figures of speech – Page 8 – understand-culture

“The same product forever?”

Americans rarely want to own a product for an extended period of time. Most are updated, changed, modified on a regular basis, giving them a kind of newness. These include: computers, electronicc, automobiles, and clothing styles.

Even houses are torn down so that new ones can be built in their place. To the extent that a person views themself as a product, some even alter their own physical appearance via cosmetic surgery: lift, tuck, tighten, remove, add.

Americans simply don‘t want to own, use or be seen with the same product for all too long. They want what is new, better, the „next best thing“, whether it is truly better or not.

Think of mobility in the U.S. Large percentages of Americans in a given year move from one place to another. Job mobility has always been a part of the American economy, now more than ever involuntarily.

Americans own cars for shorter amount of years than in most Western cultures. Fashion cycles are short, the trends are frequent. America is the land of fads, crazes, rages. It‘s a very large and diverse market, culture. It is a consume and consumer oriented economy.

Durable is important to Americans, but for a shorter period of time.

„New and improved!“

New and improved! Personal care products seldom change dramatically from year to year in the way that a car manufacturer might add new features or modify the design. Companies redesign the packaging or make some small adjustment and rebrand the product as „new and improved!“ This plays to the American belief that new is inherently good, tapping into the cult of youth, that new equates young with fresh and desirable.

Some products celebrated for their durability are more resistant to rapid change than things like electronics or cars. American-made tools are generally designed to be strong and durable since replacement is expensive and breaking a tool is inconvenient. Durability in the long-lasting, rugged sense is the more desirable quality.

Although old buildings are torn down and replaced with new construction, American building codes specify much more stringent standards than in other parts of the world. What results is high quality – albeit expensive – buildings that endure. Like in many European cities, American historic districts showcase the place’s commitment to the durability of its construction products.

Markenprodukte

Markenprodukte. Brand name products: Products which are immediately recognized as excellent based on the name of its producer; often products which are of average quality but remain in the minds of consumers due to constant advertising.

German companies have been exporting high quality products consistently since the end of the Second World War. Their products have gained an international reputation for being very good, often better than their competitors. The Germans view reliability as one of the key characteristics of a well-known brand.

Qualität ist, wenn der Kunde wiederkommt, nicht das Produkt. Quality is when the customer returns, not the product. This well-known saying indicates the importance quality plays in the German product philosophy. A product which does not function perfectly and therefore needs to be returned is an embarrassment to the producer.

Easy, intuitive

Every B2C consumer, every B2B client, in every business culture, prefers products and solutions which are easy to use, user-friendly, intuitive. The term used in the past was „fool proof“, meaning even a person of low intelligence can use it. „Fool“ is a mean-spirited term which, thankfully, is rarely used.

But, what do Americans mean by „easy to use, user-friendly, intuitive“? Is it the same in all business cultures? How easy should „easy“ be? Intuitive for what level of intelligence?

Americans value, admire, and most tellingly honor with their money, products which are both sophisticated and user-friendly. In general, they consider it to be a high art form to make the complex simple. See Apple products.

America has many different types of people, backgrounds, mentalities, levels of education and sophistication. Also the largest single market. For products to be successful they have to be easy to use, user-friendly, intuitive.

The American product philosophy: ease of use. The American approach to persuasion: break down complexity into its component parts. Decision making: isolate individual decisions, focus on the essential. This is a pattern.

Wirkung

Effizient. Latin efficiens, efficient; a large effect based on little effort; to achieve much with less; economic, economical.

Wirkung. Effect, output, results; a change realized by energy, effort, input; infuence; a sustained, positive effect.

Wirtschaftlich. Economical; concerning the economy; monetary, financial; to work intelligently; to be frugal, to save money; to achieve the maximum based on available resources.

Weniger ist mehr. Less is more. To focus on the essence, on the core. Functionality trumps design, thus saving time, resources, money. Often heard in the fields of design and architecture.

