Let me start by asking: how well do you really understand the people you work with? I’m not talking about just knowing their names or job titles—I mean truly understanding their motivations, their communication styles, and their cultural backgrounds. If you’re running a business in a place as dynamic as Chiang Mai, where cultures intersect daily, mastering cross-cultural communication isn’t just helpful—it’s essential.
In my career, I’ve seen firsthand how cultural misunderstandings can derail even the best business ideas. On the flip side, I’ve also seen how taking the time to understand someone’s perspective can unlock incredible opportunities. Let’s dive into why cross-cultural communication matters and, more importantly, how you can get better at it.
Why Cultural Differences Matter
Here’s a simple truth: we don’t all speak the same “language,” even when we’re using the same words. Culture shapes how we express ourselves, how we approach problems, and even how we see the world.
Take Thailand, for example. Thai culture places a high value on harmony and respect, which often means indirect communication is the norm. If you’re someone who prefers direct, to-the-point conversations, this can feel confusing or even frustrating. But understanding this nuance can make all the difference in building trust and collaboration.
Real-Life Missteps
Let me share a couple of stories:
- The Italian Salesperson: A few years ago, I coached a passionate Italian salesperson interviewing for a role at an American company. His answers were detailed, expressive, and filled with energy. But to his American interviewers, he seemed long-winded and unfocused. It wasn’t that he lacked skill—it was a cultural mismatch in communication style.
- The Silent Thai Team: Another time, I worked with a Thai team who rarely voiced concerns in meetings. At first, I thought they didn’t care about the project, but it turned out they were simply trying to avoid conflict—a deeply ingrained cultural value. Once I understood this, I found ways to create safe spaces for feedback without putting anyone on the spot.

If you’ve ever felt frustrated trying to “get through” to someone, you’re not alone. It’s not easy to navigate cultural differences, but it’s absolutely doable.
Here are some practical tips I’ve picked up over the years:
- Start with Curiosity
Don’t assume you know what someone is thinking—ask! Learn about their culture, their values, and how they prefer to communicate. If you’re working in Chiang Mai, take the time to understand Thai customs and how they shape workplace interactions. - Adapt Your Style
Flexibility is key. If you’re naturally direct, try softening your approach when working with someone from a more indirect culture. On the other hand, if you tend to be subtle, make your points clearer when dealing with more direct communicators. - Build Relationships First
Especially in cultures like Thailand, business is personal. People want to know they can trust you before they’ll work with you. Take the time to connect, whether it’s through a casual coffee chat or attending local events. - Listen More Than You Speak
Sometimes the best way to understand someone is simply to listen. Pay attention not just to what’s being said, but how it’s being said. Nonverbal cues can tell you a lot. - Don’t Be Afraid to Ask for Feedback
Miscommunication happens—it’s part of being human. But when it does, don’t shy away from asking, “Did I explain that clearly?” or “How could I have handled that better?” It shows you’re willing to learn and grow.
Why This Matters in Business
At the end of the day, business is all about people. If you can’t connect with your team, your clients, or your partners, you’re going to struggle. But when you take the time to understand their perspectives, you open the door to better relationships, smoother collaborations, and ultimately, greater success.
Think about it: how many deals have fallen apart because of a simple misunderstanding? How many team conflicts could have been avoided with a little more empathy? Cross-cultural communication isn’t just a skill—it’s a superpower.
Here’s my advice: don’t wait for a miscommunication to happen before you start working on this. Take the time now to understand the people around you, especially if they come from different cultural backgrounds. Read up, ask questions, and be willing to adjust your approach.
And if you’re looking for a starting point, join the Chiang Mai Business Network. It’s a great way to meet people from diverse backgrounds, learn from their experiences, and sharpen your communication skills. Trust me, it’s worth it.
So, what do you think? Have you had any experiences with cross-cultural communication—good or bad? I’d love to hear your thoughts.
