Toolbox For Foreigners and Thais To Work Effectively Together 1-2-WIN

www.1-2-WIN.
net
A Toolbox for
Foreigners & Thais
to work effectively
together
with
interviews, insights & advice,
to learn, reflect & TAKE ACTIONS
Info & downloads: www.1-2-win.net; email: info@1-2-win.net; tel: 08 799 60 679
This presentation is for information purpose only and no representation or warranty is given in respect of
its accuracy, completeness or fairness. This presentation may not be copied, redistributed or published
(in whole or in part) without the prior written consent of 1-2-WIN Co., Ltd.
Copyright 2009 1-2-WIN Co., Ltd. All rights reserved
Whats in it for You?

www.1-2-WIN.net
same-same
but
so so SO
different!
why
why
WHY?
way
ahead
performance: strengths & areas for development

mistakes: most common ones, from Foreigners
importance: differences in perceptions
differences in core-value systems & leadership models
barriers to communication
contrasts in environment
toolbox for Foreigners: check-list & advice

toolbox for Thais: check-list & advice
www.1-2-WIN.net
A presentation by Jean-Franois Cousin,

Executive Coach in Thailand since 1998,
with 12 years of management experience in Asia
Highest coaching credentials
Successful Clients
Only accredited Executive Coach in Thailand,

as Professional Certified Coach by the
International Coach Federation1 as of May 09
Delivered over 1,500 hours of coaching 1-on-1
and workshops between Oct 06 and May 09
Former Managing Director of a Fortune-500
Company in Thailand (1998-2004)
www.coachfederation.org
Why this survey? A NEED!

www.1-2-WIN.net
One result from our 2008-survey was striking
How much time do expatriates need to adapt & manage effectively in Thailand?
25%
41%
18%
12%
4%
< 3mths
6-9 mths
~1 year
15-18 mths
~2 years+
Why this survey? AN OPPORTUNITY!

www.1-2-WIN.net
Great rewards from effective work together
Successful
Foreigners say
Thai
colleagues
try their best and dont

hesitate occasional sacrifice
(OT, public holiday-)
have a can do attitude and

go all the way to succeed
desire to please
and make friends
are good fun to work with

are incredibly loyal
Thais
appreciate
Foreigners
who
share know-how and

best-practice
teach qualitydecision making
are creative
deliver
effectively
enhance exposure
to the outside World
Why this survey?
(gratitude) to Thai People!
www.1-2-WIN.net
A far-reaching research,
with unprecedented response from Companies
www.1-2-WIN.net
Survey by questionnaire
March-April 2009
120
Companies
interviews of 28 great business people

April May 2009
26 companies, 12 Thais, 16 Foreigners
Answers from:
160 Thais
110 Foreigners
(
20 nationalities)
Vigilant Technologies Co., Ltd.
Limitations of our research and presentation

www.1-2-WIN.net
same-same but so so SO different!

www.1-2-WIN.net
same-same
but
so so SO
different!
why
why
WHY?
way
ahead


How Thais assess Foreigners skills at work

www.1-2-WIN.net
excellent
Good enough
Foreigners strengths: 10 best scores on skills

1
> speaks English well
> is highly responsible
> Understands the "big picture"

(high-level business issues)
> expresses ideas with confidence

(assertiveness)
> is friendly
> Creates value for the Company
> has a sense of urgency
> is easy to talk with

(makes me comfortable)
> is punctual
10
> has integrity, is honest
and how important those top-10 skills are for Thais

www.1-2-WIN.net
Which strengths really matter ?

English
big picture
assertive
HIGHEST IMPORTANCE
LOWEST IMPORTANCE
responsible
4
friendly
value
sense of
urgency
easy to talk with
punctual
honest
10
49
40
30
20
10
How Thais assess Foreigners skills at work

www.1-2-WIN.net
Skills-improvement opportunity 10 lowest scores
excellent
Good enough
Not quite good enough
worst
49
> is effective at developing colleagues' skills
48
> spends time to develop subordinates' skills
47
> manages conflict effectively
46
> spends time to develop personal

relationships with colleagues
45
> develops harmony between people
44
> is patient
43
> motivates colleagues
42
> gives effective feedback on performance

(even to under-performers)
41
> controls emotion well

(does not get angry easily)
> cares for colleagues' well being
40
and how important those top-10 skills are for Thais

www.1-2-WIN.net
Improvement opportunities: which skills really matter
LOWEST IMPORTANCE
49
HIGHEST IMPORTANCE
Develop colleagues' skills

