Time to rethink what 'being global' really means

I enjoy BtoB magazine very much. It's the darn online publication that annoys me...because it doesn't allow comments. You see, some of the subject matter and authors I'd very much like to interact with. But I can't. Bygones.

A great piece that I'm calling attention to here has to do with America's not-so-great image and some potentially great strategies to improve it. Dick Martin, author of "Rebuilding Brand America," submitted a piece titled, "It's time to improve America's image." And boy do I agree with him.

In fact, I find our sinking image to be a mission- critical issue that we need to address outside of America...and our high-school dropout rate to be a dire issue we need to address inside America.

I fear we're otherwise headed to becoming a very disliked + dumb nation...and those two don't = superpower. Nowhere near.

See, America just isn't the same country it was when I was a teen when there was that pesky cold war going on that made being separate from the world that much more shrewd (and gave us the perception of "safe").

Nope, now it's global...and that's a big learning curve. Because having offices in 5 countries doesn't really make one global, it just makes it so one pays rent in five different currencies. Being global, at least to me, is working with various cultures. Not just selling them happy meals.

In fact one of the most rewarding comments I ever received on this blog--and, yes, I find all your comments rewarding!--was this:

"Since I'm reading you (and a lot of other great American bloggers), I must say that you managed to change my image (I should say my fear and my clichés) of the USA."

I've long said that it's relationships, not rankings, I'm after with my blogging--be those relationships colleagues, clients or friends. But if I can contribute to changing some hearts and minds? Well, then, I feel I've contributed something (truly) worthy. That's the stuff that makes me walk on air. (I know, I know, I should be thinking how all I can monetize this blog...but that's not at all the reward I'm seeking.)

Speaking of reward, these global relationships teach us all so much about other countries' business practices, lingo, languages, laws and, yes, idiosyncrasies. But, most importantly, they help us shake enemy #1 of all marketers (that devil's name would be 'myopia').

Yet I'm just one little blog. Changing and improving American perception is going to take some heavies. Which brings me back to Martin's piece, in which he writes: "Despite recent accounting scandals, American companies have more credibility than the U.S. government in most corners of the world. They also have more feet on the street; and best of all, those feet aren't clad in combat boots. More than 6 million people work for U.S. companies abroad. They're all potential ambassadors—not for U.S. foreign policies, but for American values of individual freedom, equal opportunity and fair play.

Alleviating anti-Americanism is not a matter of patriotism, it's good business."

Martin encourages that global companies take some concerted steps toward righting our image, including, educate employees in working across cultures; encouraging employees to get involved in organizations that promote international understanding and supporting organizations that facilitate cultural and educational exchanges.

(Notice how they all involve interacting with these cultures? Yep, I noticed that, too.)

I'd also suggest these companies sponsor some local initiatives in these countries so they're not only investing in America's growth but in America as their growth partner. Also, reach out to their universities to see if they might be open to panels--or a series of seminars--where executives could interact with students and, in turn, let them see that we're approachable and invested in others, not just ourselves.

(If you want to change perception, youth is a great place to start seeding that message, plus it's pressworthy.)

Yes, business comes first, but bettering America's image, as Martin implores, is mighty good business. 

(And we really need the boost.)

The way I see it? The remedy, or the road to it, begins and ends with rethinking what "being global" and being a "global citizen" really means. Because when we start thinking about "them" it does a heck of a lot of good for "us".  (Ya know, the basic marketing 101 stuff that knows no borders ;-)

Comments

[Paul Soldera]

A lot of the animosity towards America (and I would say very much this goes for the American government rather than businesses or individuals), is based on issues everyday Americans never see and have absolutely no appreciation for. I come from a small country that has had countless run-ins with American policy makers on everything from nuclear-free policies to farm and steel subsidies. In the case of subsidies, it's American protectionism we fought against. And in the case of nuclear power, we were penalized for making a decision as a country not to have nuclear powered ships in our waters.

30 years of fighting American policy makers on these issues and combating ignorance about how and why we made certain decisions leaves a bad taste in the mouth. And while I applaud the ideas and remedies your raised, panels, cultural exchanges, business initiatives etc. do nothing to alleviate bad/unfair policy decisions.

But while we hold the American government responsible for many of these things, it never dawns on us to blame the American people. There is a very clear sense of the difference between these two 'institution'.

