German Approach
Germans separate message from messenger. The presenter consciously and purposely moves into the background, so that the message takes center stage. Germans believe that arguments should speak for themselves. Patterns
American Approach
Americans link message and messenger. The message, its form, and its presenter create a unity. In the U.S. business context the presenter takes center stage. Americans believe that “you sell yourself first, then your product or service.” Patterns
American View
Americans, in stark contrast, find the separation of message and messenger impersonal, abstract, sterile, even drab. To distance oneself from one’s own message is interpreted by Americans as risk-averse, disinterested, and anything but persuasive. “If he himself is not convinced by his message, why should we be?”
German View
Germans react ambivalently to linking message and messenger. An overly personalized presentation style is on the one side both motivating and attractive. At the same time, however, Germans are persuaded more by rational argumentation. “There must be a reason why he is appealing to our emotions instead of to our reason.” Germans are not persuaded by the messenger-first approach.
Advice to Germans
Identify yourself with your message. Literally use the word I. Draw on your personal experience by using anecdotes. Put your heart into it. Show emotion.
Give signals when you are a subjective participant in your story and when you are an objective observer. When persuading Americans you cannot take yourself fully out of the equation.
Advice to Americans
Temper the showman in you. Be a little coy. Hint at almost a scepticism in your own message. Neither invite nor challenge your listeners to like or dislike you as a person.
In fact, take yourself out of the equation altogether. It‘s all about the message and not about the messenger. You are not on any kind of stage. Speak to their heads, not to their hearts.