For stressed managers dealing with international employees and partners, a profile describing the country they’re dealing with may seem like a natural thing to reach for. Brazil has a score of 34 for punctuality; Finns value quiet, serious conversation; good things to know. But think about the United States. There are cultural differences from north to south, between rural areas and big cities, and across generations. The same is true anywhere in the world. Your contact might be a talkative Finn or a punctual Brazilian—the opposite of what their country profiles predict.

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