Spend time to develop
subordinates' skills
Conflict
48
management
Personal
47
relationships
46
Harmony
45
Patient
44
Motivate
Effective
feedback
43
42
Emotion
control
41
Care
40
49
40
30
20
10
1
Most
important
How Foreigners assess Thais skills at work

www.1-2-WIN.net
excellent
Good enough
Thais strengths: 10 best scores on skills

1
> is polite
2
3
> controls emotion well

(does not get angry easily)
> is friendly
> has integrity, is honest
> works hard
> is trustworthy (I can trust them)
> is patient
> is easy to talk with

(makes me comfortable)
> cares for colleagues' well being
10 > knows how to manage seniority at work
and how important those top-10 skills are for Foreigners

www.1-2-WIN.net
Which strengths really matter ?

polite
emotion
control
1
LOWEST IMPORTANCE
HIGHEST IMPORTANCE
friendly
3
honest
works
hard
trustworthy
6
patient
easy to
talk with
cares
manage
seniority
10
49
40
30
20
10
How Foreigners assess Thais skills at work

www.1-2-WIN.net
Skills improvement opportunity 10 lowest scores
excellent
Good enough
Not quite good enough
worst
49
> says what he/she thinks usually
48
> is creative, thinks "out of the box"
47
> manages time effectively
46
> manages priorities effectively
45
43
> gives effective feedback on performance

(even to under-performers)
> expresses ideas with confidence
(is assertive)
> is straightforward (tells the truth)
42
> makes decisions quickly
41
> takes initiative
40
> manages conflict effectively
44
and how important those top-10 skills are for Foreigners

www.1-2-WIN.net
Improvement opportunities: which skills really matter
LOWEST IMPORTANCE
Creative
Time
management
47
IMPORTANCE
HIGHEST
HIGH IMPORTANCE
Says what
he/she thinks
49
48
Priorities
46
Effective
feedback
Assertive
45
44
Straightforward
Quick
decisions
42
43
Initiative
41
Conflict
management
40
49
40
30
20
10
1
Most
important
www.1-2-WIN.net
No, no, NO!

Most common mistakes made by Foreigners
Be condescending / arrogant attitude /

underestimate Thais capability
Publicly blame / express disagreement

Rely on monetary motivation alone
(reward is uncertain whereas quality of relationship is
a daily reality)
Compare Thailand with other countries

Ignore Thai cultural values
Rush to change before understanding
Impolitely too direct
Inappropriate body-language
Misinterpret a Yes or a smile
Lack of flexibility / dont adjust
Most important skills at work, in Thais opinion

www.1-2-WIN.net
Top-10 important skills

78%
63%
> be open-minded
(listen well to different ideas than your own)
> express your ideas clearly
59%
> listen well
59%
> make good decisions
52%
> control emotion well

(dont get angry easily)
52%
> be respectful of Thai culture
49%
> be easy to talk with

(make me comfortable to talk you)
48%
> motivate your colleagues
46%
> have good analytical skills
45%
10 > be good at solving problems
Most important skills at work, in Foreigners opinion

www.1-2-WIN.net
Top-10 important skills

73%
69%
64%
> be open-minded
(listen well to different ideas than your own)
> speak English well
60%
> be straightforward (tell the truth)
60%
> manage priorities effectively
59%
> listen well
57%
> say what you think
56%
> be good at solving problems
54%
48%
> express your ideas with confidence

9 (be assertive)
10 > develop harmony between people
in the work place
Same-same but so so SO different

www.1-2-WIN.net
25%
> be open-minded
> listen well
> be good at solving problems
75%
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Which skills matters much more for Foreigners than for Thais,
and vice-versa
More important
for Foreigners
More important
for Thais
Express your ideas

with confidence
36%
Say what you think
35%
Speak English well
32%
Manage priorities effectively
31%
Takes initiative
24%
Be straightforward
18%
Gets things done in time
18%
22%
Make me feel appreciated
20%
Recognize achievements
19%
Control emotion well
15%
Motivate colleagues
15%
Be polite
% difference in importance
Foreigners performance
on top-10 most important skills for Thais
www.1-2-WIN.net
---
PERFORMANCE
+++
Open-minded
Top-10 most importance skills, in Thais opinion
Express ideas
clearly
Listen
Good decisions
4
Emotion control
Respect Thai Culture
6
Easy to talk with
Motivate
Analyze
9
Solve problems
10
49
40
30
20
10
Performance on skills, ranked from best (#1) to worst (#49)

Thais performance
on top-10 most important skills for Foreigners
www.1-2-WIN.net
---
PERFORMANCE
+++
Top-10 most importance skills, in Foreigners opinion
Express ideas clearly
1
Open-minded
English
Straightforward
4
Priorities
Listen
6
Say what you think
Solve problems
Assertive
9
Harmony
10
49
40
30
20
10
Performance on skills, ranked from best (#1) to worst (#49)

why why WHY?

www.1-2-WIN.net
same-same
but
so so SO
different!
why
why
WHY?
way
ahead


Core-values systems: how different?

