As if the auto safety issues and the Gulf Ecological disaster weren’t enough for the leaders of Toyota and BP , they have exposed yet another issue – Culture Leaks.
President Akio Toyoda, BP CEO, Tony Hayward, and BP Chairman Carl-Henric Svanberg, all have become iconic examples of how “Un-Flat” the world is – at least in the context of language and in the old poignant saying, “Know your Audience.” The lack of cultural sensitivity ( An issue that the U.S. is constantly criticised for…), is appalling from the leaders of these two global companies.
The World is Flat, by Thomas L. Friedman, (http://www.thomaslfriedman.com/bookshelf/the-world-is-flat), brilliantly describes the complex foreign policy and economic globalization activities and issues that have transformed our world in the last century. One of the highlights of Mr. Friedman’s past work, and his equally insightful book, Hot, Flat, and Crowded, focus on the new economic ”level playing field” that we all find ourselves on. But, I am fascinated how mega – multi – national companies like BP and Toyota can so thoroughly understand the flatness of commerce , and still – after decades of experience and exposure to the N. American Culture, the leaders of these two great companies can so completely misunderstand – repeatedly – how to address us and our culture.
It seems to me that Toyota’s issue was one of arrogance, not so much the use of an out of context english phrase - and the deep-seated asian tradition of “not losing face” – became more important than the common wisdom of today – “… admit you screwed, up – ask for forgiveness – enroll in a rehab program…” Toyota’s strong market share and growth – spurred by their deserved reputation for quality and safety became their personal corporate heritage – regardless of the facts. Toyota embraced what was true – that they where among the best automotive manufacturers in the world – with the truth – that they had issues. They refused to recognize that getting ahead of a problem is always better than staying behind one.
BP however is a blend of arrogance – and cultural clumsiness. Tony Hayward’s comments about looking forward to “getting his life back”, while 11 of his former employee’s literally lost theirs – was a horrendous gaffe. Mr. Hayward’s declaration regarding underwater oil plumes – “…there aren’t any plumes.” was just plain stupid. And the poor sod, Svanberg, BP’s Chairman, saying that “..BP cared about the small people, ” was sad – unbelievable, and knee slapping – side splitting funny, like loud flatulence during a vesper service. While I am certain Mr. Svanberg was well-intentioned, it hard to conceive of a more ill timed misstatement on such an important and sensitive issue.
So there you have it. These two powerhouse multi-national global firms, lead by certified “Captains of Industry”, completely and totally understood how the economics and opportunities are indeed ”flat” in todays economy - but failed to understand that there remain many cultural barriers seen and unseen. Religion, values, language, and even recognition of and about business success, differs greatly depending on where you were born and where you reside.
These are more than examples of cultural faux pas’ – they are reminders of a world that is perhaps flat for commerce – but we are all still highly steeped in our individual culture, customs, and roots. Cultural leak or a cultural gusher? We have much to learn about each other!
