INTERNATIONAL COMMUNICATIONS STRATEGY

Understanding other cultures and building bridges between ways
of thinking have always been important to us. In the course of the
years we spent studying and working in environments different from
the ones where we grew up, we had the opportunity to develop
a number of ideas. Some of these have helped us manage the
interactions we had every day with people from backgrounds we
knew very little about. Others have become our inner compass, a
system we instinctively refer to every time we have to communicate
in an international setting.
With globalization gaining pace and the world becoming more
interconnected, we felt that the time had come to put these ideas
on paper. This book is the result of our passion for connections that
defeat the cultural divide. We have focused and reflected on three
major phenomena that, we believe, are about to change the global
narrative beyond recognition.
Emerging economies are becoming more and more active on
the global business scene and we will soon be working for their
multinationals. Technology and social media are widening our
horizon and creating new cultures that have nothing to do with
shared nationality or demographics. Social business is challenging our
collective thinking around resource allocation and the organization
of human society. New ways of working and producing wealth are
bound to come from this innovative approach.
We have researched a number of emerging patterns and observed
their impact on current communication practices. We have tried to
go beyond seeing what the mainstream sees.
We are thrilled to have had the opportunity to add our voices to
the global debate on the transformation of communication in the
era 3.0. We believe that this change will be very much driven by
cultural sensibility.