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Values / Foreigners: do you understand

www.1-2-WIN.net
Krengjai?
Sam Ruam?
Hai Kiat?
Bunkun?
Nam Jai
Hen Jai
Significant value-differences at work

www.1-2-WIN.net
Thais main focus*
Foreigners main focus*
Be goal-oriented & accountable

Be analytical, critical, creative
Be straightforward, assertive
Take initiative
Be effective & efficient
Care for each-other (give face, avoid conflict)

Be humble & composed
(keep bad feelings inside)
Respect (hierarchy & seniority)
Enjoy extended family at work
* We obviously simplify, with the objective to trigger in-depth discussions between Foreigners & Thais
Thai core-value system: recommended reading

www.1-2-WIN.net
Values-ranking in the Thai cognitive system
1. Ego
2. Grateful Relationship
3. Smooth Interpersonal Relationship
4. Flexibility and Adjustment
5. Religio-Psychical
6. Education and Competence
7. Interdependence
8. Fun-Pleasure
9. Achievement-Task
From: S. KOMIN, Psychology of the Thai People: Values and Behavioral Patterns
National Institute of Development Administration (NIDA) 1990, p. 133.
http://lox1.loxinfo.co.th/%7Esniphon/
Leadership models of reference*

www.1-2-WIN.net
Thais leadership model*
Foreign leadership model*
Participative
Directive & truly caring

Phradet + Phrakhun => Baramee
Gets respect for knowledge & wisdom
Gets loyalty (Bunkun) for caring
Authority based on rules & regulations
Authority based on relationships

& seniority
Phradet ~ authority & decision making

Phrakhun ~ ensures well-being of employees families & rewards
Baramee ~ resulting power
Leadership models of reference*

www.1-2-WIN.net
Thais leadership model*
Foreign leadership model*
Participative
Directive & truly caring
Gets respect for knowledge & wisdom
Gets loyalty (Bunkun) for caring
Authority based on rules & regulations
Authority based on relationships

& seniority
Communication
risks of confusion!
www.1-2-WIN.net
Communication
risks of confusion!
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Communication
to speak-out or not to speak?... that is the question!
www.1-2-WIN.net
Some barriers to communication
Other significant differences in environment

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Western countries*
Thailand*
Labor market
& compensation
High unemployment
Job & compensation
highly important
Fairly easy to find a job

Family support between jobs
Education
High interaction-level
between teachers and
students
Focus on memorization
Relatively low emphasis on
critical thinking
Limited travel outside of

Thailand
Limited coverage of
international issues in Thai
media
Exposure
to the World
Most Western expats

have travelled quite
extensively
Significant coverage of
international issues in
most foreign media
Conflict management: different priorities*

www.1-2-WIN.net
Foreigners
Thais
1. All-out discussion
to clarify issues
1. Minimize damage
to relationships
C
O
N
F
L
I
C
T
2. Keep bad feelings inside
2. No bad feelings afterwards

A
F
T
E
R
C
O
N
F
L
I
C
T
Way ahead
www.1-2-WIN.net
same-same
but
so so SO
different!
why
why
WHY?
way
ahead


Self-diagnosis / check-list for Foreigners

(download from www.1-2-win.net)
www.1-2-WIN.net
10 questions to know where you are + way to go!

1. Can you explain clearly: sam ruam, namchai, krengjai, bunkun ?
2. How much do you know about your colleagues families?
3. How much time do you spend in 1-on-1 for skills development?
4. How often do you recognize your colleagues achievements?
5. How often do you have a good time with your team?
6. How often do you ask probing questions (to check understanding)?
7. Whats your level in Thai-language?
8. Do your Thai team-members share opinions in meetings?
9. How much/well do you deliver, in your Thai colleagues opinion?
10. How often do you lose self-control at work?

www.1-2-win.net
Download the self-diagnosis tool*, rate yourself, calculate your total,

reflect on feedback and take actions!
* may be slightly
different, as it is
regularly improved
Self-diagnosis / check-list for Thais

(download from www.1-2-win.net )
www.1-2-WIN.net
10 questions to know where you are + way to go!

