We get calls and emails every day, asking us how Cultural Detective compares with some of the other intercultural tools on the market. Thank goodness people are passionate about developing intercultural knowledge and skills, and that there are so many intercultural tools available! That’s a big change in the last two decades, and a huge step in the direction of building intercultural competence in our organizations, our communities, and ourselves!
Most of the well-known development tools in the field—Cultural Detective®, Country NavigatorTM, GlobeSmart®, CultureWizardTM, and Cultural Navigator®, among others, use a values-based approach to understanding cultural differences. Such a method has proven significantly more effective than a “do’s and don’ts” approach, because behavior depends on context. Thus, do’s-and-don’ts advice is frequently erroneous because it has little or no connection to a specific situation you may find yourself confronting.
In addition to a shared focus on values, these tools share the aim of improving cross-cultural understanding. That, however, is about where the similarity ends. Comparing Cultural Detective and the other tools on the market is difficult because, according to leading intercultural competence researcher Doug Stuart, “it’s like comparing apples and oranges.” Both fruits are tasty, and they go well together in a salad, but they are oh-so-different on nearly every other criterion!
Cultural Detective (CD) is a process-based tool designed to improve communication and collaboration. The other tools mentioned above are designed to compare and contrast cultures. There are strengths in both of these goals, and they can complement one another very well. But the differing goals make these tools fundamentally different species.
Dimensions-based tools allow users to easily compare whether Chinese are more group-oriented than Japanese or Brazilians, and how we personally compare with the national averages of each of those places. The creators of the best of these tools conduct a lot of research to produce statistically reliable comparison data. According to Doug, the strength and weakness of a dimensional comparison (for example, where a culture or an individual stands on Hierarchy vs. Egalitarianism) is that we get a clear general picture of how different two populations may be, but no specifics on how that difference looks behaviorally. The numbers on the scales produced by these tools are culture-specific, but the categories are universal and broad.
Cultural Detective helps develop skill and strategy, both culture-general and culture-specific. The core method is a process designed for use and practice over time, in specific situations and multiple cultures, so that it becomes second nature. Thus, Cultural Detective provides appropriate stimulation at all stages of intercultural competence development. Users develop critical thinking skills to discern similarities, differences, and how best to leverage them for mutual benefit.
Cultural Detective is contextually grounded—the method centers on stories or critical incidents. This reinforces the need to understand people as complex individuals who are influenced by multiple cultures including gender, generation, professional training, sexual orientation, spiritual tradition, organizational and national culture, and lived multicultural experience—not just passport nationality.
Inside-Out vs. Outside-In
Cultural Detective looks at culture from the inside-out. Values Lenses focus on the core values natives of the culture hold near and dear. These are the same values that often confuse non-members of the culture and get in the way of cross-cultural collaboration. This approach enables a native, or someone very familiar with a culture, to explain the culture in a meaningful way to a newcomer. We might consider these Value Lenses as extremely culture-specific “themes” (internal discourse, logic or “common sense”) that are intimately tied to behaviors, and easily and meaningfully illuminated through stories. A culture is a unique expression of these themes, which are difficult or impossible to capture successfully within broad global dimensions.
The other tools mostly look at culture from the outside-in, comparing national cultures according to well-researched categories such as Power Distance or Achievement/Ascription. A table of cultural dimensions that contrasts China and Japan tells you nothing practical about how people behave. Comparing Cultural Detective Values Lenses for China and Japan offers a completely different, immediately applicable line of inquiry: what are the underlying motivators of people’s behavior? Both approaches have their strengths, and many successful coaches, trainers, and educators use them in combination.
Many of the other intercultural tools on the market provide users a self-assessment, which, when completed, statistically compares them with their home society and other cultures. Users love seeing themselves, their values and style, especially when correlated with numbers or illustrated in a chart—it’s interesting and engaging.
Cultural Detective users reflect on their personal values, developing a Personal Values Lens that they can compare and contrast with those of team members, their own or other cultures. One approach is dimensions-based, the other based on qualitative analysis. Used in combination, one enhances the other. But they are two very different animals.
Cultural Detective Online encourages learners to upload and analyze real stories from their own lives. Users can easily integrate the system’s Values Lenses and Worksheet into analysis of their personal critical incidents. They can invite team members to help them fine-tune the story and the debriefing. As Doug says, “While the cultural themes of Cultural Detective Value Lenses are very transparent to natives and, thus, easily illustrated by stories, the dimensions-based tools usually require an experienced cultural trainer to create ‘critical incidents’ illustrating universal dimension differences, which are more difficult to specify behaviorally across cultures (unless one is very familiar with both cultures). Simply summarized, universal dimensions are generic; they provide a good ‘first look’ at how different two cultures might be. To actually understand those differences as they play out behaviorally, we need the Cultural Detective’s Value Lenses.”
Cultural Detective is not your father’s intercultural tool, to paraphrase an auto industry advert. It utilizes a “culture-specific” approach, while simultaneously building users’ “culture-general” understanding. It provides not just a knowledge base, but a personal skill base from which to strengthen intercultural competence. Best of all, it can be used in a variety of settings to help facilitate intercultural communication and collaboration. Our global team of 130 continues to work hard to collaboratively build a productivity tool that will deepen your learning and jumpstart your effectiveness. Give it a spin! Join us in one of our upcoming free webinars to learn more, and receive a 3-day pass to Cultural Detective Online!
Excellent summary Dianne!
Thank you, Ellen. Look forward to seeing you at SUSA!