Step 2: Understand that Culture Is Complex

We often think of culture in terms of the things we can hear and see, like language, clothing, music, food, and behaviours. But much of what makes up culture lies below the waterline, if we are to think of culture as an iceberg. Some of the most impactful elements are things we can't see, like perceptions of time, problem-solving style, approaches to decision-making, attitude toward risk, concepts of logic and trust, dynamics of business relationships, and other assumptions, beliefs, and values.