1. How straightforward are you with your foreign colleagues?
2. How confident do you feel when you speak English?
3. How often do you propose out-of-the-box ideas in meetings?
4. How often do you go out for lunch/dinner with your foreign colleagues?
5. How often do you deliver tasks after deadline?
6. How often do you mis-manage your priorities?

7. How often do you ask clarification when a Foreigner speaks unclearly?
8. How much about Thai Culture have you taught your foreign colleagues?
9. How often do you ask your foreign colleagues to share their knowledge?
10. How often do you disagree with a Foreigner and keep quite?
www.1-2-win.net
Download the self-diagnosis tool*, rate yourself, calculate your total,

reflect on feedback and take actions!
* may be slightly
different, as it is
regularly improved
10 Advice* to Foreigners / invest in Relationships

www.1-2-WIN.net
10 Advice* to Foreigners / invest in Relationships

www.1-2-WIN.net
Trust & Respect first + earn Trust and Respect

Care (and show it) + invest in personal relationships
(build-up your extended family at work)
Dont rush! Open your mind, listen, learn, adapt, then act
Share your values, clarify priorities & your expectations
Create safe and friendly atmosphere at work
Never lose self-control
Ensure clarity of understanding, yours and your Thai colleagues
(probe beyond a yes or a smile)
Develop / coach team-members
Involve your team as much as possible
Deliver visibly & with humility
Copyright
* Chosen from most common tips

2009 1-2-WIN Co., Ltd. All rights reserved provided in survey and interviews
10 Advice* to Thais / leverage your potential for Achievement

www.1-2-WIN.net
Dare to be straightforward with Foreigners (dont be afraid!)

say what you think, say what you want, say no when you disagree and explain why,
inform about problems quickly, be transparent: do what you say, say what you do
Question Foreigners when their explanations are not clear or relevant

Dont compromise beyond your beliefs
Dont commit before you are sure to deliver on time
Be bold to admit your mistakes + come up with a way to solve the problem
Be creative, dare to think out-of-the-box
Teach and learn from the Foreigners
Be priorities & result-oriented, & accountable (deliver on time, no matter what)
Prepare yourself for negative / tough feedback from Foreigners
Be punctual
Copyright
* Chosen from most common tips

2009 1-2-WIN Co., Ltd. All rights reserved provided in survey and interviews
+ 888 tips from our survey (download from www.1-2-win.net)

www.1-2-WIN.net
Human factor is the most important thing to deal

with people, especially Thai people, they like to
be appreciated. Have to understand that lots of
them work with mind, and if they feel hurt, things
can turn up very difficult. They always say "Mai
Pen Rai", meaning "Never mind. They just say
that it is not counted this time (but be sure that it
will be kept in mind), it can burst out easily after
the 3rd time.
Always be polite
Show integrity
Develop listening skills, which reinforce
trust from staff
Learn and understand Thai culture
Use as much as possible Thai influence
of Thai Line Managers
Remain calm at all time
Be patient
Avoid situations where staff lose face
5 steps to improve cross-cultural work-effectiveness quickly

www.1-2-WIN.net
Watch ALL interviews in our DVD; each one offers different advice and tips
Share and discuss this presentation & the DVD with your colleagues
Download & complete your self-diagnosis questionnaire, reflect on your

way forward and take actions
Extra home-work for Foreigners: ask several Thai colleagues/ friends to:
A. explain about.
B. teach you the 3 Wais
Krengjai
Sam Ruam
Hai Kiat
Bunkun
Nam Jai
Hen Jai
5 steps to improve cross-cultural work-effectiveness quickly

www.1-2-WIN.net
Watch ALL interviews in our DVD; each one offers different advice and tips
Share and discuss this presentation & the DVD with your colleagues
Download & complete your self-assessment questionnaire, reflect on your

way forward and take actions
Extra home-work for Foreigners
And then embrace effective cross-culture work with passion,

to make it a career-highlight and a wonderful experience for you
www.1-2-WIN.net
& Thank You!
www.1-2-win.net; email: info@1-2-win.net; tel: 08 799 60 679
www.1-2-WIN.net
Appendix 1: 28 great businessmen and businesswomen

