Lost in Translation: Bri Williams on Presenting Across Different Cultures
- 12 minutes ago
- 2 min read
Introduction: The World Is Shrinking — Are Your Presentations Keeping Up?
Most presentations are built through a single cultural lens — the presenter's own. Bri Williams, an Australian living in France, makes the case that ignoring cultural differences is not a neutral choice. It is a risk.
The Costs of Getting It Wrong
Cultural misunderstandings at work are more common than most people admit. A four-pillar framework reworked the night before a client presentation because four is an unlucky number in East Asian cultures. Meeting minutes that signal distrust rather than clarity. A team member who feels perpetually on the outside without anyone understanding why. These are not edge cases — they quietly erode trust and effectiveness without anyone realising what went wrong.
High Context vs Low Context Communication
At the low context end of the scale — the US, Australia, Canada — good communication means saying exactly what you mean. At the high context end — Japan, China, many Middle Eastern and African countries — communication is layered, nuanced, and indirect. Saying no directly would be impolite; "we will see what we can do" often means no. Sending detailed meeting minutes to a high context colleague does not signal thoroughness — it can signal a lack of trust.
Colours, Numbers, and the Things Nobody Tells You
The recent portrait of King Charles painted in vivid red landed very differently with British audiences than it would have in China, where red symbolises joy and celebration. Numbers carry similar weight — in several East Asian cultures, four sounds close to the word for death, and 49 in Japanese translates roughly to "pain until death." Visual choices carry cultural meaning that most presenters never consider.
How Different Cultures Give — and Receive — Feedback
Germany, Russia, and the Netherlands are comfortable delivering direct negative feedback — frankly, bluntly, and in public. Japan, China, and Indonesia strongly prefer indirect, private feedback — if it is delivered at all. The feedback sandwich that works well in North American contexts can actively mislead a German presenter, who will count the positives and conclude they have done well.
Finding Your Cultural Bridge
When Bri presented a two-day course in Singapore and not a single participant had asked a question after three hours, a Hong Kong-based colleague explained immediately: with senior managers in the room, junior staff would not risk losing face. A simple structural change shifted the dynamic entirely. Find someone in your organisation who understands both cultures — or, if you cannot, ask ChatGPT. A well-formed prompt about communication styles or business etiquette for a specific culture will get you further than you might expect.
Final Thoughts: Culture Is Not a Complication — It's the Work
You will not always get it right. But approaching every cross-cultural interaction with genuine curiosity and a willingness to prepare thoughtfully will take you further than any polished slide deck ever could. Every presentation is an opportunity to understand a little more.
Join the Conversation
Have you ever inadvertently caused confusion in a cross-cultural presentation — or been on the receiving end of one? Share your experience in the comments below.
Comments