Confidence or Misstep? Assertive Communication Through a Cross-Cultural Lens

By Paolo Beconcini

Introduction

In business communication and negotiation, we often assume that direct verbal communication is the most effective path to achieving a win-win outcome. Negotiative assertiveness typically involves clear, confident, and straightforward exchanges. This approach works well when all parties are low-context communicators—individuals who depend primarily on explicit, direct, and unambiguous language to convey meaning. In low-context cultures, messages are clearly articulated, with little reliance on shared background, non-verbal cues, or situational context. Low context communicators also tend to be egalitarian, non-hierarchical, individualistic, result-driven, and self-interested.

The Anglo-American culture, often cited as a prototype of low-context communication, has successfully exported this communication style into many international and cross-cultural business environments. However, this success assumes a shared communication framework—similar language proficiency, expectations, and norms—which may not always hold true in global negotiations.

Communication Skills and Social Media

While scrolling through my LinkedIn feed, I came across a video by a young communication expert offering tips for more effective communication in business settings. In the video, she highlighted two common speaking habits that can undermine a speaker’s credibility and reduce their influence during meetings.

The first habit she identified is the use of "softeners"—phrases like “I’m not sure,” “If this is right,” or “Sorry if this is off track.” According to her, while these expressions may seem polite or non-confrontational, they can make the speaker appear uncertain and weaken their message before it’s fully delivered. Her advice: adopt a more direct and confident verbal style to communicate with greater clarity and impact.

The second blunder and credibility killer she mentions in her video is using the word "Just": "I just wanted to share", "I just like to add", "I just have a quick question", etc. Prefacing with "just", according to her, can project uncertainty and hesitation. Here tip? "Instead, use assertive statements".

Why this may not work when dealing with High-Context cultures

Assuming the tips mentioned in the video are intended for business interactions between individuals from the same low-context culture and with similar proficiency in English, I find the advice relevant and practical. However, even within the United States, business negotiations often involve cross-cultural elements, where participants may not fully share the same cultural norms or communication styles. In such cases, the effectiveness of those tips becomes less certain. Assertive and direct language—while valued in low-context environments—may not be appropriate or well-received in cross-cultural settings where some participants are high-context communicators.

A high-context individual is someone who relies heavily on non-verbal cues, shared cultural norms, interpersonal relationships, and implicit forms of communication in professional settings. In high-context cultures, meaning is often derived from the broader context, such as tone, body language, hierarchy, and setting, rather than from the explicit content of the words themselves. High-context negotiators tend to value seniority, face-saving, group harmony, and long-term relationships, often prioritizing these over immediate transactional outcomes. Many Asian societies are considered prototypical examples of high-context cultures, where indirect communication and mutual understanding play a central role in business interactions.

Now that the differences between cultural communication styles are clearer, it’s easier to understand my critique of the expert’s advice. What may be seen as assertiveness in a low-context culture can easily be perceived as arrogance or disrespect in a high-context environment. A low-context communicator who fails to recognize the presence of high-context individuals in a meeting risks unintentionally offending others through perceived bluntness, disregard for hierarchy, or causing someone to lose face.

Conclusion

In cross-cultural settings, it is essential to adapt your communication style to align with the cultural expectations of your counterparts. When dealing with individuals from high-context cultures, consider whether typically American traits, such as assertiveness and directness, intended to convey confidence, might instead be perceived as inappropriate or even arrogant. Cultural awareness and flexibility are key to building trust and achieving effective outcomes in international negotiations.