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Working in multicultural environments SU
204 May, 23rd, 2004 Washington, DC - USA
alfredocastro_at_motvirtual.com.br www.motvirtual.com
.br
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Objectives
We will... ... Improve our knowledge about
multicultural environments, motivation and new
organizational competencies ... Improve virtual
team performance using emotional intelligence and
coaching techniques. ... Create an environment
that generates motivation, loyalty and trust.
... Develop new organizational competencies.
... Understand unique aspects to coach people
and improve team performance
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My experience
International consultant, brazilian, wrote 5
books about motivation, EI, selfdirected team
(including Zapp! in action)
Work to co. as Avon, Ford, TAM, Warner Lambert,
Xerox, ABN-Amro, Bradesco, SBT, UNISYS, Gillette,
Gtech
University professor
Professional experience in Brazil, Argentina,
USA, Belgiun, Scotland, England, Venezuela,
China, Malaysia, Thailand, Japan, Portugal

• 10 last ASTD editions
• Atlanta 99 / Dallas 2000 Orlando 01
• New Orleans 02
• San Diego 03
• Iberian American Forum Coordinator
• Forum in portuguese and spanish
• Every year conducts three sessions in the ASTD
  Conferences
• Presentations in Europe and Asia

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Three critical success factors for teams 1.   
Goals. The team's goals and project plan must be
a unifying force that incorporates the
organisation's strategy, the objectives of the
various disciplines on the team and the needs of
team members. 2.    Internal Team Dynamics. The
team's culture is consistent with, and its
members are competent to work in, a virtual team
environment. 3. Communications. The team must
master and effectively employ all the available
communications technologies.
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Workshop
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Communication process
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The AmazonGreenfield site (6 mill m2)Product
Global platform Local content (95)
New revolutionary DesignModular concept
with integration between tiers, process centers,
supplier early involvement, modularization teams
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Ford Amazon Project

• Case

• 120 participants from Brazil, Europe, Asia and
  USA
• Virtual cross cultural team
• Based in Detroit, Sao Paulo and Danton
• 1999 Brazil, 2000, Detroit, 2001 Brazil
• 2002 Launching in Salvador Brazil

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Important Lessons in a multicultural environment

• Different individuals have different
  communication styles.
• Communicating and learning is a mental process.
• Communication done with appropriate context,
  affirmation and discovery can be more effective,
  fulfilling, enjoyable and longer lasting.
• A whole brain approach must be used to achieve
  optimum performance outcomes in all communication
  processes

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ORGANIZATIONAL PROFILE
Amazon Team in USA
March/2000
Styles of interacting and engaging in verbal
communication
Extraversion ( E )
Tipically give information quickly and want to
receive it quickly. Like conversations, meetings
and communications to be fast paced.
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Introversion ( I )
Tipically want a somewhat slower pace in verbal
information exchanges time for their reflection
process and a space for their observations.
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ORGANIZATIONAL PROFILE
Amazon Team in USA
March/2000
The kind of information focused on in
communications
Intuition ( N )
Want to move every communication to a bigger
context, to the connections, and to wider
meanings, offering different perspectives.
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Sensing ( S )
Focus on what is real and actual in the present
or past, giving and wanting details and relevant
information and examples.
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ORGANIZATIONAL PROFILE
Amazon Team in USA
March/2000
Styles of participation and engaging in the
communication process
Thinking ( T )
Want a logical structure and clarity in
communication, and for communications to focus on
the work. Worry when theres too much time spent
on things that seem irrelevant to the work. Focus
on task, problems and logic.
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Feeling ( F )
Want communications to have a personal connection
to them, to people, or to their values and
interests. Worry when impacts on people are not
being considered. Focus on relationships
and people.
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ORGANIZATIONAL PROFILE
Amazon Team in USA
March/2000
Styles of conversation structure or flow ?
Perceiving ( P )
Information and exploration is more important
than the conclusion. Communications can be free
of agenda, want to get on the conversational wave
and go with it like to veer off into interesting
areas or digressions.
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Judging ( J )
Want written and verbal communication to be goal
oriented and to the point. Prefer a clear
structure introduce the topic, finish the topic
and move to the next point communications need
to have a beginning, a short middle and an end.
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PERSONALITY TYPE
ORGANIZATIONAL PROFILE
Amazon Team in USA
N 63
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Case studies
TAM - complaints reduction and better aircraft
occupation rate ( US 3,7 millions / year) FORD
- new design projects problem reductions ( US
2 milions / year) BRADESCO - reduction on branch
operation problems (US 6 milions /year) AVON -
complaints reduction and better delivery rate (
US 2,6 millions / year)
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Interaction

• Lessons learned
• All people see the same objects, but do not
  equally understand them.
• Intelligence is the tongue that discerns and
  tastes them
• Thomas Traherne (17th century poet)

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Emotional Intelligence and motivation environment
Lessons learned

• Who knows what we are trying to do? (facts)
• Who cares about getting it accomplished?
  (interest)
• Who can get it implemented? (power)

• What do we feel ?
• How can we understand these feelings ?

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Lessons learned Elements of an Action Learning
Program in EI projects

• Project, challenge, task, or problem
• Group or set of 4-8 people
• Processes of reflective questioning and listening
• Commitment to action
• Focus on learning
• Learning coach/facilitator