🌍 Speaking to Both Heart and Head

"If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart." — Nelson Mandela

I've always loved the wisdom in these words from the late Nelson Mandela, but after decades of working in global business settings, I've learned it's more nuanced than it first appears. The best marketers—and the best global leaders—don't just speak to the heart. But they also don't just speak to the head. They master the art of speaking to both.

Let me explain why this matters so much.

A Tale of Two Languages

When I was working as an interpreter early in my career, I learned firsthand the difference between speaking to someone's head versus their heart. Technical translations—medical procedures, legal documents, financial reports—these spoke to the head. They required precision, accuracy, and logical flow.

But then there were moments when I was translating something more personal. A patient describing their pain to a doctor. A family sharing their concerns about a loved one. These moments required something different—not just linguistic accuracy, but cultural empathy.

I realized we weren't just converting words between languages. We were bridging two different ways of understanding the world. The rational, logical information (head) needed to be accurate. But the emotional context (heart) needed to be preserved and honored.

This is why I believe, after all these years, that translation is such a difficult and under-appreciated job.

When Translation Goes Beyond Words

This head-and-heart principle becomes even more critical when working across cultures. In my prior book "Found in Translation" with Jost Zetzsche, we wrote about Sari Luhtanen, who translated The Simpsons for Finnish television. Her work perfectly illustrates the challenge of speaking to both head and heart.

On the surface, Luhtanen's job seems straightforward: translate dialogue from English to Finnish (speaking to the head with accurate information). But the real challenge lies deeper. When Bart Simpson makes prank calls asking for "Mike Rotch" or "Hugh Jass," she can't just provide literal translations. She has to recreate the humor using Finnish cultural references and wordplay.

One Finnish Simpsons fan contacted Luhtanen after traveling to the United States. He'd been excited to watch new episodes in English, but to his surprise, he could hardly understand the cultural references without her subtitles. While he spoke fluent English, he hadn't realized how critical her translations were to his enjoyment of the show.

This is exactly what the best global communicators do. They don't just translate words—they transform meaning to honor both the rational needs and the cultural heartbeat of each market.

The Global Challenge: Beyond Direct Translation

Speaking to both heart and head becomes even more complex when working across cultures, which is why translation is such a fascinating lens through which to understand human communication.

Take the example from "Found in Translation" regarding cursing at the 2010 World Cup in South Africa. FIFA reportedly gave referees lists of curse words to memorize in all seventeen languages spoken by players. But it wasn't just about knowing the words—referees had to understand the cultural context. British swear words carry different emotional weight than American ones. What sounds mildly offensive in one culture might be deeply insulting in another.

The rational component (understanding the literal meaning) was just the starting point. The emotional intelligence (reading the cultural context and intent) was what actually mattered for making good calls on the field.

This is exactly what global marketers face every day. They can't just translate their messaging—they must transform it to honor both the logical needs and the cultural heartbeat of each market.

The Global Toil of Dual Communication

Speaking to both heart and head isn't just a good marketing practice—it's essential survival skill in our increasingly connected world. But here's what I call the "global toil" part: this work is incredibly difficult and often invisible.

The translators working on religious texts. The localization teams adapting fragrance campaigns. The product marketers redesigning shoes based on cultural insights. The cultural consultants helping brands understand that "respect" means different things in Japan versus America.

This work requires both intellectual intelligence (understanding the data, the market research, the rational drivers) and emotional intelligence (reading cultural cues, understanding unspoken values, recognizing how different communities derive meaning).

As Ray Kurzweil noted: "Emotional intelligence is what humans are good at and that's not a sideshow. That's the cutting edge of human intelligence."

Practical Applications for Your Global Work

Whether you're translating content, entering new markets, or simply working with colleagues from different cultures, here are three ways to speak to both heart and head:

1. Lead with Cultural Intelligence (CQ): Before you present your rational arguments, understand the emotional landscape. What values drive decision-making in this culture? How do people derive meaning and status?

2. Practice the Two-Value Model: For every message, ask yourself: Am I providing rational value (accurate, useful information that solves a real problem) and emotional value (cultural authenticity that connects to identity and values)?

3. Listen with Your Eyes: I love this phrase, which I learned from Katherine Melchior Ray , and which she writes about in our new book. Pay attention to non-verbal cues, seating arrangements, speaking order, and other cultural conventions that reveal how rational and emotional communication actually work in practice.

The Heart of the Matter

Mandela's quote up top reminds us that true communication—the kind that creates lasting change—requires both understanding and connection. In global business, this means we can't just rely on data and logic (speaking to the head) or assume that emotional appeals (speaking to the heart) will work the same way everywhere.

The companies that succeed globally are the ones that master this balance. They use rigorous research and clear, accurate information, but they also invest in understanding the cultural and emotional context that gives that information meaning and relevance.

They know that understanding might happen in the head, but trust is built in the heart.

Grace Notes

Thank you for reading this newsletter! I hope you found it helpful.

Here are 3 other ways we can connect:

1. Get my books here.

• Brand Global, Adapt Local, is the latest and greatest. Written from the heart, informed by real-world experiences, my hope is that you won't be able to put it down.
• Take Your Company Global, was endorsed by executives from Microsoft, Harvard Business School, Calendly, and HubSpot. Consider it your strategic playbook.
• Found In Translation, with Jost Zetzsche, has been published in Norwegian, Greek, and Russian. If you love languages and culture, this is full of fun stories.

2. Reserve me for a talk. I often do author talks and conference keynotes.

Email me: nataly (at) borntobeglobal.com.

3. Simply reach out. If you want to collaborate, let me know.

Message me here on LinkedIn, or email me: nataly (at) borntobeglobal.com.

Thank you for reading!

Nataly