Effizient, nicht effektiv arbeiten. Work efficiently, not just effectively. A figure of speech often heard in the German workplace, meaning to do more than reach your goals by doing it efficiently.

Kleine Ursache, große Wirkung. Literally small cause, large effect. A figure of speech pointing out how small things – good and bad – can lead to very significant outcomes. In the German context it is a warning to pay close attention to the details of one‘s work.

Was nicht in die Masse dringt, ist unwirksam. What doesn‘t reach the masses, is ineffective. A quote attributed to Karl Jaspers, one of Germany‘s most influential philosophers of the post-War era. It is often used in discussions about the effectiveness of advertisement.

No Agreement

Germans seldom reach agreement when the demands of the conflict parties are in stark opposition to each other and the negotiations have become confrontational. An agreement is made when both parties take a cooperative approach. One-sided demands work against that.

If one party to the conflict is clearly stronger than the other and attempts to take advantage of the weaker party, the German conflict resolution approach will try to compensate for the imbalance.

Etwas vom Tisch fegen. Literally to brush something off of the table; to ignore something; to treat someone or something as unimportant, irrelevant; to push to the side; to conceal.

Fauler Kompromiss

Fauler Kompromiss. False or rotten compromise. Germans believe that there can be no lasting resolution unless the parties compromise. This is the case in coalition governments, in negotiations between employers and labor, in person relationships.

Often, however, the media and the public speculate whether certain resolutions to a conflict were true compromises or faul, fake or rotten. They wonder if one party got the better of the other and that an imbalance is being covered up.

The wound a word opens

“A broken bone can heal, but the wound a word opens can fester forever.” Jessamyn West – librarian and blogger.

“It is typical of women to fester and ferment over disappointments, slights, annoyances, angers, etc.” Laura Schlessinger – American author on relationships.

“Too often, a problem is allowed to fester until it reaches a crisis point, and the American people are left asking the question: what went wrong and why?” Darrell Issa, Member of the U.S. Congress.

Hasty

Überstürzen. To act impatiently; in haste, without thinking it through; to decide, act, react too quickly; a situation develops too quickly to react to; rapid developments.

Hastig. Hasty, due to impatience; lack of grounding, emotionally excited; in a hurried manner steps, breathing, movements, thoughts.

Holzweg. Literally wooden path. Middle High German holzwec, path in the forest where cut wood is transported; wrong path, path in the wrong direction; to misunderstand a situation, to think wrongly, to err in thinking.

Vertagen. To postpone; to push off to another day; to extend a decision, an event.

Vertuschen. To hide, cover up; to mask something unfortunate, embarrassing or incriminating.

Symptome. Latin symptoma, Greek sýmptōma, temporary characteristic, coincidental event; in medicine an indication of an illness; an observable trait or sign of something negative.

Nachhaltig. Sustained, sustainable, an effect which is lasting, of duration, of influence and importance; to make a sustained impression; to exert influence in a sustained way.

Etwas über das Knie brechen. Literally to break something over the knee. To do something out of haste, without reflection, to force something.

Gut Ding will Weile haben. Literally good things demand patience.

Patience of an Angel

That Germans avoid rushing into action is imbedded in many of their figures of speech. They communicate the advantages of being patient, and the disadvantages of hastiness and pseudo-solutions to problems.

“Geduld bringt Rosen” – patience brings roses. “Gut Ding will Weile haben” – good things need time. Patience in the German language is often seen as a superhuman trait.

Chancellor Angela Merkel. 2019. Press conference. European Union Summit in Brussels postponed. 0:38 Gut Ding will Weile haben.

Germans speak of Engelsgeduld – the patience of an angel. “Geduld ist eine Tugend” – patience is a virtue.

Even when Germans have to move fast, when they know that they need to “hurry up”, they say “Eile mit Weile!” Eile is speed, rush, hastiness. Weile is stay, linger, dwell. Meaning something like “Hurry up, but take your time doing it.