How to bridge cultural gaps and build trust in your teams

Today’s teams aren’t just sitting in the same office (or even the same country) anymore. They’re spread across continents, cultures, and time zones, bringing a whole smorgasbord of different perspectives to the table. That diversity can spark incredible ideas, but it can also lead to some pretty big misunderstandings if cultural differences aren’t addressed head-on. That’s where having a framework - like one of our all time favourites, The Culture Map - and some practical strategies come in handy, helping teams turn potential friction into true collaboration gold.

If you’re a founder, leader, or operator working with a multicultural team, here’s your guide to understanding and bridging those gaps. Let’s dive into why cultural awareness is your team’s secret superpower and how it can lead to trust, connection, and a better way of working.

Why cultural awareness matters more than ever

Cultural differences may seem like small quirks, but they can completely change how we work together. Whether it’s how feedback is given, how decisions are made, or even the timing of messages, cultural differences can quickly pile up and create a confusing mess if left unchecked.

Building a strong cross-cultural team doesn’t mean getting everyone to follow the same rules - it’s about creating an environment where differences are understood, respected, and even celebrated. The result? A team that works seamlessly, no matter where in the world they are. And who doesn’t want that, eh?

Enter The Culture Map: Your guide to cross-cultural clarity

The Culture Map, by Erin Meyer, is a brilliant framework that makes it easier to navigate the nuances of working across cultures. In her book of the same name, Erin maps out eight dimensions, like communication, feedback, and trust, that can vary wildly across cultures. We find that in our workplaces, we can use The Culture Map to pinpoint where each team member falls on these scales, giving you a roadmap to avoid misunderstandings and boost collaboration.

An example of the culture map in the context of the US, Ukraine, and Poland [source]

To bring this to life, here are 3 key scales where we often see notable differences across teams:

• Communication: Some cultures, like the U.S. and the Netherlands, favour low-context communication, where messages are clear, direct, and explicit. Other cultures, such as Japan and India, lean towards high-context communication, where much is implied rather than directly stated. Understanding these preferences can help avoid misunderstandings, particularly when providing instructions or feedback.

• Feedback: On the Evaluating scale, some cultures are comfortable with direct feedback (such as, Germany), while others prefer a more indirect approach, where feedback is softened and delivered with care, like in Japan or Thailand. Knowing where each person sits on this scale helps tailor feedback to prevent anyone from feeling blindsided.

• Trust: The Trusting dimension divides cultures into task-based and relationship-based approaches. In task-based cultures, like the U.S. or Denmark, trust is built through consistent performance and reliability. In relationship-based cultures, like Brazil or China, trust develops through personal connections and shared experiences.

These patterns come from Erin Meyer’s global research, but the real magic happens when you invite team members to place themselves on each scale. Always avoid assumptions!

Practical steps for cross-cultural collaboration

Understanding cultural differences is step one; step two is putting that understanding to work. Here are some straightforward ways to make cross-cultural collaboration feel like second nature.

1. Kick things off with open conversations Invite the team to talk about their communication and feedback preferences as a jumping-off point. A simple question like, “Where do you see yourself on the communication scale?” can reveal a lot and help avoid those “I had no idea!” moments down the line.

Action: Start a team meeting or a 1:1 check-in where everyone shares their style and preferences. It’ll make a world of difference.

2. Create a Team Charter as your go-to guide Aligning on communication, feedback, decision-making, and conflict resolution at the start of projects can save a ton of headaches. Think of a team charter as your shared rulebook, where everyone’s expectations and preferences are laid out. Keep it in Slack or Notion so it’s easy to reference, and review it quarterly to keep it fresh.

Action: Develop your team charter, save it in a visible spot, and schedule regular check-ins to keep it relevant.

3. Build cultural awareness with easy team rituals Simple rituals can go a long way in helping team members understand each other’s cultures. Try a “Cultural Story of the Week,” where one team member shares something unique about their background. Or, set aside time in meetings, all hands or offsites for a “cultural spotlight,” where members share holidays or traditions.

Action: Dedicate a few minutes in team meetings to celebrate cultural diversity. It’s a quick way to keep awareness growing.

4. Adapt your feedback and communication style Using The Culture Map, tailor your communication to fit the team. For those who prefer direct feedback, be clear and to the point. For those who appreciate a softer approach, take a more nuanced tone. Small adjustments like these can make a huge difference in building trust and reducing misinterpretation.

Action: Check in with your team members about how they like to receive feedback and adjust your approach to suit their style.

1. Make check-ins a natural habit Regular check-ins on cross-cultural collaboration are a great way to catch any issues early. Try asking open-ended questions in team meetings, like, “What’s one thing we could improve in how we’re working together?” It keeps communication honest and proactive.

Action: Integrate cross-cultural check-ins into existing meetings to make it a natural part of your rhythm.

2. Use “User Manuals” to create transparency A user manual is a cheat sheet that each team member fills out to explain their working style, preferences, and even a few personal tidbits. It’s a fantastic tool for building understanding, especially for new team members.

Action: Create a user manual template and encourage everyone to complete it (you can steal ours here). It’s a great tool for kicking off projects and onboarding new team members.

Turning cross-cultural awareness into team strength

With these strategies, you’ll start to see the benefits of a culturally aware team: smoother communication, stronger relationships, and a more cohesive way of working. It’s not just about sidestepping misunderstandings - it’s about unlocking the full potential of your team. Yay!

Want to dive deeper and make cultural awareness a key strength in your team? Let’s chat about how we can turn your team’s diversity into your biggest advantage.

By embracing cultural awareness and taking intentional steps to adapt, you’re setting your team up for success in today’s globalised world. Here’s to turning cultural diversity into one of your greatest strengths!