share their tips in the DVD
Khun Patara Yongvanich

Jorge Pinedo
Khun Suchada Ithijarukul
Hanno Kroemer
Rajesh Sethi
Khun Thipayasuda Suvanajata
Winfried Kiesbueye
Khun Prakorn Makjumroen
Henk J. Kiks
Khun Arunee Jittanon
Hein Swinkels
Khun Vongthip Chumpani
Peter Cauwelier
Dr. Pisit Leeahtam
Alan Miu
Khun Supanee Srivichian
Bruno Charvet
Khun Panya Pongtanya
Frdric Etienbled
Gilles Cretallaz
Khun Lertpong
Khun Maris Tarab
Willem de Vries
Jean-Jacques Durin
Khun Wijit Jamornjureekul
Marcel Krooswijk
Jean-Marie Pithon
Frdric Favre
Managing Director
General Manager
President
Finance Director
President and Chief Executive Officer
General Manager Human Resources
Managing Director
Chairman and CEO
Chief Executive Officer
Corporate Sales Director
VP Finance
Advisor
Executive Vice President
President
Country General Manager
Financial Controller
Deputy Managing Director
General Manager
Managing Director
General Manager
Project Sales and Technical Manager
Managing Director
President and CEO
Business Consultant
Financial Controller
Director
Chairman and CEO
Managing Director
SAP
Mead Johnson Nutrition Thailand
Siam Makro Public Company Limited
TNT
ING Life Limited
The Shell Company of Thailand
CEVA Logistics (Thailand) Ltd.
Philips Electronic (Thailand Ltd.
B-Quik Co., Ltd
Wall Street Institute School of English
Unilever Thai Trading Limited
Bangkok Bank
Essilor Asia Operations
Netherlands-Thai Chamber of Commerce
TNT
OCE
Mazda Sales Thailand
Thai Asia Pacific Brewery Co., Ltd
Hypertrade Consulting
Sofitel Bangkok Sukhumvit
Parex-Davco Co. Ltd
ING Funds
Vigilant Technology Co., Ltd
Trocadelyo
Parex-Davco Co. Ltd
Chuchawal Royal Haskoning
DEXTRA
Vovan & Associs
Appendix 2: full survey results

download excel file from www.1-2-win.net
www.1-2-WIN.net
Appendix 3: DVD menus

www.1-2-WIN.net
Info & downloads: www.1-2-win.net;

email: info@1-2-win.net;
tel: 08 799 60 679

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Copyright 2009 1-2-WIN Co., Ltd. All rights reserved

Whats in it for You?

performance: strengths & areas for development

toolbox for Foreigners: check-list & advice

Copyright 2009 1-2-WIN Co., Ltd. All rights reserved

A presentation by Jean-Franois Cousin,

Highest coaching credentials

Only accredited Executive Coach in Thailand,

Copyright 2009 1-2-WIN Co., Ltd. All rights reserved

Why this survey? A NEED!

One result from our 2008-survey was striking

Copyright 2009 1-2-WIN Co., Ltd. All rights reserved

Why this survey? AN OPPORTUNITY!

Great rewards from effective work together

try their best and dont

have a can do attitude and

are good fun to work with

share know-how and

teach qualitydecision making

Copyright 2009 1-2-WIN Co., Ltd. All rights reserved

Why this survey?

(gratitude) to Thai People!

Copyright 2009 1-2-WIN Co., Ltd. All rights reserved

interviews of 28 great business people

26 companies, 12 Thais, 16 Foreigners

Limitations of our research and presentation

Copyright 2009 1-2-WIN Co., Ltd. All rights reserved

same-same but so so SO different!

performance: strengths & areas for development

toolbox for Foreigners: check-list & advice

Copyright 2009 1-2-WIN Co., Ltd. All rights reserved

How Thais assess Foreigners skills at work

Foreigners strengths: 10 best scores on skills

> speaks English well

> is highly responsible

> Understands the "big picture"

> expresses ideas with confidence

> Creates value for the Company

> has a sense of urgency

> is easy to talk with

> has integrity, is honest

Copyright 2009 1-2-WIN Co., Ltd. All rights reserved

and how important those top-10 skills are for Thais

Which strengths really matter ?

easy to talk with

Copyright 2009 1-2-WIN Co., Ltd. All rights reserved

How Thais assess Foreigners skills at work

Skills-improvement opportunity 10 lowest scores

Not quite good enough

> is effective at developing colleagues' skills

> spends time to develop subordinates' skills

> manages conflict effectively

> spends time to develop personal

> develops harmony between people

> motivates colleagues

> gives effective feedback on performance

> controls emotion well

Copyright 2009 1-2-WIN Co., Ltd. All rights reserved

and how important those top-10 skills are for Thais

Improvement opportunities: which skills really matter

Develop colleagues' skills

Copyright 2009 1-2-WIN Co., Ltd. All rights reserved