Speak your audience’s language … or shut up
By Ken Rosen
Hai! This Japanese word for “Yes” may be the most famous international communication error in U.S. business folklore.
The tale, of course, is Americans say “Yes” when they agree. But Japanese say “Hai” when they understand the speaker … even if they disagree. Many the proverbial American thought they had agreement with Japanese partners only to realize they were still at square one.
Pepsi hit a less famous speed bump in India in 2004. It ran an ad storyline that it, Coke, and others have run a thousand times in the U.S.: Sports team on field. Sports team thirsty. Child brings drinks. Cue music. What could be cuter, right? Except in India, this was viewed as promoting child labour. Result? Litigation and the comically non-controversial court assertion “no advertisement depicting child labour should be aired until further orders.” (Did I just see your eyes roll?)
