Cross-Cultural Communication: Understanding Task vs. Relationship Styles

Cross-Cultural Communication

In today's globalized world, international communication isn't just for expats. Even if you’ve lived in the same country your whole life, chances are your daily work involves people from a wide range of cultural backgrounds. Even when working from home, you may find yourself communicating with people from different cultures all day long.

It’s nearly impossible to avoid the global nature of communication, even from the comfort of your home office—whether that’s your kitchen or living room. I feel incredibly fortunate to live in a time where rapid technological advancements continuously reshape our lifestyles, mindsets, and work habits, while also connecting us with people from every corner of the world.

Just yesterday, I had a call with trainers from Honduras, Indonesia, and India, a quick chat with a colleague from Hong Kong, and an email exchange with a client in Germany—all after my weekly meeting with teammates in the U.S. This list could go on, with new countries being added almost daily.

So, what’s missing? The challenge lies in the fact that we often approach communication as if we were speaking only to people from our own culture. However, the expectations of those on the other side of a video call or email may be entirely different.

Are You Task-Oriented or Relationship-Oriented?

Some individuals prefer direct, to-the-point communication. They dive straight into the agenda, considering small talk a distraction. For them, trust is built through work and shared achievements. In contrast, other cultures value personal relationships as a foundation for collaboration. They see it as essential to understand a colleague’s background, interests, and even their family life before getting down to business.

Most of us adopt a balanced approach when working with international colleagues, but what happens when you encounter a new client, supplier, or partner from a culture you are unfamiliar with? Wouldn’t it be helpful to understand their communication norms and expectations?

Our partners from Country Navigator provides an excellent framework to explore these differences, describing cultures as either Task-Oriented or Relationship-Oriented.

For example, if we examine the dynamic between the U.S. (in blue) and China (in green) below:

They are opposite part of the spectrum, if I’m a task-oriented person, what should I know when I work with clients or colleagues from China? When we learn about other cultures, we also learn about ourselves, our working preferences.

Facts vs. Thinking Styles in Communication

Another fascinating cultural dimension is how people present and process information.

We are all familiar with PowerPoint presentations and can probably create slides with our eyes closed. But did you know that presentation styles and expectations vary across cultures?

Some cultures prefer a Facts-Oriented approach, focusing on data, numbers, and concrete metrics when making business decisions. They expect presentations to be structured around figures and quantitative insights. Others lean towards a Thinking-Oriented style, which emphasizes concepts, theories, and the underlying rationale behind business strategies. They seek a deeper understanding of the ideas driving decision-making, rather than just the hard data.

This is an example of the US (in blue) and India (in green):

In the U.S., a high-quality presentation typically features a clear structure, key points, and visual aids. It is important to include facts and figures, reflecting a direct communication style, even in written form. In contrast, in India, a strong presentation often incorporates storytelling, real-life examples, and an engaging delivery, with a detailed explanation of the main concept.

Understanding these differences is more crucial than ever, especially as virtual communication replaces many in-person interactions. Taking the time to learn about different communication styles—and the reasons behind them—can foster stronger relationships and more effective collaboration, no matter where your colleagues (clients, suppliers, partners) are in the world.

After all, meaningful connections are not just about being in the same room — they’re about understanding each other, even from miles away.

This blog post was written by Marina Rowe, our cultural programs manager