But it wasn’t always so easy. Back in 2007, Erin was working in a remote village in Latin America enjoying her work as a teacher but living an insecure economic situation, paid in beans and rice – and not advancing up any career or business ladders.

A self-imposed intercultural challenge

The bridge between these two contrasting situations was intercultural. Erin set herself an intercultural challenge to immerse herself completely in a culture and a language very, very different from her own. Erin’s chosen country was Jordan, a relatively conservative Islamic kingdom with borders to Iraq, Israel, Saudi Arabia and more. Soon, with her close friend Jennifer, a new goal to build a business was set into motion.

Mission impossible?

The business challenge seemed to embrace the impossible. The mission appeared to ignore the realities. How could two Americans create a business of a kind which had never before scaled in Jordan, where people are openly suspicious of your motivations and earnestly question the soundness of your business idea, where personal connections are everything, and where some familiar bedrock concepts of American business, such as a generally dependable and transparent legal system, were simply not present?

Imported ideas won’t work

Erin’s response to this challenge was a combination of her own methodology and a voracious appetite for insights and approaches from the intercultural field. Within a short time living in Jordan it was obvious that you could not import your home-culture’s model for business success into this country. You’d need a business approach far more rooted in the local culture.

تعلم اللغة العربية

First, Erin invested fully in learning the language at a very deep level. Language skills opened doors and turned acquaintanceships into friendships which in turn opened doors to a world of social connections, a multiplying network of people willing to help a friend or a friend of a friend.

Suspicious activity

Life is rarely so simple, and learning the language aroused suspicion too. In this tense and volatile region of the world, local people may have in mind that there could be foreign spies in the country, and if true, those spies might look and sound like you do. Gaining acceptance here in Jordan would demand so much more than just knowing the language.

Success was not coming easy, but some early wins with her expanding and deepening network of local friends convinced her to continue to strive on the path she had set herself.

Out of the cultural comfort zone

With the help of intercultural literature, Erin trained her eye to see important details of culture in everyday situations. She noticed that other people were not seeing – nor not responding – to those cultural differences.

Erin found a way to stay true to herself while adapting authentically to the culture she was in. As their business grew, Erin began to convert her experience and the collected research from the intercultural field into cultural-competence components at the language centre.

Their Shababeek language centre was gaining a reputation as a forum for facilitating relationships between Arabs and others. The centre’s development model was based on the idea of nurturing students. The service provided support as students gained language skills and passed deeper into authentic intercultural experiences, further out of the comfort zone.

Diversifying the management

Within a year, the business was at a scale and complexity where more local talent was needed in the management. Drawing on famous American entrepreneurial characteristics of hard work, persistence and a “we can figure this out” attitude had taken the founders a long way, but recruiting talented local managers for the business was a game-changer.

Recruitment of staff, which was almost entirely by social media and personal networks could now accelerate and expand access to new sources of talent.

Erin continues to be part of the leadership of the Shababeek language centre and has more recently developed an independent business, CultureDive, which focuses 100% on her intercultural practice.

Stepping back from personal crisis

With the CultureDive brand, Erin is delivering a compassionate service to expatriates who are facing challenges often so intense that their entire expatriate assignment is threatened. “I had seen so many early returns from my expatriate circle of friends” says Erin, “I created CultureDive to ensure that people had a way to step back from crisis when they are hurting on an overseas assignment.”

CultureDive is more than a preventive to expat failure. According to Erin, CultureDive exists to enhance people’s lives as expats. The methodology gives clients cultural lenses, helping them adapt to extreme difference while retaining their own strong sense of self.

“We’re here to help expats thrive”, says Erin. “We know that it is hard to live and work in another culture. When people start working with us, they may feel that they are also surviving on a diet of rice and beans, so to speak. My story, and many other stories like mine are proof that stepping whole-heartedly into a new culture can bring the energy and inspiration which turns your whole life around”.

Erin Reyes is CultureConnector’s Cultural Correspondent for Jordan.

Image credits: Erin Reyes

It’s been very satisfying to see interculturalists switch into supporting individuals and organisations through this new crisis situation. But to my knowledge, no interculturalist or institution from the intercultural field has yet been called into service to work directly with strategic national- or supranational policy-makers in a covid-19 crisis response team. The pandemic requires a team of all the talents: epidemiology, medicine, social policy, economics, communications, security, logistics and project management, analytics and risk, and more.

What contribution might an interculturalist bring to a top coronavirus crisis response team?

When the crisis is over, we need a strong community of interculturalists to help businesses and society to adjust to new ways of doing international collaboration.

To help intercultural trainers stay in business and their customers continue to benefit from interculturalists’ expertise, we’re providing our service for free.

Applying to use CultureConnector for free during the Covid-19 Corona virus crisis is easy. Shifting from in-person to online training delivery may not be so easy. We’re here to help you help your customer through the transition.

Apply to use CultureConnector for free

To qualify, you must be switching to an online model from a previously-agreed face-to-face training.

Practical answers to the everyday questions of globalisation are provided by the members of the intercultural training community. Let’s keep it strong.

France suffered a terrible tragedy last week. An attack against the freedom of speech has been discussed ever since all over the world, and news channels have had in depth feature with analyses from all angles about the events. People have marched on the streets, posted #jesuischarlies on social media and shop owners have taped solidarity articles on their windows. Despite the fact that hunger, disease and war kills tens of thousands of people all over the world each day these terrifying events in Paris have moved us even more because of their symbolism.

When facing something this shocking in a country and culture that is not your own I realised my reaction was different than it probably would have been back at home. I observed that the two biggest factors for this were my language skills and cultural knowledge. My French is not yet fluent enough to absorb everything I hear on TV or read from tabloids while walking past a newsstand. Also, I don’t know the social norms and codes well enough to understand where and when the locals would want to discuss the terrors. Hence, thanks to my Finnish reserved nature, I’m silent which no doubt seems I don’t care. I do care a lot and the attacks have affected me deeply. It’s just contradictory how I think I would be even more emotional in my home country than what I am here, in the country that faced the tragedy.

There are differences in encountering a crisis. In Finland I would automatically read the tabloid covers by a newsstand and hear every word on talk shows and news. Also I would know which words to use at what time when discussing how devastating the attacks were and what the consequences of the tragedy are.

Tonight I will go and light a candle in a square where people commemorate the victims of the tragedy. Even though I am not familiar with the language or all the other behavioural codes and norms of this culture, I know one thing. Candles and their light speak a universal language of remembrance and solidarity.

Our thoughts are with the victims’ families and we hope France can emerge stronger and more united from these attacks,

Hilla