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PART TWO: When communicating with others, what is more important – culture or personality?


There are various models and tools trainers use to assess their clients' personality, such as the MBTI (Myers-Briggs Type Indicator) or NLP (Neuro-linguistic Programming). But is personality alone enough to explain different types of behavior and communication styles worldwide? Therefore, researchers and experts in the field such as Dutch Social Psychologist Geert Hofstede or British Linguist and Interculturalist Richard D. Lewis have devloped cultural dimensions and cultural assessment tools. We can also draw inspiration from others, such as forward-thinking American author and professor at INSEAD Business School, Erin Meyer and her book "The Culture Map".

However, none of them combines the elements of culture and personality!

Unfortunately, none of these models and tools gives people the ability to develop true intercultural competence be it when communicating with people from their own or another culture. As a matter of fact, 80% of cultural differences are within countries and not between them, and we all belong to 15 to 20 different cultural groups (The Insights Group, 2018).

This is why not all US Americans are the same and why you may have more in common with someone from the other side of the planet than your neighbor.

So, what is the solution? Global DISC™ combines the elements of personality and culture in an ingenious and revolutionary way. According to Mira Bergelson, Professor of Linguistics and Intercultural Communication at HSE University in Moscow, culture is to a group what personality is to a person.

In other words, each country, region, city, company, university, profession, generation, or any other group of people we belong to has its own culture or group personality, and as members of such a group, we subconsciously acquire the rules, get used to how things are done or seen, and learn to navigate that culture no matter how much we agree or disagree with it, because these patterns, norms, values, customs, assumptions, and behaviors are recognized, reinforced, and rewarded by the group, and non-compliance is often frowned upon or punished.

Like a smart phone combines many functions of other gadgets in one device, Global DISC™ combines elements of personality and culture. I use it to help individuals, couples, small groups, and international teams become aware how their personality type and cultural background impact their behavior and communication style, create awareness of underlying values and beliefs that influence our perspective and preferences, and develop strategies to communicate successfully with others.

Explore your personality, expand your comfort zone, and learn how to communicate successfully with others.

Zoom Event: Master Cross-Cultural Communication With Global DISC

DATE: Tuesday, March 16, 2021 TIME: 12-1:00 p.m. EST COST: Free

  • Learn more about personality, culture, cross-cultural communication, intercultural competence, and how to communicate successfully with others

  • Meet Renata and ask questions about the topic

  • Get to know the tool: Global DISC

All event registrants are eligible to win a FREE "Intercultural Communication Starter Kit"

  • This includes a full Global DISC Assessment with a 35+ page report for you to keep.

  • A coaching session to decipher the valuable report information.

  • PLUS access to an online training program for three months!


At URBAN Training and Services, we look at people's personality, culture, and the circumstances, and we use proven tools to help people communicate successfully with others.

ABOUT RENATA URBAN: Renata has a passion for teaching and sharing her invaluable skills, knowledge, and experience. Not only has she helped clients succeed in a global business environment but also other educators as a teacher trainer. LEARN MORE ABOUT RENATA


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