At least this is in New Zealand, my home country. But I would hazard a guess that it's not that much different in many other countries.

In marketing terms, it's like Nike and the sweatshop labor issue. You don't address something like that by making people 'get to know you better'. You have to commit to changing the way you do business altogether. A big step for the American government. Hopefully this election cycle might change some things. I love this country and its people, I'd love their government to get it right!
(sorry for the rant)

[CK]

@Paul: Oh, rants are always welcome. So don't ever apologize for them at this blog ;-). Plus, what you speak is truth, not rants.

There are most definitely two pieces (if not more) to our image, and our understanding of what it means to be a 'global' citizen. There's the (1) business side and the (2) policy side. No question we can do A LOT better on both.

Obviously, I'm speaking the business side because the policy side is a whole 'nother (and critical) HUGE piece. I'm focusing on what business can do because of Martin's piece resonating with me. And interacting with these cultures, instead of just marketing to them, is not only the smartest marketing strategy, it's the most solid growth one, too, IMO.

But...you raise a good point on how we never blame the American people (just the administration). Hey, even we Americans blame our government and, many times, we need to remind ourselves that we're fortunate to have a government that is of our design (so, yes, if we don't like the current policy we need to remember that we have to voice-up/act up more). On the policy side I find the same 2 factors of (1)better image/relations and (2) better education to be MISSION critical, too. Because a disliked, dumb nation doesn't make for a competitive one.

But we have been so 'isolated' for so many years (heck, we started this country to get away from another, ha!) that this has been ingrained. It's truly what makes America the very nation it is. However...we must become much more connected and much more of a world player.

And that's gonna be a heck of a learning curve. BIG. HUGE. I'm talkin' mammoth. Commitments need to be made not just within companies but across sectors.

To start? We need to be interacting with these cultures/countries on both policy and business. From my own learning curve? I cannot put a price on the value I've received from having readers and commenters--and other blogs from other nations--teach me so much. It astounds me what a bubble I've lived in. I truly see just how isolated I've been and while I live in an international city (all the cultures are what make NYC so phenomenal to me), Web 2.0 is what has opened my mind 100-fold. Thankful, indeed. (I don't want to be isolated and ignorant.)

[Paul Soldera]

I agree that it's a HUGE undertaking. On the policy side the problem just seem intractable. I guess in my hurried rant I was really saying that while all of Dick's comments were well and good - and would undoubtedly go a long way to improve America's reputation, they only treat the symptoms, not the cause in most cases. I see business/policy very much intertwined in this sense.

But hey, you have to start somewhere right? And bloggers like yourself and businesses can easily tackle some of this. If you won't let me apologize for the rant, let me apologize for my skepticism and lack of optimism on the issue. It's a cloud over one of the most optimistic blogs on the web!

[CK]

@Paul: Stop apologizing silly. This is serious stuff. And huge. Almost seems too huge to change.

Which is exactly why it's gonna need to (1) start with biz (and a declining dollar is a freakin' wake-up call, as is a dumb nation that will shortly need to not only outsource 'menial' tasks but biotech if we don't get on the math and science scores...and less than a 30% drop-out rate) and (2) start with a younger crowd initiating much of it.

Yep, policy is intertwined w/biz. I completely see your point.

Web 2.0 helps being we're becoming more borderless in our communications but it's gonna take some big pushes--and some big motivators. I hate to think we're gonna need to be 'scared' into it as a nation but, that might just be the motivator after all. I can tell you the motivator for me is growth professionally and personally--but for biz and policy, it will come down to a business case.

I think this country, which I adore, is in for a big ol' wake-up call. A much needed slice of humble pie. Yes we work our butts off, yes we're innovative, yes we claim a zillion cultures that make this country altogether unique...but we've become comfortable and arrogant. And so many don't even know it. Heck, I didn't know it as much a handful of years ago.

[Mario Vellandi]

Well...a little less war, a little more aid, and some new boots in DC will go a long way too at least with image improvement. But structural and societal changes will need a comin-about too.

[Ed Burghard]

One approach to strengthening Brand America is to reapply successful private sector branding principles to the branding of places as a way to increase competitiveness for capital investment. That is the purpose of a new place branding community of practice - www.strengtheningbrandamerica.com

When public policy reform and infrastructure investment choices are informed by the voice of the investor, Brand America will be strengthened.