| As they entered a large hall, the first vision that met | | | | category equal to or better than the United States |
| visitors to an industrial trade show was a large display | | | | technologically. So they are not automatically |
| of products with two American flags and - draped | | | | impressed with your product just because you are |
| from across the top of the display - a long banner | | | | American. You have to earn their business by |
| bearing the slogan: "Proudly Made in the USA" in red, | | | | working hard, asking questions, and making a product |
| white and blue. The visitors stopped as if they had | | | | that is better than anything competitively made |
| run into an invisible wall, and turned away from the | | | | there. They expect business people to dress like |
| stand to visit some of the numerous stands of the | | | | business people at a trade show - that means the |
| many other exhibitors. | | | | golf shirts and khakis that are acceptable attire for |
| Even though his space was considered the best on | | | | US industrial trade show exhibitors also need to be |
| the floor because it was the first anyone saw, the | | | | left at home, except for the pair of slacks you wear |
| prideful, flag showing exhibitor saw far fewer visitors | | | | to travel (no jeans, t-shirts, or sneakers). Blow the |
| than did his competitors over the next three days, | | | | dust off the ties and put them back on. You are not |
| because he had made a very large mistake: The | | | | in Kansas anymore. |
| exhibit was in Cologne, Germany, not Cologne, | | | | It is also a group of countries with peoples as quirky |
| Minnesota, USA, and showing the colors (the flags) | | | | as you will find anywhere in America. Here are two |
| along with the slogan sent a clear message to those | | | | examples of that which Americans may believe to be |
| in attendance at the show (all Western European and | | | | unique: Most British people separate themselves from |
| British): the vendor was more interested in his | | | | the Europeans (French, Germans, et al) because |
| expressing his heritage in an overtly jingoistic fashion | | | | Great Britain is an island and not part of the continent |
| than doing business in Europe. | | | | of Europe. Many in France still believe Jerry Lewis is |
| If your American company is expanding to include | | | | world's funniest man. |
| doing business in Europe, change your metaphoric | | | | Conversely, most Europeans consider Americans to |
| approach to your communications from the "baseball | | | | be very Puritanical or prudish, arrogant, over weight, |
| park" to the "football (soccer) pitch." Leave the | | | | and definitely too familiar or informal. From those |
| American flags, patriotic banners, lapel pins and the | | | | characteristics, many believe that Americans are |
| jingoism at home. Recognize Europe for what it is - a | | | | brash and self-centered. To a limited extent, those |
| densely populated (nearly equal to the US) continent | | | | attitudes are supported by the behaviors of some |
| of consumers of a large variety of products...maybe | | | | Americans abroad. That's one reason why many |
| yours if you remember they are not part of the US. | | | | experienced US travelers try to do so as |
| The European Union has not yet evolved to the level | | | | inconspicuously as possible (some even pretending to |
| socio-politically that the United States has. Think of it | | | | be Canadian). While there is nothing wrong with being |
| this way: if the US is a nation of states, then the EU | | | | proud of your country, it is how you show it - or if |
| is a group of countries united in some things - mostly | | | | you show it - that matters when you are overseas. |
| economic. They are however, in almost every | | | | |