Mind The Gap

7Cultural Code-Switching: The Way to Evolve and Thrive

Darwin’s theory of evolution is described as “survival of the fittest,” which more precisely means “survival of the most adaptive.” Creatures that persist are those that adapt best to competition and changing environments. The same holds true in business, so this chapter presents a method of self-evolution that will help you fly smoothly across cultures, just as Darwin’s finches evolved differently to thrive on different islands.

Cultural code-switching is not new. Throughout history there have been people who’ve done it. (And people who didn’t, to the disadvantage of many.) Yet the label is new, and it seems that each person has to learn the practice anew. For a bird’s-eye overview—which should accelerate the learning process—let’s start with a simple step-by-step explanation.

The term code-switching is borrowed from linguistics, where it refers to the practice of shifting between languages or speaking styles depending on the social context. For example, a young American might greet a friend with “Hey, what’s up?” but moments later take a business call by saying “Hello, Mr. Madison. How are you?” The speaker switches from a casual/friendly code to business code to fit the context.

Linguistic code-switching can be used for dramatic effect. Former US President Bill Clinton, an eloquent public speaker, often did it in the midst of a speech or a press conference—switching from policy-wonk style to the style of the rural, small-town ...