About WeTransfer.
Based in Amsterdam, WeTransfer started in 2009 as a simple way to send large files across the world. Since then, they have developed a whole set of tools to help facilitate the creative process, and as a certified B Corp they are doing their part for the environment simultaneously.
From campaigning for issues like climate change and mental health, to donating 30% of their advertising space to support artists they admire and causes they care about, they are committed to a better internet and a better world for everyone.
Why they came to us.
Working with advertising partners and clients around the world, WeTransfer’s advertising team understands that communication across cultures can be a challenge - especially remotely. How Germans, Americans, Italians and Dutch communicate changes drastically, and without any context it can be very difficult to understand how best to approach a meeting, or why things didn’t go to plan.
Also being an international company spanning across roughly 10 different time zones, there are different cultural and communication styles within their own team. The advertising leadership team were looking for some insight and tools which could be used to have a better understanding of both each other and their clients, and to have some fun as a team in the process.
Our Approach.
We firmly believe that empathy and understanding are far and away the strongest tools to utilize when it comes to communicating across cultural norms. It is impossible to fully understand what is happening in someone’s mind (if we did everything would be much simpler), but having a better knowledge of general practices, combined with understanding of standard personality traits gives you a much better chance of singing the same tune as the person you’re speaking with.
Using two very different but equally relevant tools, we designed a multi-faceted approach to culture and communication.
DYNAMIX: Learning about yourself, how you communicate, and how you react to feedback. You also learn how best to communicate with others
THE CULTURE MAP: Using Erin Meyer’s Country Mapping Tool and looking at cultural factors of different nations, we are able to highlight generalized differences ranging from timeliness, negative feedback approaches and comfortability with confrontation.
What we they did.
The team at WeTransfer did their homework and came prepared to learn. We designed sessions that allowed the team to use the tools by applying them to preset scenarios that we knew they encountered on a regular basis. In teams crossing different regions and personality types (on purpose), they were able to work together to problem solve while simultaneously learning from each other’s tendencies and cultural norms to leave with a better, more empathetic approach to communication.
The team left with a full toolbox on communication, a group of peers they could lean on and learn from, and a collective understanding that although cultures can be different, being open and aware makes communication exponentially easier.
The Impact.
When asked what was the most valuable exercise, one participant stated, “The final exercise, where we synthesized the information. It really helped solidify all of the information.”
“This made me understand myself better and already our team is talking about our colours and sharing our results!” - Workshop Participant
100% of participants found the Dynamix profile to be of very high value, helping them understand not only their own communication style, but the communication tendencies of their team members as well.
With the combination of working on inter-team communication while simultaneously discussing international cultural tendencies, it was a lot to piece together in a short amount of time. Although some participants did feel a bombardment of information, when it all came together in the final session it led to a greater understanding of the bigger picture.
Ready?
Let’s talk about how we can transform your team and leadership needs.
Gillian Davis, Founder.