Cross-cultural assertiveness

‘Our cultural strength has always been derived from our diversity of understanding and experience.’ (Yo-Yo Ma)

Assertiveness is often framed as a positive trait – being clear, direct and confident in expressing our thoughts and needs. But in cultures where relationship, harmony and saving face are highly-valued, a Western style of assertiveness can sometimes feel abrupt or even rude. It’s a lesson I’ve learned – no, I’m still learning – through having made painful and embarrassing cross-cultural mistakes. So how can we adapt an assertive approach without losing our voice?

​Here are some general rules-of-thumb:

*Observe and learn: Pay attention to local communication styles. Notice how disagreements or requests are typically handled.

*Use indirect language: Try to frame your points in a way that aligns with cultural norms (see practical examples below).

*Be mindful of non-verbal cues: In high-context cultures, non-verbal communication carries weight. Ensure words, tone and body language are congruent.

*Seek local feedback: Engage with culturally-knowledgeable friends or colleagues to refine your communication approach.
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Here are some practical examples:
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1.  Listen beyond words: A Vietnamese colleague told me, ‘Yes doesn’t always mean yes here.’ Instead of relying solely on verbal confirmation, pay attention to body language, tone and hesitation. If someone says, ‘That might be difficult,’ they may be politely saying no. Example: If you ask someone if they can meet a deadline and they respond with, ‘That could be a challenge but we will try our best,’ this may mean they cannot meet it. Try asking, ‘I understand it’s difficult. What timeline do you think would be realistic?’

2.  Use indirect language: Rather than saying, ‘I disagree with this approach,’ try, ‘I wonder if there’s another way to look at this?’ or ‘Would it be possible to explore an alternative?’ Softening language allows for discussion without putting anyone on the spot. Example: If a team in Thailand proposes an idea you find impractical, instead of rejecting it outright, you could say, ‘This is an interesting idea. What challenges do you foresee in implementing it?’ This approach encourages dialogue without shutting them down.

3.  Frame feedback as a question: Direct or implied criticism can feel very personal in some cultures. Instead of ‘This report isn’t clear,’ try ‘How do you think we could make this report even clearer?’ It invites reflection and change without causing embarrassment. Example: If a junior colleague in Singapore submits a report with errors, instead of saying, ‘This isn’t detailed enough,’ ask, ‘Could we add a bit more background information to clarify this section?’ This encourages improvement whilst maintaining respect.

4.  Leverage relationships: In hierarchical cultures, feedback is often best received through the appropriate channels. Instead of challenging a senior colleague directly, discuss concerns privately or ask a trusted intermediary to raise the point. Example: If you need to push back on an unrealistic request from a senior manager in the Philippines, rather than directly saying, ‘This won’t work,’ you might discuss your concerns with a colleague who has a good relationship with them and ask them to introduce the idea tactfully.

5.  Respect the pause: Silence is powerful. In Western cultures, we may jump in to fill gaps. But in cultures where people reflect before responding, allow pauses. If you ask a question and don’t get an immediate answer, don’t rush to rephrase – wait. You might get a more thoughtful response. Example: In a negotiation in Cambodia, you propose a fee rate. The other party remains silent. Instead of jumping in with a revised offer, wait. The pause doesn’t necessarily mean disapproval. It may signal they are considering it.