At Chinese New Year Chinese give their children red envelopes (hong bao) that contain crisp, new dollar bills. A U.S. firm in Asia used red envelopes with four, crisp new dollars to show their appreciation to their Singaporean employees. The employees were shocked and wondered what was going on because the number 4 in Chinese culture connotes death. Things went from bad to worse when the management team (two Americans and one British) tried to remedy the situation. They put $8.00 in the envelopes. The employees understood this as double death. The company folded.
More and more as companies go global they are seeing that culture is the new strategic advantage. In order to leverage this advantage, companies must develop a high level of cultural intelligence (CQ). CQ is not just about reading a book on how to behave outwardly in another culture. One must acutely understand the values, beliefs, and feelings of a culture because behavior issues from these. Understanding the values, beliefs and feelings of a culture is a neurological task. Anyone who desires to be effective cross-culturally must train oneself to think differently.
Our brain is an extremely powerful tool God has given us. The culture one grows up in programs their brain to unconsciously accept the values, beliefs, and feelings of their culture. Without training ourselves to “think differently” we will always have a high risk of failing cross-culturally. Training ourselves to think differently is growing in cultural intelligence (CQ). God created cultures. We are created in His image. Therefore, we have all the resources to grow in cultural intelligence so that we can move from the desire to share the love of Christ cross-culturally to the ability to share His love to others who are culturally different with respect and meaning.
The apostle Paul said, “I have become all things to all people so that by all possible means I might save some. I do all this for the sake of the gospel, that I may share in its blessings” (I Cor. 9.22-23). J.B. Phillips’ version rendered these verses this way: “I do all this for the sake of the Gospel; I want to play my part in it properly.” If a Chinese Christian shares the gospel with an Afghan in their Chinese way, the chances are almost 100% the Afghan won’t understand. In order to share in the blessings, the Chinese person must train him or herself to think differently in order to play their part properly in ministering cross-culturally.