“Think Globally, Act Locally” 26-September-2012 John Lincoln VP Enterprise Marketing, du

1. “Think Globally, Act Locally”26-September-2012John LincolnVP Enterprise Marketing, du

2. My upcoming book! du Confidential and Restricted

3. One man’s meat is another man’s poison! What does this mean? UK = O.K. Japan = Money Brazil = Insult Russia = Zero

4. Different strokes for different folks! Just fit in, don’t go too far, will you?

5. Of nuances, semblances and perceptions! • In Japan, do not stick the chop sticks vertically in a bowl of rice… • In Korea, do not write someone’s name in red… • Number 4 is very unlucky (it means death) in Asia… • Psion (of UK) Series 3 PDA skipped to Series 5 to avoid this e.g. • Do not shake with left hand (of course)… • Personal space is very important in US… • Yes does not mean yes (instead it mean “I heard” you) in certain cultures… • Kissing on both cheeks while handshaking works in some EU, but not in Japan or China… • …

6. Did you know and why? • In the early days in the US, African children preferred to play with white dolls? • French children play among themselves closer (in terms of distance) to their parents than the American children do? • In Russia, when a man hands over a peeled banana to a woman, he is romantically interested? • When left alone, Japanese person has the exact same expression as American when negative images are shown. But when in a group, he smiles instead? • … du Confidential and Restricted

7. Some Verbal Miscues • You’ve got to be “kidding!” • Oh “shut up!” • Let me “use” someone (in India, this is not good at all, but in other countries, it may not mean negative) • “Fire” someone (in the US, this means termination of employment, but in other countries, it may mean verbal bombardment) • … du Confidential and Restricted

8. Generalization is Dangerous but… • Time • Chronocracy (Western) – time is money, being punctual is important, … • Polychronous (Eastern) – time is fluid, “talking over” each other is okay, … • Volume of voice • Raised (Latin America) – normal • Not raised (Canadian/Japan) – normal • Personal space • Larger (Americans) - expected • Smaller (Europeans/Asians) – perfectly normal • Responsibility • Fate driven (Eastern) • Personally responsible (Western)

9. Generalization is dangerous! • Patience • Queue waiting (e.g. UK) – orderly, follow democracy, … • French-queue – anything goes? • Face and Face-saving • Sense of belonging • Individualism (Western) • Communitarianism (Eastern) • Eye contact • Must for some, rude for others • Touch • Natural for some, no-no for others

10. You must internalize the power distance, risk averseness, male orientation and individualism of a culture! Promising empowerment Might be enticing Return privileges and Extended warranties Might be enticing Promotions commensurate With social status Might be enticing Communal Benefit Might be enticing du Confidential and Restricted

11. The “providence paradox” is real! Consumer only willing to pay $50 Consumer willing to pay $300~$500 90 percentile wine quality 90 percentile wine quality Venezuela’s product not viewed as premium Belgium or Swiss Premium Chocolate Products Venezuela Farm

12. Three Methodologies to Overcome the Paradox Earn By methodical incremental value creation Buy By acquisition Creative By creating effective branding or channel

13. The P’s in the Lincoln pod • Purpose • Profit • Plan • Process • Pace • People

14. In Conclusion • Mindful of P’s • Think globally, act locally • Know thy audience • Overcome Providence Paradox • Be successful with purposeful plan du Confidential and Restricted