands. They refused to get stuck between two realities. To move forward demanded that they leave behind what they had known. It was time to go down a new path. The cares, worries and chores of the day left them no other choice.
That path to and in America was difficult, hard, rough. Many did not make, did not succeed. Every wave of immigrants had to fight for their future in America. Everything which weighed them down, every form of ballast, had to go. And that meant much that was associated with the homeland. For many, even for most, however, throwing overboard the ballast of the past set them free.
A German strength
Bonn served as the capital of West Germany from 1949 until 1990 and was the seat of government for reunified Germany until 1999, when the government relocated to Berlin. The city holds historical significance as the birthplace of Germany’s current constitution, the Basic Law.
Founded in the 1st century BC as a settlement of the Ubii and later part of the Roman province Germania Inferior, Bonn is among Germany’s oldest cities. It was the capital city of the Electorate of Cologne from 1597 to 1794 and served as the residence of the Archbishops and Prince-electors of Cologne. The period during which Bonn was the capital of West Germany is often referred to by historians as the Bonn Republic.
Unhistorical thinking
The Germans often consider Americans as a people to be either uninformed or uninterested in their own history, and equally uninformed about the recent history of given situations, allowing them to make decisions only based on the present. Americans appear to not think things through, not thoroughly. They can appear to Germans as Dünnbrettbohrer, literally people who only drill through the thinnest of boards.
From the German perspective their perception is not false. It’s what is behind the German cliché that Die Amerikaner gehen mit dem Kopf durch die Wand, that Americans try to go through the wall with their heads, meaning forcing solutions in situations which they have not fully understood.
But are Americans really so un- or a-historical? Partly, yes. I think of the region in which I grew up and the people there, me included. Philadelphia. Many of the most dramatic events of the American Revolutionary War against England took place in and around Philadelphia. Independence Hall in downtown Philadelphia is very well known and visited every summer by countless Americans and guests from other countries.
It is where the Declaration of Independence, the Articles of Confederation and the Constitution were drafted, debated, passed and signed. Philadelphia was the capital of the insurrection, Independence Hall the meeting point of the conspirators.
Several critical battles took place in the area. On September 11, 1777 British troops defeated the colonists under George Washington at the Battle of Brandywine. Two weeks later, on September 26, Philadelphia was conceded to the British under General Charles Cornwallis.
On that day Washington and his troops counterattacked in Germantown, roughly five miles north of Philadelphia, against just under ten thousand British soldiers. It was an attack by night, from four different directions, with the hope of forcing a quick surrender. Because communications among four groups broke down, and due to shortages of munitions, the attack failed. Washington and his men were pushed back to White Marsh.
There, between December 5th and 8th, British troops pursued and attacked the revolutionaries several times. General Howe had hoped to end the war before the winter had set in. Washington‘s men held, though. The redcoats pulled back into Philadelphia. Washington and his troops moved into nearby Valley Forge.
But how many natives of the Philadelphia area are familiar with these events? I certainly did not hear of them during grammar and high school. I don’t recall any school trips to the battlegrounds or to a museum. Nor did my parents interest us six children in them. Nor have I ever seen a documentary film on television about those battles in and around Philadelphia, my home region.
Why? Perhaps because the United States and England (UK) have been close allies in two world wars. Perhaps we Americans don‘t like reliving bad old times. Perhaps because the events, regardless of how momentous, go back to the 18th century, long before any of my ancestors immigrated to the U.S. from Ireland, Scotland and primarily from Germany. That part of American history was not a part of their history.
If Americans indeed have a less developed sense of history than the Germans, maybe because change in American history and culture is so ever-present. Maybe Americans, in comparison to Germans, are more tolerant of – open and willing – to embrace change, to drive change.
The momentous decision in and of itself to immigrate to America, to leave the homeland behind, makes almost every other decision in life seem far less dramatic. Change is less intimidating to Americans. On the contrary, the more change is accepted as a fact of life, the less relevant are the past and continuity with the past, and all that much more important it is to be able and willing to adapt to new situations.
“Make an Englishman shit”
This is also a reason why it is anecdotes, if well told and timed, are enormously persuasive in the American cultural context. For Americans anecdotes are empirical. They are reality experienced, the opposite of theory, which is often seen as abstract and unrealistic, separated from reality.
An anecdote says: “I know what I’m talking about. I was there. I saw it with my own eyes. This is no theory, it’s reality!” Any American politician, for example, speaking in their legislative district or in the media about a difficult issue, such as the war in Iraq, will come across as especially convincing if they can claim to have visited that region.
Like aphorisms, anecdotes transport deeper-lying wisdom. Isn’t that what the Bible – Old and New Testament – does via one story after the other, communicate the deepest-felt, and therefore most complex, beliefs of a people, of Jews and Christians?
Isn’t story-telling the highest, the most sophisticated, form of activating (speaking to) the human imagination? Truly persuasive communicators in the U.S. plan very carefully when they draw on anecdotes. This is why we all listen so carefully when our grandparents tell their stories. They have the years of human experience.
The historians are in agreement. That Abraham Lincoln was the most masterful storytellers in American history. It has been written that he could hold audiences for up to four hours at a time.
“We choose freedom!”
It’s been said many times that Konrad Adenauer – West Germany’s great chancellor from 1949 until 1963 – was a master of communicating the complex simply.
His extraordinary ability to communicate with the “average Joe” was particularly effective in the early post-War years in West Germany. During one of the great national debates in the Bundestag about West German foreign policy Adenauer contrasts starkly his policy to that of the opposition Social Democrats by shouting: Wir wählen die Freiheit! Between slavery and freedom, we choose freedom!
If you understand German, and if you are even only somewhat familiar with the history of modern Germany, and the history of West Germany after the Second World War, then you should listen carefully to this extraordinary interview with Konrad Adenauer from the year 1965 with the highly-respected political journalist, Günter Gaus: