We’ve
all heard that multinational companies are expanding their reaches to emerging
markets like Africa, Latin America and, Asia Pacific. To do so, companies need
to consider a number of questions, including, but not limited to:
- Where is the new growth expected?
- How do customers in these new regions behave?
- How are we going to compete with the local players?
- How should we adjust our products and services when entering a new market?
- How can we bridge the cultural divide between staff in the emerging market and staff at corporate headquarters?
Peace Corps Volunteers emerge from their two years abroad with a deep knowledge of the countries in which they serve. PCVs with experience in one of the above mentioned emerging markets add tremendous value to corporations because they have worked at the ground level with individuals of diverse social status – from businessmen to mayors to farmers. As a PCV in a new land, you’re welcomed with such openness and privilege that you receive access to people of all walks of life. These interactions help PCVs to gain a fairly developed picture of political, historical, societal, and economic factors which influence locals’ behavior.
One
concept that has come in handy during my tenure in corporate America has been
the Chinese concept of guanxi, which
loosely translates to “relationships” but encompasses much more. (Important
caveat: I do not pretend to be an expert in guanxi. Don’t
kill me.) I saw thousands of examples of guanxi play out
in front of my eyes – and, in some cases, even participated in guanxi. Recently,
in my US-based firm, a large sales opportunity from China came to me. Both the
sales team and my boss knew I had spent time in China, so I was extra close to
this one. The Chinese sales team had spent countless hours fostering a
positive relationship with the customer -- providing product information,
sample products, and running tests for the customer. The customer required lot
of attention, presumably as a test of how our support would be after the
purchase was made. As you would expect, this made for a long sales cycle. The result
of our effort: very underwhelming terms in the initial deal. But, our work of
building guanxi
secured our place as the vendor of choice, nearly guaranteeing future business
with more favorable terms. If I had viewed the deal solely through an American
business lens, we would myopically abandon deals early in the sales cycle,
leaving large sums of money on the table for our competitors to take.
The
skills a PCV gains when going deep into a culture can be applied horizontally
when they want to engage another culture. For example, if I tackle a business
challenge based in Colombia, I can leverage many of the techniques I used for
understanding Chinese culture when learning about Colombian culture.
Ultimately, it’s about being perceptive and open to experiences that are
uncomfortable. In your assignment, you won’t be living in a cushy expat enclave
where you have access to the comforts of your country of origin: people who
speak your language, life experiences, and worldview. You will instead be
forced with the difficult, but highly rewarding, challenge of integrating into
a community in which, at first glance, you have nothing in common.
You’ll
ask embarrassingly dumb questions throughout your journey, but will most likely
be absorbed with grace and patience by your native counterparts. You’ll learn
that it’s okay to ask dumb questions, but also learn which dumb questions can
actually offend the natives. You’ll learn to navigate complex organizational
structures. And, most frequently, you’ll ask “what is happening right now?” and
“Why are they doing that?” And you won’t be embarrassed by your ignorance.
What
the Peace Corps teaches is not how to be an expert in the culture of XYZ
country. Through your adventures, you will learn to ask intelligent questions
to your host country national counterparts. You’ll learn to check your
preconceived notions about your host country, and challenge the culture,
customs, and widespread beliefs of the US. You’ll become more impartial of the
forces that shape the world stage. Mostly, you’ll emerge with an overwhelming
feeling that there is so much more to learn. And once you’ve reached this
point, you will have shed the view that the US is the center of the universe.
Another
perk of joining the Peace Corps is that, with sufficient effort, you will come
out of your service with a conversational (or better) level of a new language.
With this new skill, you will be much more marketable to employers. In my case,
I had already learned Spanish prior to working in the Peace Corps. In China, I
learned Mandarin Chinese to a level of conversational fluency. So, on my
resume, I scribed the tagline, “Able to converse fluently with over half the
world’s population.” Even if my job did not require either Spanish or Mandarin,
I still became an instantly memorable candidate, even before I stepped foot in
the interview room. Employers like to see candidates who are intellectually
curious and able to get up to speed quickly. With the Peace Corps, you have an
interesting proof point which is: in just two years, you picked up a new
language, used it to learn a new culture and achieve meaningful work in your
work post.
About
the Language Learning in Peace Corps
The
Peace Corps provides formal language training through a three month
boot-camp-like language program. During this time, my colleagues and I learned
just enough Chinese to survive on our own. After this, we were shipped to our
respective sites, where we could contract a tutor – paid for by Peace Corps –
to help us advance our language abilities.
But the
way you really learn the language is not in the classroom, but rather, when
you’re forced into a situation in which you MUST know a language to integrate
into society. Making friends, buying food, and engaging in small talking with
neighbors all require language skills beyond those we learned in our 3-month
training. While volunteers span a wide spectrum in terms of language learning
aptitudes, interest in Chinese culture, and access to good Mandarin speakers,
most who made a genuine effort came out of their two years with applicable
language skills for a professional role.
I would like to note that PCVs who live in countries where Romance languages
are spoken often obtain a much higher level of fluency than those who live in
Asian, Eastern European, Middle Eastern, or African countries. This is the
result of factors such as: 1.) Romance-languages being more similar to English
and 2.) the language abilities of the locals (i.e. locals only speak a non-English
language). I’ve had friends who went to Latin America with zero language skills
and came out completely fluent after two years. Don’t expect that to be the
case in all countries. But even if you do not achieve native-level proficiency during your Peace Corps tenure, you will gain a better understanding of how you learn languages. Maybe you pick up a language best by reading books. Or maybe you are one who learns best by chatting with your local restaurant owner. Whatever the case may be, your Peace Corps experience gives you two years to understand your learning style and practice the language on a daily basis. And the confidence of having learned a new language (possibly from scratch), will help you facing down and achieving other long-term goals.
3.) Confidence to take on any challenge
Tied to number 2 is the confidence you gain from having taken an innumerable amount of challenges during your time in the Peace Corps. PCVs are inherently pretty brave, considering they commit to living where their skills are best fit for two years, as determined by Peace Corps. For example, my Peace Corps recruiter initially recommended me for the Latin America region, but later reassigned me to Asia. Okay, cool!
The day-to-day challenges a PCV faces vary in scope, size, and quantity. Many of the challenges PCVs face are unheard of for the majority of middle-upper class Americans living in the US.
Survival
challenges include:
- -Learning about a culture when you can’t even speak the language
- Being scrutinized (usually without malicious intent) everywhere you go
- Re-adjusting your expectations with projects do not go as planned
- Taking extra precautions when preparing food, in order to avoid infection
Intellectual and spiritual challenges:
- Reflecting on your own belief system when you live in a society where the mainstream thought opposes your convention.
- Examining the forces for why people behave as they do,
- Examining the historical, economic, and political forces for why the country got to its current state
The
point is that you face hundred, if not thousands of challenges on a daily
basis. These challenges can be overwhelming. However, there usually comes a
point when you understand that things that used to be difficult are now
routine. New challenges arise, but you are so comfortable living amongst
challenges that incremental ones do not paralyze you.
In
contrast, after being back in the US, it is fascinating to see how small
obstacles can absolutely stifle the progress of so many seemingly competent
people. When people live too comfortably, it’s like they can’t imagine anything
ever going wrong. For Peace Corps volunteers, things have gone wrong (and
right) so many times that it’s difficult to be rattled.
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