4effef42
April 27, 2026
4:59 pm
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Why assumptions can backfire and Why you rarely hear “No” abroad

Communication between individuals or countries is far more than just words. It can involve gestures, periods of silence, distance between the speaker and listener, direct or avoided eye contact, bowing or hand shaking, gift giving, whether to touch a person of the opposite sex, and assumptions.

What works in one culture can be offensive in another. So if you are proceeding from cultural assumptions in your written or spoken language, those likely require cultural adaptation before anything is translated or interpreted.

EXAMPLES

In Panama, many people may resist any data coming from the USA. Individual decisions are determined according to their impact on the family or group, with an emphasis on fostering personal relationships. Making a negative decision is difficult. And saying “yes” can indicate politeness, not agreement.

If your presentation is facts, figures and logic, how well will it be received even in Spanish?

If your interpreter says “yes”, does that mean the deal is concluded?

In Saudi Arabia and most of the Muslim world, presentations should reflect Islamic values and “correct” interpretation of divine law rather than rules, processes, cost-savings and other benefits. And a Saudi who answers “Yes” to your proposal usually means “Possibly.”

In South Korea, any written presentation should not contain triangular shapes; they have negative connotations. Logical arguments and bottom-line cost are far less important than emotional impact.

Although in China, your presentations can emphasize benefits to work groups or society, in Taiwan, presentations should emphasize benefits to the family and present the entire picture rather than selective pieces. In Taiwan, feelings are more important than facts.

“No” translated

When speaking, in most societies, saying a direct No is considered highly offensive to your counterpart. Interpreters who render that word directly to or from other languages are not conveying the proper nuance. Your counterpart may convey a negative reply by saying:

“That would be difficult”
“That’s unlikely”
“We are not sure it can be done”
“it will take far longer than you would like”
“I don’t think so”
“Maybe”
“I understand.”

If you ask your question in a different way and still get these kinds of "polite obfuscations", they indicate No.

CONCLUSION

ChatGPT and Google Translate will convert your English text to other languages but your message won’t resonate unless it is culturally adapted first. Do not assume that what works here will work there. Ask the global marketing and language experts first.

BLOOPERS

Assumptions also falter when foreigners think they know English. When they don’t rely on translation professionals to get the spelling, meaning and nuances right, the world benefits with these wonderful mistakes:

Sesame Street Rocking Elmo toy slogan in Japan: “Crap your hands"
Nokia sign in China: “Nokia. Connocting poople”
Construction sign in China: “Erection in progress.”

For a free quote for acculturated and precise translations and interpretations and for global marketing advice, please rely on the 35 years of experience at Auerbach International.

Sincerely,