Whether it’s in a television comedy or a real life scenario, we’ve all experienced those excruciating moments when someone tries too hard to be culturally appropriate and ends up getting it wrong. Many of us avoid attempting shows of cultural awareness for fear of the offence we have the potential to cause.
In a global marketplace, many brands (including our own) are looking to build brand awareness and customer loyalty in new markets where social mores and cultural histories are in marked contrast to their own. Yet customers in new markets can often share needs and characteristics with those in originating markets, making a global brand offering eminently possible.
Often doing something simple can make a big impact.
First impressions are powerful. You have only a few seconds to make a favorable one. A business card is one of the first tangible ways we present ourselves and our company to others. It makes a statement of not only who we are, but what our company stands for. Imagine doing one effortless act that can make a big difference and immediately open doors for you and your company the first time you meet someone.
I have found that having my contact information printed in Braille on my Cisco business card has greatly influenced my interactions with others. I had received a Braille card at a conference and when I returned to the office, asked our vendor to offer Braille as an option for all Cisco employees. It was a simple change to include this option and it has provided an easy way to show people outside of Cisco our commitment to creating an inclusive environment where everyone is encouraged to contribute to their full potential.
Every time I give someone my card, it generates a conversation about Cisco’s inclusion and diversity philosophy and how proud I am to work for a company that focuses on these values. I’ve been able to explain how our culture helps ensure that many different viewpoints and ideas are brought to the table, so we can create the best and most innovative products and services. And people I don’t know, immediately get a glimpse about what is important to me.
Having a Braille business card has also given our sales people with a way to connect better with our customers. By showing right away that we share similar values with them, it has started conversations that otherwise wouldn’t have happened.
In one case, one of our sales directors met with a customer in the Middle East for the first time. After handing the customer his Braille business card, it triggered a rich discussion about Cisco’s commitment to people with disabilities and philosophy of including everyone. That led to a deeper connection with the customer and opened the door to more opportunities.
Better connections with customers. More sales opportunities. Deeper conversations with colleagues and potential talent. A quick way to show Cisco’s and your commitment to inclusion and diversity. Big and lasting impacts. And all from the simple act of having a Braille business card.
What small, simple things are you doing to create an inclusive world?
Cisco is the proud supporter and network infrastructure provider of the London 2012 Olympic and Paralympic Games. The 2012 Games aim to be the most connected games to date and Cisco are supplying the routing, switching, firewall, IP telephony and Software as a Service platform to fulfil this aim and transform the Olympic experience for the global audience. Click here to access Cisco’s London 2012 page.
The strong and collaborative partnership Cisco has with LOCOG (London Organising Committee of the Olympic Games and Paralympic Games) is not just confined to a business relationship. We are both fully committed to Inclusion and Diversity -- understanding the importance of diversity and the value it brings and embracing difference whether that’s age, disability, gender, ethnicity, religion and belief or sexual orientation (you may recall my previous blog post on this topic).
And we aren’t just talking about fostering an inclusive and diverse workforce – it’s also about using Inclusive and Diverse practices to better serve our global customers and partners. For LOCOG, this means all the people around the world who will be flying into London, one of the most diverse cities in the world. And LOCOG is up against an additional challenge – its immovable deadline.
I decided to find out a bit more about this topic and reached out to Sue Hunt, Director of Strategic Programmes at LOCOG. If you have any comments about this post, please post them below.
Cisco UK is also involved in a number of internal activities to encourage its employees to get involved in the London 2012 Olympics. Stay tuned for more on this topic.
This spring, Cisco hosted the Disability Matters Conference at company headquarters in San Jose with Springboard Consulting and Northrop Grumman. I sat down with Pamela Dirks Burke, the Cisco lead organizer, to find out what her team did to prepare:
If someone was preparing to host a similar event, what should they know?
When you host a conference centered around disabilities, you have to build-in assistive technologies rather than respond to requests. For the Disability Matters Conference, we arranged for CART (Communication Access Realtime Translation) technologies, a real time captioning service, as well as sign language interpreters. There were multiple digital displays that displayed the captioning, the interpreters and the speakers.
What are the subtleties around arranging these aids?
You want to find transcriptionists and interpreters who are familiar with the meeting subject matter--particularly if it’s technical or if there are a lot of acronyms. For Disability Matters, Read More »
I love this video. It conveys so simply how our choice of words can radically change how people react to us.
It also shows how difficult it is to make an impact when we’re stuck in a rut of talking a particular way.
The way we use language in the technology sector is a funny old business. At one end of the scale we have acronyms galore, a list as long as my arm that I’m forever trying [and failing] to work my way through. At the other we have company names becoming common parlance verbs. Today there are millions of people around the world who Facebook, Google and Twitter.
The murky in-between is a mixture of techy specifications containing bits and bytes, or else roll-off-the-tongue phrases like broadband, plug-and-play and cloud computing that only a tiny minority of the world’s population truly understand. For many, the technology sector is amongst the worst for language that doesn’t invite people in.
This hasn’t stopped the relentless rise in the use of technology. But whilst the e-comfortable click ahead, those left behind just want to be talked to in a language they understand.