Message vs. Messenger
Germany
Germans separate message from messenger. The presenter consciously and purposely moves into the background. In the German business context the message takes center stage. Germans believe that “arguments should speak for themselves.” Patterns
United States
Americans link message and messenger. The message, its form, and its presenter create a unity. In the American business context the messenger takes center stage. Americans believe that “you sell yourself first, then your product or service.” Patterns
Problem vs. Opportunity
Germany
For Germans a core competence is the ability to identify, analyze and solve complex problems. For them the key to success is problem-solving. In the German business context to be persuasive is to focus primarily on problems. Patterns
United States
Americans strive to see problems as opportunities. And opportunities are to be exploited. Competent is that person able to recognize opportunities in difficult situations. In the American business context to be persuasive is to focus primarily on opportunities. Patterns
System vs. Particulars
Germany
Germans are systematic in their thinking. Complexity is understood only by grasping how its component parts interrelate and interact. For a component part can only be understood via its role within the whole. Germans use theories and models to persuade. Patterns
United States
Americans are particularistic in their thinking. They prefer to break down complexity into its component parts, in order to focus on what is essential. Americans are skeptical of theory. Facts and experience are far more persuasive. Patterns
Past vs. Future
Germany
Germans define realistic as understanding the situation as it is. And to understand the situation is to understand how it became so. Germans expect a clear explanation of the path from the past to the present. Persuasive is first explaining the history of a given situation. Patterns
United States
For Americans to be realistic means understanding what is possible. The possible is determined not only by past and present circumstances, but also by the ability to shape a new future. Persuasive is explaining how to move from the present into the future. Patterns
Inform vs. Sell
Germany
In the German business world to persuade means to inform persuasively. The argumentation guides an audience to its logical conclusion. Selling the conclusion is not necessary. Germans don’t ask the so-called closing question in a direct and frontal way. They don’t sell. Patterns
United States
In the U.S. business world to persuade means to sell persuasively. Persuasive argumentation leads the audience to a choice. The audience is then asked to make a decision. Americans ask the so-called closing question in a direct and frontal way. They sell. Patterns
