Listening in a Multicultural World

Are you conducting listening tours for your brand?

Summary
Transcript

Marcus Samuelsson—award-winning chef, restaurateur, author and TV personality—explains why recognizing and appreciating different cultures and perspectives is so critical in today’s global village. He also shares why he and his team go on listening tours when in new places. 

“For me, it's really important to have local ambassadors as part of my team that tell me what the business is, that tell us how we should operate,” he shares. “Because, what's culturally appropriate in one place, can be culturally completely wrong in another place. Who am I to come in with this box and say, ‘Well, I'm going to fit in.’” 

Watch the video to learn more from Marcus.

Well, I feel real fortunate to work in America, to work in New York where Americans in general are very, very open because of your hodgepodge of people that come from all backgrounds. That push and pull by different ethnicities and different spiritualities and different thought processes really create what we have, something really special, something that the world constantly is looking at.

It's important to locally, especially for us that have grown our business to cities like Montreal, where there's a language difference between... It could be cultural too, so I have to listen, I have to learn that. When I'm in London it's not a language barrier, but it's a different culture, right? Or Stockholm or Oslo.

So for me it's really important to have local ambassadors as part of my team that tell me what the business is, that tell us how we should operate. Because, what's culturally appropriate in one place, can be culturally completely wrong in another place. Who am I to come in with this box and say, "Well, I'm going to fit in." It's really important to go on that listening tour and then be open enough to transform your business. Open enough to change it so it fits locally, but still be strong enough to make sure that your brand connects.
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Marcus Samuelsson

Marcus is the acclaimed chef behind many restaurants worldwide including Red Rooster Harlem, Red Rooster Shoreditch and Marcus B&P. He was the youngest person to ever receive a three-star review from The New York Times, and has wo...

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