By Daing S. Nasir
Western Herald
In an attempt to increase awareness of the importance for the United States to improve its image abroad, Cari Guittard, executive director of Business for Diplomatic Action, spoke to local business leaders, owners, entrepreneurs and Rotary Club members during a corporate round table presentation hosted by Colleagues International of Kalamazoo on Nov. 9.
Business for Diplomatic Action (BDA) is a private-sector task force based in San Francisco, Calif. that was founded on the pretext of recovering and integrating local understanding on the many anti-American sentiments looming among international businesses.
According to Guittard, there have been many instances where business deals have been lost abroad because of cultural differences and the communication barrier that exist.
“Basically it all comes down to Communication 101,” Guittard said.
In her presentation, Guittard put to the audience a billboard from South Africa that reads: German Engineering; Swiss Innovation; American nothing.
“We have a reputation overseas as being loud and arrogant, may it be to exploit or to even to corrupt others,” Guittard said. “Having grown up in Texas, I was told that everything that I ever needed or wanted was in Texas. I didn’t need to go out to find everything. That was how insular it was and still is.”
Things have changed, Guittard said.
“Living in America today, it is hard not to step out of your front door and see the whole world at your doorstep.”
With a background in developing threat perspectives, working with ambassadors and US Government officials, including former Secretaries of State Madeleine Albright and Colin Powell, Guittard believes that without a perspective on how the United States is understood abroad, American businesses, the economy and national security are jeopardized.
“In light of the recent shootings in [Fort Hood] Texas, it is our perception and the connotations that we attach to our knowledge that shape what we think of areas and cultures such as the Middle East and the Muslim world today,” Guittard said.
“Pre 9/11, China was our number one threat. Look what happened now.”
The media does not help foster these images, according to Guittard.
“The media concentrates too much on what distinguishes us apart and not on our commonalities,” Guittard said.
“The radio still remains the number one form of media outlet for Americans and when we go into our cars to drive and we turn on the radio — it is as if we are listening to the voice of god imbedding in our minds the news and perspectives of others shaping those of ours.”
Guittard urged that in an effort to be more engaged in a civil society and be more interactive and taking action towards fundamental American values, college students need to learn the skill set needed to go into the globalized world that we live in today.
“Students today can make a difference for the future generation by having a global skill set that can help them in many aspects,” Guittard said. “It is said that technology trumps culture and we must not let this happen.”
BDA encourages Americans to comprehend global perspectives, seek international standpoints and be citizens of the world.
“We can definitely be more involved by tuning in more to what is going on in other parts of the global spectrum, get involved with international affairs, learn a language and also be able to influence policy,” Guittard said.
According to Rotary Club of Kalamazoo President Deb Chope Hughes, the chance for Guittard to come and speak to members came at the most opportune time.
“The event today was a great opportunity for us to have a discussion upon and guide our current understanding of global perspectives,” Chope Hughes said.
Information about the BDA is available at businessfordiplomaticaction.org and details about what other countries think about the US at www.watchingamerica.com.
