Just knowing the cultural differences isn't enough.
Picture the following: Greg O'Leary, a 32-year-old mid-level manager, is in Shanghai for the first time to negotiate a critical deal with a distributor. To prepare himself for the trip, Greg has learned some key cultural differences between China and the U.S. — about how important deference and humility are in Chinese culture, and how Chinese tend to communicate more indirectly than Americans do. He also has learned about how important it is in China to respect a person's public image or "face." Finally, Greg also learned a few Chinese words, which he thought could be good potential icebreakers when starting a meeting.