The first challenge of communication is culture. When I restructured my company, I remember telling a friend that I was moving the focus from language to communication and culture. She replied immediately, "You have to pick one." I am an adamant fan of simplicity and laser focus but in this case, I truly could not find justification for separating the two. Without understanding the cultural context of the situation, we cannot possibly communicate effectively.

So, what is culture? 

Is it nationality? 

Is it industry? 

Is it faith?

It is all of these and more. There are many definitions of culture but as a starting point, the Merriam-Webster dictionary defines it as " the customary beliefs, social forms, and material traits of a racial, religious, or social group." It is important that you understand as many of these factors as possible to create a meaningful exchange of information because that is the true definition of communication.

For example, if you are speaking to a group of English teachers about the development of an app for their students it is likely they won't understand your industry vocabulary. You should avoid terms such as UI design tools and SDKs because this is not useful information for them. Explaining that apps are useful for students because they can use them anytime from anywhere on their phones is an attractive concept though.

How do you know assess cultural context? This is easier than you think. 

The 3 L's: Listen, Look and Learn

Before you speak or write, take some time to observe and research your audience. We have so many opportunities and tools now to do this. Social media is a great place to start, especially LinkedIn for business prospects. People often reveal their opinions and frustrations online. They also share their interests, which is a great way to find conversation starters to pull your audience in.

Listen to what they are posting on LinkedIn or other social media. Listen to what they are saying in meetings. Check out hashtags related to their business or interested and listen to what others are saying about it too.

Look at their actions. When others are speaking, do they cross their arms, roll their eyes, or lean in closer to hear better? All of these physical clues can bring you insight as to what interests them or what offends them. You can also watch them as you speak. Are they maintaining eye contact or are they distracted? It's easy to see if you are losing someone while speaking if you look for such physical clues.

Learn. Take the information you know about your audience and research them. What are their main challenges? What is important to them and their work? What are words or concepts to avoid? Don't forget LinkedIn is a great learning and research tool, use it! No, I don't work for LinkedIn but I am a huge advocate because it is a goldmine of tools for communication, which is why it is always a part of my communication coaching and consultation services.

Miscommunication can cause tremendous conflicts, setbacks or even losses.

Communication is critical at work and at home - with clients, employees, family and friends. Don't underestimate the skills involved because miscommunication can cause tremendous conflicts, setbacks or even losses. Please follow me for more tips on effective communication or drop me a line if you have questions. I am always happy to help!

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