How personalized video can bridge the gap between Task vs. Relationship-Oriented cultures

When it comes to task-oriented vs. relationship-oriented cultures, it's important to understand how we can use video to bridge the gap.

To use a classic example, when we think of America, we're quick to identify the cultural drive to get down to business and be productive.

Americans like to get down to business

America is a very task-oriented culture. When we show up to a meeting, we expect to accomplish something or else we consider it a waste of time. I can't scroll through LinkedIn without seeing ten different articles on how to be more productive, create new routines or accomplish more in less time. As an American myself, I'm a huge fan of productivity.  Maybe you, too. But not every culture is the same.

A number of places outside of the U.S. such as Eastern Europe, Latin America, lots of countries in Africa, and Asia, are more relationship-oriented. The focus isn't so much about what is accomplished. It's about connection first.

The posture of relational-oriented cultures is, "Can I trust you? Once I trust you, then I can gauge whether I want to work with you."

In the U.S., the cultural posture is more, "Let's get down to business and be productive.  After that, we can relax and grab a meal or a drink and hang out, but first, let's see what we can accomplish."

Personalized video can jump-start relationships 

This is where video can play an extremely big role if you're a task-oriented person about to travel and work with someone who's relationship-oriented.

Before you go, take the time to create personalized videos that introduce yourself and explain who you are and send them to the people who are relationally focused.

That's it. Just explain who you are.

Don't send the agenda. That stuff will come, but first, try to establish that relationship in video format to the people you're working with who might be more relational. It will be the perfect opportunity for them to connect with you before they meet you in person.

How do I know this works?

I've spent a lot of time editing people's videos. And there are times where we'll meet for a day and I'll record them.

But after I spend all that time looking at their face while I edit their video, I feel like I know them so much. Then I go to see them in person and they obviously don't feel that connection because they haven't been looking at my face on their computer screen.  I've been seeing them.

Also, at one point I reached out to an author and podcast host Jordan Raynor.  And do you know what?  He responded with a personalized video!  I was honestly floored that he took the time to send me a personalized video, way more than if he had just sent me a normal email that his virtual assistant could have written up.

Personalized Video Increases Trust

If you create this personalized video content and send it out, you'll experience a much warmer reception because they've seen you, they know you and they'll trust a bit more.

This will let you progress faster to getting stuff done to quench your task-oriented drives. 

Don't assume that just because you send them personalized videos, they'll automatically reciprocate and send them back. Don't expect that. In some cases, there will probably be a bit of a power distance, but that's a topic for another time.

But in this case, using personalized video and sending it out will help create warmth and increased trust, that way when you meet, you're further along in your relationship and faster to get to work.