Empathy Across All Borders

Building a global business requires global customers. This is an elementary concept and simply stated. Communication and connection to customers across borders is something that is best fitted for those that understand the importance of empathy in actions. Those in other countries may think differently in many of the ideas and concepts you find normal.

To plow forward in business interactions while overlooking the common ways that are local to your desired location could be a fatal flaw in making connections, or securing new business. Assuming that your business is able to engage in a global marketplace without the consideration of those beyond your borders may not be the most prudent method to build a foundation for growth beyond your borders. It would be wise to position your engagement, communication and branding to consider others in your global growth plan. This is where empathy plays a critical role.

Consider these options with empathy going global.

Connect with Care

Speaking from a perspective being based in the US, it seems that this would be common knowledge that when looking to engage across borders that one would be mindful of the customs and mindsets of others who may think differently when looking to grow globally. Unkind people exist in all parts of this world. Being aware of this, compassionate empathy in communication would plant seeds of positivity to those whom you are looking to connect with. Its simply in concept and yet often overlooked in actions. We are in the digital transformation age with access to a vast amount of information on other cultures and customs. Look to find out some things about the areas of where you potential customers or clients live. It may help in setting the tones and language used in speaking with them. Make an attempt to greet them in their language if possible, or give courtesy to events happening in the areas being genuine about it. In generalization, the East is more on collective mindset versus the West’s generalize focused on individualism. This is a massive generalization for the purpose of making the point to frame your conversations and strategy to focus on being real about showing empathy and kindness when crossing borders to build. Utilize all three levels of empathy – emotional, cognitive, and compassionate in your actions.

Kindness goes a long Way

Connecting with others from a genuine place to feel, understand and support them will allow for you to better position yourself to build real connections and relationships.

This matters in all business and especially when bringing your business into a global marketplace that already has local and regional competitors. Look to show emotional empathy on feeling the customers or clients and truly listen to what they are saying. It will increase your level of success to apply cognitive empathy for relaying back to them with compassionate empathy what is being told to you. This may show that you’re more inclined to fit the generalized mindset for collaboration to success in another country.  

Business has always been based on human connection. It is something that cannot be overlooked in your locality and certainly not when trying to grow in another country.

Show kindness in actions.

Find a story or topic that truly resonates with you that you are able to inquire more about from their side, they may have a backstory on that you didn’t know about. For example, I made connection to a top branding agency and in our conversation mentioned how I liked some quotes from Nelson Mandela. She went on to tell me how when she was a little girl she remembered him speaking at her school and the kindness he showed her. This further brought light to the liking of him, new knowledge and a deeper relationship. This branding agency is a very strong vendor for us now and the relationship was built for a while before we conducted business. At each point empathy was shown from both sides and a “testing” of character in a sense. I was being interviewed in the process to determine if it would be beneficial to work with.

 It is free to show care, empathy, and kindness in your interactions. Connect with others in parts of the world that interest you for simply seeking to want to learn more about the area. It may seem that the contact may not benefit you in the moment, but this world has a way of giving back when you give freely to others.  


 Paul L Gunn, Jr. has built a career around procurement, logistics, and supply chain. His impressive track record in this domain is evidenced by the firms he has owned and their  flawless delivery performance records. Some of his noteworthy capabilities include: consulting, training and project management, implementing quality management systems, and technology solutions for global organizations leading cross-functional teams in Asia, Europe, the Middle East, and America. He is also a proven leader in lifecycle and business process management. Mr. Gunn has taken an active role in all the firms he has owned, including KUOG Corporation, and as such, he leverages his preferred servant leadership style and SME to drive all project phases from proposal generation to planning and execution. Notably, Mr. Gunn previously led one of his firm’s largest Quality Management System implementation projects for highly visible DoD end users. His previous firm was listed as one Inc's Fastest Growing Privately held firms at #67. Mr. Gunn holds a Bachelor of Arts in Sociology from Georgia State University and a Master of Science in Business Administration from the University of Phoenix. He is also a Founder to Watertusk Corporation.