Building Trust In International Business Across Cultural Divides

BusinessBuilding Trust In International Business Across Cultural DividesByMidhat Zwayen,Forbes Books Author.for Forbes BooksAUTHOR POSTExpertise and opinions of authors published by ForbesBooks. Imprint operated under license. | Paid ProgramMay 28, 2026, 02:38pm EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.Building trust in international business takes time.gettyWhen it comes to building trust in international business, most leadership discussions focus on how to create it. However, it’s important to remember that trust is a two-way street. Just as important as your team trusting you is whether you trust them. In international contexts, where you need to adapt to local customs and attitudes, this reciprocal trust is invaluable. In some cases, it can even be lifesaving, as I learned through my work in Iraq.Trust as a Two-Way StreetI consulted on a US Army Corps of Engineers (USACE) project in a city beyond Baghdad, one I was not familiar with. Knowing that Baghdad is just one representation of Iraqi culture, I immersed myself in my new surroundings, determined to get to know the local customs. For example, I was surprised to learn that all the shops were run by women (which would be unusual in Baghdad). It turned out that the men were all working on the USACE project nearby, leaving the women to manage day-to-day commerce.When I went into the city, I did not take a big fancy car. I ate the local food. I talked to the people. The women would tell me about their sons, husbands, or nephews working on the engineering site, and I carried these connections back to the site, getting to know the workers. They were happy to work with us as facilitators and would feel comfortable approaching us to ask, “Hey, do you have a job for my son/brother/cousin?” Of course, we could not hire everyone, but when it made sense, and a role was available, we obliged.These gestures built trust in my international bus...