Additional information
by Gurnek Bains (Author)
Develop deeper cultural intelligence to thrive in a globalized world.
Cultural DNA is a thought provoking book for successful engagement with cultures around the world. Written by Gurnek Bains, founder and chairman of a global business psychology consultancy, this book guides leaders through the essential soft skills required to get under the skin and engage an increasingly connected world.
Presenting ground breaking original research and the latest evidence from neuroscience, behavioral genetics, and psychology, the deepest instincts of eight key global cultures are dissected. Readers will understand the psychological themes at play in regions such as the U.S., Latin America, Europe, China, India, the Middle East, Sub-Saharan Africa and Australia. Additionally, an extensive database of 30,000 leaders provides insights to inform the reader.
The book addresses questions such as:
- What are the challenges for leaders from different regions as they move into onto the global stage?
- Why are Americans so positive?
- Why is China a world leader in manufacturing and India in IT?
- Why do overseas firms struggle in the U.S. market place?
- What are the emotional forces driving current events in the Middle East?
Each culture has attributes that developed over thousands of years to address unique environmental challenges. This DNA drumbeat from the past reverberates through each society affecting everything. As globalization marches on we can also learn important lessons from the world's distinct societies.
Globalization demands that cultures learn to work within each other's needs and expectations, and the right mix of people skills, business acumen, and cultural awareness is key. Business and Political leaders will understand how each regions' cultural DNA influences:
- Its economic and political institutions.
- People's underlying consumer psychology.
- The soft skills needed to lead in that environment.
- How to best release people's potential.
- The issues that need to be managed to anticipate and solve problems before they arise
Every now and again a new book comes along, that is a must read: Malcolm Gladwell's Tipping Point or a Seth Godin's Tribes. Cultural DNA by Gurnek Bains, by virtue of its depth, originality and ambition, is that very book for all global leaders.
Front Jacket
Go to any part of the world and you will see much that you recognize. People are just people. But the longer you stay, the more you will realize there are profound differences that may have been invisible on the surface.
There is no such thing as a global citizen, business or society. For example, even the most internationally recognizable firms have values systems, cultures and processes that are firmly embedded in their place of origin.
The idea of cultural differences is far from new, but even in a fast globalizing world we still understand very little about the why behind these differences. As Bains demonstrates in Cultural DNA, countless challenges can be traced directly back to this lack of understanding. Cultural DNA provides a framework for understanding and working with each of the world's significant cultures.
Through an analysis of over 1,700 in-depth reports from executives in every region of the world, interdisciplinary research and case studies, Bains identifies the core DNA themes for each culture. Latest psychological, biological and neurobiological research demonstrates that beliefs and orientation to life are, both figuratively and literally, in our DNA. For example, new research shows that the frequency of genes related to independent mindedness and rebelliousness may vary as much as 75% by geographical region. Huge variations are also apparent in other psychological genes. Why? In Cultural DNA, Bains examines the history and psychology of eight important regions of the globe to show that we may be influenced much more by our ancient ancestors than we think.
Executives and leaders at today's businesses need to become psychologists and historians if they hope to make sound long-term strategic decisions. Cultural DNA will give readers the scientific and practical insights they need to take both differences and similarities into account. Ignoring culture can be disastrous for international firms, but approaching culture through the lens of unfounded stereotypes and incomplete knowledge is just as dangerous. From this remarkably powerful and clear summary of what's known about the world's cultures and their origins, readers will gain the ability to proceed confidently and intelligently in the global marketplace.
Author Biography
GURNEK BAINS is the co-founder and Chairman of Young Samuel Chambers (YSC), a premier global business psychology consultancy, with 19 offices around the globe, including four in the US, two in Latin America, eight in Asia Pac and the Middle East, two in Africa, and three in Europe. At YSC, Bains works at the most senior levels in international business, coaching CEOs and helping companies create the organizational culture to drive their long-term success. He has a doctorate in psychology from Oxford University. He is also author of Meaning, Inc.: The Blueprint for Business Success in the 21st Century.
